Chapter 4: The Changing American Society – Demographics and Social Stratification

Vocabulary-style flashcards covering key concepts from Chapter 4: Demographics and Social Stratification, including generations, demographics, social class, and marketing implications.

Generation (age cohort)

A group of people who have experienced a common social, political, historical, and economic environment that shapes their attitudes, values, and behaviors.

Cohort analysis

The process of describing and explaining the attitudes, values, and behaviors of an age group and predicting its future attitudes and behaviors.

Mature Market

A market consisting of older consumers; Gerontographics identifies four segments within it: Healthy Indulgers, Ailing Outgoers, Healthy Hermits, and Frail Recluses.

Healthy Indulgers

One of the four mature-market segments identified by Gerontographics.

Ailing Outgoers

One of the four mature-market segments identified by Gerontographics.

Healthy Hermits

One of the four mature-market segments identified by Gerontographics.

Frail Recluses

One of the four mature-market segments identified by Gerontographics.

Baby Boom Generation

The generation born after World War II; aging into their 60s and 70s; older Boomers face health issues that create demand for lifestyle-compatible products (e.g., Depend).

Generation X

The generation smaller in size, entrepreneurial, highly educated, and tech-savvy; often cynical and sophisticated about products, ads, and shopping; diverse and open to diversity; strong in home-improvement interests.

Generation Y (Millennials)

Generation following Gen X; finishing college, entering careers, focusing on financial stability; strong technology use; influenced by music, pop culture, tolerance, and fashion; increasingly diverse.

Generation Z

Also known as Digital Natives, iGeneration, Net Generation; about $140 billion purchase power; emphasizes self-expression and authenticity; wants brands to engage interactively (not just be talked at).

Generation Alpha

Generation likely to be the children of Millennials; tech-savvy; buying power around $18 billion; likely to be an only child; YouTube spotlight.

Social stratification

The hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and lifestyles; not all societies have clearly distinct classes.

Status crystallization

The degree to which status dimensions (income, education, occupation, etc.) are consistent; moderate in the United States.

Social status

One’s relative position to others on dimensions valued by society, largely influenced by income, education, and occupation; it can influence behavior.

Status dimensions

Key factors used to determine social status: parental status, education, occupation, and income; these dimensions help shape lifestyle and living standards.

Parental status

A status dimension reflecting one's role as a parent and its implications for social standing.

Education

A status dimension that, along with occupation and income, helps determine social status.

Occupation

A status dimension that, along with education and income, helps determine social status.

Income

A status dimension that, along with education and occupation, helps determine social status.

Single-item index

A basic measure of social status using a single dimension (education, occupation, or income).

Multi-item index

A comprehensive measure of social status using multiple dimensions to better capture overall status.

Hollingshead Index of Social Position

A well-known multi-item index used to measure social position in the United States.

Index of Social Position (ISP)

A multi-item index used to measure social position.

Upward Pull Strategy

A marketing approach targeted at middle-class Americans to appeal to upward mobility and social advancement.

Middle Americans

Members of the middle class; a primary market for home improvement centers, garden shops, and automotive parts stores; value bargains without sacrificing quality.

Upper class marketing

Marketing that targets the upper classes, emphasizing products that symbolize the 'good life' and status; e.g., luxury TAG Heuer watches.

Coleman-Rainwater Social Class Hierarchy

A table-based framework used to categorize U.S. social classes for marketing and sociological analysis.

Social structure in the United States

An overview of how social classes are distributed and how they relate to one another within the U.S. context.

Demographics

The study of population size, distribution, and key characteristics (age, occupation, education, income) that influence consumer behavior.

Population size and distribution

Measures of how many people live in different geographic areas and demographic segments.

Age

A demographic attribute used to segment markets (e.g., 18–24, 25–34, etc.).

U.S. Age Distribution

The breakdown of the U.S. population by age groups.

Projected 5-Year Age Groups and Sex Composition of the Population (2017–2060)

Census Bureau projections showing expected changes in age and gender distribution in the United States.