Deck 5: Motivation and Affect

Question 1

Rhoda couldn't shake the feeling that on last night's date Rob had regarded her more as a friend than as a potential romantic partner. She entertained the thought that maybe she should look into having cosmetic surgery-a new nose, liposuction. Rhoda's feelings were all, EXCEPT:

A) her value as a person is not dependent upon her appearance
B) seeing all the beautiful models in the perfume and makeup ads was depressing
C) her physical appearance and possessions affected her "value" as a person
D) Rob would value her more as a romantic partner if she had cosmetic surgery
E) she had never thought of herself as unattractive but maybe cosmetic surgery would improve her chances with Rob

Answer 1

A

Question 2

Simply put, the _ includes those objects that we consider to be a part of who we are.

A) multiple self
B) actual self
C) material self
D) external self
E) extended self

Answer 2

E

Question 3

A statement such as "I would probably make a good actor" would most likely come from a person who is:

A) high in self- monitoring abilities
B) demonstrating unmet needs
C) never to be trusted
D) low in self esteem
E) dishonest and untruthful

Answer 3

A

Question 4

Through research, the makers of Toblerone chocolate bars have identified a segment that prefers to buy a 30 gram bar rather than their 100+ gram bars. This segment is most likely:

A) low in self esteem
B) very worried about what others think
C) younger and single
D) high in self- actualization
E) older and married

Question 5

After a long and complex relationship ended, Beth wanted to signal to people that she was simplifying her life. She changed her hairstyle by:

A) cutting it short
B) colouring it
C) shaving her head
D) adding extensions
E) getting a perm

Question 6

The "looking- glass self" is but one of many "selves" defining who we are; it is:

A) the ideal self we wish we were as we look at ourselves in the mirror
B) the self we see reflecting what our parents were
C) the self we imagine others see when reacting to us
D) the self we really are, our "real" self
E) the self we visualize we will be in our older years

Question 7

People who own the newest Mercedes convertible with 500 horsepower most likely:

A) are conservative and thrifty
B) have high self esteem
C) are not inclined to take risks
D) are difficult customers
E) lack social comparison

Question 8

Which of the following gay market segments contains people that are the least educated?

A) Party People
B) Habitaters
C) Gay Mainstream
D) Super Gays
E) Closeted

Question 9

A distorted body image has been linked to eating disorders. People with perceive themselves as being too fat; they virtually starve themselves in the quest for thinness.

A) fattism
B) an ideal self
C) symmetry
D) hypochondria
E) anorexia

Question 10

Doug has large eyes, high cheekbones and a narrow jaw. People around the world will perceive him as being:

A) pleasant
B) gracious
C) arrogant
D) healthy
E) shifty

Question 11

Katie is constantly preoccupied with her weight - she ways herself twice a day. She is exhibiting behaviour that is reflective of:

A) Sands' syndrome
B) Carpenter's compulsion
C) doll modelling
D) fattism
E) ultra- slim- fast mania

Question 12

The phrase, "You are what you consume," recognizes that products do more than influence the perceptions of others about who we are. They also:

A) help us determine our own sense of self as well
B) lower our self- esteem because we cannot reach our ideal self
C) act as protection to enable us to keep others from learning too much about our true self
D) serve as a substitute for a well- developed self- concept
E) hide us from ever really knowing who we are

Question 13

When Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in a video game as an armored attack robot, his visual character appears as a(n) .

A) avatar
B) distorted self- image
C) virtual representative
D) symbolic fantasy
E) subliminal fantasy

Question 14

A consumer's subjective evaluation of his or her physical self is called:

A) Adonis syndrome
B) self- absorption
C) objective self- awareness
D) body image
E) personal beauty

Question 15

A Haligonian, Duke, sees the famous Town Clock as part of his extended self. This is his level of extended self.

