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Sosiale motiewe en stereotipering in verbruikers se keuse van groot elektriese toerusting
Abstract
This was an exploratory and descriptive study of the role of social motives and consumer stereotyping in selected upcoming consumers' choice of large electrical household appliances. Symbolic interactionism served as a perspective to the study, combined with a cognitive approach. A qualitative research strategy was followed using unstructured interviews and projective techniques as data collecting techniques. The sample consisted of two black, upcoming, female subjects from a higher-middle-income group. Both had first-hand experience with electricity in their homes.
... Black buyers are more brand conscious than their white counterparts and favour symbols of style and wealth (The Black Diamonds 2007 -on the move, 2007). Donoghue and Erasmus (1999) confirmed that consumers buy major electrical household appliances not only for functional but also for symbolic purposes. These energy-and time-saving devices are important products without which many households (black and white South Africans) would not be able to function effectively. ...
... Products have been known to provide symbolic meaning beyond their functional utility (Hyatt, 1992; Belk in Clarke et al, 2002). Therefore, products are consid-ered to be symbols by which people convey something about themselves, to themselves and to others (Donoghue & Erasmus, 1999). The essence of a product, then, becomes not the physical product itself, but the relation between the product, its owner and the rest of society (Hyatt, 1992). ...
... "If a product consumption is conspicuous in public and is socially visible, consumers are likely to use the visibility of the product to communicate symbolically something about themselves to the 'significant others' in the consumption situation" (Lee, 1990:387;Vigneron & Johnson, 1999). Therefore, major electrical household appliances may fulfil the consumer's emotional needs such as impressing others and winning admiration from those invited into their homes (Donoghue & Erasmus, 1999). ...
In hierdie studie word verbruikers se persepsies van die onklaarraak of defekte werkverrigting (pro-dukmislukking, product failure) van bepaalde groot elektriese huishoudelike toerusting verken en be-skryf. Die konfirmasie/diskonfirmasie-paradigma (Bearden & Teel, 1983) dien as teoretiese agter-grond vir die studie. 'n Gerieflikheidsteekproef is ge-bruik om vraelyste, wat respondente self voltooi het, in te samel. Respondente moes uit 'n lys elektriese huishoudelike produkte 'n item kies wat die meeste ontevredenheid oor 'n tydperk van vier jaar veroor-saak het. Respondente moes die tipe produkmisluk-king aandui. Die resultate van die verkennende fak-torontleding toon dat die respondente nie onderskei tussen die funksionele en simboliese werksverrig-tingdimensies van toerusting wat faal nie. Verbrui-kers se ondevredenheid met hulle toerusting word dus, vanuit 'n teoretiese oopgunt, deur 'n kombi-na-sie van beide funksionele en simboliese werksver-rigtingdimensies bepaal. Bemarkers, vervaardigers en kleinhandelaars moet in gedagte hou dat verbruikers nie tussen die funk-sionele en simboliese werksverrigtingdimensies on-derskei wanneer hulle die werksverrigting van hulle toerusting evalueer nie. Dit het implikasie vir die suksesvolle hantering van verbruikers se klagtes. Personeel wat klagtes hanteer, moet deur die oë van hulle verbruikers na klagtes kyk (dws die mis-lukking van die werksverrigting van toerusting mani-festeer in 'n kombinasie van funksionele en simbo-liese dimensies) om groter begrip van verbruikers se ontevredenheid te verseker. Beduidend meer respondente was baie ontevrede tot uiters ontevrede (76%) met die werksverrigting van hulle groot elektriese huishoudelike toerusting teenoor die respondente wat effens tot matig onte-vrede was (24%). Toekomstige navorsing oor die verskille tussen die onderskeie geslagsgroepe en verskillende kulturele groeperings se interpretasie van produkmislukkings (d.i. kognisie) en hulle gepaardgaande ontevrede-heid (d.i. emosie), kan vervaardigers, kleinhande-laars en verbruikersorganisasies se begrip van ver-bruikers se klagtegedrag verbeter. Dit word gevolg-lik aanbeveel dat konsepsies van attribusieteorie geïntegreer (in lyn gebring) word met dié van die paradigma van die diskonfirmasie van verwagtinge om 'n teoretiese grondslag daar te stel vir die bestu-dering van verbruikers se klagtegedrag oor die mis-lukking van die werksverrigting van elektriese toe-rusting.
