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Chapter 13

Chapter 13. Household and Social Class Influences. Learning Objectives~ Ch. 13. Describe the various types of households and families, and explain how the family life cycle and other forces affect household structure.

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Chapter 13

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  1. Chapter 13 Household and Social Class Influences

  2. Learning Objectives~ Ch. 13 • Describe the various types of households and families, and explain how the family life cycle and other forces affect household structure. • Discuss the roles that household members play in acquisition and consumption decisions, and how companies can build on these roles to market more effectively. • Define the social class hierarchy and identify the major determinants of social class standing. • Explain how social class influences consumer behavior and why these influences are considerations when marketers plan strategy and tactics. • Outline three key forces that are, over time, changing social class structure in many countries.

  3. Household Influences & CB • Family • Nuclear • Extended • Types of Households • Single person living alone • Group of individuals living together

  4. Household Structure Trends • Delayed marriage • Cohabitation • Dual-career families • Divorce • Smaller families • Same-sex couples What accounts for these changes and in what ways are they relevant to business?

  5. Roles • Gatekeeper • Influencer • Decider • Buyer • User • Roles can be expressive or instrumental

  6. Spouses & Decisions • Dominant • Husband • Wife • Decision • Autonomic • Syncratic • Bargaining versus concession • Children? Pester power

  7. Social Class Hierarchy • Social class systems • Upper • Middle • Lower • Social class—economic substrata • Overprivileged • Class average • Underprivileged

  8. U.S. Subclasses • Upper Americans • Upper-upper • Lower-upper • Upper-middle • Middle Americans • Middle class • Working class • Lower Americans • “Not the lowest” • “Real lower-lower”

  9. Social Class Influence • Trickle-down • Lower classes copy trends of upper-classes • Status float • Trends start in lower-/middle-classes & spread upward

  10. Social Class Determination • Income versus social class—income not strongly related • Occupation & education—strongest determinant of class standing • Other indicators • Inherited status • Earned status • Social class indexes • Computerized status index • Status crystallization

  11. Social Class Dynamics • Upward mobility—education • Downward mobility—job loss • Marriage may impact mobility • Status panic • Social class fragmentation • Blurred class divisions • Increased availability of mass media • Advances in communication technology

  12. Social Class & Consumption • Conspicuous consumption & status symbols—conspicuous waste • Status symbols & judging others • Parody display • Fraudulent symbols • Compensatory consumption • Meaning of money • Both good & evil • Can you buy happiness?

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