Why some slumdogs feel like millionaires and some millionaires like slumdogs
The theory of multiple poverty lines

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Author(s): Shobha Prasad
Collection: Qualitative 2010
Keywords: Happiness, Culture

ESOMAR Best Paper Award 2010/2011
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We measure affluence linearly on income levels, purchasing power and assets owned. In reality, however, there is a difference between how “rich” people are, measured on absolute scales, and how “rich” they perceive themselves to be. Often behaviour is based on the individual’s perception of his affluence level rather than his actual level of affluence. This presentation explores the concepts of poverty, affluence and aspiration, and the idea that there are multiple ladders of affluence - which can make slumdogs feel like millionaires.

Date of publication: 18.11.2010
ISBN: 92-831-0248-7
Order Code: 56364_01
Number of pages: 19

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