Social class influences on purchase evaluation criteria

This article investigates social class, income and gender effects on the importance of utilitarian and subjective evaluative decision criteria over a variety of products considered more and less socially significant. Variations in attitude, motivation and value orientations associated with differences in occupational opportunities and demands, childhood socialization patterns and educational influences may lead consumers to vary in many of their purchase behaviors across social classes. It was found here that social class is a significant predictor of evaluative criterion importance for a number of products. The influence was moderated by the objectivity of the criterion and the social sensitivity of the product. Because of its link to choice limitation in decision making, income was expected to be an influence on evaluative criteria. A greater number of utilitarian criterion importance ratings for socially non‐significant products were related to income, and utilitarian criteria importance, in general, was negatively associated with income for low social value products. Application of relative class income levels led to a substantially greater number of significant relationships compared with income or social class alone. The gender of respondents was found to relate to the observed associations, with women generally attaching more importance to virtually all evaluative criteria and exhibiting different relative importance levels for criteria across class and income levels.

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