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2011.01.19
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[소비자행동론] Chapter 13. Social class and household Influences에 대한 자료입니다.

1. Social Class

2. How Social Class Changes Over TIme?

3. How Does Social Class Affect Consumption?

4. The Consumption Patterns Of Specific Social Classes?

5. How the Household influences consumption behavior?

6. Role that Household Members Play?

본문내용

Income Versus Social Class
○ More money - higher social standing
○ Income is not strongly related to social class for several reasons.
1.income levels often overlapsocial classes.
2.income increases greatly with age, but older workers do not automatically achieve
higher social staus.
3.in many countries an increasing numberof dual career families generate a higher than average income but not necessarily higher status.
○ Income is one factor related to social class, other factors play key roles as well.
○ Income is not strongly related to social class for several reasons.

Conspicious consumption
-related to social class
-The acquisition and display of goods and services to show off one's status

-Conpicious waste
; Visibly buying products and services that one never uses.

-product or service development
-messages
-media exposure
-channel selection

ex) Rolex watch is a strong status symbol for upper-class consumers.

#Influences #Social #class #household

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