Sociological Issues

Question 1

How do we as humans tend to learn?

Answer 1

Through imitation

Question 2

Discuss reference groups?

Answer 2

• 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

Question 3

What are subcultures?

Answer 3

• They have their own rules of behaviour and consumption

- Affects how a marketing message is received

Question 4

How many types of reference groups are there?

Answer 4

4

Question 5

Outline the types of reference groups there are:

Answer 5

- 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

Question 6

What is conformity?

Answer 6

Real or imaginary group pressures

Question 7

What are some reasons we might conform?

Answer 7

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

Question 8

What is social comparison?

Answer 8

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

Question 9

What is a lifestyle?

Answer 9

Solomon et al, 2013

Refers to a pattern of consumption reflecting a persons choices

Question 10

What is lifestyle marketing?

Answer 10

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

Question 11

What are our possessions?

Answer 11

Belk, 1988

- Possessions are an extended version of ourself

Question 12

How many levels are there of our extended self?

Answer 12

4

Question 13

Describe the levels of extended self:

Answer 13

• 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

Question 14

What is product complementarity?

Answer 14

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

Question 15

When does product complementarity occur?

Answer 15

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

Question 16

What does self-concept include?

Answer 16

• Self esteem

- Real and ideal selves

Question 17

What is self-esteem?

Answer 17

How positively a person feels about themselves

Question 18

Discuss self-esteem in relation to products/purchase:

Answer 18

• 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)

Question 19

What is the ideal-self?

Answer 19

Soloman et al 2013

A persons conception of how they would like to be

Question 20

What can the ideal self be influenced by?

Answer 20

• Cultural elements (heros)

- Media advertising