Chp 5 consumer behaviour

Brian is a product manager for a product sold to mature customers. His research has consistently told him that his customers do not want to think of themselves as old. According to self-image congruence models, which of the following would be the best slogan for his product?

"Stay Active . . . Enjoy Life"

Matching product attributes with some aspect a consumer holds to be true of his or her self is consistent with: a. situation-actualization theory.

. self-image congruence models

Freddie is a homosexual. Which of the following is most likely not to be true of Freddie?

He is more affluent than the general population

Which of the following is not true regarding men and their hair?

Men openly talk about their hair.

Which of the following is not true regarding men and eating disorders?

Most men with distorted body images consider themselves too heavy rather than too light.

3) _____________ refers to the anxiety individuals feel when they fear they might behave in a way that confirms a group stereotype.

Stereotype threat

In its survey, Yankelovich asked a question about sexual identity for the first time, finding that about 6 percent of the respondents described themselves as "gay/lesbian." Which of the following was one of their findings about this group of people?

They are twice as likely as heterosexuals to have attended graduate school

13) One study of young male beer drinkers found a segment that was characterized as "losers." These were men who worked hard but had little chance of promotion, and although they enjoyed life, thought that they were never going to get ahead. Beer ads made to this segment had a very high fantasy appeal. What relationship between the concepts of self in this segment was being assumed by the marketers?

This segment had a large gap between their real and ideal selves.

In some cultures, women and men have languages that are spoken only in the presence of the same gender. Some business analysts maintain that this applies partially within the American workplace. If gender-specific languages did exist, what would be the major difference between them?

Women's language would be more attuned to forming community with other women, while men's language would be more attuned to power and hierarchies.

1) The concept of self is ________.

a relatively new concept

A catalogue features products that appeal to men who are strongly sex-typed. Which of the following styles of promotion would be most effective for the products in this catalogue?

ads that have strong overall themes

Consumers who score high on a scale of public self-consciousness:

are interested in clothing and are heavy users of cosmetics.

Research shows that those who have a low sense of collective self-esteem about their gender identity:

are less likely to choose gender-related products when they learn negative information about their gender identity.

Rachael decorated her college dorm with her stuffed animals, posters of pop stars, and photos of friends and family. The ________ the objects helped her maintain her self-concept.

attachment to

When Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in a video game as an armoured attack robot, his visual character appears as a(n) ________.

avatar.

Claire's hair and eyes are more central to her self-concept than her hands and toes. This is a good example of which concept?

body cathexis

A consumer's subjective evaluation of his or her physical self is called: a. objective self-awareness.

body image

Jane told her friend Javier that she was frustrated because her manager at work did not seem to appreciate the extra effort that she was putting in. Javier suggested that Jane speak to her manager and show her the work she was doing. Later, Jane wondered why men just "don't get it." All she really wanted from Javier was some sympathy. One of the problems that Jane and Javier are experiencing is that women have a tendency to use language for ________ goals, while men tend to employ ________ goals with language

communal; agentic

The four levels of the extended self are

community, family, individual, group

5) When Allan signs up for a cake baking class he feels anxious and apprehensive that he will confirm the stereotype that men are not good at baking. This demonstrates:

confirmation anxiety

9) Attributes of self-concept can be described along several dimensions. If Rudi Gonzalez sees himself as being one who is handsome (has a highly attractive face) rather than a person who is intellectual, which of the following self-concept dimensions best applies to Rudi's view of himself?

content

After a long and complex relationship ended, Beth wanted to signal to people that she was simplifying her life. She changed her hairstyle by

cutting it short

Studies suggest that the ideal self appears to be more relevant than the actual self as a comparison standard for highly expressive social products. Which of the following examples would best illustrate the relationship between the ideal self and highly expressive social products?

expensive perfume

Simply put, the ________ includes those objects that we consider to be a part of who we are.

extended self

In terms of the extended self, the level indicated by homes would be:

family

A Haligonian, Duke, sees the famous Town Clock as part of his extended self. This is his ________ level of extended self.

group

Online communities dedicated to offering tips on crash dieting, binging, and vomiting are representative of a form of behaviour called

group dieting

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________.

have multiple selves

Doug has large eyes, high cheekbones, and a narrow jaw. People around the world will perceive him as being

healthy

The phrase, "You are what you consume," recognizes that products do more than influence the perceptions of others about who we are. They also:

help us determine our own sense of self as well.

