Low socioeconomic class and consumer complexity expectations for new product technology

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Publication Details

Author list: Trujillo CA, Barrios A, Camacho SM, Rosa JA
Publisher: Elsevier
Publication year: 2010
Volume number: 63
Issue number: 6
Start page: 538
End page: 547
Number of pages: 10
ISSN: 0148-2963
Languages: English-Great Britain (EN-GB)


Abstract

This research improves the field's understanding of subsistence consumers by investigating how low socioeconomic class relates to expectations of complexity from new products The study tests a model of the relationship between consumer socioeconomic class, self-esteem, self-assessed capabilities, and knowledge about product domains, and the influence of self-esteem, self-assessed capabilities, and product domain knowledge on consumer expectations of complexity when facing a new product technology A sample of 266 Colombian consumers representing different socio-economic classes is used to rest the model using structural equation modeling The results show that self-esteem, self-assessed capabilities, and product domain knowledge are predictive of expectations of complexity, with low self-esteem, low capabilities, and low product knowledge leading to higher complexity expectations Socioeconomic status relates closely to self-esteem, self-assessed capabilities, and product domain knowledge and can be used as a surrogate for the individual-level constructs (C) 2009 Elsevier Inc All rights reserved


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Last updated on 2019-23-08 at 11:15