Marketing 371 Chapter 6
Average weight of a woman
164 pounds (average size= 14)
Average weight of a man
191
Average height of a woman
5' 4"
Average height of a man
5' 9"
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
A) 25 percent B) 35 percent C) 50 percent D) 66 percent Answer: D
Today thousands of brands borrow personality traits of individuals or groups to convey an image that marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________. A) Coca-Cola polar bear B) Jolly Green Giant C) Quaker Oats man D) Marlboro man
A) Coca-Cola polar bear B) Jolly Green Giant C) Quaker Oats man D) Marlboro man Answer: C
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.
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. Answer: B
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 B) American C) Western D) European Answer: A
________ 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
A) Halo effect B) Identity marketing C) Impression management D) Self-extension Answer: B
Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy? A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett
A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett Answer: C
________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. A) Lifestyle B) Belief system C) Personality D) Self-concept
A) Lifestyle B) Belief system C) Personality D) Self-concept Answer: C
________ refers to a consumer's subjective evaluation of his or her physical self. A) Looking-glass self B) Self-concept C) Ideal self D) Body image
A) Looking-glass self B) Self-concept C) Ideal self D) Body image Answer: D
Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society? A) Maslow B) Jung C) Reisman D) Freud
A) Maslow B) Jung C) Reisman D) Freud Answer: D
Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign? A) Orange and black are two of the most powerful colors in the color spectrum. B) The tiger supplies powerful animal symbolism and conveys vaguely sexual undertones. C) The size of the tiger enhances a male's ego. D) The playful nature of the tiger is appealing to female consumers.
A) Orange and black are two of the most powerful colors in the color spectrum. B) The tiger supplies powerful animal symbolism and conveys vaguely sexual undertones. C) The size of the tiger enhances a male's ego. D) The playful nature of the tiger is appealing to female consumers. Answer: B
Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________. A) Patriarch B) Sage C) Troubadour D) Warrior
A) Patriarch B) Sage C) Troubadour D) Warrior Answer: D
A Unilever-sponsored survey that 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 that our society does not use reasonable standards to evaluate women's beauty. D) The majority of respondents believe that beauty comes from a woman's physical appearance.
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 that our society does not use reasonable standards to evaluate women's beauty. D) The majority of respondents believe that beauty comes from a woman's physical appearance. Answer: C
________ refers to the positivity of a person's self-concept. A) Social comparison B) Self-esteem C) Self-image D) Self-concept
A) Social comparison B) Self-esteem C) Self-image D) Self-concept Answer: B
In a Freudian interpretation, what is the function of the ego? A) The ego is a system that mediates between the id and the superego. B) The ego determines an individual's degree of self-involvement. C) The ego operates on the pleasure principle and is constantly seeking psychological dominance and enjoyment. D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans.
A) The ego is a system that mediates between the id and the superego. B) The ego determines an individual's degree of self-involvement. C) The ego operates on the pleasure principle and is constantly seeking psychological dominance and enjoyment. D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans. Answer: A
The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities. A) actual self B) self-esteem C) self-image D) self-concept
A) actual self B) self-esteem C) self-image D) self-concept Answer: D
The ideal self is a person's conception of how she ________. A) adapts to play different roles B) imagines others to think of her C) would like to be D) realistically thinks she is
A) adapts to play different roles B) imagines others to think of her C) would like to be D) realistically thinks she is Answer: C
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 twentieth centuries)
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 twentieth centuries) Answer: B
According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities
A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities Answer: A
Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________. A) avatar B) extended self C) ideal self D) distorted self-image
A) avatar B) extended self C) ideal self D) distorted self-image Answer: A
The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds. A) avatars B) computer-mediated environments C) role identities D) self-image congruence models
A) avatars B) computer-mediated environments C) role identities D) self-image congruence models Answer: B
Most Freudian applications in marketing relate to the product's ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism
A) brand personality B) hidden values C) competitive advantage D) sexual symbolism Answer: D
Tracy, who named her car Sophie, talks to her friends about the personality traits of her car. Tracy has ________ her car. A) branded B) archetyped C) anthropomorphized D) repositioned
A) branded B) archetyped C) anthropomorphized D) repositioned Answer: C
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
A) compatibility B) reproductive potential C) intellectual capacity D) sociability Answer: B
Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________. A) consumption motives B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id
A) consumption motives B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id Answer: B
L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products. A) dynamics B) animism C) parity D) equity
A) dynamics B) animism C) parity D) equity Answer: D
Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory-and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version. A) dynamics B) position C) logo D) equity
A) dynamics B) position C) logo D) equity Answer: D
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 ________. A) ego B) id C) personality traits D) animism
A) ego B) id C) personality traits D) animism Answer: C
Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self? A) extended self B) ideal self C) mirror-image self D) actual self
A) extended self B) ideal self C) mirror-image self D) actual self Answer: A
