Systematic variation in purchase orientations across social classes

Abstract

It is well established that consumers employ purchase criteria that can be characterized as either more functionally oriented or more expressively oriented, depending on the category and situation. However, the literature review revealed a lack of clarity as to how (and if) social class characteristics influence the weighting of consideration toward either of these criteria types. Two studies were conducted to examine the influence of social class on the relative salience of functional and expressive considerations. Expressive orientation was found to increase with each successive class group moving from lower to higher, while functional orientation was found to decline. Age and gender distinctions were also identified. These findings provide guidance for marketing communicators in developing tailored advertising messaging for distinctive target groups. A particularly functional focus is more appropriate for older working class males, while an expressive emphasis will more often be appropriate for young professionals, both male and females.