消费基础及行为 15

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter12IncomeandSocialClassCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives12.1Ourconfidenceinourfuture,aswellasintheoveralleconomy,determineshowfreelywespendandthetypesofproductswebuy.12.2Wegroupconsumersintosocialclassesthatsayalotaboutwheretheystandinsociety.12.3Individuals’desiretomakeastatementabouttheirsocialclass,ortheclasstowhichtheyhopetobelong,influencestheproductstheylikeanddislike.LearningObjective12.1Ourconfidenceinourfuture,aswellasintheoveralleconomy,determineshowfreelywespendandthetypesofproductswebuy.ToSpendorNotToSpendDiscretionaryincomeisthemoneyavailabletoahouseholdoverandabovewhatitrequirestohaveacomfortablestandardofliving.Howwespendvaries,basedinpartonourattitudestowardmoney.TightwadsSpendthriftsConsumerConfidenceFactorsaffectingsavingsrate:Pessimism/optimismWorldeventsCulturaldifferencesinattitudestowardsavingsIncomeInequalityPlutonomySocialMobilityHorizontalMobilityUpwardMobilityDownwardMobilityIncomeBasedMarketingTwofactorscontributetoan(overall)upwardincometrajectory:Ashiftinwomen’srolesIncreasesineducationalattainmentConsumerViewofLuxuryGoodsLuxuryisfunctionalLuxuryisarewardLuxuryisindulgenceTheIncomePyramidTopofthePyramidBottomofthePyramidFigure12.1The4AsSource:AndersonandNielsBillou,“ServingtheWorld’sPoor:InnovationattheBaseoftheEconomicPyramid,”JournalofBusinessStrategy

28,2:14–21,reprintedinA.T.Kearney,ServingtheLow-IncomeConsumer:HowtoTackleThisMostlyIgnoredMarket,2011,atkearneycomForReflection(1of3)Howdoesyourownattitudetowardspendingaffectyourgeneralshoppingpatterns?LearningObjective12.2Wegroupconsumersintosocialclassesthatsayalotaboutwheretheystandinsociety.SocialClassStructure“Haves”versus“have-nots”Socialclassisdeterminedbyincome,familybackground,andoccupationUniversalpeckingorder:relativestandinginsocietySocialclassaffectsaccesstoresourcesPickingaPeckingOrderArtificialdivisionsinasocietyAchievedversusascribedstatusStatushierarchyComponentsofSocialClassOccupationalprestigeIsstableovertimeandsimilaracrossculturesSinglebestindicatorofsocialclassIncomeWealthnotdistributedevenlyacrossclasses(topfifthcontrols75%ofallassets)HowmoneyisspentismoreinfluentialonclassthanincomeSocialStratificationStatushierarchyOccupationalprestigeWorldviewAffluenzaCosmo-politanismPredictingConsumerBehaviorSocialclassisbetterpredictoroflowertomoderatelypricedsymbolicpurchasesIncomeisbetterpredictorofmajornonstatus/nonsymbolicexpendituresNeedbothsocialclassandincometopredictexpensive,symbolicproductsProblemswithSocialClassSegmentationIgnoresstatusinconsistenciesIgnoresintergenerationalmobilityIgnoressubjectivesocialclassIgnoresconsumers’aspirationstochangeclassstandingIgnoresthesocialstatusofworkingwivesSocialClassaroundtheWorldChinaJapanTheMiddleEastTheUnitedKingdomIndiaForReflection(2of3)Howdoyouassignpeopletosocialclasses,ordoyouatall?Whatconsumptioncuesdoyouuse(e.g.,clothing,speech,cars,etc.)todeterminesocialstanding?LearningObjective12.3Individuals’desiretomakeastatementabouttheirsocialclass,ortheclasstowhichtheyhopetobelong,influencestheproductstheylikeanddislike.TasteCulturesTasteculturedifferentiatespeopleintermsoftheiraestheticandintellectualpreferencesUpper-andupper-middle-classaremorelikelytovisitmuseumsandattendlivetheaterMiddle-classismorelikelytogocampingandfishingFigure12.2LivingRoomClustersandSocialClassSource:AdaptedfromEdwardO.LaumannandJamesS.House,“LivingRoomStylesandSocialAttributes:ThePatterningofMarerialArtifactsinaModelUrbanCommunity,”Sociology

andSocialResearch54(April1970):321–342.Copyright,UniversityofSouthernCalifornia,April1970.Allrightsreserved.RestrictedCodesversusElaboratedCodesTable12.1

EffectsofRestrictedversusElaboratedCodesblankRestrictedCodesElaboratedCodesGeneral

characteristics

Emphasizedescriptionandcontentsofobjects

Haveimplicitmeanings(contextdependent)

Emphasizeanalysisandinterrelationshipbetweenobjects;i.e.,hierarchicalorganizationandinstrumentalconnectionsHaveexplicitmeanings

Language

Usefewqualifiers,i.e.,fewadjectivesoradverbsUseconcrete,descriptive,tangiblesymbolism

Uselargevocabulary,complexconceptualhierarchy

Socialrelationships

Stressattributesofindividualsoverformalroles

Stressformalrolestructure,instrumentalrelationships

Time

Focusonpresent;haveonlygeneralnotionoffuture

FocusaninstrumentalrelationshipbetweenpresentactivitiesandfuturerewardsPhysicalspace

Locaterooms,spacesincontextofotherroomsandplaces:e.g.,“frontroom,”“cornerstore”

Identifyrooms,spacesintermsofusage;formalorderingofspaces;e.g.,“diningroom,”“financialdistrict”

Implicationsfor

marketers

Stressinherentproductquality,contents(ortrust-worthiness,goodnessof“real-type”),spokespersonStressimplicitoffitofproductwithtotallifestyle

Usesimpleadjectives,descriptions

Stressdifferences,advantagesvis-à-visotherproductsintermsofsomeautonomousevaluationcriteria

Stressproduct’sinstrumentaltiestodistantbenefits

Usecomplexadjectives,descriptorsSource:

AdaptedfromJeffreyF.Durgee,“HowConsumerSub-CulturesCodeReality:ALookatSomeCodeTypes,”inRichardJ.Lutz,ed.,AdvancesinConsumerResearch

13(Provo,UT:AssociationofConsumerResearch,1986):332SocialandCulturalCapitalSocialcapitalCulturalcapitalGlampingOnlinesocialcapitalReputationeconomyOnlinegatedcommunityStatusSymbolsInvidiousconsumptionConspiciousconsumptionLeisureclassTrophywivesCougarsBrandprominenceStatussignalingHowBrandLoyalConsumersDealwithCounterfeitingFlightReclamationAbrandingSource:YoungJeeHan,JosephC.Nunes,andXavierDrèz