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Understanding Emerging Market Consumers Through the Lens of Social Mobility

Author

Listed:
  • Wei-Fen Chen

    (Lecturer In Marketing
    University of Leicester School of Business)

  • Xue Wang

    (Ph.D. candidate of Marketing
    Chinese University of Hong Kong)

  • Ying-yi Hong

    (Professor of Marketing
    Chinese University of Hong Kong)

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.

Suggested Citation

  • Wei-Fen Chen & Xue Wang & Ying-yi Hong, 2019. "Understanding Emerging Market Consumers Through the Lens of Social Mobility," HKUST IEMS Thought Leadership Brief Series 2019-25 Keywords Culture,, HKUST Institute for Emerging Market Studies, revised Mar 2019.
    • Handle: RePEc:hku:briefs:201925
    as

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    File URL: https://iems.ust.hk/assets/publications/thought-leadership-briefs/tlb25/hkust-iems-tlb25-chen.pdf
    File Function: First version, 2019
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