Case 3.1 Hy Dairies

1695 Words Dec 30th, 2009 7 Pages
Case Study 3.1 HY DAIRIES, INC.

Discussion Questions:

1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here.

The case covers issues of how perceptions affect individual decision-making process. As an introduction, Syd Gilman, the vice marketing president at Hy Dairies perceived Rochelle Beauport as a potential marketing staff responsible to improve the sagging sales of Hy’s gourmet ice cream brand, thus decided to reward her with a new post of a marketing research coordinator that was taken by him as a valuable post in marketimg field. Rochelle Beauport, unfortunately had a different perceptions and expectations that leading her into a difficult decision making situation of whether to
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In the second stage, social identification, we adopt the identity of the group we have categorised ourselves as belonging to. If for example you have categorised yourself as a student, the chances are you will adopt the identity of a student and begin to act in the ways you believe students act (and conform to the norms of the group). There will be an emotional significance to your identification with a group, and your self-esteem will become bound up with group membership. Again, Gilman had identified himself and Beauport as Hy Dairies’ member that was not true for Beauport who was very new and in different job hierarchy unlike Gilman. Thus, she did not identify herself with Hy dairies and Gilman.
The final stage is social comparison. Once we have categorised ourselves as part of a group and have identified with that group we then tend to compare that group with other groups. If our self-esteem is to be maintained our group needs to compare favourably with other groups. This is critical to understanding prejudice, because once two groups identify themselves as rivals they are forced to compete in order for the members to maintain their self-esteem. Competition and hostility between groups is thus not only a matter of competing for resources (like in Sherif’s Robbers Cave) like jobs but also the result of competing identities. Referring to the case, since Beauport had not identified herself with Hy Dairies, yet