Abstract
When it comes to happiness and satisfaction, consumer socioeconomic status (SES) has an important moderating role. In this chapter, we outline in which way SES intervenes in shaping consumer preferences and consumer happiness. When considering consumer preferences, low socioeconomic status has been shown to impact dietary patterns, such as consumption of fruits and vegetables, high caloric food, sugar-sweetened beverages, as well as consumption of alcohol and tobacco. Studies also show that low SES consumers tend to engage in purchases of various status-signaling goods. Socioeconomic status has also been shown to intervene in delineating happiness for experiential and material goods, consumer loyalty behavior, and consumer happiness with food consumption. We discuss the factors responsible for these relationships.
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Savadori, L., Kazemekaityte, A. (2021). Socioeconomic Status and Consumer Happiness. In: Dutta, T., Mandal, M.K. (eds) Consumer Happiness: Multiple Perspectives. Studies in Rhythm Engineering. Springer, Singapore. https://doi.org/10.1007/978-981-33-6374-8_3
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