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Income and Social Class

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Parody Display. Status Symbols. Conspicuous Consumption. Status Symbols. The Leisure Class. The Billboard Wife. Modern Potlatch. Parody Display. Parody Display ... – PowerPoint PPT presentation

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Title: Income and Social Class


1
Income andSocial Class
2
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3
Income Patterns
  • The average Americans standard of living
    continues to improve and can be linked to
  • Womens roles in the workplace
  • Increases in the attainment of education
  • Consumer demand for goods and services depends on
    ability and willingness to buy .
  • Discretionary Income
  • Consumers tend to equate money with security

4
Consumer Spending and Economic Behavior
  • Status Symbols
  • Products that serve as markers of social class
  • Income Patterns
  • Womans Work
  • More people participating in the labor force
  • Mothers with children are the fastest growing
    segment of working people
  • Yes, It Pays to Go to School!
  • Education is expensive but pays off in the long
    run

5
Luxury Items as Status Symbols
6
Social Class
  • A Universal Pecking Order
  • Dominance-submission hierarchy Each individual
    in the hierarchy is submissive to those higher in
    the hierarchy and is dominant to those below them
    in the hierarchy
  • Social Class Affects Access to Resources
  • Marx believed that position in society was
    determined by ones relationship to the means of
    production.
  • Weber believed that rankings of people depended
    on prestige (status groups), power (party) and
    wealth (class)
  • Social Class Affects Taste and Lifestyles
  • Social class The overall rank of people in a
    society
  • Homogamy Tendency to marry into a similar social
    class

7
Social Stratification
  • Social Stratification
  • Creation of artificial divisions in a society
  • Achieved Versus Ascribed Status
  • Achieved status Status earned through hard work
    or diligent study
  • Ascribed status Status one is born with
  • Status hierarchy Structure in a social group in
    which some members are better off than others

8
Achieved versus Ascribed Status
9
Social Mobility
  • Social Mobility
  • The passage of individuals from one social class
    to another
  • Horizontal Mobility
  • Movement from one position to another roughly
    equivalent in social status
  • Downward Mobility
  • Movement from one position to another position
    that is lower in social status
  • Upward Mobility
  • Movement from one position to another position
    that is higher in social status
  • Differential fertility Middle class reproduce
    fewer children than lower class

10
Relationship Between Incomeand Social Class
  • The relationship between income and social class
  • More income doesnt necessarily result in
    increased status or changed consumption patterns.
  • Income predicts purchase of expensive products
    without status (i.e. major appliances).
  • Social class can predict the purchase of low to
    moderate priced symbolic products (i.e.
    cosmetics).
  • Both social class and income are needed to
    predict purchases of expensive, symbolic products
    (i.e. cars, homes).

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12
Social Class
  • Occupational Prestige
  • Income
  • Education

13
Measurement of Social Class
  • Women and Social Class
  • Changes in Family Structure
  • Increasing Anonymity
  • Status Inconsistency

14
How Social Class Affects Purchase Decisions
  • Appropriateness
  • Worldview
  • Codes
  • Taste Cultures
  • Considerations for Constructing Marketing Messages

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Taste Cultures
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Figure 13-1 A Contemporary View of the American
Class Structure
19
Status Symbols
  • Conspicuous Consumption
  • Status Symbols
  • The Leisure Class
  • The Billboard Wife
  • Modern Potlatch
  • Parody Display
  • Conspicuous Consumption
  • Status Symbols
  • The Leisure Class
  • The Billboard Wife
  • Modern Potlatch
  • Parody Display

20
Parody Display
21
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