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Stratification and segmentation: Social class in consumer behavior
Author(s) -
Shavitt Sharon,
Jiang Duo,
Cho Hyewon
Publication year - 2016
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2016.08.005
Subject(s) - persuasion , class (philosophy) , market segmentation , social class , middle class , consumer behaviour , consumption (sociology) , set (abstract data type) , core (optical fiber) , experiential learning , marketing , segmentation , psychology , consumer culture , advertising , social psychology , sociology , economics , business , computer science , social science , mathematics education , market economy , artificial intelligence , telecommunications , programming language
Comparing working‐class and middle‐class consumers, Carey and Markus (2016, this issue) highlight the ways that social class determines consumer behavior through a set of mutually supportive culture cycles. We use their framework to re‐examine several core assumptions in marketing and consumer behavior, assumptions that may fit middle‐class consumers better than they do working‐class consumers. Revisiting previous findings with an emphasis on social class allows us to offer an agenda for future research regarding advertising and consumer persuasion, material versus experiential purchases, conspicuous and compensatory consumption, and market segmentation.