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The recent increase in economic inequalities in many countries heightened the debates about policy preferences on income distribution. Attitudes toward inequality vary greatly across countries and numerous explanations are offered to clarify the factors leading to support for redistribution. The purpose of this paper is to examine the link between subjective social class and redistributive demands by jointly considering the individual and national factors. The author argues that subjective measures of social positions can be highly explanatory for preferences about redistribution policies.

The author uses data from 48 countries gathered by World Values Survey and empirically tests the impact of self-positioning into classes by multilevel ordered logit model. Several model specifications and estimation strategies have been employed to obtain consistent estimates and to check for the robustness of the results.

The findings show that, in addition to objective factors, subjective class status is highly explanatory for redistributive preferences across countries. The author also exhibits that there is interaction between self-ranking of social status and national context. The author’s estimations from the multilevel models verify that subjective social class has greater explanatory power in more equal societies. This is in contrast to the previous studies that establish a positive link between inequality and redistribution.

The paper contributes to the literature by introducing subjective social class as a determinant. Self-ranked positions can be very relieving about policy preferences given the information these categorizations encompass about individuals’ perceptions about their and others’ place in the society.

This paper aims to examine the interaction effect among the subjective social class, service level and recovery type on post-failure service evaluations (recovery satisfaction and willingness to spread positive word-of-mouth).

A total of 270 US consumers were recruited via Amazon MTurk. This study adopted a 2 (Subjective social class: high vs low) × 2 (Service level: luxury vs mid-scale) × 2 (Recovery type: customer self-recovery vs joint recovery) between subjects’ factorial design using a scenario-based survey method.

The results from the three-way multivariate analysis of covariance confirmed that a joint recovery is ineffective for high subjective social class individuals in a mid-scale hotel setting. Moreover, the moderated mediation analysis revealed that this tendency can be explained by high subjective social class individuals’ tendency to attribute blame externally to self-service technologies (SSTs).

The results of this study suggest that mid-scale hotels should deploy employees in the SST service area based on the profile of their main customers. If a mid-scale hotel is positioning itself to appeal to high subjective social class customers, then employees should be aware of the fact that customers may not be highly satisfied if they receive assistance.

This study expands the current knowledge on customers’ psychological differences based on subjective social class. Furthermore, the findings of this study contribute to academia by providing evidence of external attribution among high subjective social class individuals.

Given the increasing need after the outbreak of COVID-19 to encourage restaurant customers to dine in, the purpose of this paper is to examine the effects that anthropomorphic cues jointly with brand awareness and subjective social class have on restaurant-visit intention.

To better comprehend the use of anthropomorphic cues, this paper involved two studies that used two types of anthropomorphic cues: (1) non-food (a spoon) and (2) food ingredients. For each study, a 2 × 2 mixed factorial design was used.

Using three-way mixed ANOVAs, the results from Study 1 confirmed that adding anthropomorphic cues to a non-food object (a spoon) could induce positive effects for restaurants with lower brand awareness, especially among individuals with low subjective social class. In contrast, Study 2 showed that adding anthropomorphic cues to a food ingredient (e.g. tomato, lettuce and olive) had a weaker effect on restaurants with high brand awareness, especially among individuals with a high subjective social class.

Marketers should use anthropomorphism strategies based on their target customers, especially if their brand is less popular.

Using the theoretical framework from the elaboration likelihood model, this paper contributes to the anthropomorphism literature by showing how an anthropomorphized image that fits an individual’s interests could trigger a careful thinking process that leads to differential behaviors based on brand awareness.

The research aims to explore the interaction effect of consumer social class and service type on consumers' preference for robot services, as well as the mediating role of risk aversion in this interaction effect.

Experiment 1 is a field experiment with service type being the independent variable. The participants were divided into two groups based on the services they received (diagnostic dental services vs. hotel room services). 93 consumers participated voluntarily in the blind experiment and were asked if they would choose to allow a robot to perform the focal services. Experiment 2 employs a 2 × 2 factorial design: personal fitness trainer services at the gym vs wait staff services in a casual dining restaurant × higher- vs lower-social class, with 196 participants.

Results from the two experiments show that participants in the higher-social classes were more willing than participants in the lower-social classes to choose robot services in credence-based service settings. More significantly, risk aversion mediated the interaction effect of social class and service type on participants' preference for robot services.

