Consumer Judgments As a Function of Social Class

Jaehoon Lee, University of Houston at Clear Lake, USA
L. J. Shrum, HEC Paris, France
Tina M. Lowrey, HEC Paris, France
Using a service context, two experiments tested the hypothesis that lower class individuals, who are more holistic thinkers, focus primarily on context as a whole, whereas upper class individuals, who are more analytic thinkers, focus primarily on specific events only.
[ to cite ]:
Jaehoon Lee, L. J. Shrum, and Tina M. Lowrey (2013) ,"Consumer Judgments As a Function of Social Class", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.