A statement such as "I would probably make a good actor" would most likely come from a person who is:

high in self-monitoring abilities.

8) People who own the newest Mercedes convertible with 500 horsepower most likely:

high self-esteem

In terms of the ideal female body type, the ________ look has reappeared.

hourglass figure

12) Amber likes to think of herself as being a smart shopper, but she admits that she cannot compare to her mother whom she calls a "champion shopper." Amber has separated her ________ self from her ________ self.

idea;actaul

10) What people feel they would like to be is called the:

ideal self

60) When shopping, Denise chooses clothing and other products that will allow her to present herself in a positive light to others. Denise is a person that engages in the practice of:

impression management.

In terms of the extended self, the level indicated by cars would be:

individual

2) Eastern cultures stress all of the following EXCEPT:

inherent separateness of each individual

The process of social comparison involves all of the following, EXCEPT:

is the process of imagining the reactions of others towards oneself.

7) Through research, the makers of Toblerone chocolate bars have identified a segment that prefers to buy a 30-gram bar rather than their 100+ gram bars. This segment is most likely:

low in self-estemm

Katie worked for an advertising agency. Her job was to computer enhance photos for magazine ads. She knew that she would always make the face of the model more attractive if she ________.

made the face more symmetrical

Johnny is a straight male who knows a lot about the fashion industry and interior decorating. Marketers would most likely categorize him as a:

metrosexual

The first-year university student who brings personal items from home, such as his stereo, and puts posters on his dorm walls, is:

protecting his identity in a strange environment.

Gilles arrives at the Canadian Armed Forces (CAF) training camp for duty and, upon registering, he is shaken that they confiscate all his personal possessions. The CAF is most likely trying to:

repress individuality.

Placing coolers of Powerade drinks and energy bars in high traffic areas of fitness centres indicates that marketers are most likely trying to ensure that appropriate ________ are active.

role identities

11) If a female consumer sees an ad about a woman who can no longer fit in her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose some weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________.

self-esteem

6) James has a positive attitude toward himself. It could be said that he has a high:

self-esteem

18) By acting the way we assume others expect us to act, we often wind up making these perceptions really happen, in a form of:

self-fulfilling prophecy.

Research has shown that beauty is about more than aesthetics. According to research findings, we use such cues as ________ to make inferences about a person's status, sophistication, and social desirability

skin colour and eye shape

4) When Jennifer goes to the mechanic to get her car fixed she feels anxious and apprehensive that she will confirm the stereotype that women don't know about cars. This demonstrates:

stereotype

Grace Norris is a 50-year-old housewife who recently selected Chrysler's PT Cruiser as her new car. To some extent, she selected the car because it is practical and has ample storage space for groceries and other items she gets on her many shopping trips. On the other hand, she also confesses that she selected the car because of its "bad boy" image. "It looks like a gangster car from the 1930s," says Grace. "It says 'don't mess with me,' " she tells her friends. Grace is exhibiting ________ in her selection of a car.

symbolic interactionism

Franz is very meticulous in appearance, and prepares his attire carefully before going anywhere as he wants to feel confident. This is an illustration of ________ theory.

symbolic self-completion

The "looking-glass self" is but one of many "selves" defining who we are; it is: a. the ideal self we wish we were as we look at ourselves in the mirror.

the self we imagine others see when reacting to us.

In a study of a beer advertisement, two executions were prepared, one in masculine terms and the other in feminine terms. What kind of people preferred this execution of the ad: "Brewed with tender care, X Beer is a full-bodied beer that goes down smooth and gentle."

those whose self-ratings were highly feminine

One recent trend in our culture is for middle-aged women to get a tattoo. Which of the following best explains the reason for middle-aged women to act in this way?

to celebrate a milestone such as a big birthday, a divorce, or becoming an "empty-nester"

Gaelan, a gay man who lives in New York, wears an earring in his left ear to show his preferred role in a relationship. This is an example of self-decorating serving the following purpose:

to indicate desired social conduct.

Although Gillian's eyesight is perfect, she feels that if she wears glasses her students will respect her more. This is an example of self-decorating serving the following purpose:

to indicate high status or rank.

Which of the following purposes of decorating the self best explains why tattoos can be very popular for a period of time and unacceptable in a different period of time within the same culture?

to place the individual in a social organization

New members of a fraternity were required to participate in a series of activities that some considered dangerous. These activities served the following purpose

to separate group members from nonmembers