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Low socioeconomic class and consumer complexity expectations for new product technology

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  • Trujillo, Carlos A.
  • Barrios, Andrés
  • Camacho, Sonia M.
  • Rosa, José Antonio

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 test 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.

Suggested Citation

  • Trujillo, Carlos A. & Barrios, Andrés & Camacho, Sonia M. & Rosa, José Antonio, 2010. "Low socioeconomic class and consumer complexity expectations for new product technology," Journal of Business Research, Elsevier, vol. 63(6), pages 538-547, June.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:6:p:538-547
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    Cited by:

    1. Ingenbleek, Paul T.M. & Tessema, Workneh Kassa & van Trijp, Hans C.M., 2013. "Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 83-97.
    2. Boeuf, Benjamin, 2019. "The impact of mortality anxiety on attitude toward product innovation," Journal of Business Research, Elsevier, vol. 104(C), pages 44-60.
    3. Fernandes, Josi & Mason, Katy & Chakrabarti, Ronika, 2019. "Managing to make market agencements: The temporally bound elements of stigma in favelas," Journal of Business Research, Elsevier, vol. 95(C), pages 128-142.
    4. José J. Cao‐Alvira & Amalia Novoa‐Hoyos & Alexander Núñez‐Torres, 2021. "On the financial literacy, indebtedness, and wealth of Colombian households," Review of Development Economics, Wiley Blackwell, vol. 25(2), pages 978-993, May.
    5. Sonia Camacho & Andrés Barrios, 2022. "Social commerce affordances for female entrepreneurship: the case of Facebook," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1145-1167, September.

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