MK-476 Exam 2

the ____ refers to our more realistic appraisal of the qualities we have and don't have

actual self

refers to the positivity of a person's self concept

self-esteem

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

a large gap between real and ideal selves

which of the following is a level of peoples extended self

all of the above

the functional theory of attitudes was initially developed to explain how

attitudes facilitate social behaviors

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)

experiential

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

marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products

false

Mary Jane is a very conservative businesswomen 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 __ewq

have multiple selves

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

internalization

refers to a person's unique psychological makeup and how it consistently influences the way a person responsible to his/her environment

personality

Match.com and eharmony.com measure identifiable personal characteristics called ________.

personality traits

when marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using

psychographics

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

social comparison

the first element in the traditional communication model

source

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 nor perceives to be ethnic. what two ideas of using celebrities as communication sources are most likely to be at work here

the celebrity's image should match that of the product and should embody cultural meaning

a Doppelgänger brand image is when a product looks like the original but in fact it is a critique of it

true

casual Friday in American workplaces encourages the expression of a person's

unique self

which of the following general attitude functions is most closely related to the basic principles of rewards and punishment

utilitarian function

which attitude function relates tot the consumer's self concept or central values

value-expressive

the ideals self is a persons conception of how she

would like to be

a lasting general evaluation of people objects advertisement or issues

an attitude

Refers to a consumer's subjective evaluation of his or her physical self

body image

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

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?

supportive arguments

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"

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

collective self

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

comparative advertising

Rudi Gonzales sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself

content

a particular model or exemplar of appearance

ideal of beauty

a persons conception of how he/she would like to be is called

ideal self

all multi attributes attitude models specify the importance of attributes, beliefs, and

importance weights

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.

low-involvement

the way we assume others expect us to act

self fulfilling prophecy

when we act the way we assume others expect us to act we are practicing

self fulfilling prophecy

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

self-concept

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

the ____ states when a person is confronted with inconsistencies among attitude or behaviors, he/she will take action to resolve consistency

theory of cognitive dissonance

which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behavior

theory of cognitive dissonance

people appear to favor features we associate with good health and ____ because these signal reproductive ability and strength

youth