Overview
Our topic is on : STATUS SIGNALLING: Explore the differences in consumer behaviors and Brand preferences among ascribed status (born/married into wealth) and achieved status (work/education) in social class systems. Do scholarly research and discuss these consumer behaviors --both parties are part of the upper classes, but purchase differently. Research information and terms such as invidious consumption, conspicuous consumption, status signaling (see chapter 12). Discuss consumer behavior of the "nouveau-riche". Discuss the differences and illustrate with cases and actual branded product purchases that support these consumer behaviors that signal status.