Describe the characteristics of the social identity theory
What will be an ideal response?
Our tendency to take personal pride or offense for the accomplishments of a group is the territory of social identity theory. Social identity theory proposes that people have emotional reactions to the failure or success of their group because their self-esteem gets tied into the group's performance. The theory has the following characteristics:
Similarity: It refers to the tendency of people who have greater uniformity in values and characteristics to have greater identification as well.
Distinctiveness: It refers to the tendency of ingroup members to notice and emphasize identities that reflect how they are different from other groups.
Status: It refers to the tendency of people to link themselves to groups of higher social standing in an attempt to define themselves favorably.
Uncertainty reduction: It refers to the tendency of people to link themselves to groups of higher social standing in an attempt to define themselves favorably.
You might also like to view...
Which of the following is an example of postpurchase communication?
a. An airline hires an actor to film a series of commercials touting the airline's service. b. An insurance company designs a new "umbrella" logo to indicate that its customers are well protected. c. A tax return preparer offers a 20% discount for any customers who use the service in January. d. A hotel sends an email survey to its guests a week after their stay, asking them to comment on the quality of the service they received.
CRM is built on two primary metrics: lifetime value of customers and data mining
Indicate whether the statement is true or false