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Rational warmth

Author: ZhuXinYang
Tutor: YaoNanQiang
School: East China Normal University
Course: Sociology
Keywords: Trust Theory of group solidarity Total Items Rider Maslow's hierarchy of needs theory Rational people
CLC: C912
Type: Master's thesis
Year: 2006
Downloads: 284
Quote: 0
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Abstract


Direct group since the last century since the early 90s, like a gust of society everywhere in China surging undercurrent is neither recognized by people outside the community, but also make them feel fear and thus decided to boycott. As a hidden population, direct marketing group itself is full of mystery, although there have been many domestic scholars to study it, but in these studies, sociology as an important social discipline is absent. The authors selected groups of Amway Corporation, Shanghai Direct X as the research object, through the observation of X Direct group, describe the condition of their daily activities, and author attempts through the analysis of these everyday activities, explain how the members of the group consumption, production trust, groups and is how to control free-riding behavior, so that the pursuit of rational people to maximize the benefits generated combined forces to achieve group solidarity. Thus, the article reveals a total trust in the X group of direct significance. This paper is divided into five chapters. Chapter Introduction In this chapter, the author of this thesis mainly explained the background and origin, as well as how the author's approach and establish the research object, this paper puts forward the question, namely why there is widespread within the group trust, how groups obtain and maintain its unity. Chapter II of this paper analyzes the angle and methods. In this chapter, the author first reviews the existing research on trust, and trust in this article uses the concept of interpretation and explanation. Then, to analyze this proposed theory that unity theory Hecht groups. This article also pointed out the case based on the use of qualitative research methods. Chapter III group activity profiles. This chapter focuses on the X Direct group activities of the time, place, membership structure within the group, and group activities to make the content more intuitive description. Chapter trust --- X Direct group total items. This chapter first describes the members of the group of interest demands, followed by members of the group analyzed how consumer confidence Furthermore is the group members how to produce the total of goods, the final analysis of the groups to the trust issue is how to control production. Chapter Discussion and summary. This combination of materials as well as the experience gained by the theory, pointing out that members of the group's activities as a rational person making a rational choice of activities, and these rational person that relies trust that there are items produced to promote its combined power of solidarity, to achieve of group solidarity.

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CLC: > Social Sciences > Sociology > Social structure and social relations
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