La perception que le client a de sa propre fidélité envers une marque n’a pas été abordée dans la littérature en marketing relationnel. Cette recherche tente de pallier à cette limite de quatre manières : (1) en démontrant que la fidélité perçue peut être approchée comme une Catégorisation de Soi comme client Fidèle (CSF) correspondant à une évaluation subjective de sa similarité (typicalité perçue) à un prototype du client fidèle; (2) en identifiant les attributs du prototype du client fidèle organisés autour de 6 facteurs : Confiance, Continuité, Participation, Information, Identité, Exclusivité - les premières dimensions étant plus fortement représentatives de la fidélité; (3) en démontrant l’influence prépondérante de la CSF sur les attentes du client et ses intentions futures et (4) en démontrant que c’est davantage la CSF que la contribution réelle du client qui détermine la légitimité perçue des bénéfices qu’il reçoit de la part de la marque. L’intégration de la CSF dans la segmentation client apparaît alors comme un levier efficace pour améliorer l’acceptation et ainsi l’efficacité des efforts relationnels. / Perception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL) corresponding to a subjective evaluation of one’s similarity to a prototyped loyal customer (one’s perceived typicality); (2) identifying the attributes of the prototyped loyal customer organized around six factors: Confidence, Continuity, Information, Participation, Identity, Exclusivity - the first dimensions being more strongly associated to loyalty ; (3) studying the strong influence of CSF on customer expectations and future intentions and (4) demonstrating that it is more the CSF than the true contribution of a customer which determines the perceived legitimacy of benefits received from the brand.The integration of CSF in customer segmentation appears to be as an efficient tool to improve the acceptance and in turn the effectiveness of relationship marketing efforts.

Sport im Allgemeinen und Fußball im Besonderen erfreuen sich nicht nur unter aktiven Sportlern, sondern auch unter Zuschauern aktuell hoher Beliebtheit. Angesichts teils enormer Einschaltquoten scheint es wahrscheinlich, dass Fußballspiele nicht nur von Fans der beteiligten Mannschaften verfolgt werden. Dies kann sowohl gänzlich neutrale Zuschauer als auch Anhänger anderer Teams betreffen. Während Fans allerdings durch die Literatur bereits ausführliche Aufmerksamkeit erfahren haben und durch relativ eindeutige und verlässliche Denk- und Verhaltensweisen gekennzeichnet scheinen, bleibt dies für ‚sonstige‘ Zuschauer bisher unbeleuchtet. Aufbauend auf der Theorie der Selbstkategorisierung (Turner et al. 1987) widmet sich die vorliegende Arbeit deshalb – ohne explizite Einschränkung auf Anhänger einer Mannschaft – der Zuordnung von Zuschauern zu den beteiligten Teams eines Fußballspiels und beleuchtet, inwieweit diese teambezogenen Kategorien als Grundlage für das Denken und Handeln herangezogen werden. Hierfür werden theoretische Annahmen über eine Selbstkategorisierung zweiter Ordnung formuliert, welche das Entstehen salienter Selbstkategorien auch ohne das Vorliegen hoher Identifikation mit dem Team erklären. Die durchgeführten empirischen Studien stützen die Annahmen und zeigen, dass auch von Spiel zu Spiel wechselnde Selbstzuordnungen auftreten können.

This study investigated how the image of Black criminality in the media affects the racial identity and emotions of Blacks. It also examined how the image of White criminality affects the racial identity and emotions of Whites as a point of comparison. These effects were studied through the lens of self-categorization theory and inter-group emotions theory. SCT posits that a person*s biases are a result of how relevant their social identity is to their self-concept. IET posits that the emotions a person feels are derived from the social group they belong to. This study analyzed 369 responses from participants who were presented with Twitter news pages that presented all Black crime stories, all White crime stories, or negative (no race) stories. Findings showed that both Blacks and Whites decreased self-categorization with their race after viewing same-race criminality news stories. It also found that emotions were affected by content of the newsfeed. Lastly, the study found significant differences in self-categorization based on level of identification.

The present study aims to investigate if grade 9 English students, being 15-16 years old, attending a Swedish secondary school, use English slang during their English as a second language lessons, and if so, why they do it, and if there are any differences between the two genders in their slang usage. In order to incorporate a didactic perspective, it is also examined how English teachers deal with their students’ slang usage. Three English lessons has been observed, alongside with interviews with three English teachers, in order to conduct the investigation. The results indicate that slang words are common during grade 9 English lessons, and the male students’ usage of slang exceeds their female counterparts’ usage to a great extent. Reasons for these results can be found in the field of gender language which argues that slang usage, and language usage in general, is strongly connected to identity, and to how the two genders are expected to behave. Moreover, the English teachers display a varied opinion about their students’ slang usage, yet accounts for utilizing it when teaching register and linguistic adaptation. This approach is approved by a great amount of research, which states that by incorporating youth-language, in this case slang, students are able to gain a linguistic awareness where they can identify with what is taught, as well as adapt their language depending on situation and context.

No description available.

