3- Marketing Flashcards
what are the advantages and disadvantages of a simple identity
advantages - facilitates valuation and attracts employer attention
disadvantages - restricts future identities
what are the advantages and disadvantages of a complex identity
advantages- greater flexibility and broad set of skills
disadvantages- risk of confusion for audience, and lack of skill
role theory
role distance describes the extent to which an actors identity is confined to a role
labeling theory
identity tag restricts an actor’s ability to move in a way that’s inconsistent with the attribution.
neo instutional theory
going against established norms can confuse people and lead to rejection for creative professionals with multifaceted identities.
niche width theory
suggests that a generalist identity is advantageous in a volatile environment, yet disadvantageous in stable markets.
resource partition theory
in specific environments, generalists and specialists can coexist by sharing resources and niches without intense competition.
typecasting
the practice of categorizing individuals in the labor market based on factors like skill, ability, and past work experience.
what are the implications of typecasting
1) limitations on identity: typecasting can limit individuals by defining them solely on their perceived abilities and past work
2) make the client always attract similar kinds of work
social identity theory
individuals are inclined to participate in activities and back institutions that reflect their core identities. This means people are naturally drawn to things that resonate with who they are, what they believe in, and the groups they identify with.
social identification
when you feel like you belong to a group, and as a result, you think of yourself as a member of that group.
organizational identification
when a person identifies with an organization, they feel connected to it and define themselves in terms of that organization.
What leads an individual to have MORE identification with an organization? (4)
1) perceived organizational prestige
2) expected services
3) contact frequency
4) membership length
what leads individuals to have LESS identification with an organization?
membership to similar organizations
what leads individuals to NOT MUCH CHANGE in their identification with an organization?
1) donation
2) membership visibility