Exam 10: Social class and consumer behaviour

Chapin's Social Status Scale has been most helpful to sociologists in determining social class by estimating the level of prestige of one's occupation.

Reputational measures are a form of social class measurement.

Which of the following statements is false?

'It is a waste of time targeting working-class and non-affluent consumers'. Discuss.

'Worldwide the middle class is shrinking'. Discuss.

Social class schemas are divided in many ways, starting from a two-category schema all the way to a _______-category social class schema.

Lower-middle-class consumers have a stronger preference for t-shirts and caps.

Why are possessions used by sociologists as an index of social class? Which scale is the most elaborate rating scheme for evaluation possessions and how might it be used today?

Chapin's Social Status Scale depends largely on one's:

What are the approaches for measuring social class? Briefly describe them and highlight the weaknesses (if any) of each approach.

Marketers that subscribe to the view that individuals of a certain social class will live close to similar individuals should explore:

Since the affluent market in Australia is small, marketers have been keen to further segment this consumer group.

When marketers use social class to develop a separate marketing mix for that group, then they would be using social class as a basis for:

In the subjective measure approach to social classification, most respondents have a tendency to classify themselves in the ______ class.

Broadband Internet usage and increased leisure activities are typical of which consumer?

Compared to an upper-class consumer, a lower-class consumer would be more likely to enjoy:

Which of the following social classes tends to be concerned with immediate gratification when it comes to saving, spending and credit?

'Buy now and pay later' is the philosophy used by:

What is geodemographic clustering?

Which of the following is not a variable used to measure social class?