The role of social class in the formation of voting intentions and product choices: A social cognitive perspective

Unkelbach, Fabienne

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URN: urn:nbn:de:bsz:180-madoc-671586
Document Type: Doctoral dissertation
Year of publication: 2024
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Wänke, Michaela
Date of oral examination: 23 April 2024
Publication language: English
Institution: School of Social Sciences > Konsumentenpsychologie u. Ökonomische Psychologie (Wänke 2010-)
Außerfakultäre Einrichtungen > Graduate School of Economic and Social Sciences- CDSS (Social Sciences)
Subject: 150 Psychology
Keywords (English): 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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