Inequalities in the marketplace: two essays on how the lived experiences of disadvantaged and advantaged consumers shape consumer behavior

Inequalities in society have a profound effect on the choices people make, from everyday purchases to important life decisions. In this dissertation, I study how societal advantage or disadvantage influences consumer behavior, and I uncover the psychological reasons behind these differences. In the first part of this dissertation, I find that individuals who are disadvantaged tend to be less picky when choosing products, whereas those who are advantaged tend to be pickier. While it might seem that advantaged consumers are pickier simply because they have greater resources or access to better options, I find that differences in feelings of entitlement shape how picky consumers are. Next, I study differences in the course selection process between first-generation and continuing-generation students. I find that first-generation students enroll in classes later than continuing-generation students, leading to challenges such as being waitlisted on classes and even a higher likelihood of withdrawing from school. I identify financial constraints and a greater reliance on academic advising as two main factors driving these differences. By highlighting the ways in which inequalities can shape everyday decisions, this dissertation offers insights not only into the lived experiences of disadvantaged groups but also broader insights for improving well-being. Policymakers, educators, and firms can draw on these findings to create more inclusive environments and support those who may be at a disadvantage, working toward a more equitable society.