MKT Consumer Behavior Exam 2C
*T/F* A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.
TRUE
*T/F* A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.
TRUE
*T/F* A person's self-concept is a work in progress.
TRUE
*T/F* A recent study that included both young and old people asked more than 19,000 respondents about their preferences in the past (foods, vacations, hobbies, and bands) and also to predict how their tastes will change in the future. Regardless of age, people acknowledged that their prior choices had changed quite a bit over time, but they still tended to predict that they would not change as they got older
TRUE
*T/F* A study found that people who were served food by a server who was either fat or thin chose different portion sizes
TRUE
The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive
A) knowledge
If women are shown in advertisements to be sexual objects who exist solely for the pleasure of men, this form of advertising might be called: a. "Beefcake." b. "Cheesecake." c. "Androgynous." d. "Bake-a-Cake."
b. "Cheesecake."
In many societies, females are said to have communal goals. If so, which of the following characteristics or activities would most closely match feminine communal goals? a. Self-assertion and mastery. b. Affiliation and fostering harmonious relations. c. Profit motives and competitive environments. d. Music preservation and coyness.
b. Affiliation and fostering harmonious relations.
Rose Marie seems to be very satisfied with her hair and eyes and the way her friends react to these parts of her body. However, based on comments from men, she believes that her waist is too large and prevents her from having the kind of dates that she would like to have. Her feelings about these body parts can be summed under the general category of: a. body universality. b. body cathexis. c. body tone. d. body glamour.
b. body cathexis.
U.S. Steel runs an ad showing a female ironworker coming out of a steel plant. The setting shows that she is more than "just one of the guys"—she is a steel worker. If such an ad were used to try and recruit more female ironworkers, the ad would be appealing to which of the following human traits? a. Heterosexual. b. Homosexual. c. Androgyny. d. Amorphany.
c. Androgyny.
A person's feelings about his or her body can be described in terms of: a. body tone. b. body plexus. c. body cathexis. d. body universality.
c. body cathexis.
The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. a. experiential b. habitual c. low-involvement d. standard learning
c. low-involvement
A communicator's expertise, objectivity and trustworthiness refer to ________. a. corporate social responsibility b. ethics c. source credibility d. expert power
c. source credibility
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. the collective self.
The ideal self is a person's conception of how he or she: a. appears to friends and co-workers. b. appears in the real world to all people. c. would like to be. d. thinks he or she is.
c. would like to be.
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. self-concept.
MTV Networks and Showtime are developing a plan to create the first cable channels directed at gay viewers. According to research, gay viewers make up about ______ of television households. a. 1% b. 3% c. 6.5% d. 8%
c. 6.5%
_______________ people are able function to well in a variety of social situations. This might explain why several professional sports stars are also gourmet cooks. a. Asexual b. Homosexual c. Androgynous d. Amorphous
c. Androgynous
___________________ refers to the possession of both masculine and feminine traits. a. Heterosexual b. Homosexual c. Androgyny d. Amorphany
c. Androgyny
________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. a. Social judgement theory b. Foot-in-the-door theory c. Balance theory d. Rejection theory
c. Balance theory
*T/F* People tend to pattern their behavior on the perceived expectations of others, which is a form of self-fulfilling prophecy.
TRUE
*T/F* People with low self-esteem expect that they will not perform very well, and they will try to avoid embarrassment, failure, or rejection.
TRUE
*T/F* Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
TRUE
*T/F* Psychographics use lifestyle profiles to target markets.
TRUE
*T/F* Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.
TRUE
*T/F* Self-esteem refers to the positivity of a person's self-concept.
TRUE
*T/F* Social comparison is a basic human tendency, and many marketers tap into our need for benchmarks when they supply idealized images of happy, attractive people who just happen to use their products.
TRUE
*T/F* Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.
TRUE
*T/F* Some parts of a person's self-concept are fairly stable, but each of us modifies some elements of it as we make our way through life—and particularly as we discover new ideas, social groups we admire, and yes, images we receive from the culture around us that endorse certain types of people over others.
