Social Identities

Being a member of a group is an essential part of who we are as people. Many benefits derive from these associations. But when these influences also cloud our thinking about important topics that might butt up against current beliefs of the group, how do we respond? With thoughtfulness, or defensiveness? Comments are always welcomed.

Matt Renwick

I teach only the truth – but that shouldn’t make you believe it. – Martin Fischer

Source: Sean MacEntee via Flickr (https://flic.kr/p/8WnyVB) Source: Sean MacEntee via Flickr

Why Your Customers’ Social Identities Matter by Guy Champniss, Hugh N. Wilson, and Emma K. Macdonald (Harvard Business Review, January/February 2015)

Three business professors and researchers explain the importance of social identities. This concept can be defined as the personas people take on and the decisions they make based on the community or group in which they are associated with or represented by at that time. When a social context changes – for example, a couple of famillies installing solar panels in a community – this action influences other people’s behaviors that reside in this neighborhood (they are more likely to buy solar panels, too).

This phenomena relates to all communities and groups, online and otherwise. Individual interviews about how a person feels about a product or service…

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Author: Matt Renwick

Matt Renwick is a 17-year public educator who began as a 5th and 6th grade teacher. After seven years of teaching, he served as a dean of students, assistant principal and athletic director before becoming an elementary principal in Wisconsin Rapids. Matt is now an elementary principal for the Mineral Point Unified School District (http://mineralpointschools.org/). Matt tweets @ReadByExample and writes for ASCD (www.ascd.org) and Lead Literacy (www.leadliteracy.com).

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