People consume not only physical goods but also social interaction, and consumer choices depend on both intrinsic motivations (preferences for consumption) and extrinsic motivations (how choices impact social interactions). In this paper, we study how social identity, preference, and utility from social interaction shape consumer behavior and choice in the marketplace. Our contribution is two-f...

the study aims at investigating the relationship between social capital and national identity. based on giddens’ theory on identity and woolcock and narayan’s theory of social capital, the researchers, through a survey study, have investigated the relationship between social capital and national identity of 360 students of shiraz university. independent variables include demographic variables, ...

the concept of identity and its formation is one of the most basic notions in the field of social psychology. many psychologist and sociologists have presented their theories based on this concept and the psychosocial progress of its formation in social contexts. henry tajfel, a prominent social psychologist, in his social identity theory has divided an individual’s identity into two parts: “pe...

This study explores the practices of online social activities among children and adolescents in order to uncover the connections between preferences for online social interaction and loneliness, social support, and the mediating effect of identity experimentation online. Data were gathered from a random sample of 718 youngsters aged 9 to 19. Analyses revealed that individuals who are lonely and...

mobile technology is getting changed very fast in commensurate with other technological hyper changes. buyers’ expectation from a new cellular phone is also changing over time. producers, thereby, have to keep themselves abreast of changes in customer taste and preferences to attract, capture, grow, and retain both existing and potential customers. this study is set to measure factors affecting...

modernity is a concept which has been investigated from different aspects. probc. bly one the most valid theories in this field is giddens’s theory. giddens originally considers modernity as a cultural trend that has arrived new phase and has its own characteristics in all social life aspects. reviewing giddens’s theory shows the claims expressing that modernity shows itself in leisure time. it...