消费者行为学教学资料chapter11.pptVIP

Chapter 11 Social Class and Consumer Behavior Social Class and Social Status Social status is usually defined in terms of one or more of the following socioeconomic variables: Family Income Occupational Status Educational Attainment The Measurement of Social Class Subjective Measures Reputational Measures Objective Measures Objective Measures Single-variable indexes Occupation Education Income Other Variables Composite-variable indexes Index of Status Characteristics Socioeconomic Status Score MRI Affluent Market-Segmentation Schema Affluent Segments Well-feathered Nests No Strings Attached Nanny’s In Charge Two Careers The Good Life Consumer Behavior and Social Class Clothing, Fashion, and Shopping The Pursuit of Leisure Saving, Spending, and Credit Social Class and Communication Figure 11.5 Affluent Consumers’ Participation in Selected Sports Table 11.10 Affluent Readers’ ($70,000+ Median Household Income) for Selected Publications NEWSPAPER/MAGAZINE MEDIAN HOUSEHOLD INCOME ($) Allure 115,400 Architectural Digest 125,400 Art Antiques 103,200 Better Homes and Gardens 96,600 Boating 101,400 Bon Appetit 119,200 Business Week 121,500 Cigar Aficionado 115,100 Conde Nast Traveler 123,500 Elle 119,900 Esquire 108,200 Fortune 121,900 Golf Magazine 102,200 Good Housekeeping 94,800 Table 11.10 continued NEWSPAPER/MAGAZINE MEDIAN HOUSEHOLD INCOME ($) Gourmet 120,600 GQ/Gentlemen’s Quarterly 103,500 House Garden 100,300 Martha Stewart Living 100,000 National Geographic 97,000 Newsweek 109,000 Self 103,800 Southern Accents 120,800 Town Country 124,200 Travel Leisure 111,100 U.S. News World Report 99,900 Vanity Fair 124,700 Vogue 119,800 W 138,000 Rural Affluent Segments Suburban Transplants Equity-rich Suburban Expatriates City Folks with Country Homes Wealthy Landowners * ?2000 Prentice Hall * Social Class The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or