Chapter 10: Life Style: The Essence of Social Class

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Chapter 10 of Life Style and Psychographics

Myers and Gutman present a comparison between income and social class as these two variables relate to life style. They demonstrate what elements of life style are most related to the consumer’s standing in a social hierarchy, and what elements of life style are most related to the amount of money earned. The ultimate goal is to provide a first step toward implementing life style research within a firm.

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Book Information

ISBN: 9781613111163
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Author information


James H. Myers James H. Myers

Dr. James H. Myers is Professor Emeritus of Marketing at the Claremont Graduate University at the University of Southern California. He taught Graduate School Business Administration at the University of Southern California for twenty years before becoming Professor of Marketing at the Drucker School at Claremont Graduate University at the University of Southern California for twenty-two years.

Prior to his career in academia, Dr. Myers was manager of the Management Research Division at the Prudential Insurance Company’s regional headquarters. He is the author of seven books and more than sixty scholarly articles. He has done extensive consulting for Frito-Lay, Pacific Gas & Electric Co., and Eastman Kodak.


Jonathan Gutman Jonathan Gutman

Jonathan Gutman is Professor Emeritus of Marketing at the Whittemore School of Business and Economics at the University of New Hampshire in Durham. He earned his B.A. from Pomona College, his M.S. from Purdue University, and his Ph.D. from the University of Southern California. His publications include Service vs. Satisfaction: the Key to a Competitive Edge and Focus on Satisfaction: Using Patient Focus Groups.

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