This research develops the social psychological study of lay perception of human rights and of rights-based reactions to perceived injustice. The pioneering work by social representation theorists is reviewed. Of particular interest is the use of rights-based responses to perceived relative subgroup disadvantage. It is argued that these responses are shaped by the historical development of the legal concept of unique subgroup rights; rights asserted by a subgroup that cannot be asserted by outgroup members or by members of a broader collective that includes all subgroups. The assertion of unique subgroup rights in contrast to individual rights was studied by presenting participants with scenarios suggestive of human rights violations. These included possible violations of privacy rights of indigenous Australians (Study 1), civil and political rights of indigenous Australians under mandatory sentencing schemes (Study 2), privacy rights of students in comparison to public servants (Study 3), refugee rights (Study 4), and reproductive rights of lesbians and single women in comparison to married women and women in de facto relationships (Study 5). The scenarios were based on real policy issues being debated in Australia at the time of data collection. Human rights activists participated in Studies 4 and 5. In Study 5, these activists participated via an online, web-based experiment. Both quantitative and qualitative data were collected. A social identity theory perspective is used drawing on concepts from both social identity theory and self-categorization theory. The studies reveal a preference for an equality-driven construal of the purpose of human rights law (i.e. that all Australians be treated equally regardless of subgroup membership) in contrast to minority support for a vulnerable groups construal of the purpose of human rights (i.e. that the purpose of human rights law is to protect vulnerable subgroups within a broader collective). Tajfelian social belief orientations of social mobility and social change are explicitly measured in Studies 3-5. Consistent with the social identity perspective, these ideological beliefs are conceptualised as background knowledge relevant to the subjective structuring of social reality (violation contexts) and to the process of motivated relative perception from the vantage point of the perceiver. There is some indication from these studies that social belief orientation may determine construals of the purpose of human rights. In Study 5 the observed preference for using inclusive human rights rhetoric in response to perceived subgroup injustice is explained as an identity-management strategy of social creativity. In Studies 4 and 5, explicit measurement of activist identification was also made in an attempt to further explain the apparently-dominant preference for an equality-driven construal of the purpose of human rights law and the preferred use of inclusive, individualised rights rhetoric in response to perceived subgroup injustice. Activist identification explained some action preferences, but did not simply translate into preferences for using subgroup interest arguments. In Study 5, metastereotyping measures revealed that inclusive rights-based protest strategies were used in order to create positive impressions of social justice campaigners in the minds of both outgroup and ingroup audiences. Ideas for future social psychological research on human rights is discussed.

Sport im Allgemeinen und Fußball im Besonderen erfreuen sich nicht nur unter aktiven Sportlern, sondern auch unter Zuschauern aktuell hoher Beliebtheit. Angesichts teils enormer Einschaltquoten scheint es wahrscheinlich, dass Fußballspiele nicht nur von Fans der beteiligten Mannschaften verfolgt werden. Dies kann sowohl gänzlich neutrale Zuschauer als auch Anhänger anderer Teams betreffen. Während Fans allerdings durch die Literatur bereits ausführliche Aufmerksamkeit erfahren haben und durch relativ eindeutige und verlässliche Denk- und Verhaltensweisen gekennzeichnet scheinen, bleibt dies für ‚sonstige‘ Zuschauer bisher unbeleuchtet. Aufbauend auf der Theorie der Selbstkategorisierung (Turner et al. 1987) widmet sich die vorliegende Arbeit deshalb – ohne explizite Einschränkung auf Anhänger einer Mannschaft – der Zuordnung von Zuschauern zu den beteiligten Teams eines Fußballspiels und beleuchtet, inwieweit diese teambezogenen Kategorien als Grundlage für das Denken und Handeln herangezogen werden. Hierfür werden theoretische Annahmen über eine Selbstkategorisierung zweiter Ordnung formuliert, welche das Entstehen salienter Selbstkategorien auch ohne das Vorliegen hoher Identifikation mit dem Team erklären. Die durchgeführten empirischen Studien stützen die Annahmen und zeigen, dass auch von Spiel zu Spiel wechselnde Selbstzuordnungen auftreten können.

Workplace misbehaviour is seen to be a neglected feature of organizational study (Ackroyd and Thompson; Vardi and Weitz, 2004). Where research has been undertaken into misbehaviour the emphasis tends fall into two broad categories. First of all, organizational behaviour theorists use the term misbehaviour as a means to highlight how the ‘negative’ behaviour of employees gets in the way of formal organizational goals. Secondly, radical sociologists tend to use the term misbehaviour as a means to critique Foucauldian labour process theory. Here an argument is made that suggests the disciplinary affects of new management practices associated with human resource management and total quality management have been overstated. Furthermore, radical sociologists also use the term misbehaviour as means to critique organizational behaviour accounts, which are believed to paint overly optimistic accounts of organizational life. However, on further examination it was discovered that neither a radical sociological approach, nor a traditional organizational behaviour approach, sufficiently addresses the current deficit in our understandings and explanations for workplace misbehaviour. Hence, one of the main themes of this thesis was to design a theoretical and methodological framework to address the deficit in our understandings and explanations. As such, a view was taken of how a radical sociological approach (orthodox labour process analysis) combined with an emerging social psychological perspective (a social identity approach (Haslam, 2001)) could help overcome previous theoretical problems associated with researching misbehaviour. Empirical support for this approach is provided by the detailed examination of the objective and subjective working conditions of four different sets of low status workers. The findings are based on longitudinal covert participant observations, as well as covert interviews and the covert gathering of company documents. The findings depart from previous insights into workplace misbehaviour in stressing the importance of acknowledging and investigating both the organizational and sub-group social identities of low status workers, in relation to such activities. As such, a great deal of the misbehaviour noted in the findings can be attributed to the poor treatment of low status workers by management, yet misbehaviour is equally if not more attributable to the empowering or inhibitive qualities of the many psychological groups that worker can associate with or disassociate themselves from. Recommendations are made about the direction of future research into workplace misbehaviour. There are many suggestions made and include examining misbehaviour in a wider range of settings, sectors and levels of organizations.