TRUE
*T/F* 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
*T/F* 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
*T/F* The degree to which a person likes to try new things is called innovativeness.
TRUE
*T/F* The reality principle finds ways to gratify the id that are acceptable to the outside world.
TRUE
*T/F* 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
*T/F* The tendency to attribute human characteristics to objects or animals is called anthropomorphism
TRUE
The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) A person and his or her perceptions B) The marketer and its strategy of image building C) A person's beliefs D) Subconscious motives
A) A person and his or her perceptions
Do sex-related ads work? A) Overall, the use of a strong sexual appeal is not very well received. B) They outperform all other appeal formats. C) They are most effective when they attempt to "trick" the consumer into paying attention. D) There is no data to answer the question.
A) Overall, the use of a strong sexual appeal is not very well received.
Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message? A) Supportive arguments B) Countervailing arguments C) Refutational arguments D) Direct arguments
A) Supportive arguments
Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A) The model has relatively weak theorems about attitudes. B) The model deals with actual behavior, not with the outcomes of behavior C) Some behavioral outcomes are beyond the consumer's control D) Measures of attitude often do not correspond to the behavior they are supposed to predict
A) The model has relatively weak theorems about attitudes.
M-commerce most likely takes place through ________. A) cell phones B) billboards C) radio satellite D) TV
A) cell phones
According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). A) experiential B) habitual C) low-involvement D) standard learning
A) experiential
Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________. A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory
A) halo effect
Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. A) internalization B) identification C) compliance D) actualization
A) internalization
According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________. A) stresses a unique attribute of benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson
A) stresses a unique attribute of benefit of the product
Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself? A) The theory of cognitive dissonance B) The theory of reasoned action C) The balance theory D) The theory of trying
B) The theory of reasoned action
Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")? A) Utilitarian B) Value-expressive C) Ego-defensive D) Knowledge
B) Value-expressive
The functional theory of attitudes was initially developed to explain how ________. A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime
B) attitudes facilitate social behaviors
Source ________ refers to the perceived social value of a message source. A) valence B) attractiveness C) class D) hierarchy
B) attractiveness
The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency
B) credibility and attractiveness
According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________. A) argument and counterargument B) learning and tedium C) compliance and non-compliance D) affect and cognition
B) learning and tedium
The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. A) central B) peripheral C) dual D) subconscious
B) peripheral
Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________. A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model
B) theory of reasoned action
Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above? A) theory of reasoned action B) theory of trying C) theory of direct response D) rejection theory
B) theory of trying
________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. A) Cognitive differentiation B) Emotional appeal C) Comparative advertising D) Conclusion advertising
C) Comparative advertising
A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? A) Consistency B) Authority C) Consensus D) Liking
C) Consensus
A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here? A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
C) The celebrity's image should match that of the product and should embody cultural meaning
The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin? A) The trait-factor theory B) The balanced communication theory C) The two-factor theory D) The theory of reasoned action
C) The two-factor theory
Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car. A) branded B) archetyped C) anthropomorphized D) repositioned
C) anthropomorphized
Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend. A) supportive B) low-involvement C) two-sided D) refutational
C) two-sided
A consumer who buys the same brand over and over again exhibits ________. A. customization B. rational purchase C. brand loyalty D. staple purchasing
C. brand loyalty
A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take? A) A parallel route B) A peripheral route C) A circular route D) A central route
D) A central route
What does the sleeper effect suggest about source credibility? A) If a receiver is not paying attention, a message cannot be effective B) Many people can learn the important parts of a message even when asleep C) The effectiveness of a message will increase over time D) The effectiveness of positive sources over less positive sources can be erased over time.
D) The effectiveness of positive sources over less positive sources can be erased over time.
