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Contents
Social class Values, attitudes, and lifestyles across social classes Social class and marketplace behavior Reference group types and influences Social power
Social Class
Social class a status hierarchy by which groups and individuals are classified on the basis of esteem (regard, respect) and prestige (reputation, influence derived from achievements). American Marketing Association The different lifestyles of social classes lead to different benefits being sought
Occupation
What a person does for a living. It is an indicator of other signs of class membership: income, personal associations, and status. Further, class assumptions within an occupation may be based on performance level.
Income Source
Level of income is not by itself a good indicator of class. Income source along with occupation may help us determine whether two individuals that have the same income belong in the same class: investments, inheritance, old wealth, etc. Does a professional athlete making $20 million belong in the same social class with a physician making $150,000?
Associations
Consumption patterns and interaction networks are inherently linked. People tend to associate with others that share the same tastes and recreational activities. Class consciousness sense of belonging to a certain class is reinforced by our associations. The higher our class the more class conscious we are.
A mechanic wins a $50 million in the lotterywill his/her social class change?
Level of Influence
Membership in a higher class generally leads to greater influence within the workplace, organizations, and society as a whole. The more responsibility one has the greater the influence s/he can exert on others.
Homans Equation
The difference between the price we pay for conformity and the rewards obtained for doing so determines for each of us whether we will conform to group expectations and to what extent.
Price: Loss of freedoms Time commitment Financial commitment Etc. Rewards: Levels of acceptance Advancement within the group Prestige gained Etc.
Copyright Atomic Dog Publishing, 2002
Secondary reference group: one in which interaction with other members is less frequent Formal group: one in which there is some sort of structure and/or for which there are specific membership requirements. Informal group: one that has no special membership or attendance requirements, other than common interests.
Social Power
Power of reward praise, approval, acceptance, status, recognition, etc. Coercive power unacceptable behavior strongly discouraged Expert power informational attraction Referent power closer the match between person and group, more willingness to conform
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