Consumer Behavior - Chapter 6

16) 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) ideal self

47) What is a self-fulfilling prophecy? Provide an example as illustration.

Answer: A self-fulfilling prophecy is acting in a way people expect us to act.

41) Explain how the concept of self-esteem is used in advertising.

Answer: Self-esteem refers to the positivity of a person's self-concept. People with low self- esteem expect products not perform well. Sara Lee developed portion controlled products for consumers who lack self-control. A person who feels better about themselves will spend more money because "they are worth it."

44) Explain the concept of "social comparison."

Answer: Social comparison is when a person tries to evaluate his/her appearance by comparing it to the people depicted in artificial images

46) A professor came to class dressed in a formal shirt and tie. He stated that he would like to explain the concept of self. He took off his tie and shirt. Underneath he had a on a t-shirt with a picture of a handsome tennis player on the front. Then the professor turned around to show a picture of a cartoon clown on the back. "All of these express who I am," he said. What point was the professor trying to make? What did his choice of varying dress forms and associated iconic symbols most likely represent?

Answer: The concept of self is complex. Each of us has multiple selves depending upon role identities that may be modified by many factors such as self-fulfilling prophecies, cultural differences, and personal situational differences. The formal shirt and tie represent the public self, which students and colleagues see. Within the inner self, symbolized by the t-shirt, are the ideal self, the handsome tennis player, and perhaps the actual self, as shown by the cartoon clown

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

C) would like to be

75) ________ 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) Body image

True or False 31) The looking-glass self is molded by elements of pop culture, such as comic book heroes

False

18) 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) self-image congruence model

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

D) Androgyny

67) ________ 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

True or False 27) Social comparison is a basic human tendency.

True

True or False 29) Self-esteem refers to the positivity of a person's self-concept

True

50) 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) Content

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

A) ideal of beauty

86) 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) social outcasts

40) Define self-concept.

Answer: Self-concept summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities

3) Describe the self-concept. Next, discuss and describe the dimensions that can be used to describe the attributes of the self-concept.

Answer: The self-concept refers to the belief a person holds about his or her own attributes and how he or she evaluates these qualities. Although one's overall self-concept may be positive, there are certainly parts of the self that are evaluated more positively than others. We can describe attributes of self-concept along such dimensions as their content (facial attractiveness versus mental ability), positivity (self-esteem),stability over time, and accuracy (the degree to which one's self-assessment corresponds to reality

77) 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) body image

54) Personal objects, places, and things allow people to feel that they are rooted on 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 be the home most likely be associated with ________. A) family level B) individual level C) community level D) group level

B) individual level

22) 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) reproductive potential

10) 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) symbolic interactionism

12) 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

21) People across all cultures appear to favor physical features that are associated with ________. A) intellect B) wealth C) youth D) confidence

C) youth

23) 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) 66 percent

49) 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) All of the above

85) 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) All of the above

1) ________ is where a person derives his or her identity in large measure from a social group. A) Nano frame B) Micro frame C) Looking-glass self D) Collective self

D) Collective self

68) Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations? A) The dynamic self B) The dependency self C) The frustrated self D) The looking-glass self

D) The looking-glass self

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

D) extended self

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

D) unique self

True or False 26) Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

TRUE

True or False 28) 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

92) The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. According to the information provided in the text, what are these purposes? Provide an example of each. Which of these purposes do you think is most important to marketers? Explain.

a. To separate group members from nonmembers. In our society, teens go out of their way to separate themselves from adults by selecting unique hair and clothing styles. b. To place the individual in the social organization. These are the rites of passage. c. To place the person in a gender category. Women using lip stick to enhance femininity. d. To enhance sex-role identification. Women wearing high heels. e. To indicate desired social conduct. Muslim women wearing veils for modesty and attention to religious teachings. f. To indicate high status or rank. Wearing headdresses in tribes. g. To provide a sense of security. Carrying a lucky charm

2) 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) Eastern

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

A) Social comparison

78) 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

15) 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) extended

9) 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) ideal self

25) A consumer wearing a temporary tattoo of a company's brand logo is an example of ________. A) identity marketing B) market targeting C) compensatory consumption D) an extended self

A) identity marketing

7) 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 compariso

A) impression management

91) Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Discuss specific categories where this occurs.

