Deck 11: The Role of Personality and Self-Concept

Question 1

Most people consider their homes and their pets as part of their extended self.

Answer 1

True

Question 2

When trying to ingratiate oneself, one should never be self-deprecating.

Answer 2

False

Question 3

Psychologists believe traits are formed at an early age.

Answer 3

True

Question 4

The sum of all self-evaluations determines self-esteem.

Question 5

It is inherently pleasing to be liked by others.

Question 6

Marketers always try to direct their promotional efforts at a consumer's ideal self-concept since the goal is to sell the consumer something they want to make life better.

Question 7

Research has shown that as long as a person perceives someone to be sincere in their flattery, it doesn't matter if it is inaccurate.

Question 8

According to your readings, consumers employ three main tactics for impression management: appearance management, self-monitoring, and ingratiation.

Question 9

Self-presentation, part of aligning activities, includes self-enhancement and self-deprecation.

Question 10

The process of creating desirable images of oneself for others in order to control how one is treated by others is known as impression management.

Question 11

The decisions regarding how a consumer controls his/her physical appearance and surroundings are called aligning activities.

Question 12

The gap between actual public self-concept and ideal public self-concept is what makes up self-esteem.

Question 13

Flattery, when it is part of impression management, is always insincere.

Question 14

Sometimes people engage in impression management tactics in order to generate fear or intimidation.

Question 15

"Loved objects" derive most of their emotional status by helping people engage in impression management.

Question 16

Aligning activities consist of accounts, which are verbal assertions made in advance designed to offset potential negative effects of a behavior; and claims which entail excuses and justifications.

Question 17

Love and happiness are the most common words that consumers use to describe their feelings about their possessions.

Question 18

To the extent to which consumers use situational cues to guide their social behavior is called self-monitoring.

Question 19

Positioning brand images to be consistent with consumers' self-concepts can be seen in how marketers segment markets.

Question 20

People rarely have strong self-schemas about themselves.

Question 21

Need for cognitive closure measures an individual's natural tendency to engage in and enjoy thinking and intellectual activities.

Question 22

A person's personality includes cognitive, affective, and behavioral tendencies.

Question 23

A sense of humor, cheerfulness, and optimism are all examples of _____, and represent tendencies to behave a certain way in certain situations.

A) traits
B) role identities
C) extended self
D) self-esteem
E) locus of control

Question 24

Kim's _____ is/are as a mother, daughter, employee, sister, friend, and wife.

A) traits
B) role identities
C) extended selves
D) self-concept
E) locus of control

Question 25

Some level of self-monitoring is inherent in all social situations.

Question 26

_____ is a person's general attitude toward himself or herself and is the sum of all self-evaluations.

A) Locus of control
B) Role identity
C) Self-esteem
D) Extended self
E) Self-identity

Question 27

A consumer's self-concept is comprised of what two dimensions?

A) Self-focus and self-location
B) Self-esteem and self-evaluation
C) Self-esteem and locus of control
D) Personality and locus of control
E) Self-concept and self-schema

Question 28

Most everyone in the U.S. is high in need for humor.

Question 29

Brand personification involve animating animals to act like humans.

Question 30

Research has shown that a brand's personality can sometimes be transferred to consumers.

Question 31

It can sometimes be difficult to extend brands internationally because brand personality traits may not be valued in the same way culture to culture.

Question 32

Research on self-monitoring indicates that low self-monitors are more likely to respond favorably to image-based appeals than high self-monitors.

Question 33

Our personalities mature as we get older.

Question 34

The five basic traits in Aaker's brand personality model include: 1) surgency, 2) agreeableness, 3) conscientiousness, 4) emotional stability, 5) intellect.

Question 35

Meg wants to run for sorority president, but feels she needs incredible luck to win. Meg most likely has in internal locus of control.

Question 36

A person who is low in need for humor will be indifferent to the level of humor in an advertisement.

Question 37

Brand personality refers to the set of human characteristics associated with the brand.

Question 38

Consumers who are low in need for cognition and high in need for humor respond more favorably to humorous advertising appeals than those high in need for cognition and low in need for humor.

Question 39

Geico's gecko character (the little green lizard) represents brand personification.

Question 40

Research shows that high self-monitors exhibit greater attitude-behavior consistency than low self-monitors.

Question 41

The decisions regarding how consumers control their physical appearance and surroundings comprise a person's:

A) extended self
B) aligning activity
C) appearance management
D) locus of control
E) None of the above are correct.

Question 42

Kelly is described by her friends as smart, shy, ambitious, and dramatic. These traits represent Kelly's:

A) surgency
B) intellect
C) personality
D) locus of control
E) level of self-monitoring

Question 43

_____ is the extent to which consumers use situational cues to guide their social behavior.

A) self-deprecation
B) self-evaluation
C) self-concept
D) self-schema
E) None of the above is correct.

Question 44

When a consumer tries to recall brand information, which self-concept is engaged?

A) Actual self-concept
B) Public discrepancy self-concept
C) Ideal self-concept
D) Ideal public self-concept
E) None of the above is correct.

Question 45

Tom wants the girl he has started dating to like him, so every time they go on a date, he makes sure to compliment her clothing or her hair. Tom is hoping to win favor through:

A) flattery
B) opinion conformity
C) appearance management
D) aligning activities
E) self-deprecation

Question 46

Which of the following about the extended self is false?

A) Consumable and durable goods are often part of the extended self.
B) The loss of important belongings, such as one's dog running away, can diminish one's extended self.
C) All items that are part of the extended self are also considered "loved objects."
D) Possessions that are part of the extended self symbolically extend who they are.
E) Possessions that are part of the extended self can give the person a sense of power or prestige.

Question 47

Greg hates the color black, but he purchased a black interviewing suit in the hope that prospective employers will think he is serious and professional. Greg is practicing:

A) ingratiation
B) aligning activity
C) appearance management
D) brand characterization
E) locus of control

Question 48

_____ depicts a multifaceted self-concept approach that includes a good self, bad self, not-me self, desired self, ideal self, and ought to be self.

A) Impression management
B) Thin slice theory
C) Extended self
D) Role identities
E) The malleable self

Question 49

Gill missed her exam. When she met with her professor, she said that she missed the exam because her roommate turned off her alarm clock accidentally. Jill is practicing what form of impression management?

A) Ingratiation
B) Aligning activity
C) Appearance management
D) Opinion conformity
E) Self-deprecation

Question 50

_____ self-monitors are more likely to be persuaded by factual or feature-based marketing appeals, whereas, _____ self-monitors are more likely to be persuaded by _____ marketing appeals.

A) High; low; image-based
B) Low; high; logic-based
C) Low; high; image-based
D) High; low; logic-based
E) High; low; emotion-based

Question 51

Which of the following is not a reason that people engage in impression management?

A) To make people like them
B) To gain respect
C) To generate fear
D) To encourage pity
E) To discourage attention

Question 52

According to your readings, which of the following is not a tactic used for ingratiation of oneself?

A) Self-presentation
B) Aligning activity
C) Opinion conformity
D) Flattery
E) Self-enhancement

Question 53

Which of the following statements about ingratiation is true?

A) Ingratiation includes the tactics of appearance management.
B) When trying to ingratiate oneself, one should never be self-deprecating.
C) It is inherently pleasing to be liked by others.
D) People who rely on ingratiation are usually are high in need for cognition.
E) Ingratiation tactics usually include accounts and disclaimers.

Question 54

According to research on the extended self, which of the following do people typically include in their extended selves?

A) Home and property
B) Personal space
C) Children
D) Durable goods
E) All of the above are typically included in the extended self.

Question 55

Aligning activities consist of _____, which are verbal assertions made in advance designed to offset potential negative effects of a behavior; and _____, which entail excuses and justifications.

A) opinion conformity; flattery
B) accounts; disclaimers
C) self-enhancement; self-deprecation
D) disclaimers; accounts
E) flattery; opinion conformity

Question 56

Which of the following statements about loved objects is false?

A) The objects that people "love" exert a strong influence on their self-concept.
B) Love is the most common word that consumers use to describe their feelings about their possessions.
C) Only a few possessions over a consumer's lifetime achieve the status of love.
D) Research shows that loved objects can help resolve internal psychological conflicts.
E) Research shows that loved objects can help resolve psychological role conflicts.

Question 57

_____ is the process of creating desirable images for others so we can control how others treat us.

A) Public actual self-concept
B) The extended self
C) Brand anthropomorphism
D) Impression management
E) Self-monitoring

Question 58

The relationship between a consumer's self-concepts and his/her possessions is called _____. This view is consistent with the notion that external objects become a part of us when we are able to exercise significant control over them.

A) appearance management
B) role identity
C) the extended self
D) self-esteem
E) the locus of control

Question 59

According to your readings, people often employ several tactics to help manage impressions and images that others have about them. Which of the following is not one of those tactics?

A) Appearance management
B) Ingratiation
C) Aligning activities
D) Self-evaluation
E) All of the above are correct.

Question 60

Self-monitoring includes all of the following distinct individuals differences or components, except:

A) the willingness to be the center of attention
B) the ability to adjust one's behavior to induce positive reactions in others
C) the desire to adjust one's behavior to induce positive reactions in others
D) concern about the opinions of others
E) All of the above are correct.

Question 61

Individuals with _____believe their lives are controlled by fate, luck, or powerful others.

A) an external locus of control
B) a high need for cognitive closure
C) a high level of self-monitoring
D) a low level of self-monitoring
E) an internal locus of control

Question 62

Individuals with _____believe they are the masters of their own destinies.

A) an external locus of control
B) a high need for cognitive closure
C) a high level of self-monitoring
D) a low level of self-monitoring
E) an internal locus of control

Question 63

What is impression management and why do people engage in impression management?

Question 64

Which of the following is not one of the basic traits in the Aaker's model of brand personality?

A) Surgency
B) Emotional stability
C) Intellect
D) Agreeableness
E) None of the above are included in the model.

Question 65

Identify the tactics that people employ to manage impressions. Provide an example of each.

Question 66

Which of the following regarding brand personality is false?

A) Brand personality is a set of human characteristics associated with a brand.
B) Brand personality is typically formed on the basis of a brand's typical user or typical usage situation.
C) Consumers extract cultural meaning from the brands they purchase.
D) Brand personality usually includes demographic characteristics, such as sex, age, and social class.
E) Consumers shape brand personality, but brand personality does not shape consumers.

Question 67

_____ describes a consumer's desire for definite knowledge of any kind to reduce confusion and ambiguity.

A) Locus of control
B) Need for cognitive closure
C) Need for cognition
D) Need for humor
E) Need for information

Question 68

_____ is the drive to consume products uncontrollably and buy in order to avoid personal problems

A) Surgency
B) Need for cognitive closures
C) Compulsive buying
D) Locus of control
E) None of the above is correct.

Question 69

Which is not an example of brand anthropomorphism?

A) Planter's Mr. Peanut (peanuts)
B) Mrs. Butterworth (maple syrup)
C) The Jolly Green Giant (vegetables)
D) The Marlboro Cowboy (cigarettes)
E) Mr. Clean (household cleaner)

Question 70

When a consumer tries to evaluate brand information, which type of self-concept is engaged and how does this self-concept influence brand evaluation?

Question 71

_____ involves assigning both human form and human traits to non-humans.

A) Brand personification
B) Brand anthropomorphism
C) Brand dimensionality
D) Brand diversification
E) Brand extension

Question 72

Provide an example of how a person might used a loved object to overcome a psychological role conflict.

Question 73

_____ involves giving non-humans human-like traits.

A) Brand personification
B) Brand anthropomorphism
C) Brand dimensionality
D) Brand diversification
E) Brand extension

Question 74

According to research on the extended self, identify five categories that people include in their extended selves.

Question 75

Craig wants to run for class president, but feels he needs incredible luck to win. He feels like it might not be in his destiny so he is reluctant to run. Craig most likely:

A) has a low level of self-monitoring
B) has a high level of self-esteem
C) has a high level of self-monitoring
D) has an external locus of control
E) has an internal locus of control

Question 76

Liz enjoys puzzles. Every Sunday she does the crossword puzzle. Liz also is part of the debate club, and likes to read. Liz most likely is:

A) high in need for cognitive closure
B) high in need for cognition
C) low in need for cognition
D) high in self-monitoring
E) externally focused in locus of control

Question 77

Which of the following statements about the need for cognition is false?

A) Individuals high in need for cognition are intrinsically motivated to engage in thinking compared to those low in need for cognition.
B) Consumers who are high in need for cognition tend to form attitudes based on peripheral cues compared to those low in need for cognition.
C) Consumers who are low in need for cognition are more likely to use the Internet for entertainment rather than searching for product information.
D) Consumers who are high in need for cognition tend to be influenced more by rational appeals than emotional appeals.
E) Individuals high in need for cognition focus primarily on product-relevant information in advertisements.

Question 78

Is a high self-monitor more likely to be persuaded by image-based marketing appeals or factual/functional-based marketing appeals? Why?

Question 79

Which of the following is not one of the basic traits in the Five-Factor Model of Personality?

A) Surgency
B) Ruggedness
C) Intellect
D) Agreeableness
E) All of the above are included in the model.

Question 80

Define the concepts: self-concept, extended self, and loved objects.