The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance might be sold to a working-class man compared to an upper-class man?
A) The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice.
B) The promotion to the working-class man should emphasize the long-term benefits of insurance, while the upper-class promotion should emphasize the short-term consequences of the choice.
C) The promotion to the working-class man should emphasize pictures while the upper-class promotion should emphasize words.
D) Both men would receive the same ad because elaboration codes have been found to be irrelevant to this product category.

Question

Quizplus · Accepted Answer

The use of more restrictive codes by lower classes suggests they may respond better to messages that emphasize immediate, tangible benefits (like immediate satisfaction for their family's care), whereas upper classes, who may use less restrictive codes, might be more receptive to messages about long-term consequences and benefits.

The Lower Classes Use More Restrictive Codes Than Do the Upper