Hannah Jacobs

Date of Award

2018

Document Type

Thesis

Degree Name

Bachelors

Department

Social Sciences

First Advisor

Cottrell, Catherine

Area of Concentration

Psychology

Abstract

Previous research focused on intersectionality has been limited, especially in the field of economic psychology. The current study seeks to fill a gap in previous psychological literature by exploring the effects of women’s race and class intersection on perceptions of their purchase behaviors, purchase motivations, and personality by conducting an experiment with a 2 (Race: White, Black) x 2 (Affluence: low, high) between-subjects factorial design. Participants (N = 309) were exposed to this woman, given a photograph that manipulated her race and a vignette that manipulated her affluence via a description of some of their lifestyle choices and material items. The experiment presented a scenario in which the woman was given a $3,000 bonus from work. Participants were then asked to evaluate the target woman’s purchase behaviors and purchase motivations (given this bonus), and how they perceived her personality. Broadly speaking, the current study found no statistical effects of race, many significant effects of affluence, and only one interaction of race and affluence. Additionally, it found possible interactions of race and affluence in preliminary exploration of the predicted purchase behavior data. Given the innovative use of previous research and methodologies, the current study has begun to address the relevant implications of intersectionality on women in the modern United States. It is the hope of the current study to spark discussion and foster understanding of problematic perceptions of others in an effort to decrease their pervasiveness, and in turn, mitigate their detrimental effects.

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