Some Sociological Dimensions of Consumer Spending

Abstract

In the study of consumer spending a wide variety of factors, ranging from age, sex, and family size, through occupation, religion, and class background, to future expectations, advertising and personal influence, and compulsiveness, have been shown to have some influence on consumer taste and demand. Yet the precise influence these factors have, and the value which they should be assigned are still largely unknown. This paper offers a theoretical framework as one possible way of treating factors involved in consumer spending in a systematic manner. The approach is still in the process of formulation so that only the general structure of the theory can be presented.Two assumptions are made about factors which influence consumer spending. First, it is assumed that factors may be treated as aspects of social systems or sub-systems. They may be viewed as contributing to one or other of the problems which all social systems must solve, to what have been called the adaptive, the goal attainment, the integrative, and the pattern-maintenance-tension-management problems. Thus factors are related to one another, in the first instance, by means of their functioning for the solution of system problems. Secondly, it is assumed that all factors do not have the same order of influence on consumer spending. Rather, factors are related to one another in a hierarchical way so that some can be treated as more general in their influence than others, and as unifying the more specific factors in some way. This view is derived from the more general assumption that social systems are composed of a number of distinct levels of structural organization.