Socioeconomic Status and Consumer Choice: the Role of Cultural Capital

Across four studies, we find low SES consumers prefer utilitarian to hedonic products, particularly when a chronic lack of cultural capital is salient. High SES consumers also shift to utilitarian choices when situationally-cued to their lack of cultural capital. An ecologically-valid field study presents additional confirmatory evidence for this theorizing.


Erick M. Mas, Blair Kidwell, and Aparna A Labroo (2020) ,"Socioeconomic Status and Consumer Choice: the Role of Cultural Capital", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 762-763.


Erick M. Mas, Vanderbilt University, USA
Blair Kidwell, University of North Texas, USA
Aparna A Labroo, Northwestern University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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