Nonconscious Influences on Consumer Choice - download pdf or read online

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Like several of his contemporaries within the social sciences and philosophy, he criticizes the attempt to build an account of psychology based on the methods and concepts of the natural sciences. He concentrates his critique particularly on the ‘image of man’ that such approaches seemed to assume, and on the ‘aspects of being human’ unreachable through the positivist tradition. These aspects include such phenomena as selfconsciousness, responsible action, intention and the ability to participate in a society according to its prescribed rules—in other words, subjectivity.

First, the biological process itself is not a prior given, on which the social has later effects. Rather it is shown to be open to dramatic changes resulting from socioeconomic factors. Second, categories such as ‘child’ or ‘woman’ are shown to be neither biological givens nor simply social constructs. Third, it becomes impossible to think of the relationship in terms of the logic of cause and effect. In short, we have the demonstration that it is only because certain norms have become so much part of our common-sense view of reality that we are able to forget that they are the result of a production: that they have become naturalized as indisputably biological or social.

Banton’s definition of role represents as great a consensus as one is likely to find: ‘A set of norms and expectations applied to the incumbent of a particular position’ (1965, p. , However, the concept has not been unaffected by its take-up within psychology, reflecting the incommensurability between psychological and sociological paradigms. On the one hand, there have been structural and functional accounts of how social organization specifies roles. On the other, social psychologists (or micro-sociologists, such as Goffman) have emphasized individuals’ performances.

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Nonconscious Influences on Consumer Choice by Fitzsimons


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