A) community
B) group
C) national
D) individual
E) family

Question 16

Consumers who score high on a scale of public self- consciousness:

A) are unconcerned about what others say about them in private, behind their backs
B) are usually older than average, mostly 50 and over
C) go to great lengths to avoid appearing in public
D) are wealthy enough to be able to buy yachts, luxury cars, and do so
E) are interested in clothing and are heavy users of cosmetics

Question 17

James has a positive attitude toward himself. It could be said that he has a high:

A) collective self
B) self- monitoring system
C) behavioural anchor referent
D) ideal self
E) self- concept

Question 18

Brian is a product manager for a product sold to mature customers. His research has consistently told him that his customers do not want to think of themselves as old. According to self- image congruence models, which of the following would be the best slogan for his product?

A) "Stay Active . . . Enjoy Life"
B) "Isn't It Time to Act Your Age?"
C) "Get Smart - Be Prepared"
D) "This Is Not Your Children's Product"
E) "Better for What Ails You"

Question 19

Although Gillian's eyesight is perfect she feels that if she wears glasses her students will respect her more. This is an example of self- decorating serving the following purpose:

A) to provide a sense of security
B) to place the person in a gender category
C) to indicate desired social conduct
D) to indicate high status or rank
E) to enhance gender- role identification

Question 20

In terms of the ideal female body type, the _ look has reappeared.

A) athletic
B) Twiggy Look
C) waif
D) hippy look
E) hourglass figure

Question 21

Jenine is a copywriter at a medium- sized ad agency, and she is eager to show off her superior skills and up- to- date knowledge of the best ways to reach her target market. She is working with Mark on a new account with a line of skin care products. The line will carry the same brand name for both men's and women's products. The project team do not agree on how to position the product. Mark argues that using the same brand name on both men's and women's products is a mistake. Men will think that products for moisturizing their skin will be thought of as "sissy" products, or too feminine; "real men" won't use them. Mark is saying that skin care products are:

A) male- female bifurcated
B) gender- oriented
C) sex- typed
D) androgynous
E) ego- dominated

Question 22

Amber likes to think of herself as being a smart shopper, but she admits that she cannot compare to her mother who she calls a "champion shopper." Amber has separated her self from her self.

A) outer; public
B) ideal; actual
C) actual; looking- glass
D) inner; outer
E) social; actual

Question 23

When shopping, Denise chooses clothing and other products that will place her in a good light with others. Denise is a person that engages in the practice of:

A) instrumental conditioning
B) grandstanding
C) impression management
D) reactance avoidance
E) sucking up

Question 24

In terms of the extended self, the level indicated by homes would be:

A) group
B) connected
C) aspirational
D) occupational
E) family

Question 25

Placing coolers of Powerade drinks and energy bars in high traffic areas of fitness centres indicates that marketers are most likely trying to ensure that appropriate are active.

A) role identities
B) competitive products
C) profit centres
D) differentiated products
E) paired stimuli

Question 26

One study of young male beer drinkers found a segment that was characterized as "losers." These were men who worked hard but had little chance of promotion, and although they enjoyed life, thought that they were never going to get ahead. Beer ads made to this segment had a very high fantasy appeal. What relationship between the concepts of self in this segment was being assumed by the marketers?

A) This segment had a large gap between their real and ideal selves.
B) This segment had a culturally defined inner self that was much different from their public self.
C) This segment had a strong looking- glass self.
D) This segment had low self- esteem.
E) This segment contained many self- actualizers.

Question 27

In a study of a beer advertisement, two executions were prepared, one in masculine terms and the other in feminine terms. What kind of people preferred this execution of the ad: "Brewed with tender care, X Beer is a full- bodied beer that goes down smooth and gentle...":

A) men
B) those whose self- ratings were highly masculine
C) women
D) there was no difference in preference between either group
E) those whose self- ratings were highly feminine

Question 28

What people feel they would like to be is called the:

A) submerged self
B) reflected self
C) unreal self
D) ideal self
E) denied self

Question 29

Which of the following is not true regarding men and their hair?

A) Men are more prone to baldness than women
B) Men typically stick to a four- week schedule for haircuts
C) Men openly talk about their hair
D) Men are more vain abut their hair than women
E) Men are secretive about dyeing their hair

Question 30

Which of the following purposes of decorating the self best explains why tattoos can be very popular for a period of time and unacceptable in a different period of time within the same culture?

