消费基础及其行为 9

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter13SocialClassandStatusCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives13.1Summarizehowourconsumptionchoicesareexpressionsofourtasteandarestronglyinfluencedbyoursocialclass.13.2

Describehowconsumptioncontributestomovementswithinandacrosssocialclassstructures.13.3Explainhowweconsumetocommunicateoursocialstandingtoothers.13.4Discussthewaysorganizationsarestartingtoworktowardgreatersocialjusticetocombatinequality.LearningObjective13.1Summarizehowourconsumptionchoicesareexpressionsofourtasteandarestronglyinfluencedbyoursocialclass.WhatIsSocialClass?

Figure13.1SocialClassasaSetofResourcesSocialclass:agroupofpeoplewithsimilarlevelsofprestigeandesteemwhosharebeliefs,attitudes,andvaluesexpressedintheirthinkingandbehaviorEachsocialclassgroupsharesThesametypeofcapitalbuttheresourcesaredifferentEconomiccapitalSocialcapitalCulturalcapitalEmbodiedculturalcapitalSocialClassProvidesASetofResourcesAspirationalclassSocialDistinction,TasteandHabitusTasteculturedifferentiatespeopleintermsoftheiraestheticandintellectualpreferencesUpper-andupper-middle-classaremorelikelytovisitmuseumsandattendlivetheaterWorking-classconsumersaremorelikelytoattendabaseballmatchOnlinecapitalReputationeconomyOnlinegatedcommunities“IsThataYogaMat?”TasteCulturesandCodesCulturalcapitalisespeciallynoticeableinconsumers’preferencesforandtasteinhobbies,food,furniture,andclothingHowDoWeMeasureSocialClass?ProxiesIndicatorsofone’spositionEducationProfessionTheCanadaGoosecircularlogohassurfacedasapopularstatussymbolinrecentyearsLearningObjective13.2Describehowconsumptioncontributestomovementswithinandacrosssocialclassstructures.SocialClassStructuresInvirtuallyeverycontext,somepeoplerankhigherthanothersPatternsofsocialarrangementsevolvewherebysomemembersgetmoreresourcesthanothersbyvirtueoftheirrelativestanding,power,orcontrolinthegroupSocialStratificationSocialstratificationArtificialdivisionsinasociety,thesizeofsocioeconomicgroups,andtheconsumerbehaviorineachstratumPrecariatEmergentserviceworkersTraditionalworkingclassNewaffluentworkersTechnicalmiddleclassEstablishedmiddleclassEliteSocialMobilitySocialmobility:MovementsalongthesocialclasscontinuumHorizontalmobilityDownwardmobilityUpwardmobilityThecollegewagepremiumThefemale-to-maleearningsratioSomeKeyFactorsThatInfluenceConsumerBehaviorwithinandacrossSocialClassesEmpowermentConsumerconfidenceOldversusnewmoneyLearningObjective13.3Explainhowweconsumetocommunicateoursocialstandingtoothers.SocialStatusandConsumptionSocialstatusWherewethinkwestandinasocietyToassessthatstanding,wecompareourselvesandwhatwehavewithothersandwhattheyhaveFinancialdeprivationThesenseofnothavingasmuchmoneyaspeershaveToWhomDoWeCompareOurselves?Upwardcomparison:aspirationalsocialreferencegroupsDownwardcomparison:lookingtothelessfortunateAspirationsgapHedonictreadmillAspirationsfailureSubjectivesocio-economicstatusForReflection(1of3)Howdoesyourownattitudetowardspendingaffectyourgeneralshoppingpatterns?StatusSymbolsStatussymbols—possessions(e.g.,luxurybranditems)orservices(e.g.,spatreatmentsorpersonalshoppers)thatcommunicatewealthorprestigetoothersStatusseeking:asignificantsourceofmotivationtoprocureproductsandservicesthatwillletothersknowwe’ve“madeit”ConspicuousConsumptionInvidiousdistinctionConspicuousconsumptionStatussignalingBrandprominencePowerdistancebeliefStatusSignalingFigure13.2ATypologyofStatusSignalingStatusPivotingStatusthreatUpwardcomparison

canmakeusworriedaboutoursocialstatusStatuspivotingSignalingourstatusandsuccess—inalternativedomainsCounterfeitluxurygoodsStatusandParodyDisplaysDidyougetadiscountbecausethey’reripped?“Damaged”jeansareoneformofparodydisplayForReflection(2of3)Howdoyouassignpeopletosocialclasses,ordoyouatall?Whatconsumptioncuesdoyouuse(e.g.,clothing,speech,cars,etc.)todeterminesocialstanding?TheMeaningof“Luxury”LuxuryisfunctionalLuxuryisarewardLuxuryisindulgenceTheevolutionaryperspectiveonluxuryForReflection(3of3)Provideexamplesofquietversusloudbrandsignalsusedamongyourreferencegroups.Whatdothesesignalssayaboutsocialclassandlifestyle?LearningObjective13.4Discussthewaysorganizationsarestartingtoworktowardgreatersocialjusticetocombatinequality.SocialInequality,Poverty,andSocialJusticeIncomeinequalityOnepercenterC

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OpayratioThebottomofthepyramidLow-incomeConsumersFigure13.3The4A’sofAddressingLow-IncomeConsumersTheDigitalDivideDigitaldivide:accesstotechnologyisstillrestrictedformanypeoplebecauseofincomeTheRoleofConsumptioninSocialJustice:WalktheWalkPurpose-drivenconsumerschooseproductsandbrandsthatfitwiththeirvaluesSocialresponsibility:ConsumptionisatthecoreofeconomicinequalitiesBusinessescanimproveaccesstobottom-of-the-pyramidconsumersandinvestincause-relatedmarketingSocietycanformgrassrootscommunityorganizationsThegovernmentcanenactpolicychangesandeducationalopportunitiesforupwardsocialmobilityNon-profitorganizationscanfundsocialprogramsChapterSummary13.1Ourconfidenceinourfuture,aswellasintheoveralleconomy,determineshowfreelywespendandthetypesofproductswebuy.13.2Wegroupconsumersintosocialclassesthatsayalotaboutwheretheystandinsociety.13.3Individuals’desiretomakeastatementabouttheirsocialclass,ortheclasstowhichtheyhopetobelong,influen