Exam 11: Consumer Identity 2: Social Class and Lifestyles

Most groups exhibit a structure called a ________ in which some members are somehow better off than others.

The phenomenon called ________ refers to the creation of artificial divisions in a society.

Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2 groups would Lee-Ann most likely belong?

Vance comes from the lower-upper class, while Jeff comes from the lower-middle class. They are both madly in love with Julia, who is beautiful enough to do part-time modeling. According to the principle of ________, Julia is most likely to be attracted to Vance.

Trisha grew up in a drug-ridden inner-city neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The concept of ________ assesses the impact of such inconsistencies.

How does the relationship between wealth and social class affect the way marketers segment affluent markets? Are there some consumption situations in which income alone is a good indicator of consumer behavior?

Explain the concept of social mobility and its various forms.

Describe the concept of psychographics. Then compare the four forms of psychographic analysis used in marketing.

When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ concept is being applied.

________ refers to the passage of individuals from one social class to another.

If the super rich bought "shredded Levi's jeans" to wear to formal parties, they would be exhibiting a sophisticated form of conspicuous consumption known as ________.

Sixteen-year-old Michael wanted a car. One evening while his father was paying bills, Michael looked over his father's shoulder and saw how much money had been placed in the checking account. He whistled and said, "I thought you said that you didn't have enough money to buy me a used car. In just one month, you could buy me the car I want." Michael's father then gave him a lecture on the differences between income and what is left after money is spent on utilities, mortgages, insurance premiums, and food. "Total income," his father said, "is not the same as ________ income, the source from which your unnecessary car would have to come."

Consumers' beliefs about what the future holds are an indicator of ________.

________ income is the money available to a household over and above that required for a comfortable standard of living.

________ defines a pattern of consumption reflecting a person's choices on how he or she spends their time and money.

A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought and displayed as markers of social class. These products are ________.

Identify for each of the following items whether it would be more likely found in a working-class living room or an upper class living room. Items: a Bible, picture windows, still-life portraits, photographs of family members, large potted plants, French furniture, a TV set, a family pet, piano

Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held mainly by seniors with wealth.

Identify the three components marketers use to express a consumption style and explain why marketers would want to express a consumption style.

For this question, let's assume that being physically attractive is an asset. Use the principle of hierogamy to explain how assets can be utilized to advance social class.