Oct
11
The Cult of Ubuntu ?
October 11, 2006 | Leave a Comment
In the article
“The Cult of Macintosh” by Belk and Tumbat, Consumption, Markets, and Culture, Vol.8, No. 3, September 2005, pp. 205-217
the authors suggest that, for a brand to attain cult-like proportions and a devotional following a mythology consisting of certain “sustaining myths” must surround the brand. In the case of Macintosh computers the [...]
Oct
11
Social Identity Theory
October 11, 2006 | Leave a Comment
In the 1960s and 1970s Henri Tajfel conducted a series of studies in which participants were randomly divided into two groups. As a participant, the group you were assigned to was the “in-group” and the other group was designated the “out-group”. Participants were asked to allocate rewards between members of their group (in-group) [...]
Oct
9
Theory
October 9, 2006 | Leave a Comment
Before I introduce my “theory of the month” I wanted to review the basic definition of theory. According to Kerlinger (1986), “the basic aim of science is theory. Perhaps less cryptically, the basic aim of science is to explain natural phenomena. Such explanations are called theories.” Kerlinger defines a theory as [...]
Oct
4
At the Speed of a Journal Article
October 4, 2006 | Leave a Comment
Journal articles are foundation of a good research paper but not for the reason I once thought. In my flawed world view I had assumed that journal articles would be more current than books. After all, books were normally more voluminous and presumably took more time to write. There was also the [...]
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