Answer: A person's satisfaction with the physical image he or she presents to others is affected by how closely that image corresponds to the image valued by his or her culture. Ideals of beauty, however, vary radically across cultures and even over time within the same society. These "ideals" include physical features, clothing styles, cosmetics, hairstyles, skin tone, and body type. Manifestations of the desire to alter one's physical self to conform to current ideals of beauty include: a. Fattism—Our society has an obsession with weight and thinness, reinforced by advertising and peers. b. Eating disorders—Anorexia and bulimia eating disorders, noted often in white upper-middle- class girls, are evidence of exaggerated concern about desirable body images. c. Cosmetic surgery—Increasingly, men as well as women undergo cosmetic surgery. Women use surgery to reduce weight or to increase sexual desirability. Men have used implants for chests and legs. d. Body decoration and mutilation—Performed in every culture, body adornment serves purposes other than contributing to ideal beauty. Tattoos are one popular form of adornment.

84) Explain the term "body image."

Answer: Body image refers to a consumer's subjective evaluation of his/her physical self.

72) Briefly discuss gender differences in socialization, female sex roles, and male sex roles in our society

Answer: In many societies, males are controlled by agentic goals, which stress self-assertion and mastery. Females, on the other hand are taught to value communal goals, such as affiliation and the fostering of harmonious relations. Each society creates a set of expectations regarding the behaviors appropriate for men and women and finds ways to communicate these priorities. This training begins very early in a child's life. Today, the field of marketing tends to be dominated by male values. However, this is changing

63) Discuss the extended self and provide a description of each level of the extended self.

Answer: Many of the props and settings we use to define our social roles in a sense become a part of us. Those external objects that we consider a part of us comprise the extended self, helping to form our identities. Just about everyone can name a valued possession that has a lot of self "wrapped up" in it, whether this is a treasured photograph, a trophy, an old shirt, a car, or a cat. To define themselves, consumer use four levels of the extended self. These range from very personal objects to places and things that allow people to feel they are rooted in larger social environments. a. The individual level—consumers included personal possessions as part of their self- definition, such as cars, jewelry, favorite clothing—"You are what you wear." b. That family level—this includes the place of residence and furnishings that comprise "our home." c. The community level—there is a sense of neighborhood or locale used in public self- description and a private sense of belonging. d. The group level—attachments to larger social groups characterize the fourth level; affiliation may be through identification with sports teams, landmarks, and monuments.

45) Discuss the terms "symbolic interactionism" and "looking-glass self." Give an example of each term

Answer: Symbolic interactionism stresses that relationships with other people play a large part in forming the self. The perspective maintains that people exist in a symbolic environment; we assign meaning to any situation or object by interpreting the symbols in the environment. Examples might be that "the golden arches" mean fast food and "blondes have more fun." The concept is important to consumer behavior because it implies that our possessions play a key role as we evaluate ourselves and decide "who we are." The looking-glass self refers to the process of imagining the reaction of others towards us. According to this view, our desire to define ourselves operates as a sort of psychological sonar: we take readings of our own identity by "bouncing" signals off others and trying to project the impression they have of us. The looking- glass image we receive will be different, depending on whose views we consider

64) Explain and give a brief example of symbolic self-completion theory

Answer: Symbolic self-completion theory suggests that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols they associate with a desired role. Adolescent boys, for example, may use "macho" products such as cars and cigarettes to bolster their developing masculinity; these items act as a "social crutch" during a period of uncertainty about their new identity as adult males

83) A woman who was raised on Kate Moss images of women, played with Barbie dolls while growing up, and watched a significant amount of TV was talking with a friend outside a theater playing the 1953 Marilyn Monroe classic Gentleman Prefer Blondes. The woman said, "I didn'tknow Marilyn Monroe was so big and fat." Her female friend disagreed and said, "Marilyn Monroe is a classic icon of beauty." Discuss this interchange in terms of ideals of beauty.