Die artikel handel oor die interaksie tussen opkomende kollektivistiese verbruikers se blaamattribusies, emosies en hanteringstrategieë voortspruitend uit hulle beoordeling van produkmislukking (product failure). Die oorkoepelende doel is om opkomende verbruikers van Afrika se kognitewe beoordelings, emosies, en klagte-gedrag met betrekking tot groot huishoudelike toerusting te verken en te beskryf. Data is in 2009 ingesamel deur "n kruisseksionele opname onder vroueverbruikers woonagtig in Gaborone, Botswana, wat ontevrede was met die werksverrigting van hulle groot huishoudelike toestelle. Daar is van geriefsteekproefneming gebruik gemaak, wat 200 bruikbare vraelyste opgelewer het. Verbruikersklagte-gedragteorie (consumer complaint behaviour theory) en kognitiewe beoordelingsteorie (cognitive appraisal theory) dien as teoretiese agtergrond vir die studie. Die resultate van die studie toon dat vroueverbruikers intense emosies soos woede, skaamte, verbasing, hartseer en frustrasie ervaar wanneer die vervaardiger en kleinhandelaar vir produkmislukking blameer word. Die studie dui op die groot rol wat emosies speel in verbruikers se hanteringstrategieë (klagte-gedrag). Daar bestaan verwantskappe tussen die intensiteit van die onderskeie emosies van woede, hartseer, skaamte en frustrasie en die probleemgerigte en emosiegerigte hanteringstrategieë. mplikasies vir bemarkingstrategieë en klagte-hantering in opkomende ekonomieë is uitgelig.
This paper represents Part I of a two-part paper which integrates theory and research in social cognition with research in clothing and human behavior. Part I addresses theoretical perspectives of social cognition including social perception, categorization, attribution theory, and impression formation. Issues from these theoretical perspectives are used to interpret existing clothing and human behavior research and to suggest possible future research.
Quantitative and qualitative methodologies in the human sciences. The basic aim of this article is to explicate, In terms of my own model of the research process, two concepts central to current debates in the methodology of human sciences, namely ‘quantitative‘ and ‘qualitative‘ methodology. To realize this aim, the following strategy was followed. Firstly, three concepts ‘philosophy of science’, ‘research methodology’ and ‘research technology’ were defined. In this discussion it is shown that the terms ‘positivism’ and ‘humanism’ refer to particular conceptions of science which belong to the domain of the philosophy of science, whereas ‘quantitative’ and ‘qualitative’ methodology refer to methodological models which belong to the domain of research methodology. In the second part I show, by outlining my systems-theoretical model of the research praxis, what relationship exists between conceptions of science, methodological models and the research process.
This paper proposes an interdisciplinary, conceptual framework for the study of clothing behavior, based upon a synthesis of major concepts from cognitive social psychology and symbolic interactionism. Cognitive theorists regard clothes as cues that may be selected by perceivers to understand observed persons. A symbolic interactionist approach places more emphasis on the role of dress in social communication, with consideration for both wearers' and perceivers' viewpoints. The two conceptual approaches are not mutually exclusive, and they share common concerns for perceivers' evaluations of other persons and situations. A contextual social-psychological study of clothing would allow researchers, using multi-methodological approaches, to test hypotheses that consider social and cognitive dimensions of dress in interpersonal situations.
The chapter summarizes evidence indicating that cognitive biases can result in the perceiver holding stereotypic conceptions of social groups; that is, cognitive mechanisms alone may be the foundation of perceived intergroup differences. The chapter reveals the significant role of cognitive mechanisms at several possible points in the overall attribution process. The cognitive orientation presented in the chapter provides a new perspective for understanding why stereotypes are so persistent over time and resistant to change. Stereotypes, as cognitive schemas, can influence the encoding, interpretation, retention, and retrieval of subsequently obtained information about members of stereotyped groups, along with the perceiver's causal attributions regarding the target person's behavior. The chapter discusses a number of cognitive biases, which have bearing on the stereotyping process. One of the primary challenges faced by researches in this field is the question of how these biases can be altered or modified in cases where they yield consequences hat reduce, rather than facilitate effectiveness. The chapter considers the question of what behavioral consequences result from the perceiver holding a stereotype of a particular group.
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