Abstract Comparing working‐class and middle‐class consumers, highlight the ways that social class determines consumer behavior through a set of mutually supportive culture cycles. We use their framework to re‐examine several core assumptions in marketing and consumer behavior, assumptions that may fit middle‐class consumers better than they do working‐class consumers. Revisiting previous findings with an emphasis on social class allows us to offer an agenda for future research regarding advertising and consumer persuasion, material versus experiential purchases, conspicuous and compensatory consumption, and market segmentation.
Stored only when both papers are in the corpus — 95 citations exist upstream.
Imported from OpenAlex (CC0) — nothing here is generated.