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Consumer Behaviour – Chapter 12: Income and Social Class I Michael R. Solomon!

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Welcome to the new series of Consumer Behaviour by Michael R. Solomon!, you’re one-stop-shop for all things marketing, consumer behaviour, marketing strategy, and community.

In chapter 12, I am going to cover the following learning objectives:
12.1 Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.
12.2 We group consumers into social classes that say a lot about where they stand in society.
12.3 Individuals’ desire to make a statement about their social class, or the class to which they hope to belong, influences the products they like and dislike.





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