All multiattribute attitude models specify the importance of attributes, beliefs, and ________. A) action variables B) motivations C) recency of events D) importance weights
D) importance weights
Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called ________. A) metaphor B) simile C) allegory D) resonance
D) resonance
The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. A) balance theory B) repetition theory C) halo theory D) two-factor theory
D) two-factor theory
*T/F* A person's actual self is a person's conception of how he/she would like to be.
FALSE
*T/F* According to the functional theory of attitudes, attitudes exist because they are hereditary.
FALSE
*T/F* 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
*T/F* In the VALS2™ system thinkers are career oriented and prefer predictability to risk.
FALSE
*T/F* Karen Horney, a psychotherapist, described people who move toward each other as aggressive.
FALSE
*T/F* Marketing research has indicated that consumers have difficulty assigning personality qualities to most mundane, functional products.
FALSE
*T/F* Motivational research is based on the trait theory of personality.
FALSE
*T/F* Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.
FALSE
*T/F* Sony offers a five-year warranty and a free customer hot line. Based on this action, consumers will most likely infer the brand personality traits of familiarity and sophistication.
FALSE
*T/F* The ideal self is a reference to our more realistic appraisals of the qualities we have and don't have.
FALSE
*T/F* The looking-glass self is modeled by elements of the pop culture, such as comic book heroes.
FALSE
*T/F* The looking-glass self is molded by elements of pop culture, such as comic book heroes.
FALSE
*T/F* The object of an attitude (Ao) can be an object or an issue, but not a person.
FALSE
*T/F* The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.
FALSE
*T/F* 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
*T/F* The superego is also known as the pleasure principle.
FALSE
*T/F* Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.
FALSE
*T/F* When companies team up and promote two or more items this is called product complementary.
FALSE
*T/F* According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells
TRUE
*T/F* The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.
TRUE
*T/F* We choose some products because we think they are consistent with our actual self, whereas we buy others to help us reach an ideal standard.
TRUE
*T/F* Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.
TRUE
*T/F* When a consumer compares some aspect of himself or herself to an ideal, this judgment influences self-esteem
TRUE
Men being shown as "sex objects" in advertising is known as: a. "Beefcake." b. "Cheesecake." c. "Muscle mania." d. "Bare-chested glamour."
a. "Beefcake."
Research has shown that men are more likely to eat meat. As one writer puts it, "Boy food doesn't grow. It is hunted or killed." This would be an example of which of the following types of goals? a. Agentic goals b. Communal goals c. Androgyny goals d. Clan goals
a. Agentic goals
Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains gamblers' behavior? a. Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational. b. Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning. c. The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behavior that is not rational. d. The functional risk of gambling is decreased in luxurious surroundings, leading gamblers to wager more.
a. Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.
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. To indicate negative feelings towards oneself.
If a consumer chooses a product based on whether the product's attributes match the consumer's self image or not, then the product is most likely being chosen based on: a. a self-image congruence model. b. a reference-self model. c. a "copy-cat" model. d. a looking-glass self model.
a. a self-image congruence model.
In many societies, males are controlled by ___________________, which stress self-assertion and mastery. a. agentic goals b. communal goals c. androgyny goals d. clan goals
a. agentic goals
Jane Jones loves liver and onions. She often sees this dish available in cafeterias. However, she has also overheard fellow cafeteria patrons comment that "only old people eat liver—how disgusting!" Because of the social criticism that she has overheard, she almost never buys liver and onions when she is out in public. Jane would best be characterized as being a(n): a. high self-monitor. b. medium self-monitor. c. low self-monitor. d. image-resistant consumer.
a. high self-monitor.
When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store. a. noise b. a message c. media forms d. feedback
a. noise
The _________________ refers to the beliefs a person holds about his or her own attributes, and how he or she evaluates these qualities. a. self-concept b. reference-self c. personality d. self-ego
a. self-concept
Which of the following best defines what is implied by the symbolic self-completion theory?. a. Consumers with low self-esteem tend to buy products that violate their self-concept. b. Consumers who have an incomplete self-definition tend to buy products that complete their identity. c. Consumers delay purchases that conform to their actual self-image until their self-concept is consistent with their social self. d. Consumers select products that conform to their self-image through a process that is largely subconscious.
b. Consumers who have an incomplete self-definition tend to buy products that complete their identity.
Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understand Hannah's personality? a. Personality is a set of consistent traits that does not change from one environment to the next. Either Hannah or her friends are wrong b. Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments. c. Personality is a hypothetical construct that grows stronger with age. As Hannah matures, her behavior will become more consistent in different environments. d. Hannah's behavior on a weekend night is due to her lifestyle, while her usual shy behavior is a result of personality.
b. Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.
The idea that each human life is unique rather than a part of a group developed in ________. a. Ancient times (between the first and fifth centuries) b. Late medieval times (between the eleventh and fifteenth centuries) c. Colonial times (between the sixteenth and eighteenth centuries d. Modern times (between the eighteenth and twenties centuries)
b. Late medieval times (between the eleventh and fifteenth centuries)
______ refers to the positivity of a person's self-concept. a. Social comparison b. Self esteem c. Self-image d. Self-concept
b. Self esteem
________ occurs when people appear to "forget" about the negative source and change their attitude. a. Halo effect b. The sleeper effect c. Native advertising d. Sock puppeting
b. The sleeper effect
According to information presented in the text, all of the following are considered to be universal traits of beauty EXCEPT: a. large eyes. b. below average height. c. high cheekbones. d. a narrow jaw.
b. below average height.
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. beauty universality.
b. ideal of beauty.
Celia Brown hates her body. She looks at herself in the mirror constantly and definitely does not like what she sees. On any given day, she is too fat, too thin, or discolored. Celia most likely has which of the following disorders? a. Cosmetic dysfunction. b. Body enhancement phobia. c. Body dysmorphic disorder. d. Rational-judgment syndrome.
c. Body dysmorphic disorder.
_________________ attempts to change product attitudes by stimulating positive feelings about the self. For example, Virginia Slims cigarettes proclaim, "You've come a long way, baby." a. Self-reliance advertising b. Self-dependency promotion c. Self-esteem advertising d. Self-deceiving advertising
c. Self-esteem advertising
_________________ stresses that relationships with other people play a large part in forming the self. a. Gestaltism b. Symbolic interactionism c. Symbolic consumerism d. Freudian symbolism
c. Symbolic consumerism
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. a. Gestaltism b. Symbolic consumerism c. Symbolic interactionism d. Draconian fantasies
c. Symbolic interactionism
Which statement best explains the research findings about using two-sided messages to communicate with consumers? a. Two-sided messages are widely used and are very effective in reaching target audiences. b. Two-sided messages are cost-prohibitive. c. Two-sided messages can be quite effective, yet marketers rarely use them. d. Two-sided messages are no different from one-sided messages and are used equally by marketers.
c. Two-sided messages can be quite effective, yet marketers rarely use them.
According to research, men are more likely to use ______________ as a sexual cue since it might provide evidence of reproductive potential. a. a woman's height b. a woman's weight c. a woman's body shape d. a woman's provactiveness
c. a woman's body shape
A distorted body image has been linked to eating disorders. People with _________ perceive themselves as being too fat; they virtually starve themselves in the quest for thinness. a. hypochondria b. fattism c. anorexia d. symmetry
c. anorexia
Attention to the body is almost an obsession with many consumers. According to a recent study, elementary school children perceive _______________ as worse (more difficult to live with) than a disability. a. short height b. being tall c. being obese d. being underweight
c. being obese
________________ 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. Body image
________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. a. Authorized marketing b. Reach marketing c. Target marketing d. Permission marketing
d. Permission marketing
Acting on research that showed that lesbians are four times as likely as the average consumer to own one of their cars, ____________ decided to target this market in a big way. a. Honda b. Toyota c. BMW d. Subaru of America
d. Subaru of America
________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. a. Theory of attitude b. Theory of consistency c. Theory of cognitive dissonance d. Theory of cognitive dissonance
d. Theory of cognitive dissonance
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. To enhance sex-role identification.
