Social Class , Political Psychology , Consumer Behavior
Abstract:
This dissertation examines the role of social class as a moderator of social factors previously identified as influencing voting intentions and product choices. It shows that voters with higher social class tend to place relatively more weight on politicians’ perceived competence when forming voting preferences. Furthermore, it shows whether social class-based differences in the tendency to follow a perceived majority preference generalize to the political context and are replicable in the consumer context. Importantly, no evidence for a moderating role of social class in these contexts could be found. By narrowing the research gap on how social class shapes the formation of voting intentions and consumption choices, this dissertation contributes to identifying the
mechanisms that shape individuals’ life contexts.
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