收入和社会阶层.ppt

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1、Chapter13IncomeandSocialClassCONSUMERBEHAVIORFourthEditionMichaelR.SolomonIncomePatternsTheaverageAmerican’sstandardoflivingcontinuestoimproveandcanbelinkedto:Women’srolesintheworkplace-womenareobtainingmorehigh-payingoccupations,andIncreasesintheattainment

2、ofeducation-collegegraduatesearn50%morethanhighschoolgrads.Consumerdemandforgoodsandservicesdependsonabilityandwillingnesstobuy.DiscretionaryIncomeisthemoneyavailabletoahouseholdoverandabovethatrequiredforacomfortablestandardofliving.Consumerstendtoequatemo

3、neywithsecurityandcomfortandtheyareanxiousaboutholdingontowhattheyhave.ConsumerConfidenceConsumers’beliefsaboutwhatthefutureholdsisanindicatorofConsumerConfidence.Reflectstheextenttowhichpeopleareoptimisticorpessimisticaboutthefuturehealthoftheeconomy.Whenp

4、eoplearepessimisticabouttheirprospects,theytendtocutbacktheirspendingandtakeonlessdebt.Whentheyareoptimisticaboutthefuture,theytendtoreducetheamounttheysave,takeonmoredebt,andbuydiscretionaryitems.SocialClassSocialClassisDeterminedbyaComplexSetofVariables,I

5、ncluding:Income,FamilyBackground,andOccupation.SocialClassInfluences:HowMuchMoneyWillBeSpentHowMoneyWillBeSpentAccesstoResourcesSuchasEducation,Housing,andConsumerGoodsTasteandLifestylesSocialStratificationStatusHierarchySomeMembersAreSomehowBetterOffThanOt

6、hersAchievedStatusEarnedThroughHardWorkAscribedStatusObtainedThroughLuckorInheritanceSocialStratificationReferstotheCreationofArtificialDivisionsInaSocietyby:ClassStructureintheU.S.Upper-Upper0.3%Lower-Upper1.2%Upper-Middle12.5%MiddleClass32%WorkingClass38%

7、LowerButNotLowest9%RealLower-Lower7%AccesstoResourcesSuchAsMoney,Education,andLuxuryGoodsSocialMobilitySocialMobilityReferstothePassageofIndividualsFromOneSocialClasstoAnother.HorizontalMobilityUpwardMobilityDownwardMobilityComponentsofSocialClassEducationa

8、lAttainmentOccupationalPrestigeIncomeRelationshipBetweenIncomeandSocialClassTherelationshipbetweenincomeandsocialclass:Moreincomedoesn’tnecessarilyresultinincreasedstatusorchangedconsumptionpatterns.I