收入和社会阶层[13p].pptVIP

Chapter 13 Income and Social Class Income Patterns The average American’s standard of living continues to improve and can be linked to: Women’s roles in the workplace - women are obtaining more high-paying occupations, and Increases in the attainment of education - college graduates earn 50% more than high school grads. Consumer demand for goods and services depends on ability and willingness to buy . Discretionary Income is the money available to a household over and above that required for a comfortable standard of living. Consumers tend to equate money with security and comfort and they are anxious about holding on to what they have. Consumer Confidence Consumers’ beliefs about what the future holds is an indicator of Consumer Confidence. Reflects the extent to which people are optimistic or pessimistic about the future health of the economy. When people are pessimistic about their prospects, they tend to cut back their spending and take on less debt. When they are optimistic about the future, they tend to reduce the amount they save, take on more debt, and buy discretionary items. Social Class Social Stratification Class Structure in the U.S. Social Mobility Components of Social Class Relationship Between Incomeand Social Class The relationship between income and social class: More income doesn’t 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). Measurement of Social Class How Social Class Affects Purchase Decisions Targeting Different Income Levels Status Symbols 13-* CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon Social Class is Determined by a Complex Set of Variables, Including: Income, Family Background, and Occupation. S