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