A) To indicate high status or rank
B) To separate group members from nonmembers
C) To place the person in a gender category
D) To place the individual in a social organization
E) To enhance gender- role identification

Question 31

Studies suggest that the ideal self appears to be more relevant than the actual self as a comparison standard for highly expressive social products. Which of the following examples would best illustrate the relationship between the ideal self and highly expressive social products?

A) high- yielding stocks and bonds
B) expensive perfume
C) expensive undergarments
D) gourmet foods
E) expensive cookware

Question 32

Franz is very meticulous in appearance, and prepares his attire carefully before going anywhere as he wants to feel confident. This is an illustration of theory.

A) ego representation
B) low self esteem
C) limited involvement
D) symbolic self- completion
E) power exertion

Question 33

Research has shown that beauty is about more than aesthetics. According to research findings, we use such cues as to make inferences about a person's status, sophistication, and social desirability.

A) height
B) hair length
C) skin colour and eye shape
D) shoe size
E) hair colour

Question 34

In terms of the extended self, the level indicated by cars would be:

A) prestige
B) physiological
C) individual
D) power
E) family

Question 35

The concept of self is .

A) a perception of other people
B) uniform in almost all cultures
C) a concept of little use in marketing
D) an idea that is untestable
E) a relatively new concept

Question 36

Matching product attributes with some aspect a consumer holds to be true of his or her self is consistent with:

A) symbolic self- completion theory
B) perceptual mapping
C) self- image congruence models
D) situation- actualization theory
E) self- as- other models

Question 37

Reggie is a gay male that is highly educated, earns a high income and describes himself as sophisticated, intellectual, and an activist. Reggie would best fit into which of the following segment?

A) Party People
B) Gay Mainstream
C) Closeted
D) Super Gays
E) Habitaters

Question 38

refers to possessing both masculine and feminine traits.

A) Anthropology
B) Anthropomorphism
C) Androgyny
D) Agnostic
E) Antithesis

Question 39

A catalog features products that appeal to men who are strongly sex- typed. Which of the following styles of promotion would be most effective for the products in this catalog?

A) Ads that utilize stylish, sophisticated, and up- to- date examples
B) Ads that show sensitive, spiritual, and introspective models
C) Ads that contain specific pieces of information for forming a judgment
D) Ads that have strong overall themes
E) Ads that require elaborate processing of message content

Question 40

The process of social comparison involves all of the following, EXCEPT:

A) is used by advertisers who show idealized images of happy attractive people who just happen to be using their products
B) is triggered when we try to evaluate our self by comparing it with other people and media images
C) is the process of imagining the reactions of others towards oneself
D) appears to be a basic human motive
E) may make women who see beautiful models in ads become less satisfied with their own appearance

Question 41

Brent is a person that exhibits characteristics of strength and honour, as well as nurturance and cooperation. Brent would likely be labelled a:

A) hemaphrodite
B) retrosexual
C) extrasexual
D) übersexual
E) supersexual

Question 42

If a female consumer sees an ad about a woman who can no longer fit in her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose some weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of .

A) mental aptitude
B) doubt and regret
C) self esteem
D) dedication and control
E) strength and conviction

Question 43

Freddie is a homosexual. Which of the following is most likely not to be true of Freddie?

A) he is more affluent than the general population
B) he experiences more stress in his daily life
C) he is more concerned about self- improvement
D) he is twice as likely to have attended graduate school
E) he is more likely to be self- employed

Question 44

All of the following are true, EXCEPT:

A) maleness and femaleness are biological characteristics
B) a consumer's subjective feelings about his/her sex are crucial
C) masculinity and femininity are biological characteristics
D) masculine behaviour is culturally derived
E) sex- role identity is a state of mind as well as body

Question 45

Gaelan, a gay man who lives in New York, wears an earring in his left ear to show his preferred role in a relationship. This is an example of self- decorating serving the following purpose:

A) to indicate high status or rank
B) to provide a sense of security
C) to place the person in a gender category
D) to indicate desired social conduct
E) to enhance gender- role identification

Question 46

Claire's hair and eyes are more central to her self- concept than her hand and toes. This is a good example of which concept?

