Summary
Samenvatting - Consumer and economic psychology (PSB3E-SP06)
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Notes additional readings/articles per week and lectures per week. Especially the terms and definitions.
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WEEK 1Segmentation = grotere markt opsplitsten in kleinere groepen o.b.v. gedeelde kenmerken
→ geographical, demographic, behavioral, psychometric
Doel: effectievere marketingstrategieen
Applied (social) psychology = toepassen psychologische theorieen om in het echte leven
situaties aan te pakken
Consumer psychology = begrijpen van gedrag van consumenten bij kopen en gebruiken van
producten en diensten
Doel: effectievere marketing
Economic psychology = begrijpen van psychologische drijfveren achter economisch gedrag
WEEK 2
Reading 1
Prosocial consumer behaviour = purchase behaviour involving self-sacrifice for others
Prosocial behaviour = can be an underlying self-interest (bijv posten social media)
Altruism = behaviour without self-sacrifice
Empathy = ability to feel what others feel (gevoelens delen en begrijpen)
Sympathy = feelings towards someone (blij zijn VOOR iemand)
! social norms serve as an influential signal of giving levels.
Identifiable victim effect = consumers feel a stronger emotional connection to a single,
identified victim, than they do to groups or abstract statistics.
Wanneer donateur verdacht van self-interest?
- The longer they are donating to charity
- When observers detect selfish incentives in an donateurs environment that could
account for their choice to do good (Recieving a gift)
Wanneer donateurs als selfless worden gezien?
- Als ze meer emoties laten zien tijdens het doneren
,Reading 2
Observer wiggle room = in circumstances around an actor’s good deeds to allow bad-faith
observers te lovy reputational schade.
Self-promotion = can increase or decrease perceptions of generosity.
→ the less information observers have about an actor, the morgue self-promotion can help
Culture of giving = individuals who talk about their good deeds might to encourage others
Giving pledge = campaign that encourages billionaires to publicly pledge most of their wealth
to charity.
→ giving an excuse for communicating their good deeds publicly
Costly signaling theory = it is more praised when an average person is giving a little then
when a billionaire is donating 100 euros.
Impact-insensivity = observers give more credit to those who donate goods or volunteer, than
those who give money (signal greater emotional investment and intention).
Relation-specific obligations = offered less credit when they donate to causes that benefit
close others, it is seen selfish compared to helping strangers.
BUT helping a stranger in stead of a close other is seen as a violation of one’s obligations.
Prosocial behaviour is often considered supereogatory = good to do, but optional.
Reading 3
Meritocracy = a society where the social-economic state of an individual is based on his/hers
presentations.
→ benadrukt hoe educational qualifications serve as the basis for the distribution of status
→ western societies
Subjective aspects of social status = individuals personal perceptions of their social standing
(without objective social status such as work or income)
Social identity theory = individuals categorize themselves in different social groups to build
their own social identity.
! The higher their social status, the higher people deem their social status to be.
, ! samenleving met hoog onderwijs ⇒ sociale status meer onafhankelijk van geld, leeftijd,
gender etc.
Reading 4
The authoritarian-libertarian value conflict
Authoritarian values emphasize obedience, hierarchy and control
Libertarian values emphasize individual freedom, autonomy and less restrictive structures.
→ favor parity over power (gelijkheid boven macht)
Social conformity-autonomy construct: conflict with conformity on one side and autonomy on
the other side
Social conformity: individuals tend to conform to the heersende norman, verwachtingen en
gedragingen in hun sociale omgeving. Volgen de conventional rules and try to conform to the
groep.
Autonomy: a desire for individual freedom, self-expression and independence from external
social pressures. Value their own beliefs and choices, even if the deviate from norms.
Social hierarchy = the rank ordening of individuals in a system (inferior and superior)
Different explanations for relationship between education and authoritarian-libertarian
values
a) Psychodynamic variables: beheersen van de wereld
b) Cognitive factors: knowledge and sophistication (levenservaring)
c) Class and income (uit analyse gekomen dat dit niet helemaal klopt)
d) Socialisation: the largest part!. The idea is that the educational process itself, along with
social interactions in schools, plays an important role in shaping the values and beliefs of
individuals.
Systemic incentive thinking (SIT) = various psychological processes involved in how people
see themselves in relation to social groups
1. Social categorization: ordering the world into meaningful groups of people
2. Social identity (Tajfel): a persons self-concept which derives from his knowledge of his
membership of a social group with the value attached to that membership. It is common
to downplay the emotional part and focus on the cognitive elements.
3. Cognitive element: an individuals perception of himself as belonging to a certain group
4. Social comparison: comparison of one’s group to another group, focussing on the
difference.
5. Psychological distinctiveness: neiging om te benadrukken hoe uniek en special je
eigen group is
Group identity = whether an individual thinks of humsal as belonging to a certain group.
Group consciousness = people in a group are aware of whether they think there are problems
between their group and other groups. It also includes how they think about the political and
social views of their own group and those of other groups
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