Understanding Emerging Market Consumers Through the Lens of Social Mobility

Wei-Fen Chen (), Xue Wang () and Ying-yi Hong ()
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Wei-Fen Chen: Lecturer In Marketing
Xue Wang: Ph.D. candidate of Marketing
Ying-yi Hong: Professor of Marketing

HKUST IEMS Thought Leadership Brief Series from HKUST Institute for Emerging Market Studies

Abstract: Consumers in the same economic bracket may shop differently depending on whether their social economic status will improve or worsen. Downwardly mobile consumers demonstrate a greater intention to purchase products if they appeal to their cultural capital, and a lower intention to purchase the same products if they instead appeal to their economic capital. Consumers’ perceptions of upward and downward mobility are asymmetric.

Date: 2019-03, Revised 2019-03
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Persistent link: https://EconPapers.repec.org/RePEc:hku:briefs:201925

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