Consumer Behavior Social Class

Education Occupation Income Wealth Dwelling Family Values & Beliefs Beliefs Habits Lifestyles Relationships Consumption Determinants Distinctions

The Use of Time Late Daily Schedule Distant Time Horizon Up-Scale Down-Scale Early Daily Schedule Close Time Horizon

Degree of Abstraction Complex, Abstract Thinking Intangibles Are Acceptable Up-Scale Down-Scale Simple, Concrete Thinking Tangibles Are Preferable

Masculine Emotionality Little Hostility Expressed Sentimentality Acceptable Up-Scale Down-Scale Open Aggression Expressed Sentimentality Unacceptable

Perception of Risk Little Risk Perceived Loss Viewed as Feedback Up-Scale Down-Scale World Viewed as Risky Others Blamed for Losses

Family Interactions Limited Sex Roles Want Precocious Children Up-Scale Down-Scale Strong Sex Roles Want Obedient Children

Community Involvement Active Community Participation Strive for Upward Mobility Up-Scale Down-Scale Perceive Lack of Potency Strive to Maintain Position

Family Dwelling The Home is Symbolic The Outside is Important Up-Scale Down-Scale Proximity is Important The Inside is Emphasized

Home Furnishings Furnishings are Coordinated Reliable Appliances Sought Up-Scale Down-Scale Furnishings are Durable Labor-Saving Appliances Sought

Clothing and Appearance Fashionable Clothes Required Personal Services are Necessities Up-Scale Down-Scale Durable Clothes Preferable Personal Services are Luxuries

Medical Treatment The Body Seen as a “Residence” Self-Responsibility Recognized Up-Scale Down-Scale Identification with the Body Experts are Responsible

Dietary Habits Judge Quality over Quantity Cooking May Be Creative Up-Scale Down-Scale Judge Quantity over Quality Cooking is Usually a Chore

Recreation, Entertainment Prefer Active Participation Use Technical Equipment Up-Scale Down-Scale Prefer Spectatorship Use Power Equipment

Work and Leisure Strive for Achievement Paid for Performance Up-Scale Down-Scale Desire for Security Paid for Time on the Job

Financial Practices Routinely Save and Invest Use Credit Cards for Convenience Up-Scale Down-Scale Save for Large Purchases Use Credit Cards for Credit

Media Exposure News and Information Programs Drama and Documentaries Up-Scale Down-Scale Mainly Entertainment Programs Games, “Soaps,” and Sports

Shopping and Buying Purchases Often Planned Products Judged on Merit Up-Scale Down-Scale Impulse and Last-Minute Buying Brand and Small Store Loyalty