Question 1

Identify for each of the following items whether it would be more likely found in a working-class living room or an upper class living room. Items: a Bible, picture windows, still-life portraits, photographs of family members, large potted plants, French furniture, a TV set, a family pet, piano

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Question 2

How does the relationship between wealth and social class affect the way marketers segment affluent markets? Are there some consumption situations in which income alone is a good indicator of consumer behavior?

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Question 3

How does the worldview difference in social class help explain why the sons and daughters of working-class families typically spend their entire lives living within a hundred miles of where they were raised?

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Question 4

Identify the three components marketers use to express a consumption style and explain why marketers would want to express a consumption style.

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Question 5

List the various ways that psychographic segmentation can be used.

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Question 6

Describe the concept of psychographics. Then compare the four forms of psychographic analysis used in marketing.

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Question 7

For this question, let's assume that being physically attractive is an asset. Use the principle of hierogamy to explain how assets can be utilized to advance social class.

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Quiz 11: Consumer Identity 2: Social Class and Lifestyles