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1

Depryvatsiinyi pidkhid do sotsial’noho samopochuttia naselennia

100%
Yeleiko M.
Sotsiolohiia: teoriia, metody, marketyng (Sociology: Theory, Methods, Marketing)
|
2011
|
issue 1
127-146
EN
It is proposed to consider social feelings in societies transformed through the prism of social deprivation. The author treats an approach to fixation of social feeling (Ye. Golovakha, N. Panina) constructed on the basis of rational-factual judgments concerning sufficiency or insufficiency of material and nonmaterial weals as the deprivational one. The social deprivation is always understood as inequality of access to social weals, as well as the condition caused by such limitation. The scale of such a phenomenon consequences depends on its extension and character. Then one should delimit such kinds of social deprivation as relative, absolute and multiples ones. One of the advantages of the deprivation approaches is a possibility not only to measure out social feelings of the population, but also to fix the structure of urgent and most intense social needs and to distinguish the groups of social exclusion. The article includes as an example a brief survey of some socio-demographic groups which for some reasons or others do not feel themselves as those integrated in the society.
2

Social Comparison as a Moderator Between Perceived Social Risk and Purchase Intention

86%
MICHNIUK A., GANSSER O., SCHMITZ S. O.
Communication Today
|
2019
|
vol. 10
|
issue 1
124-141
EN
The study aims to analyse the moderator effect of social comparison, which influences the strength of the relationship between perceived social risk (independent variable) and purchase intention (dependent variable). Next to that, it aims to answer the question whether there are any differences in the effects of trust and perceived social risk on the intention to join a fitness centre when participants are exposed to advertising which depicts a slim model (desired end state) or to advertising portraying a heavy one (undesired end state). The results show that, on the one hand, social comparison influences the strength of the effect of perceived social risk on the intention to join a fitness centre. On the other hand, there is a significant difference and a higher influence of perceived social risk on the intention to join a fitness centre when participants are exposed to a desired end state via advertising.
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