Copyright Atomic Dog Publishing, 2002 Chapter 14 Social Class and Reference Group Influences

Copyright Atomic Dog Publishing, 2002

Chapter 14

Social Class and Reference Group Influences


Chapter Spotlights

Social class Social class in the United States Values, attitudes, and lifestyles across

social classes Social class and marketplace behavior Reference group types and influences Social power


Social Class

“Birds of a feather flock together” 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


Social Class Membership Members of the same social class tend

to share common values, beliefs, and behaviors that unite them (as opposed to simple demographics).

Common factors used to place people into different social classes: occupation, source of income, possessions, associations with others, and level of influence.


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 lottery…

will 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.


Assigning Individuals to Social Classes The five indicators may be used singly or

in combination to establish an individual’s class status.

Methods normally used to classify people into social classes include (all are subjective): The reputational approach The subjective approach Objective approaches:

Single-item measures Multiple-item measures


Social Class in the United States A five-class hierarchy

Upper class (Upper – “Landed gentry”, Lower “New money”) Attend elite schools, old/new money, in/not in the “register”

Upper-middle class (Professional class, Cultural protectors) Professionals, independent businesspeople, corporate

executives Lower-middle class (Moral compass of society, “Typical

American”) Salespeople, clerical workers, supervisors, construction

contractors, small retail store owners, “white collar” Upper-lower class (“Monotonous” existence)

Skilled and semi-skilled blue-collar workers, narrow existence Lower-lower class

Lower blue-collar workers, the unemployed, families on welfare, and unskilled workers


Values, Attitudes, and Lifestyles across Social Classes Social class is an

important source of beliefs, values, and behaviors

Different social classes value education differently.

Attitudes toward family life, raising children, the role of women, etc. vary from class to class.

People in various social classes exhibit markedly different lifestyles.


Influence on media use Lower-class people are less likely to

subscribe to newspapers than are members of the middle class.

Choice of magazine is likely tied to education and reading ability

Lower-middle class – Reader’s Digest, Ladies Home Journal

Upper-middle class – Time, SI, The New Yorker, etc. Broadcast media choice also varies by social

class Lower-middle class – more responsive to

audiovisual forms of communication


Influence on Advertising Acceptance - Observations

Lower-status consumers are more receptive to advertising that depicts activity, ongoing work and life, expressions of energy, etc.

Upper-middle class consumers are more critical of advertising, suspicious of emotional appeals and skeptical of claims


Influence on Shopping and Choice Behavior Lower-class women are the most “impulsive”

about shopping. Outlet choice varies by social class (class

match very important) Upper-lower class women are likely to respond

to promotions offering coupons or other special inducements

Bowling, TV, and bingo are favorite lower-class leisure pursuits

Most activities enjoyed by middle- and upper-class people are less time consuming than lower-class choices.


Reference Group Influences A reference group is

the group whose perspective an individual takes on in forming values, beliefs, attitudes, opinions, and overt behaviors.

They set levels of aspiration

They help define the actual items/services considered acceptable for displaying those aspirations.


Social Norms and Conformity Social norm – any rule or behavior for

meeting societal expectations normative system

Conformity pressures – actions taken to encourage or force members to act, think and/or express themselves in certain ways.

The more important a group is in our lives, the greater our desire to accept and conform to its norms


Homan’s Equation

The difference between the “price” we pay for conformity and the rewards obtained fordoing so determines for each of us whetherwe 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.


Reference Group Types Primary reference group: one with which the

individual has frequent face-to-face contact and in which members are close-knit.

Examples: families, households, study groups, work teams, roommates, etc.

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.


Reference Group Types (continued) Membership group: one to which a

person currently belongs. Aspirational group: a group that a

person would like to be part of, but to which he or she does not currently/ may never belong

Dissociative group: a group that an individual avoids or denies connection with.


Reference Group Influences

Reference groups as part of the socialization process setters of roles information sources normative influences an expression of self-value


Conformity Pressure and Marketplace behavior The influence of reference groups varies Groups tend to be more influential on

product decisions than they are on either brand or outlet choices Conspicuousness “based on exclusivity” --

product decisions (bikers and black leather jackets)

Conspicuousness “associated with the individual” -- brand decisions possible within product class, “allowed personal expression”

Visibility of consumption (Exh. 14-10) Level of product necessity (Exh. 14-10)


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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Copyright Atomic Dog Publishing, 2002 Chapter 14 Social Class and Reference Group Influences