Social Class

Social Class

1. Hierachical Divisions into relatively homogeneous groups

   • Attitudes
   • Values
   • Lifestyles

2. Not based on how much money,but how you use it

   • Societal Rank
     • A person in relation to others
   • Status
     • Prestige attached to ones standing in society

3. Cultural Differences

   • English Aristocracy
   • Indian Caste System

4. Social Stratification

   • The arrangement of social groups or society that are unequal
     • In relation to
       • Power
       • Property
       • Social Evaluations
       • Psychological Gratification

5. Social Mobility

   • Ability to move between classes
     • Rags to riches

6. Veblen's Conspicuous Consumption

   • Consumption of non functional goods to show status to others
   • Provide evidence of ability to buy luxury goods
   • Conspicuous Waste
     • Evidence of Abundance
   • Fashion designed impractical to show working class
   • More prominent now in lower and middle class

7. Status anxiety

   • Anxiety associated with 'climbing the ladder'
   • Human nature to compare to others

8. Lower Class

   • The have nots
   • Basic Taste
     • Still require necessities
   • Desire to appear successful
   • Use of
     • Credit Cards
     • Money Lenders
     • Hire Purchase
   • Shopping Experience
     • Price differentiation
     • Bulk Buying
       • Floor to ceiling on display
     • Large open plan shopping
     • Bright Flourescent Lights

9. Upper Class

   • The haves
   • Obvious market due to diverse taste
   • Shopping experience
     • Exclusive items
     • Smaller boutiques
     • Subdued lighting
     • One off items on display

10. Luxury

    • Luxury as Indulgence
      • Emotional Response
      • Express Individuality
    • Luxury as a reward
      • Demonstrative Purposes
    • Luxury = quality
      • Enduring Value

11. Old Money

    • Born into generational money
    • Secure in status
    • Capital rich cash poor
    • Donations, hopistals

12. Nouveau Rich

    • Self made
      • Working class
    • Status anxiety
      • Flamboyent status symbols
    • Advertising plays on insecurities
      • Not fitting in

13. Marketing concerns

    • Tall poppy syndrome
      • Advertising may need to be subtle
    • Different classes different consumption patterns
    • Positioning based on existing or desired status
    • Ads reinforce idea of product belonging to class' consumption constellation
    • Shift in values