One of the ideas used as an analysis and indicator in this case is the "social style theory," which divides people's behavior patterns into four types. Social style theory is a concept proposed in the United States that divides people's "words and actions" into four types.
Utilizing social style theory in business situations can serve as a guide for communicating with each person. In this article, we will explain in an easy-to-understand manner the social style theory, communication methods that suit the four types, and how to apply it to marketing.
What is Social Style Theory?
Social style theory is a communication theory proposed by American industrial psychologist David Merrill in 1968. It divides people's speech and behavior into four styles, and by understanding not only the personalities of people who are compatible with you, but also those who are not compatible with you, it becomes possible to communicate in a way that suits the other person.
It was originally invented by the US Navy to facilitate smooth communication between submarine crew members. Similar types of ships tend to cause fewer interpersonal problems, while hostile types tend to cause more problems.
As a result, by balancing the types of crew members student phone number list who live on the same ship for months at a time, the return rate increased.
The social style theory has four types: "Driver," "Expressive," "Amiable," and "Analytical." In the book " Social Style Work Techniques for Overcoming Your Weak Type ," each personality type is succinctly described as follows:
Driver = Straightforward
Expressive = groove is everything
Amiable = Emphasis on harmony
Analytical = Calm and collected
Social style work techniques to conquer types you're not good at
(See: Social style work techniques to overcome your weaknesses )
The book also lists which celebrities fit into each type:
Celebrities by Social Style Theory Type
(Reference: Created by our company based on the book " Social Style Work Techniques for Overcoming Weak Types ")
For example, Sanma Akashiya can be considered an expressive type, based on his dynamic reactions seen on variety shows. On the other hand, Ichiro, who gives the impression of being calm and collected, can be classified as an analytical type, as shown in his famous quote, "How can I be myself when I'm not getting results?"
Now, let's take a deeper look at each personality type and introduce the type of communication that is desirable.
Differences from DISC theory
A theory that is often compared to social style is the DISC theory . Like social style, DISC theory is a framework that divides human behavioral tendencies into four types. The breakdown of the four elements is as follows:
D = Dominance
I = Influence: Influence type
S = Steadiness: Stable type
C = Conscientiousness: Cautious
Social Style Theory and DISC Theory are similar in that they are both frameworks for classifying human communication styles and behavioral characteristics and for understanding and improving interpersonal relationships.
However, the difference is that while social style theory focuses primarily on "ways and tendencies of communication," DISC theory places emphasis on a self-contained characteristic of "how one behaves (as an individual)."
What are the four types of social styles?
From here, we will look at each of the four types of "personality," "desirable communication styles," and "disliked communication styles" proposed in social style theory.
Driver (progressive/action-oriented)
Personality traits
Drivers tend to not show their emotions, speak clearly and powerfully, and make eye contact with others when speaking in short sentences, and speak clearly and decisively from the conclusion. It is said that many business owners are drivers.
They are quick to make decisions, and once they get the gist of things, they are the drivers who push forward to get results in a shorter time. Therefore, they tend to prioritize work and tasks over human relationships. They also tend to expect people to start with the conclusion, and dislike long conversations.
Preferred methods of communication
Drivers tend to keep their emotions in check and get to the point, so it's best for you to keep your emotions in check and focus on the content. Drivers are rational thinkers, so it's best to tell them the conclusion first, then follow a set format of "reason → specific example."