Modes of thought that vary systematically with both social class and age

This study examined six psychological characteristics for which the literature review indicated systematic variation by both social class and age group. The results, drawn from a sample of 490 subjects across a major metropolitan area, found systematic difference for five of the six characteristics in terms of both social class and age group. The five include standout drive/expansive, lack of future focus/confidence, preference for stability/regularity, altruistic tendency, and socially withdrawn. A sixth characteristic, stress/challenge avoidance, differed by social class, but not age. These findings raise questions regarding the mechanisms causing the observed distinctions, together with the relative influence of class and age on each characteristic. The findings present guidance for development of message content and appropriate portrayal in advertising, when targeting individuals in specific social class and age group combinations. © 2000 John Wiley & Sons, Inc.