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Group Influences On Consumption (Group Categories (Ascribed (Automatic,…
Group Influences
On Consumption
Roles
Role Theory
Goffman 1959
Concept of the
performed self
Erving Goffman
Elements of a Role
Performance
Team
Region
Impression Management
Groups
Any Number of People Who
Interact with one another
Psychologically aware of one another
Perceive themselves to be a group
Satisfy social belonging
and needs (Maslow's 1943)
Solve problems (Teams)
Exert influence, establish and
maintain social norms
Provide a point of reference
Group Categories
Ascribed
Automatic, involuntary membership
Acquired
Become member voluntarily
Primary
Regular face to face contact
Secondary
Less personal, less frequent
Formal
e.g. Committees
Informal
Social support & Interaction
Membership Groups
Already belong/member
Aspirational Groups
Not a member of but
want to be a member
Associative
Happy to belong/
actively promote
Dissociative
Been a member, now
want to distance oneself
Disclaimant
Previously a member
now avoid
Avoidance
Never been member
never would want to be
Bases of Power
Informational Power
Objective, verifiable
information
Coercive Power
Threat of sanction
Reward power
Loyalty cards etc
Legitimate Power
Authority, formal groups
Expert Power
Specialist knowledge
Referent Power
Personal admiration