Model: The Social and Concept-Oriented Dimensions Mode








Dialogic constellation:




Basis for contact/communication:


Behavioural patterns:







Behavioural ideals:





Behavioural aims:
















Play patterns and aims:








Visible utility values

Relatively similar and clear symbolic values


Reduction of the ego:

“us” and you/it relationships



Emotional intent



Emphasise harmonious forms of contact


Avoid controversial points of view



Well-behaved, obedient


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-Thou relationships

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.

* * *

Study of the model for understanding the consumers continues in PART V.



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