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Reading Questions from lecture SCH-20806
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Reading questions which are discussed in lecture. Useful as preparation for the exam.
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By: paulmol • 6 year ago
not complete
By: evichris • 6 year ago
Hi Paul, too bad you consider the reading questions as incomplete. Keep in mind that I followed this course a year ago, and that things may have changed in the meantime or that I have simply found other things important. Good luck with the profession! Greetings Evi
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Lecture 2 IdentityWhat are similarities and differences of forensic, psychological and social identity?
Provide empirical examples relating to class-based identity.
The forensic identity is the political identity, which is needed to identify every individual. An
example of a forensic identity is our passport and the legislation that say you should always
be able to show your passport. Which makes it impossible to pretend to be someone else.
The psychological identity is about who you are as a person, mostly based on experiences,
environment and perception. In comparison to the forensic identity, the psychological identity
is not a fixed, stable and immutable identity. Some characteristics of a person’s
psychological identity can be adopted from their parents. A side note here is that the
psychological identity is unique, not given but achieved. An example of psychological
identity can be achieved during working. The experiences gathered can change a person, a
good example is young people that work in the hospitality. They learn to work with people
they may not like, work when everyone is free and to overcome difficult situations when the
customer is not satisfied. Another example of a psychological is student that live in a student
house instead of with their family, they develop their own rules and become also more
independent. The social identity is more a mass identity which becomes more to a collective
identity. Whereby people share their ideals and aspirations to their environment, for example
show to which groups they belong to and preference for gender or politics. An example of a
social identity can be a student associations, like Ceres or KSV. Whereby the group draws
your social identity for other people and a group wherein you share the ideals and
preferences.
Lecture 3
Why is the sovereign consumer a myth? Following the case:
Find an icon (near) equivalent brand to Coca-Cola in your own social location. Discuss
how it is so.
Case A: Brand
An icon equivalent Dutch brand is a beer brand called Heineken. Heineken is a well-known
brand all over the world. In a lot of countries Heineken is seen as a status symbol, by buying
the brand you can show others you can afford a luxury brand such as Heineken. This
specially the case in the less developed countries.
Next to beer brewing, Heineken has a lot of other activities such as the Heineken experience
or gadgets. An example of the gadgets is the Heineken speaker and the football related
gadgets during the football world championships and European championships. The
sovereign consumer is a myth, brands use these activities and gadgets to build people’s
identity. People who wear those gadgets show to others that they drink Heineken. The
reaction will be that others also wants to have the t-shirt, speaker or hat. Therefore,
consumers start buying the product. The result will be that during those football games, there
is a lot of promotion and branding present of Heineken. Consumers will have the perception
that Heineken is a beer liked by a lot of people. Since the preferences of taste are different in
each country, Heineken has different receipts for different countries. Even though, consumer
still think that they are able to drink the ‘same’ Heineken beer all over the world.
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