Sociological Issues Flashcards
How do we as humans tend to learn?
Through imitation
Discuss reference groups?
- 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
What are subcultures?
- They have their own rules of behaviour and consumption
- Affects how a marketing message is received
How many types of reference groups are there?
4
Outline the types of reference groups there are:
- 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
What is conformity?
Real or imaginary group pressures
What are some reasons we might conform?
- Cultural pressures
- Fear of deviance
- Commitment
- Group size/unanimity and expertise
What is social comparison?
Linked to conformity - and about how am I doing in comparison to the group
What is a lifestyle?
Solomon et al, 2013
Refers to a pattern of consumption reflecting a persons choices
What is lifestyle marketing?
Allows marketers to sort out people into groups, as the products that we use are the building blocks of our lifestyle
What are our possessions?
Belk, 1988
- Possessions are an extended version of ourself
How many levels are there of our extended self?
4
Describe the levels of extended self:
- 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
What is product complementarity?
The linking of the products with lifestyle lived (where the consumption patterns can be identified)
When does product complementarity occur?
- When symbolic means of products are related to each other
- Opinion leaders and cultures encourage this
- Co-branding