Based on the credence-experience typology, this research is the first to discuss the weight of social class in consumer decision-making regarding preference for different types of robot services. Furthermore, by extending risk aversion to the robot services field, the current research sheds new light on this underlying mechanism that can inform future studies.

This research study set out to answer the following question: How does social class relate to social connectedness in college?

The authors operationalized a nonexperimental, cross-sectional and analytical study design to analyze 271 survey responses.

This study illustrates that discretionary income has the most dramatic practical significance on the social connectedness of undergraduate students at the research site. As the body of knowledge regarding effective measures of social class for collegians increases, institutions should consider more innovative measures like discretionary spending, perceived social class and others during this unique transitional period of life.

A widened perspective of social class in college could aid in supporting the university and college goals of student success and social well-being.

This study aims to investigate socioeconomic diversity in the hospitality industry by examining the relationship between social class background, family expectations and career outcomes of Generation Z employees. The relationship was further tested by investigating job titles and perceived prestige.

Two studies were developed to test the research questions – first, the social prestige of hospitality jobs compared to other industries with similar skill sets. Second, a between-subjects experimental design was used to examine the moderating effect of job title on the relationship between social class background, family expectations and career decisions.

The findings of the first study confirm the negative perceptions of the hospitality industry. Study 2 demonstrated a negative relationship between social class background and intentions to choose hospitality through family expectations among Generation Z. The negative effect was attenuated when a manager position was offered. However, college students majoring in hospitality reported positive intentions to accept a job in the hospitality industry for both frontline and managerial positions.

The findings emphasize the importance of extending organizational diversity beyond traditional demographics like race, gender and age by examining socioeconomic factors that influence career decisions among Generation Z employees. By considering social class background as a dimension of organizational diversity, the hospitality industry can cultivate a more inclusive culture and enhance recruitment and attraction efforts.

Examining the relationship between social class background and career decisions through the lens of social cognitive career theory provides insight into the social cognitive process of career development among Generation Z. The unique contribution of this study extends beyond observable dimensions of diversity to challenge the socioeconomic composition of the hospitality industry.

This chapter offers a broad view of ways organizations create and sustain social class distinction in the workplace and how these outcomes bolster broader perspectives about socioeconomic status and social class. One’s social class generally refers to earnings, education, or occupational status. In more complex terms, power dynamics create a dichotomy between owners of production forces and workers they employ; a social class structure of haves versus have-nots which organizes human relations. Chapter 9 draws from multiple research traditions to examine the wage labor system, combined with trends, myths and fallacies about social class, social identity intersectionalities, and specifically how social class is performed in organizations.

No matter how much people and their societies prefer to think of themselves as unrestricted and egalitarian, it seems that social class – perhaps more rigidly than any other social identity dimension – offers a ready reminder that social spaces and experiences at work, home, and elsewhere are clearly marked by social class. Key concepts explored include classism, class-free society illusions, and blue- and other color collar metaphors which connote power and privilege. To interrogate social identity research on social class in organizations, explored are subthemes of: socioeconomic status (SES) and the wage labor system in organizations; trends, myths, and fallacies about social class in the United States; intersectionalities of social class identity with age, ethnicity, gender, and physical/psychological ability; and “doing social class” at work.

Discrimination in the marketplace has recently received increasing attention in marketing discussions, especially related to service encounters. This research explores the effect of receiving lower (vs higher) financial compensation than someone perceived to be from an upper social class (vs lower) on consumer reactions after a service recovery situation.

Two experimental studies with two different populations.

Individuals who receive less compensation than someone from a higher socioeconomic status tend to attribute differential treatment to discrimination. Both individuals who received less and who received higher compensation are willing to engage in negative word of mouth, however, only consumers who were discriminated against want to take revenge on the company.

Previous literature indicates that consumers' reactions after service problems are mediated by justice perceptions. This research offers a new perspective of social comparison in service recovery situations by considering the role of discrimination perceptions.

Reverses the traditional approach of defining classes or status groups before investigating patterns of social interaction by using patterns of interaction between more basic units such as occupational groups to determine the nature of stratification order. Outlines the theoretical basis and compares this to other methods before giving examples of applications.