MARKETING FINAL - CHAPTER 6

A(n) ________ is a particular model, or exemplar, or appearance. A) ideal of beauty B) self-concept C) cathexis D) ideal self

A

College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________. A) ideal self B) actual self C) looking-glass self D) collective self

A

Historically, tattoos have been associated with people who are considered ________. A) social outcasts B) members of the ruling class C) members of fraternities D) members of religious orders

A

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work. A) self-image congruence model B) self-concept C) self-image D) looking-glass self

A

Jim Smith thinks he should be more outgoing. He is looking at his ________. A) ideal self B) self-concept C) looking-glass self D) self-esteem

A

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. A) Eastern B) American C) Western D) European

A

Personal objects, places, and things allow people to feel that they are rooted in their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would the home most likely be associated with ________. A) family level B) individual level C) community level D) group level

A

Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself? A) content B) positivity C) intensity D) stability over time

A

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image. A) impression management B) self-extension C) self-esteem D) social comparison

A

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images. A) Social comparison B) Self-esteem C) Real self D) Ideal self

A

A person's physical appearance is a large part of his or her ________. A) inner pattern B) self-concept C) group status D) cultural right

B

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________. A) looking-glass self B) body image C) actual self D) ideal self

B

If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of ________. A) conformity B) "face" C) force and will D) politeness

B

If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________. A) doubt and regret B) self-esteem C) dedication and control D) strength and conviction

B

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 ________. A) have low self-image B) have multiple selves C) are not confident with their real selves D) prefer their ideal selves

B

Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________. A) compatibility B) reproductive potential C) intellectual capacity D) sociability

B

The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________. A) ideal of sexuality B) ideal of beauty C) narcissism D) amorphous

B

________ is the way we assume others expect us to act. A) Looking-glass self B) Self-fulfilling prophecy C) Collective self D) Self-concept

B

________ refers to the positivity of a person's self-concept. A) Content B) Self-esteem C) Intensity D) Stability over time

B

________ summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities. A) Halo effect B) Self-concept C) Impression management D) Self-extension

B

A Unilever-sponsored survey, which asked American women how they felt about their appearance, reported which of the following? A) Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women. B) Older women were more likely to describe themselves as beautiful. C) The majority of respondents believe women in ads are not realistic. D) The majority of respondents believe that beauty comes from women's physical appearance.

C

According to the sociological tradition of ________, relationships with other people play a large part in forming the self. A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis

C

If a person's identity is derived in large measure from his or her social group, this is called ________. A) the inner self B) the occupational self C) the collective self D) the dynamic self

C

If products take on masculine or feminine attributes, they are said to be ________. A) sexy B) sexually explicit C) sex-typed D) androgynous

C

Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________. A) real self B) ideal self C) extended self D) looking-glass self

C

People appear to favor features we associate with good health and ________ because these signal reproductive ability and strength. A) intellect B) wealth C) youth D) confidence

C

The ________ refers to our more realistic appraisal of the qualities we have and don't have. A) ideal self B) inner self C) actual self D) outer self

C

The ideal self is a person's conception of how she ________. A) adapts to play different roles B) imagines others think of her C) would like to be D) realistically thinks she is

C

When we act the way we assume others expect us to act we are practicing a ________. A) looking-glass self B) self-image C) self-fulfilling prophecy D) real self

C

________ summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities. A) Actual self B) Self-esteem C) Self-concept D) Self-ego

C

"Casual Friday" in American workplaces encourages the expression of a person's ________. A) virtual self B) dual self C) cultural self D) unique self

D

Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation? A) family level B) individual level C) community level D) group level

D

The U.S. government estimates that approximately ________ of American adults are overweight or obese. A) 25 percent B) 35 percent C) 50 percent D) 66 percent

D

The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn? A) to separate group members from non-group members B) to place the individual in the social organization C) to place the person in a gender category D) to enhance sex-role identification

D

Understanding our social roles is part of our ________. A) self-image B) self-esteem C) looking-glass self D) extended self

D

Which of the following is a level of a people extended self? A) individual level B) family level C) community level D) All of the above

D

________ is where a person derives his or her identity in large measure from a social group. A) Self Concept B) Self Esteem C) Looking-glass self D) Collective self

D

________ refers to a consumer's subjective evaluation of his or her physical self. A) Body dialect B) Body tone C) Body fantasy D) Body image

D

________ refers to a consumer's subjective evaluation of his or her physical self. A) Looking-glass self B) Actual self C) Ideal self D) Body image

D

________ refers to the possession of both masculine and feminine traits. A) Heterosexual B) Homosexual C) Amorphany D) Androgyny

D

A person's actual self is a person's conception of how he/she would like to be.

