Group influence and Social Class Flashcards
What is social identity theory?
A theory stating that an individual’s self-concept is derived from their membership in social groups and the emotional significance attached to these groups
What are the 3 sub processes of social identity theory?
Selective interaction - choosing public spaces that lead to interation with specific groups
Displaying identity cues - using symbols like clothing, cars, or gadgets to communicate identity
Interaction strategies - Behavioural patterns in social settings
What does the minimal group paradigm demonstrate?
Even when assigned arbitrarily to groups, people tend to favour those in their group and derogate outsiders
What is incidental food consumption and how does it influence behaviour?
When people eat the same foods, they trust and cooperate with each other more.
What are the three types of reference group influence
Informational influence - Seeking information from opinion leaders
Utilitarian influence - Conforming to group expectations for rewards or to avoid punishment
Value-expressive influence - Chooseing brands to reflect personal identiy and group values.
What are the six types of social power?
Referent power
Legitimate power
Expert power
Information power
Reward power
Coercive power
What is referent power?
Aspirational figures e.g celeberities endorsing products
What is legitimate power?
Authority figures e.g police officers
What is expert power?
Knowledgable individuals e.g physicists adviding robotics
What is information power?
Gatekeepers of information e.g trade editors
What it reward power?
Those who provide incentives, e.g, talent show judges
What is coercive power?
Using intimidation or fear, e.g, political proganda
What are memberhip and aspirational reference groups?
Membership groups – Groups people belong to (e.g., family, friends).
Aspirational groups – Groups people admire but are not part of (e.g., celebrities).
What are avoidance (dissociative) groups?
Groups people distance themselves from to avoid association.
What are anti-brand communities?
Groups united by their dislike of a celebrity, store, or brand.
What is deindividuation?
When individual identity becomes submerged within a group.
What is social loafing?
People contribute less effort when working in a group.
What is the risky shift phenomenon?
Group members become more willing to take risks after discussion.
How does the mere presence of others affect consumer behavior?
It leads to buying name brands, reduced interaction with products, and rushed decision-making.
What are the key factors influencing conformity?
Cultural pressures
Fear of deviance
Commitment
Group characteristics (size, unanimity, expertise)
Susceptibility to interpersonal influence
What is the difference between independence and anti-conformity?
Independence – Making decisions without group influence.
Anti-conformity – Deliberately rejecting group norms.
What is reactance?
A psychological response when people resist attempts to control their behavior.
Who are opinion leaders?
Early adopters who provide unbiased evaluations and influence others.
What is a market maven?
A person highly knowledgeable about the marketplace and where to get products.
What are surrogate consumers?
Hired experts who provide input into purchase decisions.
How are influencers categorized based on following size?
Mega-influencers – A-list celebrities.
Macro-influencers – 100,000 to 1 million followers.
Micro-influencers – 1,000 to 100,000 followers.
Nano-influencers – Less than 1,000 followers but influential in small communities.
Why is WOM (word of mouth) marketing effective?
It is trusted, influential, and often associated with extreme or negative opinions.
Why is face-to-face WOM more effective than online reviews?
It is more vivid and credible.
How does Karl Marx define social class?
The “haves” control resources, while the “have-nots” provide labor.
How does Max Weber define social class?
A multidimensional ranking based on status, power, wealth, and property.
What are the three types of social mobility?
Upward mobility – Moving to a higher class.
Horizontal mobility – Changing occupations within the same class.
Downward mobility – Losing social status.
What coping strategies do consumers use for downward mobility?
Problem-solving – Shopping discounts, postponing purchases, selling possessions.
Emotion-focused – Self-compassion, social support, escapism through media.
What are the different spending personalities?
Tightwads – Hesitant to spend money.
Spendthrifts – Enjoy spending freely.
What factors affect consumer savings?
Optimism/pessimism about personal finances.
Global events.
Cultural attitudes toward savings.
What is occupational prestige?
Society’s collective perception of an occupation’s social value.
Why is how money is spent more important than income in determining social class?
Spending patterns reflect lifestyle and status more than earnings alone.
What is cultural capital?
Knowledge, tastes, and behaviors that signal social status.
What are the three forms of cultural capital?
Embodied – Manners, skills, dispositions.
Objectified – Cultural possessions.
Institutionalized – Degrees and certifications.
How does taste culture differentiate social classes?
Elite – Wealthy, highest levels of all capitals.
Established middle class – High economic, social, and cultural capital.
Technical middle class – Financially stable but socially isolated.
New affluent workers – Young, socially active, moderate wealth.
Traditional working class – Low capital, older demographic.
Emergent service workers – Young, urban, culturally engaged, but low income.
Precariat – The poorest and most deprived group.
What is a status symbol?
A product or service that signifies wealth or prestige.
What is conspicuous consumption?
Buying luxury goods to display wealth and status.
What is status pivoting?
Signaling success through alternative achievements rather than traditional wealth.
What are the risks of social class segmentation?
Ignores intergenerational mobility.
Ignores subjective social class perceptions.
Overlooks aspirations for upward mobility.
