Social class and consumer behavior: A review for the 70's
Harold W. Berkman Ph.D., Christopher C. Gilson
Journal of the Academy of Marketing Science · 1976 · Volume 4 · Issue 3
Abstract
Stratification of American society creates social classes— large groups of people sharing approximately the same life styles who are ranked according to social prestige. Class membership is determined on the basis of occupation, artifacts, association, and influence. Classes themselves are measured empirically through reputational, subjective, and objective techniques. The most popular models of American class structure provide for five or six distinct social strata. In recent years, however, divisions have become somewhat blurred by the spread of affluence and rapid social change. Social class appears to determine buying behavior for some products and services, and may be useful as a basis for market segmentation.
Keywords
Social Class, Middle Class, Consumer Behavior, Class Membership, White Collar
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