The Consumer Dream in the United States: Aspirations and Achievements in a Changing Environment

Ruby Roy Dholakia, Sidney J. Levy

Research output: Contribution to journalArticle

8 Scopus citations


An empirical study was designed to examine the relationship between consumer aspirations and achievements defined primarily in terms of ownership of the ideal home. The characteristics of consumers who differ in their achievement of home ownership were analyzed, along with their aspirations and behavior. It was found that the changing economic environment has negatively affected the achievement of home ownership rather than the aspirations to it.

Original languageEnglish (US)
Pages (from-to)41-51
Number of pages11
JournalJournal of Macromarketing
Issue number2
StatePublished - Oct 1987


ASJC Scopus subject areas

  • Marketing

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