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Social class is assumed to be a crucial determinant in consumer behavior. Most previous research has focused on purchase and consumption behavior across social class segments at the generic product class level. In contrast, this article reports an exploratory study on how brands from narrowly defined groups of products and services are perceived to appeal to different social classes.

Social class is assumed to be a crucial determinant in consumer behavior. Most previous research has focused on purchase and consumption behavior across social class segments at the generic product class level. In contrast, this article reports an exploratory study on how brands from narrowly defined groups of products and services are perceived to appeal to different social classes.

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.

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 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.

Our attitudes, values and tastes are shaped by our position in social space. At least, that was the argument Pierre Bourdieu set out in his seminal work, La Distinction. The purpose of this paper is to consider Bourdieu's theory of cultural reproduction and his argument that working-class families exhibit cultural attitudes and tastes for social necessity.

Attitudinal data relating to social necessity are taken from a national social survey of the British population. The results provide a rich source of data for exploring classed attitudes towards necessity in contemporary Britain.

Bourdieu's original claims for working-class “choice of the necessary” and working-class “taste for necessity” are based on his observations grounded in social survey evidence drawn from 1960s French society. Analysis of contemporary British social survey and attitudinal data also reveals sharp contours and differences in attitudes and tastes according to class fractions. These are evident in classed tastes and preferences for food, clothes, the home and social life.

Within the Bourdieusian theoretical framework, we understand that the tastes of necessity are preferences that arise as adaptations to deprivation of necessary goods and services. La Distinction and Bourdieu's approach to unmasking inequalities and structures in social space continue to be relevant in contemporary Britain. More generally, study findings add to the growing evidence that casts some doubt on current arguments concerning “individualisation”, claiming that social class has ceased to be significant in modern societies.

This paper sheds fresh light on the empirical validity and continuing theoretical relevance of Bourdieu's work examining the role of social necessity in shaping working-class culture. Bourdieu argues that the real principle of our preferences is taste and for working-class families, this is a virtue made of necessity.

Evidence from epidemiological studies (Doll and Peto, 1981 European Atherosclerosis Society, 1987) has clearly pointed to a strong association between food consumption and disease. This association has been used to account at least in part for the relationship between social class and a range of diseases (Townsend, Davidson and Whitehead, 1988), as evidence from survey research (MAFF, 1987) suggests that patterns of food consumption and dietary intake vary markedly between social classes and income groups. The aim of this article, drawing on data derived from an exploratory, qualitative investigation of patterns of food consumption in middle class and working class households, attempts to throw some light on the relationship between social class and food consumption.

This study seeks to examine aspects of social class associated with British public accountancy immigrants to the USA prior to the First World War. The study's specific purpose is to investigate the social mobility and fluidity associated with these élite immigrants in the early history of US public accountancy.

The paper is informed by previous studies of both social class and élite immigration and uses biographical data describing 395 British chartered and incorporated accountancy immigrants entering the USA between 1875 and 1914. Data analyses describe social mobility and fluidity based on the recorded occupations of these élite immigrants.

Despite their élite status, the immigrants experienced inter‐generational downward mobility immediately post‐migration. The evidence also indicates inter‐generational and intra‐generational upward mobility for immigrants settling in the USA and for those who did not settle there. The study further reveals evidence of social fluidity associated with both settlers and non‐settlers.

The study suggests that immigration to the USA did not immediately improve the occupational status of British public accountants who settled there. Nor, compared to those who did not settle in the USA, was it necessarily a more advantageous career path to improved occupational status. The study adds to existing knowledge of British accountants in the early US public accountancy profession and, more generally, to that of social mobility associated with immigration of the period.

The study is significant because it provides knowledge of social mobility and fluidity associated with élite immigrants and contributes to the social history of British accountants in the early development of US public accountancy.

The class concepts of economic classes, social classes and political forces all have an important role to play in advancing the theoretical understanding necessary for achieving progress in the socialist project. The “new class analysis” is a series of attempts made since the 1960s by a number of Marxist writers to orient the political forces of socialists by providing analyses of the changing class structure of the advanced capitalist formations. Many of these contributions have been flawed. An account of class is made which shows the naivety of these views. It is put forward that it is necessary to make use of the three class concepts and that there is no a priori necessary association between the membership of these variously conceptualised groups — they can cut across one another in various ways. Each of the concepts is outlined. In contrast to stock Marxist conceptions, this approach may be more fruitful.

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.