According to a study conducted by the Shullman Research Center, a person’s (male persons, in this particular study) sources of ad-related media depend pretty substantially on income.
Comparing groups of men who earned above and below $500,000 a year, one of the most striking differences is magazine/newspaper ads; the rich saw about 1.5 times more print ads, while the sub-500 club led in Youtube as an ad-source.
Based on our in-class discussions, this shouldn’t come as a surprise. Brand-loyalty is far more about crafting an image, and wealthy people are far more frequent subscribers to publications such as The New Yorker — a magazine that caters to “cultured” readers.
Wealthier people seem more aware of ads in general, (something study participants reported themselves) which is interesting, because they would be the type of consumer with the disposable income to afford more “stuff”. Perhaps the perceived psychological benefit of material goods is different in disparate economic brackets?
Hoffman, M. (2014, September 10). How Having Higher Income Affects How Men Spend and Consume Media. Retrieved September 11, 2014, from http://www.adweek.com/news/advertising-branding/how-having-higher-income-affects-how-men-spend-and-consume-media-159963