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Consumers in a social and cultural environment: Family and Social Class -…
Consumers in a social and cultural environment: Family and Social Class
The Family as a Socialization Agent
The Family’s Supportive Roles
emotional support
suitable family lifestyles
economic Well-Being
Parental Styles
authoritative parents
neglecting parents
authoritarian parents
indulgent parents
Adult and intergenerational Consumer Socialization
Consumer Socialization is Learning
Family Decision-Making and Consumption-Related Roles
Children as Three Markets
Children as a primary market
Children as future consumers
Children as influencers
Husband–Wife Decision-Making
Wife-dominated decisions
Joint decisions
Husband-dominated decisions
Autonomic decisions
Children’s Influence on Family Decision-Making
Rational
Consultation
Exchange
Ingratiation
Pressure
Measuring Family Decision-Making
Family Member's Roles
Geo-Demography and Social Class
Suburban
Second City
Urban
Town and Country
The Family Life Cycle
Parenthood
Honeymooners
Post-Parenthood
Dissolution
Bachelorhood
Social Standing and Consumer Behavior
Social Class and Social Status
Social Class is Hierarchical and often used to Segment Consumers
Measuring Social Class
Education
Income
Occupation
Multivariable Measures
Index of Status Characteristics (Warner’s ISC)
Socioeconomic Status Score (SES)
Subjective vs Objective Measures
Social Classes’ Characteristics and Consumer Behavior
Downscale Consumers
Clothing, Fashion, and Shopping
Middle-Class Consumers
Saving, Spending, and Credit Card Usage
Affluent Consumers
Middle Affluent
Most Affluent
Least Affluent
Communications
Upward Mobility
Downward Mobility
Non-traditional Families and Non-Family Households
Advertising to Non-Traditional Households
Dual Spousal Work Involvement Household Classification System
Consumer Behavior of Non-Traditional Families and Households