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Chapter 12
Social Class and Lifestyles
CONSUMER
BEHAVIOR, 10e
Michael R. Solomon
12-1
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter Objectives
When you finish this chapter, you should
understand why:
1. Both personal and social conditions
influence how we spend our money.
2. We group consumers into social classes
that say a lot about where they stand in
society.
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12-2
Chapter Objectives (continued)
3. A person’s desire to make a statement
about his social class, or the class to
which he hopes to belong, influences the
products he likes and dislikes.
4. Consumers’ lifestyles are key to many
marketing strategies.
5. Identifying patterns of consumption can
be more useful than knowing about
individual purchases when organizations
craft a lifestyle marketing strategy.
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
11-3
Learning Objective 1
• Both personal and social conditions
influence how we spend our money.
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11-4
Discretionary Income
• The money available to a household over
and above what it requires to have a
comfortable standard of living
• How we spend varies based in part on our
attitudes toward money
• Tightwads
• Spendthrifts
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12-5
Consumer Confidence
• Behavioral economics
• Consumer confidence
• Factors affecting the overall savings rate:
• Pessimism/optimism about personal
circumstances
• World events
• Cultural differences in attitudes toward
savings
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12-6
For Reflection
• How does your own attitude toward
spending affect your general shopping
patterns?
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Learning Objective 2
• We group consumers into social classes
that say a lot about where they stand in
society.
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12-8
Social Class Structure
• “Haves” versus “have-nots”
• Social class is determined by income,
family background, and occupation
• Universal pecking order: relative standing
in society
• Social class affects access to resources
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Picking a Pecking Order
• Social stratification
• Artificial divisions in a society
• Scarce/valuable resources are
distributed unequally to status positions
• Achieved versus ascribed status
• Status hierarchy
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Social Mobility
Horizontal Mobility
Upward Mobility
Downward Mobility
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Figure 12.1 American Class Structure
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For Reflection
• How do you assign people to social
classes, or do you at all?
• What consumption cues do you use (e.g.,
clothing, speech, cars, etc.) to determine
social standing?
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
12-13
Learning Objective 3
• Individuals’ desire to make a statement
about their social class, or the class to
which they hope to belong, influences the
products they like and dislike.
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2-14
Components of Social Class
• Occupational prestige
• Is stable over time and similar across
cultures
• Single best indicator of social class
• Income
• Wealth not distributed evenly across
classes (top fifth controls 75% of all
assets)
• How money is spent is more influential
on class than income
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12-15
Predicting Consumer Behavior
• Social class is better predictor of lower to
moderately priced symbolic purchases
• Income is better predictor of major
nonstatus/nonsymbolic expenditures
• Need both social class and income to
predict expensive, symbolic products
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Consumer View of Luxury Goods
• Luxury is functional
• Luxury is a reward
• Luxury is indulgence
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Taste Cultures
• Taste culture differentiates people in terms
of their aesthetic and intellectual
preferences
• Upper- and upper-middle-class are more
likely to visit museums and attend live
theater
• Middle-class is more likely to go camping
and fishing
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12-18
Figure 12.2 Living Room
Clusters and Social Class
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12-19
Status Symbols
• What matters is having more wealth/fame
than others
• Status-seeking: motivation to obtain
products that will let others know that you
have “made it”
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12-20
Figure 12.3 A Typology of
Status Signaling
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12-21
Problems with Social Class Segmentation
•
•
•
•
Ignores status inconsistencies
Ignores intergenerational mobility
Ignores subjective social class
Ignores consumers’ aspirations to change
class standing
• Ignores the social status of working wives
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For Reflection
• Provide examples of quiet versus loud
brand signals used among your reference
groups. What do these signals say about
social class and lifestyle?
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Learning Objective 4
• Consumers’ lifestyles are key to many
marketing strategies.
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For Reflection
• Identify a brand that appeals to your
lifestyle. Does it appeal specifically to the
things you like to do, how you spend your
leisure time, or how you spend your
money?
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Learning Objective 5
• Identifying patterns of consumption can be
more useful than knowing about individual
purchases when organizations craft a
lifestyle marketing strategy.
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
12-26
Figure 12.6 Consumption Style
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12-27
For Reflection
• Identify products and settings that would
be at home in your consumption styles.
• Have marketers identified these
consumption styles and used them in
advertising?
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12-28
Chapter Summary
• Both personal and social conditions
influence how we spend our money.
• We group consumers into social classes
that say a lot about where they stand in
society.
• A person’s desire to make a statement
about social class influences the products
he likes and dislikes.
• Lifestyle is the key to many marketing
strategies.
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
12-29