Strategic Marketing: Chapter 6

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

ideal of beauty

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

self concept

A person's feelings about his or her body can be described in terms of body image.

true

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

true

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

66 percent

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.

Which of the following explains why people decorate or mutilate their bodies?

To separate group members from nonmembers b. To place a person in a gender category c. To enhance social role identification d. All of these

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

actual self

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

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

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

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

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

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

false

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

false

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 ________

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

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

ideal of beauty

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

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

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

sex typed

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

social comparison

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

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

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

"Casual Fridays" in American workplaces encourage the expression of a person's ________.

unique self

People across all cultures appear to favor physical features that are associated with ________.

youth