Which of the following is NOT one of the four levels of the extended self? A) family level B) community level C) social level D) individual level
A) family level B) community level C) social level D) individual level Answer: C
A(n) ________ is a particular model, or exemplar, of appearance. A) ideal of beauty B) self-concept C) cathexis D) ideal self
A) ideal of beauty B) self-concept C) cathexis D) ideal self Answer: A
According to ________ models, we choose products with attributes that match some aspect of our selves. A) impression management B) identity marketing C) self-fulfilling prophecy D) self-image congruence
A) impression management B) identity marketing C) self-fulfilling prophecy D) self-image congruence Answer: D
Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products. A) impression management B) self-extension C) self-esteem D) social comparison
A) impression management B) self-extension C) self-esteem D) social comparison Answer: A
People across all cultures appear to favor physical features that are associated with ________. A) intellect B) wealth C) youth D) confidence
A) intellect B) wealth C) youth D) confidence Answer: C
Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually speaks to him through the medallion to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms? A) objectivism B) animism C) humanism D) Doppelgangerism
A) objectivism B) animism C) humanism D) Doppelgangerism Answer: B
The extended self is comprised of ________. A) our actual and ideal selves B) our actual and virtual selves C) external objects we consider a part of us D) our body image and self-esteem
A) our actual and ideal selves B) our actual and virtual selves C) external objects we consider a part of us D) our body image and self-esteem Answer: C
In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle
A) psychic B) archetype C) motivational D) lifestyle Answer: C
Motivational research relies on ________ of individual consumers. A) psychographic profiles B) Jungian analysis C) behavioral targeting D) depth interviews
A) psychographic profiles B) Jungian analysis C) behavioral targeting D) depth interviews Answer: D
Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases. A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior
A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior Answer: B
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? A) security B) eroticism C) disalienation D) individuality
A) security B) eroticism C) disalienation D) individuality Answer: 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
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 Answer: D
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
A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis Answer: C
Historically, people have most closely associated tattoos with ________. A) social outcasts B) members of the ruling class C) members of fraternities and sororities D) members of religious orders
A) social outcasts B) members of the ruling class C) members of fraternities and sororities D) members of religious orders Answer: A
In a Freudian interpretation, which of the following is most closely associated with the pleasure principle? A) the id B) the ego C) the superego D) the anti-ego
A) the id B) the ego C) the superego D) the anti-ego Answer: A
Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision? A) the id B) the superego C) the anti-ego D) the ego
A) the id B) the superego C) the anti-ego D) the ego Answer: A
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? A) the id B) the superego C) the anti-ego D) the ego
A) the id B) the superego C) the anti-ego D) the ego Answer: B
People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? A) to separate group members from non-group members B) to place the individual in the social organization C) to enhance sex-role identification D) to indicate expected life-span
A) to separate group members from non-group members B) to place the individual in the social organization C) to enhance sex-role identification D) to indicate expected life-span Answer: D
What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) trait theory B) collective unconscious theory C) Freudian theory D) archetype theory
A) trait theory B) collective unconscious theory C) Freudian theory D) archetype theory Answer: A
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
A) virtual self B) dual self C) cultural self D) unique self Answer: D
According to a Freudian system of analysis, the superego is the counterweight to the ego.
FALSE
An individual with the personality trait of extroversion tends to be quiet and reserved.
FALSE
It is unusual for consumers to have multiple role identities.
FALSE
Marketing research has indicated that consumers have difficulty assigning personality qualities to most mundane, functional products.
FALSE
Motivational research is based on the trait theory of personality.
FALSE
The concept of the self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card from a prospective client.
FALSE
The looking-glass self is molded by elements of the pop culture, such as comic book heroes.
FALSE
The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.
FALSE
A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.
TRUE
Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority.
TRUE
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
Consumers who are more satisfied with their bodies are more frequent users of such "preening" products as hair conditioners, blow dryers, cologne, facial bronzer, tooth polish, and pumice soap.
TRUE
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 other skin and hair care products.
TRUE
Every time Tim goes to bat, he rubs the charm on the necklace that his girlfriend 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
It is common for companies to divide up their consumers along lifestyle dimensions and label these groups with terms such as "Geek Chic Guy" or "Whole Foods Woman."
TRUE
It is common for consumers to describe themselves in terms of the neighborhood or town from which they come. This is an illustration of the community level of the extended self.
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
Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes.
TRUE
People tend to pattern their behavior on the perceived expectations of others, which is a form of a self-fulfilling prophecy.
TRUE
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
Social comparison is a basic human tendency.
TRUE
The ego is the referee in the fight between temptation and virtue.
TRUE
The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of body image distortion.
TRUE
Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.
TRUE
When the Casa Sanchez restaurant in San Francisco gives free lunches for life to anyone who gets its logo tattooed on his or her body, the restaurant is using identity marketing.
TRUE