week three - social groups and family Flashcards
what is a group
a collection of people in which:
- the members define themselves as a group
- they share norms, beliefs and values that direct their activities
- they develop some coordinated behaviour
what are the types of groups according to the level of belonging
belonging groups:
- primary groups
- secondary groups
- formal groups
- informal groups
not belonging groups:
- aspirational groups
dissociative groups
what do primary/secondary groups show
the level of nature/personal involvement
what do formal/informal groups show
the degree of organisation
what do aspirational/dissociative groups mean/show
- the level of attraction
- aspirational: the consumer is not a part of but would like to be in, changes its behaviour with the intention of being visible and similar to that of the group
- dissociative: those in which the consumer is not integrated, but would not like to be, so it develops behaviours that tend to be distinguished from them
what are primary groups
small collectives, like family. They characterise for having high (live, face to face) communication. High levels of intimacy.
what are secondary groups
social organisations of professional, religious, sports, cultural nature or similar. Less personal relationships and their communication is less continuous and interactive.
what are formal groups
role of its members are clearly defined and the group is structured with specific norms of behaviour (i.e., unions, schools, etc). Roles assigned are permanent and members do as being told.
what are informal groups
roles of it members are not exclusively assigned nor permanent between members. Relationship between members might be caused by proximity or coincidence of interests (sport societies)
define normativity
The group develops a formative function, by specifying norms - explicit or implicit - that establish the behaviour that its members must observe
define socialisation
the process by which the individual learns to internalise the sociocultural elements of the environment and to integrate them into her personality in order to adapt to the social environment in which she lives
what is meant by the source of role models
social groups establish a repertoire of desirable behaviours that are imitated by their members
what are the determinants modelling the influence of the group
- type of consumption
- characteristics of group
- characteristics of consumer
- type of product
what types of consumption are there
- collective/individual
- frequent/sporadic
what are the characteristics of group
- size
- degree of cohesion
- degree of attractiveness
what are the characteristics of consumer
- importance of needs
- personality
- sociodemographic profile
- degree of innovation
what are the types of product
- public/private consumption
- luxury/hedonic product
- utility product
group influence depending on product type model/diagram
topic three
example of a necessity-public good and what does this mean
- weak for product ownership but strong for brand choice
- clothes
- computer
example of a necessity-private good and what does this mean
- weak for product ownership and weak for brand choice
- mattress
- fridge
example of a luxury private good and what does this mean
- strong for product ownership but weak for brand choice
- pool table
example of a luxury public good and what does this mean
- strong for product ownership and strong brand choice
- golf clubs
- snowboard
what is a reference group
an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behaviours