A) body referent
B) body catharsis
C) body glove
D) body image
E) body cathexis

Question 47

Eastern cultures stress all of the following, EXCEPT:

A) inherent separateness of each individual
B) Confucian perspective of "face"
C) collective self
D) inner, private self
E) interdependent self

Question 48

Men account for as much as twenty percent of cosmetic surgery. One of the more popular operations is:

A) breast enhancements
B) pectoral muscle enhancements
C) liposuctions
D) lip enhancements
E) nose reductions

Question 49

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) prefer their ideal self
B) have multiple selves
C) are not confident with their real selves
D) have secret identities
E) are psychotic

Question 50

In its 1993 Monitor survey, Yankelovich asked a question about sexual identity for the first time, finding that about 6 percent of the respondents described themselves as "gay/lesbian." Which of the following was one of their findings about this group of people?

A) they are less concerned about physical fitness and self- improvement
B) they are much less likely to be self- employed
C) they are less likely than heterosexuals to consumer sugar products
D) they encounter less stress in their daily lives
E) they are twice as likely as heterosexuals to have attended graduate school

Question 51

Grace Norris is a 50- year- old housewife who recently selected Chrysler's PT Cruiser as her new car. To some extent, she selected the car because it is practical and has ample storage space for groceries and other items she gets on her many shopping trips. On the other hand, she also confesses that she selected the car because of its "bad boy" image. "It looks like a gangster car from the 1930s," says Grace. "It says 'don't mess with me,' " she tells her friends. Grace is exhibiting in her selection of a car.

A) Gestaltism
B) symbolic consumerism
C) Draconian fantasies
D) symbolic interactionism
E) compensation of weaknesses

Question 52

All of the following are reasons for body adornment and/or mutilation, EXCEPT:

A) to display evidence of desired social behaviour
B) to identify the individual's place in the social organization
C) to provide a sense of security
D) to separate group members from nonmembers
E) to indicate undesirable social conduct

Question 53

If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (in which others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of .

A) conformity
B) politeness
C) individuality
D) face
E) force and will

Question 54

One recent trend in our culture is for middle- aged women to get a tattoo. Which of the following best explains the reason for middle- aged women to act in this way?

A) to attract a certain type of partner or reinforce an existing romantic relationship
B) to express their desire to bond with their younger counterparts that are half their age
C) to celebrate a milestone such as a big birthday, a divorce, or becoming an "empty- nester"
D) to declare their outcast status
E) to express their desire to breakaway from their Baby Boomer parents

Question 55

Jane told her friend Javier that she was frustrated because her manager at work did not seem to appreciate the extra effort that she was putting in. Javier suggested that Jane speak to her manager and show her the work she was doing. Later, Jane wondered why men just "don't get it." All she really wanted from Javier was some sympathy. One of the problems that Jane and Javier are experiencing is that women have a tendency to use language for goals, while men tend to employ goals with language.

A) extended self; looking- glass
B) androgyny; hierarchical
C) social class; self congruence
D) communal; agentic
E) upper; lower

Question 56

Katie worked for an advertising agency. Her job was to computer enhance photos for magazine ads. She knew that she would always make the face of the model more attractive if she .

A) added more hair to the model
B) made the skin tone lighter
C) created at least one flaw on the face so the model wouldn't be perfect
D) made their eyebrows more pronounced
E) made the face more symmetrical

Question 57

Gilles arrives at the Canadian Armed Forces (CAF) training camp for duty, and upon registering, he is shaken that they confiscate all his personal possessions. The CAF is most likely trying to:

A) repress individuality
B) produce an avoidance- avoidance reaction
C) manipulate his personality
D) embarrass him
E) provoke a confrontation

Question 58

Consumers with an especially large gap between their real and ideal selves are often considered to be good targets for in marketing strategy.

A) fantasy appeals
B) coupons
C) reasoned appeals
D) factual orientation
E) fear appeals

Question 59

The first year university student who brings personal items from home, such as his stereo, and puts posters on his dorm walls, is:

A) protecting his identity in a strange environment
B) making sure that he becomes "a new person"
C) trying to avoid being criticized by others
D) trying to break away from his parents' domination
E) making a bid for attention from others

Question 60

Johnny is a straight male who knows a lot about the fashion industry and interior decorating. Marketers would most likely categorize him as a:

A) pop culture enthusiast
B) city dweller
C) trendsetter
D) man's man
E) metrosexual

Question 61

Attributes of self- concept can be described along several dimensions. If Rudi Gonzalez sees himself as being one who is handsome (has a highly attractive face) rather than a person who is intellectual, which of the following self- concept dimensions best applies to Rudi's view of himself?

