DSU

"A Cross-Cultural Look at the 'Supposed to Have It' Phenomenon:
The Existence of a Standard Package Based on Occupation"

Abstract  

Consumers often buy products for reasons other than the product’s functional performance, basing their purchase decisions instead of the symbolic or social significance of the product. In those instances, product ownership/use serves as a form of symbolic communication between consumer and observer, enabling the consumer to use the product for impression management. The idea of product ownership as impression management is closely related to research that suggests a relationship exists between occupation, social class, and consumption of what has been referred to as the standard package. This paper examines the standard package concept and suggests that variations in the standard package exist because of cultural and occupational differences. Further, it suggests that students will acquire the items in their occupational standard package in a particular and fairly predictable order.

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