Answer: The first woman is using an ideal of beauty associated with the thinner, waif style (e.g., model Kate Moss) that gained popularity in the late twentieth century. The second woman understands that ideals of beauty change over time. During the 1950s (when Marilyn Monroe was a popular actress), curvier, buxom women were considered to be the standard of beauty, Marilyn Monroe is still considered to be an icon of beauty today. In modern terms, a reversal of the "thin is in" trend seems to be occurring as American females put on more weight.

42) Explain the concepts of the ideal and actual self. How do we bridge the gaps between these two selves?

Answer: The ideal self is a person's conception of how he or she would like to be. The actual self refers to our more realistic appraisal of the qualities we have and don't have. Most people experience a discrepancy between their real and ideal selves, but for some consumers this gap is especially large. These people are especially good targets for marketing communications that employ fantasy appeals. People also engage in impression management, strategically choosing clothing and other products that they believe will lead others to see them as they'd like to be.

71) "Maleness-femaleness" and "masculinity and femininity" —do these terms basically mean the same thing? Discuss and illustrate with sex-typed products.

Answer: The issue is gender versus sexuality. Gender differences are biologically determined whereas the subjective feelings of sexuality are socially learned. Culturally, males are often controlled by agentic goals, which stress self-assertion and mastery. Females are taught to value communal goals such as affiliation and cooperative relationships. A person's biological gender (i.e. male or female) does not totally determine if he or she will exhibit sex-typed traits— characteristics usually associated with one sex or the other. A consumer's subjective feelings about his or her sexuality are crucial as well. Unlike maleness and femaleness, masculinity and femininity are not biological characteristics. A behavior that would be considered masculine in one culture may not necessarily be regarded as such in another culture. Also, products are often sex-typed. That is, they take on masculine or feminine attributes and may be stereotypically associated by consumers with one sex. The car, for example, has long been thought of a as a masculine product. Androgyny refers to the possession of both masculine and feminine traits, although androgyny can also refer to traits that are neutral. Products that are not sex typed are considered to be marketable to androgynous people whose mixture of characteristics allows them to function well in a variety of social situations.

74) 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) "face"

11) ________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product. A) Halo effect B) Identity marketing C) Impression management D) Self-extension

B) Identity marketing

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

B) Self-esteem

14) ________ 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) Self-fulfilling prophecy

52) 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) have multiple selves

76) 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) ideal of beauty

5) 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) ideal self

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

B) self-concept

3) 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) self-esteem

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

C) Self-concept

80) 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) The majority of respondents believe women in ads are not realistic.

17) 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 sel

C) actual self

53) 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) extended self

24) 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) self-fulfilling prophecy

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

C) sex-typed

69) 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

8) 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) a large gap between their real and ideal selves

55) 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) group level

73) 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) inner, private self, and an outer, public self

True or False 34) Self-esteem refers to the intensity and stability over time of a person's self-concept.

False

True or False 39) Ideal beauty refers to a consumer's subjective evaluation of his/her physical appearance.

False

True or False 57) 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

True or False 59) The ideal self is a reference to our more realistic appraisals of the qualities we have and don't have.

False

True or False 60) Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.

False

True or False 62) The looking-glass self is modeled by elements of the pop culture, such as comic book heroes.

False

True or False 70) Luv's color changing diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics.

False

True or False 88) 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

True or false 32) A person's actual self is a person's conception of how he/she would like to be.

False

True or False 30) People tend to pattern their behavior on the perceived expectations of others, which is a form of self-fulfilling prophecy

True

True or False 33) Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.

True

True or False 35) One of the most important levels of the extended self is the family level.

True

True or False 36) 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

True or False 37) 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

True or False 38) 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

True or False 56) A consumer is attached to an object to the extent that she relies upon it to maintain her self- concep

True

True or False 58) 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

True or False 61) 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

True or False 81) A person's feelings about his or her body can be described in terms of body image

True

True or False 87) Eastern and Western cultures see the self divided into an inner, private, and an outer public self.

True

True or False 90) The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of bulimia and group dieting.

True

True or False 89) 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

true or false 82) Ideals of male beauty are based on facial features, musculature, and facial hair

True