A) Positivity
B) Content
C) Negativity
D) Stability over time
E) Intensity

Question 62

New members of a fraternity were required to participate in a series of activities that some considered to be dangerous. These activities serve the following purpose:

A) to enhance gender- role identification
B) to place the person in a gender category
C) to separate group members from nonmembers
D) to indicate desired social conduct
E) to indicate high status or rank

Question 63

Men around the world seem to prefer women who have reproductive potential, and women seem to prefer males who have power and influence. In some cultures, both men and women seem to prefer lighter skin tones, while in others both men and women prefer darker skin tones. What do these findings imply about how an ideal of beauty is established?

A) In collectivist cultures, the ideal of beauty is learned, while in more individualist cultures, the ideal of beauty is intrinsically derived.
B) All living organisms must have an instinctual ability to successfully reproduce. The examples show that the human ideal of beauty is instinctually derived.
C) People have a tendency to be attracted to people that are like their own parents, implying that the beauty ideal is learned.
D) Part of the ideal of beauty seems to be genetic or instinctual, and part of it appears to be cultural, or learned.
E) Both examples show the importance of economics and class in the ideal of beauty. People who are rich and successful are considered attractive.

Question 64

Our realistic appraisal of the qualities we have and don't have .

Question 65

This self includes those external objects that we consider part of us, including material objects or valued possessions .

Question 66

The four levels of the extended self are:

A) individual, secret, community, group
B) material, ideal, reflected, aspirational
C) individual, tribal, family, public
D) family, private, public, individual
E) community, family, individual, group

Question 67

products take on masculine or feminine attributes, and consumers often associate them with one gender or the other.

Question 68

Rachael decorated her college dorm with her stuffed animals, posters of pop stars and photos of friends and family. The _ the objects helped her maintain her self- concept.

A) fantasy appeals
B) symbolic interaction of
C) constellations of
D) self- completion of
E) attachment to

Question 69

It is the self we imagine others see when reacting to us; we "take the role of the other" person imagining their reactions .

Question 70

refers to the possession of both masculine and feminine traits.

Question 71

The sociological tradition of _ stresses that relationships with other people lay a large part in forming the self.

Question 72

Consumers who score high on a scale of tend to be heavy users of cosmetics.

Question 73

The ideal body type of Western women has changed radically over time resulting in a realignment of _ , i.e., those aspects of the body that distinguish between the sexes.

Question 74

In a national survey of 1000 women, only said that physical characteristics define true beauty:

A) 2%
B) 25%
C) 50%
D) 0%
E) 10%

Question 75

implies that some parts of the body are more central to one's self- concept than are others.

Question 76

A/an is a model, or exemplar, of appearance valued by a culture.

Question 77

Online communities dedicated to offering tips on crash dieting, binging, and vomiting are representative of a form of behaviour called:

A) Modelling
B) Looking Good
C) Group Dieting
D) Body Punishment
E) Body Shaping

Question 78

Al was considered a low self- monitor, so when he purchased running shoes he was not concerned with the impressions they made on others.

Question 79

In some cultures women and men have languages that are spoken only in the presence of the same gender. Some business analysts maintain that this applies partially within the American workplace. If gender- specific languages did existed, what would be the major difference between them?

A) Women's language would be more attuned to forming community with other women, while men's language would be more attuned to power and hierarchies.
B) The goals of the language would differ. Women's language would use more passive methods of attaining power, while men would use more threats.
C) Men would be allowed to use more inflection and emotion in their speech, while women would be more conservative and controlled.
D) Men would speak faster and women would speak slower.
E) Men would speak more and women would speak less.

Question 80

By acting the way we assume others expect us to act, we often wind up making these perceptions really happen, in a form of:

A) the social coercion syndrome
B) auto- suggestion
C) interaction
D) social concession
E) self- fulfilling prophecy