One element in the muliattribute attitude model is ________. a. evaluations b. salient beliefs c. object-attribute linkage d. beliefs
d. beliefs
Psychologist David Katz developed the ________ of attitudes. a. clinical theory b. classical theory c. neoclassical theory d. functional theory
d. functional theory
A recent study of young adults' feelings about their bodies found that they had the least positive feelings about their: a. hair. b. eyes. c. teeth. d. waists.
d. waists.
If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A. No problem recognition B. Opportunity recognition C. Need recognition D. Search recognition
A. No problem recognition
*T/F* Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.
TRUE
*T/F* One of the most important levels of the extended self is the family level.
TRUE
*T/F* An individual with the personality trait of extroversion tends to be quiet and reserved.
FALSE
*T/F* Ideal beauty refers to a consumer's subjective evaluation of his/her physical appearance.
FALSE
*T/F* One way to define identity is "any category label with which a consumer self-associates that is amenable to a clear picture of what a person in that category looks like, thinks, feels and does."
TRUE
*T/F* According to Freudian theory, when a young child incorporates the beliefs and ethics of his parents into his own psyche, he is essentially building a superego.
TRUE
*T/F* Although your overall self-concept may be positive, there certainly are parts of it you evaluate more positively than others.
TRUE
*T/F* Although your overall self-concept may be positive, there certainly are parts of it you evaluate more positively than others. TRUE
TRUE
*T/F* Brand personality is a set of traits people attribute to a product as if it was a person.
TRUE
*T/F* Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.
TRUE
*T/F* Dove's campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products 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 similar products that use professional models.
TRUE
*T/F* Eastern and Western cultures see the self divided into an inner, private, and an outer public self.
TRUE
*T/F* 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
*T/F* Ideals of male beauty are based on facial features, musculature, and facial hair.
TRUE
*T/F* In a study that illustrates the social comparison process, female college students who were exposed to beautiful women in advertisements afterward expressed lowered satisfaction with their own appearance, as compared to other participants who did not view ads with attractive models.
TRUE
*T/F* In a study that illustrates the social comparison process, the study reported that young women alter their perceptions of their own body shapes and sizes after they watch as little as 30 minutes of TV programming.
TRUE
*T/F* It is possible to use psychographics to identify distinct segments even for mundane products such as soap.
TRUE
*T/F* Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.
TRUE
*T/F* 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
*T/F* Lifestyle profiles look for items that differentiate between users and nonusers of a product.
TRUE
*T/F* Marketers try hard to understand which consumers adopt certain identities and then develop products and messages that meet the needs of people who link themselves to a given identity.
TRUE
*T/F* 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.
TRUE
______________ suggests that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. a. Self-completion theory. b. Adolescent-expansion theory. c. Freudian theory. d. Acceptance-rejection theory.
a. Self-completion theory.
________ is the first element in the traditional communications model. a. Source b. Media c. Receiver d. Noise
a. Source
Tattoos have a long history of association with people who are: a. social outcasts. b. members of the ruling class. c. members of fraternities. d. members of a religious order.
a. social outcasts.
Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________. a. the "halo effect" b. the "beauty" factor c. cultural meanings d. the "sleeper effect"
a. the "halo effect"
Yoi Tanabe has often had difficulties with U.S. customs since she moved here from her native Japan. One of those difficulties occurs with the informalities present in dress codes for "Casual Fridays" at her work. Yoi was always taught that dress was a way of expressing one's station or status in life and should not be taken lightly. However, "Casual Fridays" encourage the expression of a person's __________ which is somewhat foreign in business circles in Japan. a. reputational self b. "face" self c. dual self d. unique self
d. unique self
