Presentation on theme: "Ch. 4: Demographics and Social Stratification Demographics describe a population in terms of its size, distribution, and structure. Size: Distribution:"— Presentation transcript: 1 Ch. 4: Demographics and Social Stratification Demographics describe a population in terms of its size, distribution, and structure. Size: Distribution:
Structure: Show
2 Social Standing/Class Socioeconomic factors Occupation
Education Ownership Income Heritage Social Standing Upper class Middle class Working class Lower class Unique Behaviors Preferences Purchases Consumption Communication One’s position relative to others on one or more dimensions valued by society. 1) Bounded, 2) ordered, 3) mutually exclusive, 4) exhaustive, and 5) influential.
3 Not All Behaviors within a Social Class Are Unique Behaviors associated with a particular social class Behaviors shared with other social classes Behaviors not engaged in
Excluded behaviors Unique Shared behaviors 4 Percent Distribution of Five-Category Social-Class Measure SOCIAL CLASSESPERCENTAGE Upper 4.3 Upper-middle 13.8 Middle 32.8 Working 32.3 Lower 16.8 Total
percentage100.0 5 Social Class Groups Social Class General Consumer Behavior UPPER AMERICANS (UPPER-UPPER, LOWER-UPPER, UPPER-MIDDLE) (14 % of population)
6 Social Class General Consumer Behavior MIDDLE CLASS (32 % of population) Social Class Groups (cont.) 7 Social Class General Consumer Behavior WORKING CLASS (38 % of population) Social Class Groups (cont.) 8 Social Class General Consumer Behavior LOWER AMERICANS (16 % of population) Social Class Groups (cont.)
9 Measuring Social Status Single-Item Indexes –Education –Occupation
(Socioeconomic Index: SEI) –Income Relative Occupational Class Income Subjective Discretionary Income Multi-Item Indexes –Hollingshead Index of Social Position –Warner’s Index of Status Characteristics –Census Bureau’s Index of Socioeconomic Status
10 Hollingshead Index of Social Position (ISP) Occupation Scale (Weight of 7) DescriptionScore Higher executives of large
concerns, proprietors, and 1 major professionals Business managers, proprietors of medium-sized businesses, 2 and lesser professionals Administrative personnel, owners of small businesses, and 3 minor professionals Clerical and sales workers, technicians, and owners of little 4 businesses Skilled manual employees5 Machine operators and semiskilled employees6 Unskilled employees7
11 Hollingshead
Index of Social Position (ISP) Education Scale (Weight of 4) DescriptionScore Professional (MA, MS, ME, MD, PhD, LLD, and the like)1 Four-year college graduate (BA, BS, BM)2 One to three years college (also business schools)3 High school graduate4 Ten to 11 years of school (part high school)5 Seven to nine years of school6 Less than seven years of school7
12 Hollingshead Index of Social Position (ISP) ISP score = (Occupation score X 7) + (Education score X 4) Classification System Range of DescriptionScores Upper 11-17 Upper-middle 18-31
Middle 32-47 Lower-middle 48-63 Lower 64-77 13 Warner’s Index of Status Characteristics (ISC) 1 Professionals and pro-InheritedExcellent Very high: Gold Coast, prietors of large businesses wealth
houses North Shore, etc. 2 Semiprofessionals & Earned Very good High: better suburbs & officials of large businesseswealth apartment house areas 3 Clerks and kindred Profits & Good houses Above average: areas all residential, workers fees space around houses, apartments in good condition 4 Skilled workers Salary Average Average: residential neighborhoods, houses no deterioration 5 Proprietors of small Wages Fair houses Below average: area beginning to businesses deteriorate, business
entering 6 Semiskilled workers Private relief Poor houses Low: considerably deteriorated, run down and semi-slum 7 Unskilled workers Public relief & Very poor Very low: slum nonrespectable houses income Characteristics Source ofHouse ScoreOccupationIncomeTypeDwelling Area
14 Upper-upper12-17 1.4% Lower-upper18-24 1.6 Upper-middle 25-37 10.2 Lower-middle 38-50 28.8 Upper-lower
51-62 33.0 Lower-lower 63-84 25.5 Classification System Range ofPopulation Social StrataScores Breakdown Warner’s Index of Status Characteristics (ISC) ISC score = (Occupation X 4) + (Income source X 3) + (House type X 3) + (Dwelling area X 2)
15 Census Bureau Index of Socioeconomic Status (SES) Under $3,000 15Some grade school 10 Laborers 20 $3,000-$4,999 31 Grade school
graduate 23 Students 33 $5,000-$7,999 62 Some high school 42 Service workers 34 $7,500-$9,999 84 High school graduate 67 Operators 58 $10,000-$14,999 94 Some college 86Craftsmen 58 $15,000-$19,999 97 College graduate 93 Clerical sales 71 $20,000-$29,999 99 Graduate school 98 Managers 81 $30,000 and over 100 Professionals 90 *Note: Income levels should be adjusted by consumer price index before using. Source: U.S. Bureau of the Census, Methodology and Scores of the Socioeconomic Status, Working
Paper No. 15 (Washington, D.C.: U.S. Government Printing Office, 1963). IncomeEducation Occupation Category*ScoreCategory Score Category Score 16
Census Bureau Index of Socioeconomic Status (SES) (Income) + (Education) + (Occupation) SES score = 3 Upper90-9915.1% Upper-middle 80-8934.5 Middle45-6934.1 Lower-middle 0-4416.3 *Note: Income levels should be adjusted by consumer price index before using. Source: U.S. Bureau of the Census, Methodology and Scores of the Socioeconomic Status, Working Paper No. 15 (Washington, D.C.: U.S. Government Printing Office, 1963). Classification System Range ofPopulation Social StrataScores Breakdown
17 Problem with the multi-item indexes A person with under seven years of school who started a small manufacturing firm which later grew into a medium sized firm of which he is now
president. A person with an MA in English owns and operates a very small bookstore located near the university specializing in classical literature. 18
“Upward Pull” Strategy Targeted at Middle Class Middle classAspirations To belong to upper-middle class Prefer Products consumed by upper-middle class Positioning Upper-middle class symbolism for middle-class products
19 Positioning Within Social Class Working-class aristocrats Disdain Upper-middle class Prefer Working-class products and brands Positioning Working-class symbolism for working-class products What are three factors behind the steady overall growth of the United States population quizlet?What are 3 factors behind the steady overall growth of the United States population?. Reached adulthood during difficult economic times.. First generation raised in dual-career households.. Path to success less certain than prior generations.. What are two basic approaches used by marketers to measure social class?These groupings are of particular value to marketers, who use social classification as an effective means of identifying and segmenting target markets. There are three basic methods for measuring social class: subjective measurement, reputational measurement, and objective measurement.
Which generation refers to those individuals born during the dramatic increase of births?Baby Boomers are defined by the U.S. Census Bureau as those born between 1946 and 1964. This generation's name and and time frame come from the dramatic increase in birth rates post-WWII until 1964, after which the birth rate declined.
Which generation invented rock and roll and grew up with music and television?Baby boomers made up the first consumer generation. They grew up in the television age, watching mass media emerge from their living rooms, embracing sex-driven, racially integrated rock and roll—Elvis, Jimi Hendrix, the Beatles—all of it fueled by the world's first true mass audiences. But then they grew up.
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_____ describe a population in terms of its size, distribution, and structure.
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