Model: The Social and Concept-Oriented Dimensions Mode

 

 

 

Values:

 

 

 

Dialogic constellation:

 

 

 

Basis for contact/communication:

 

Behavioural patterns:

 

 

 

 

 

 

Behavioural ideals:

 

 

 

 

Behavioural aims:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Play patterns and aims:

 

 

 

 

 

SOCIAL-ORIENTED DIMENSION

 

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

 

CONCEPT-ORIENTED DIMENSION

 

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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