13-1
Chapter
11
Consumer Identity II: Social Class
and Lifestyles
,Income Patterns 13-2
• The average American’s standard of living
continues to improve and can be linked to:
– Women’s roles in the workplace - women are
obtaining more high-paying occupations, and
– Increases in the attainment of education - college
graduates earn 50% more than high school grads.
• Consumer demand for goods and services
depends on ability and willingness to buy .
– Discretionary Income is the money available to a
household over and above that required for a
comfortable standard of living.
– Consumers tend to equate money with security and
comfort and they are anxious about holding on to
what they have.
, Consumer Confidence 13-3
• Consumers’ beliefs about what the future
holds is an indicator of Consumer
Confidence.
Confidence
– Reflects the extent to which people are
optimistic or pessimistic about the future
health of the economy.
– When people are pessimistic about their
prospects, they tend to cut back their
spending and take on less debt.
– When they are optimistic about the future, they
tend to reduce the amount they save,
save take on
more debt, and buy discretionary items.
Chapter
11
Consumer Identity II: Social Class
and Lifestyles
,Income Patterns 13-2
• The average American’s standard of living
continues to improve and can be linked to:
– Women’s roles in the workplace - women are
obtaining more high-paying occupations, and
– Increases in the attainment of education - college
graduates earn 50% more than high school grads.
• Consumer demand for goods and services
depends on ability and willingness to buy .
– Discretionary Income is the money available to a
household over and above that required for a
comfortable standard of living.
– Consumers tend to equate money with security and
comfort and they are anxious about holding on to
what they have.
, Consumer Confidence 13-3
• Consumers’ beliefs about what the future
holds is an indicator of Consumer
Confidence.
Confidence
– Reflects the extent to which people are
optimistic or pessimistic about the future
health of the economy.
– When people are pessimistic about their
prospects, they tend to cut back their
spending and take on less debt.
– When they are optimistic about the future, they
tend to reduce the amount they save,
save take on
more debt, and buy discretionary items.
