Model: The Social and Concept-Oriented Dimensions Mode
Basis for contact/communication:
Play patterns and aims:
Visible utility values
Relatively similar and clear symbolic values
Reduction of the ego:
“us” and you/it relationships
Emphasise harmonious forms of contact
Avoid controversial points of view
Ability to adapt and adjust to fit in with social environment
Father/Mother/children, family/friends should “ get on well together”
Children should comply with other arguments
Children must suppress disappointment and irritation
Children should avoid social and emotional conflicts
Children should be sensory and intuitive in a harmonious way without conflicts. Children should be able to maintain balance in encounters and confrontations
Variable utility and symbolic values
I- It relationships
Content, object, opinion, idea, point of view
Emphasise special and even controversial points of view
Encourage controversial points of view
Fantasy and tolerance
Ability to learn and adjust to knowledge and capabilities
Children must also be able to express their opinions to their parents
Children should learn about different attitudes/opinions
Children should be able to relate to controversy and confrontation with other children and adults
Children must learn to survive conflicts and develop solutions.
Children should seek out, encounter, confront and socialise conflicts. Children should be able to reflect and integrate conflicts.
Where describing consumers is concerned, classification of the family types relative to the indices for life patterns and lifestyles (education, work/job, working life pattern, family life pattern, attitude to the future) outlined in this book would seem to be a logical course of action.
However, as already mentioned, the individual person’s psychological constitution (gender/age), culture and attitude to life, values and attitudes and social economic affiliation all have a role to play too.
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Study of the model for understanding the consumers continues in PART V.