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Consumer Behavior Chapter 6

The Self: Mind, Gender, and Body 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 Answer: D Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: A Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: D Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: C Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

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 Answer: B Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: C Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 comparison Answer: A Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 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 Answer: D Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking

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 Answer: A Diff: 3 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: C Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: B Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: C Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking

13) 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 Answer: B Diff: 3 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: B Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: A Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: A Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

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 self Answer: C Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: A Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: B Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 self Answer: A Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 21) People across all cultures appear to favor physical features that are associated with ________. A) intellect B) wealth C) youth D) confidence Answer: C Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: B Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 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 Answer: D Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: C Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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 Answer: A Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 26) Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual. Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Diverse and multicultural work environments 27) Social comparison is a basic human tendency. Answer: TRUE Diff: 2

Objective: 6.1: The self-concept strongly influences consumer behavior. 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. Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 29) Self-esteem refers to the positivity of a person's self-concept. Answer: TRUE Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 30) People tend to pattern their behavior on the perceived expectations of others, which is a form of self-fulfilling prophecy. Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 31) The looking-glass self is molded by elements of pop culture, such as comic book heroes. Answer: FALSE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 32) A person's actual self is a person's conception of how he/she would like to be. Answer: FALSE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 33) Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities. Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 34) Self-esteem refers to the intensity and stability over time of a person's self-concept. Answer: FALSE Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

35) One of the most important levels of the extended self is the family level. Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 36) The symbolic self -completion theory suggests that people who have an incomplete selfdefinition will tend to complete this identity by buying products that are associated or symbolic of their self-definition. Answer: TRUE Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 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. Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Reflective thinking 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. Answer: TRUE Diff: 3 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 39) Ideal beauty refers to a consumer's subjective evaluation of his/her physical appearance. Answer: FALSE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 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. Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking

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 selfesteem 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." Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 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. Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 43) 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. Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Application of knowledge 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. Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking

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 lookingglass image we receive will be different, depending on whose views we consider. Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Application of knowledge 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. Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Reflective thinking 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. Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Application of knowledge 48) Understanding our social roles are part of our ________. A) self-image B) self-esteem C) looking-glass self D) extended self Answer: D Diff: 2 Objective: 6.2: Products often define a person's self-concept. AACSB: Analytical thinking 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 Answer: D Diff: 2 Objective: 6.2: Products often define a person's self-concept. 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 Answer: A Diff: 2 Objective: 6.2: Products often define a person's self-concept. AACSB: Application of knowledge 51) ________ refers to the positivity of a person's self-concept. A) Content B) Self-esteem C) Intensity D) Stability over time Answer: B Diff: 2 Objective: 6.2: Products often define a person's self-concept. 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 Answer: B Diff: 2 Objective: 6.2: Products often define a person's self-concept.

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 Answer: C Diff: 1 Objective: 6.2: Products often define a person's self-concept. 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 Answer: B Diff: 2 Objective: 6.2: Products often define a person's self-concept. 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 Answer: D Diff: 2 Objective: 6.2: Products often define a person's self-concept. AACSB: Application of knowledge 56) A consumer is attached to an object to the extent that she relies upon it to maintain her selfconcept. Answer: TRUE Diff: 2 Objective: 6.2: Products often define a person's self-concept. 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. Answer: FALSE Diff: 2 Objective: 6.2: Products often define a person's self-concept. AACSB: Application of knowledge 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. Answer: TRUE Diff: 2 Objective: 6.2: Products often define a person's self-concept. AACSB: Application of knowledge 59) The ideal self is a reference to our more realistic appraisals of the qualities we have and don't have. Answer: FALSE Diff: 2 Objective: 6.2: Products often define a person's self-concept. 60) Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent. Answer: FALSE Diff: 2 Objective: 6.2: Products often define a person's self-concept. 61) Every time Tim goes to bat in his baseball game, he rubs the charm on the necklace that his professional baseball playe...