Chapter 7 Finals Quiz

Consumers who have ___ are particularly good targets for marketing communications that use fantasy appeals.

A large gap between their real and ideal selves

According to the theories of Carl Jung, our shared memories create ___, which involve universal themes and appear frequently in myths and stories across cultures.

Archetypes

___ refers to a consumer's subjective evaluation of his or her physical self.

Body image

Which of the following best defines what is implied by the symbolic self-completion theory

Consumers who have an incomplete self-definition tend to buy products that complete their identity.

Many ___ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group

Eastern

Brand ___ refers to the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.

Equity

The extended self is comprised of ____.

External objects we consider a part of us.

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, or perfume?

Individuality

___ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

Personality

Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ___.

Personality traits

___ refers to the positivity of a person's self-concept

Self-esteem

Most Freudian applications in marketing relate to the product's ___.

Sexual symbolism

Historically, people have most closely associated tattoos with ___.

Social casts

Which of the following is NOT one of the four levels of the extended self?

Social level

In a Freudian interpretation, what is the function of the ego?

The ego is a system that mediates between the id and the supergo

A Unilever-sponsored survey that asked American women how they felt about their appearance reported which of the following?

The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty

An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odor. What part of the Freudian system is this ad appealing to?

The superego

People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following in NOT one of those purposes?

To indicate expected life-span

The ideal self is a person's conception of how she ___.

Would like to be

According to ___ models, we choose products with attributes that match some aspect of ourselves.

self-image congruence