The Continuing Significance of Social Class to Marketing

Abstract

Social class is conceptually complicated, philosophically upsetting, and methodologically challenging, yet it continues to offer provocative insights into consumption choices. The latest thinking from sociologists points to a basic continuity in the American status structure: fundamental differences among the classes in self-image, social horizons, and consumption goals continue despite changes in income distribution, the demographics of family composition, and life styles. The question of whether class or income is the better predictor of marketplace behavior should be rephrased: How does class affect use of income?