Chapter 6

________ refers to a consumer's subjective evaluation of his or her physical self.

Body image

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 ________.

Face

A person's physical appearance is a large part of his or her ________.

self-concept

Understanding our social roles is part of our ________.

extended self

According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

symbolic interactionism

The U.S. government estimates that approximately ________ of American adults are overweight or obese.

66 percent

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

Self-esteem

A(n) ________ is a particular model, or exemplar, or appearance.

ideal of beauty

If products take on masculine or feminine attributes, they are said to be ________.

sex-typed

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.

impression management

Both Eastern and Western cultures see the self as divided into a(n) ________.

inner,private self, and an outer, public self

________ is where a person derives his or her identity in large measure from a social group.

Collective self

________ is the way we assume others expect us to act.

Self-fulfilling prophecy

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.

Eastern

A Unilever-sponsored survey, which asked American women how they felt about their appearance, reported which of the following?

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

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals.

a large gap between their real and ideal selves

Which of the following is a level of a people extended self?

All of the above

________ refers to the possession of both masculine and feminine traits.

Androgyny

________ summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities.

Self-concept

________ summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities.

Self-concept

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images.

Social comparison

The ________ refers to our more realistic appraisal of the qualities we have and don't have.

actual self

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.

body image

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?

content

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.

extended

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 ________.

extended self

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 ________.

extended self

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 ________.

family level

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?

group level

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

have multiple shelves

The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________.

ideal of beauty

A person's conception of how he/she would like to be is called ________.

ideal self

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 ________.

ideal self

Jim Smith thinks he should be more outgoing. He is looking at his ________.

ideal self

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 ________.

reproductive potential

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 ________.

self-esteem

When we act the way we assume others expect us to act we are practicing a ________.

self-fulfilling prophecy

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

self-image congruence model

Historically, tattoos have been associated with people who are considered ________.

social outcasts

If a person's identity is derived in large measure from his or her social group, this is called ________.

the collective self

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?

to enhance sex-role identification

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?

to indicate negative feelings towards oneself

"Casual Friday" in American workplaces encourages the expression of a person's ________.

unique self

The ideal self is a person's conception of how she ________.

would like to be

People appear to favor features we associate with good health and ________ because these signal reproductive ability and strength.

youth