The Social Deconstruction of a Paradox: Using Social Theory to Succeed within a Niche Market
MetadataShow full item record
This exploration into the motivations of consumers through the context of social theory was inspired by Dr. Stauffer's interest in the seemingly restrictive appeal of a healthy, vegetarian fast food restaurant. Without his initial curiosity and continuous guidance, including the suggestion of the title, I would not have been able to realize the importance and potential benefits of the project, nor would I have personally gained as much from the experience of its formation. I had been working with Ope's for a number of months before the project began and found myself repeatedly returning to my first night of orientation, when Dr. Oppenlander explained that he was purposely not advertising as a vegetarian restaurant and was trying to avoid such a label. His reasons may have been rationalized from a business perspective, but by taking it a step farther, I found a significant correlation between the advantages and disadvantages of niche marketing and the concept of social identity explored by the theories of social constructionism and social cognition. Although social cognition is a psychological theory, it has been used in conjunction with sociology before. By establishing a position of enriching a business perspective through the introduction of social theory, I was able to highlight parallels among the fields. Though the connections seemed obvious once I began, I found little work published with a similar purpose.
Showing items related by title, author, creator and subject.
Knoll, Hannah (2013)“Social interactions shape our surroundings and define our communities. Physical elements and objects that influence these encounters are of particular interest to me. I work with them in an attempt to enhance the experience ...
Letzmann, Andrea (2002)When a new business tries to introduce a combination of ideas that seem conflicting, deconstructing the social meaning of those concepts is necessary to the ultimate goal of creating a more full public understanding. ...
"Going Social" How to Positively Influence the College Choice Decision of Best-Fit Admitted High School Seniors : A Social Media Marketing Plan for Kalamazoo College Office of Admission Curtiss, Suzanne (2013)Due to increased competition among higher education institutions for best-fit students, college admission offices are turning to social media to differentiate their respective institutions' competitive offerings. Based on ...