Role społeczne w reklamie jako przykład psychosocjologicznych uwarunkowań działalności marketingowej

Abstract

The text, concerning analysis of sociological and psychological factors that are present in marketing practice, focuses on the theory of social roles. Social roles and relevant status and prestige are presented as a chain link joining both psychological and sociological factors influencing consumers’ decisions and their behaviour concerning both choice and act of purchasing of a product of some brand. The author’s approach, presenting social roles in the view of system of positions occupied by individuals and their expectations towards position-related behaviour, leads to several analogies with practice of marketing. Television commercials intend to make an impression that a purchase of some product is necessary for a person performing some social role in order to obtain relevant status. That is why people playing for commercials are presented with attributes of performed roles and relevant status.