Social Classes And Spending Behavior

911 Words4 Pages
There are some economists who support a theory the U.S. economic system is without a social class system, in the typical sense. However, through many proven research methods, science leans in the opposite direction of that theory. It has been shown that humans have a natural tendency to not only roam in places where they feel as though they belong, but they also exhibit similar traits in spending based on their surroundings. The main idea of the article “Social Classes and Spending Behavior” by Pierre Martineau is to understand consumer spending behavior in different social classes in order to apply a specific research design, created by Lloyd Warner, to several different market models. When a consumer of visibly lower social class walks into a expensive department store, the clerks inside will treat her considerably different than they would if a different customer from a noticeably higher living standard walked in (121). By having the difference between them, people who have the same standard will be treated differently in subtle ways (121). Apart from how others from separate social classes are treated, there is also differences among consumers of the same income level, which serves as a better indicator of their social class, as opposed to income level. It is said that Middle-class people do not hesitate when buying refrigerators and other appliances which is durable goods, also no hesitation when buying things in discount houses and making purchase in bargain stores
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