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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、lAttainmentOccupationalPrestigeIncomeRelationshipBetweenIncome andSocialClassTherelationshipbetweenincomeandsocialclass:Moreincomedoesn’tnecessarilyresultinincreasedstatusorchangedconsumptionpatterns.I