FALSE

In South Korean shopping malls, teenage girls line up at photo machines that provide high-tech makeovers, including glamor lighting, a hair-blowing breeze, and virtual plastic surgery. If one of these girls sends a photo from this machine to her boyfriend, she is expressing the actual self state.

FALSE

Mary Ann reads fashion magazines weekly. Many times she is frustrated because she has been unable to achieve "a look" that she thinks features the "real her." When Mary Ann thinks this way, she is going through a social comparison process.

FALSE

Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.

FALSE

Self-esteem refers to the intensity and stability, over time, of a person's self-concept.

FALSE

The self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card for a prospective client.

FALSE

A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.

TRUE

A person's feelings about his or her body can be described in terms of body image.

TRUE

Eastern and Western cultures see the self divided into an inner, private, and an outer public self.

TRUE

Every time Tim goes to bat in his baseball game, he rubs the charm on the necklace that his professional baseball player uncle gave him. This charm has never failed to help him get a good hit. The charm has become part of Tim's extended self.

TRUE

Ideal self is a person's conception of how he or she would like to be.

TRUE

Ideals of male beauty are based on facial features, musculature, and facial hair.

TRUE

Lars has developed an online, multiplayer game that he thinks could be the next big hit in computer-mediated environments. Lars is in the process of looking for financial backers as he moves from the prototype of his game to the finished product. To encourage financial backers, Lars should explain that for most people interested in playing online games, the gap between their online and offline selves is narrowing.

TRUE

Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.

TRUE

Self-esteem refers to the positivity of a person's self-concept.

TRUE

Social comparison is a basic human tendency.

TRUE

Studies suggest that men and women who are exposed to beautiful models in advertisements are likely to alter their perceptions of their own body shapes.

TRUE

The actual self is a person's conception of how he or she would like to be, whereas the ideal self refers to our more realistic appraisal of the qualities we do and don't have.

TRUE

The body is adorned or altered in some way in every culture. One of the chief purposes for doing this is to place the individual in the social organization.

TRUE

The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of bulimia and group dieting.

TRUE

Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

TRUE

The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for products that use professional models.

TRUE

Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self. A) extended B) actual C) social D) looking-glass

A

A person's conception of how he/she would like to be is called ________. A) self-image B) ideal self C) self-concept D) self-esteem

B

Both Eastern and Western cultures see the self as divided into a(n) ________. A) single, group, and dynamic self B) single, extended, and group self C) relational, occupational, and religious self D) inner, private self, and an outer, public self

D

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. A) self-fulfilling prophecies B) looking-glass selves C) a small gap between their real and ideal selves D) a large gap between their real and ideal selves

D

There are many props and settings consumers use to define their social roles which then become parts of their selves. Those external objects that we consider a part of us constitute the ________. A) identity marketing B) market targeting C) compensatory consumption D) extended self

D

Which of the following explains why people decorate or mutilate their bodies? A) To separate group members from nonmembers B) To place a person in a gender category C) To enhance social role identification D) All of the above

D

Luv's color-changing diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics.

FALSE

One of the levels of the extended self is the family level.

TRUE

People tend to pattern their behavior on the perceived expectations of others, which is a form of self-fulfilling prophecy.

TRUE

Power posing is standing in a confident way even if you don't feel confident.

TRUE

The symbolic self-completion theory suggests that people who have an incomplete self-definition will tend to complete this identity by buying products that are associated or symbolic of their self-definition.

TRUE

The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? A) to indicate negative feelings towards oneself B) to separate group members from nonmembers C) to place the individual in the social organization D) to provide a sense of security

A