Social Stratification

Question 1

Pierre Bourdieu

Answer 1

-choice of object = SC status

-‘social capital’ (relo/netwks)
helps us develop taste

• social position influence
  1. be higher class
  2. maintain class

-conspicuous consumption

Question 2

Define conspicuous consumption

Answer 2

product consumed in presence of others

Question 3

A product that does not require SC identity

Answer 3

environmental concern

Question 4

For a social class to exist:

Answer 4

1. bounded - clear lines
2. ordered - spread out
3. mutually exclusive
4. exhaustive - everyone fits
5. influential - variations between classes

-aus do not have ‘pure’ SC

Question 5

What is Status Crystallisation

Answer 5

degree of consistency on all status dimensions

Question 6

Social Class Structure

Answer 6

Refer to brainstorm

Question 7

Define single-item indexes

Answer 7

estimate social status using a single dimension

Question 8

How social class is measured?

Answer 8

• education
• occupation
• income

Question 9

Define ROCI

Answer 9

Relative occupational class income

-relationship of family’s total income to the median income of oth families in same occupational class

Question 10

Explain OCI

Answer 10

• excess funds (over-privileged)
• neither excess nor deficient funds (average)
• deficient funds for desired lifestyle (underprivleged)

Question 11

Define SDI

Answer 11

Subjective discretionary income

-estimate of money for non-essentials

Question 12

Describe ISP

Answer 12

Hollingshead Index of Social Position

• 2-item index for measuring social position

Question 13

Define ISC

Answer 13

Warner’s Index Status Characteristics

• measure based on 4 socioeconomic factors

1. occupation
2. income
3. house type
4. dwelling area

Question 14

Define Masstige

Answer 14

When prestige brand becomes generalised to wider target market and achieves large-volume sales inconsistent with its OG positioning

Question 15

Issues and assumptions

Answer 15

• ‘upward social mobility’ cannot apply to everyone

- class-consciousness is low in aus

Question 16

SC and MS

Answer 16

1. determine which aspects of the consumption process are affected by SC
2. select segment based on usage rate, purchase motivation or product/brand meaning
3. members desire to emulate some aspects of higher class life

Question 17

Explain culture.

Answer 17

• comprehensive
• influences pref
• acquired not inherited
• boundaries = norms

Question 18

Explain Conformism

Answer 18

• socialisation: when child is learning
• acculturation: when IND learns new
• sanction

Question 19

Define cultural quotient (CQ)

Answer 19

cultural sensitivity

Question 20

International MS

Answer 20

• cannot follow ‘one-size-fits-all’

- continuously monitor local news (bleeding orangutan fingers)

Question 21

List cultural values.

Answer 21

Other-oriented:
-old ppl being wiser

Environment-oriented:

• risk taking (gambling)
• conquest for nature

Self-oriented: IND desire;

• value hard work
• immediate gratification

Question 22

Define ethnocentrism

Answer 22

belief of superiority of own culture and that oth culture should have the same values

Question 23

List cross-cultural variation

Answer 23

List in notes lol

Question 24

Define non-verbal communication

Answer 24

meanings assigned to time, space, friendship, agreements, things, symbols and etiquette

Question 25

Time

Answer 25

• western: inescapable, linear, fixed, almost seen as tangible
• asian: less discrete; less subject to scheduling

Question 26

Space

Answer 26

Au: bigger=better

Au; personal space = less than Japan

Question 27

Friendship

Answer 27

Au: quickly formed

Malaysia: less enforceable commercial code; friendship=biz

Question 28

Agreements

Answer 28

au: rely on signed contract
oth: informal customs; contract can be offensive

Question 29

Things

Answer 29

UK: silver tea trays = respectability

Japan: minimalist homes