MKTG 450 Chapter Notes - Chapter 10: Minimal Group Paradigm, Regional Policy Of The European Union, Zip Code
Document Summary
10 consumer identity 1: sex roles and subcultures. Objective 1: consumer identity derives from we as well as i . Consumers identify with many groups that share common characteristics and identities. Subcultures: large groups that exist within a society, Important sources of consumer identity include gender, race/ethnicity, religion, age, and place of residence. Social identity: part of the self that our group memberships define. Gender, race/ethnicity, religion, age, and where we live help define who we are. Social identity theory: each of us has several selves that relate to groups. These linkages are so important that we think of ourselves not just as i but also as we favor others we feel share the same identity. Minimal group paradigm: the common finding that even when people are arbitrarily assigned to a group they tend to favor those who are placed in the same group the groups that matter include:
