Sociological Issues Flashcards

1
Q

How do we as humans tend to learn?

A

Through imitation

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2
Q

Discuss reference groups?

A
  • Groups that individuals learn from and use this to evaluate their own values & beliefs
  • Can either be positive or negative
  • By either conforming or rebelling against a group we can enhance our self image or feelings of belonging
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3
Q

What are subcultures?

A
  • They have their own rules of behaviour and consumption

- Affects how a marketing message is received

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4
Q

How many types of reference groups are there?

A

4

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5
Q

Outline the types of reference groups there are:

A
- Membership Groups
Get a sense of belonging by conforming 
- Aspirant Groups
Where we would like to belong to a group e.g. all the gear no idea 
- Dissociative Groups
 Would not like to belong to 
- Family 
Blood-ties, family life cycle
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6
Q

What is conformity?

A

Real or imaginary group pressures

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7
Q

What are some reasons we might conform?

A
  • Cultural pressures
  • Fear of deviance
  • Commitment
  • Group size/unanimity and expertise
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8
Q

What is social comparison?

A

Linked to conformity - and about how am I doing in comparison to the group

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9
Q

What is a lifestyle?

A

Solomon et al, 2013

Refers to a pattern of consumption reflecting a persons choices

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10
Q

What is lifestyle marketing?

A

Allows marketers to sort out people into groups, as the products that we use are the building blocks of our lifestyle

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11
Q

What are our possessions?

A

Belk, 1988

- Possessions are an extended version of ourself

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12
Q

How many levels are there of our extended self?

A

4

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13
Q

Describe the levels of extended self:

A
  • Individual level: Personal possessions, e.g. clothing, car
  • Family level: Consumers residence and furnishings
  • Community level: Neighbourhood or town to which consumers belong to
  • Group level: attachments to certain social groups can be considered as part of the self
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14
Q

What is product complementarity?

A

The linking of the products with lifestyle lived (where the consumption patterns can be identified)

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15
Q

When does product complementarity occur?

A
  • When symbolic means of products are related to each other
  • Opinion leaders and cultures encourage this
  • Co-branding
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16
Q

What does self-concept include?

A
  • Self esteem

- Real and ideal selves

17
Q

What is self-esteem?

A

How positively a person feels about themselves

18
Q

Discuss self-esteem in relation to products/purchase:

A
  • Can influence purchase decisions (psychological risk), how will this make me feel?
  • Often related to acceptance by others, we gain more self-esteem from being accepted by those with a high status (social risk)
  • Marketing communications can affect self esteem (e.g. Dove do this well)
19
Q

What is the ideal-self?

A

Soloman et al 2013

A persons conception of how they would like to be

20
Q

What can the ideal self be influenced by?

A
  • Cultural elements (heros)

- Media advertising