Deck 5: The Self

Question 1

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 1

D

Question 2

Which of the following is NOT one of the four levels of the extended self?

A) family level
B) community level
C) social level
D) individual level

Answer 2

C

Question 3

The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.

A) actual self
B) self-esteem
C) self-image
D) self-concept

Answer 3

D

Question 4

Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________.

A) avatar
B) extended self
C) ideal self
D) distorted self-image

Question 5

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

Question 6

The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds.

A) avatars
B) computer-mediated environments
C) role identities
D) self-image congruence models

Question 7

The extended self is comprised of ________.

A) our actual and ideal selves
B) our actual and virtual selves
C) external objects we consider a part of us
D) our body image and self-esteem

Question 8

________ are characteristics and behaviors that people stereotypically associate with one gender or the other.

A) Androgynous traits
B) Sex-typed traits
C) Sexual dimporhic markers
D) Body dysmorphias

Question 9

The ideal self is a person's conception of how she ________.

A) adapts to play different roles
B) imagines others to think of her
C) would like to be
D) realistically thinks she is

Question 10

According to ________ models, we choose products with attributes that match some aspect of our selves.

A) impression management
B) identity marketing
C) self-fulfilling prophecy
D) self-image congruence

Question 11

Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self?

A) extended self
B) ideal self
C) mirror-image self
D) actual self

Question 12

Which of the following best defines what is implied by the symbolic self-completion theory?

A) Consumers with low self-esteem tend to buy products that violate their self-concept.
B) Consumers who have an incomplete self-definition tend to buy products that complete their identity.
C) Consumers delay purchases that conform to their actual self-image until their self-concept is consistent with their social self.
D) Consumers select products that conform to their self-image through a process that is largely subconscious.

Question 13

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

Question 14

The idea that each human life is unique rather than a part of a group developed in ________.

A) ancient times (between the first and fifth centuries)
B) late medieval times (between the eleventh and fifteenth centuries)
C) colonial times (between the sixteenth and eighteenth centuries)
D) modern times (between the eighteenth and twentieth centuries)

Question 15

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products.

A) impression management
B) self-extension
C) self-esteem
D) social comparison

Question 16

A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

A) communal
B) agentic
C) androgynous
D) self-completion

Question 17

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

A) Social comparison
B) Self-esteem
C) Self-image
D) Self-concept

Question 18

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.

A) Body cathexis
B) Identity marketing
C) Impression management
D) Self extension

Question 19

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

A) virtual self
B) dual self
C) cultural self
D) unique self

Question 20

Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.

A) extended self; self-completion
B) communal; agentic
C) social class; self-congruence
D) androgynous; hierarchical

Question 21

According to recent research, which of the following is not one of the three American models of masculine identity?

A) breadwinner
B) rebel
C) man-of-action hero
D) communicator

Question 22

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

A) Looking-glass self
B) Self-concept
C) Ideal self
D) Body image

Question 23

Arthur was asked to speak in front of a group of downtown business people during the noon hour. He noticed that as he spoke, one person appeared to be napping and another frowned during the entire presentation. "I'm not going to do that again," Arthur promised himself. "I am not a good public speaker!" Which of the following terms best reflects Arthur's perception of himself and his ability as a speaker?

A) multiple selves
B) ideal self
C) actual self
D) looking-glass self

Question 24

Historically, people have most closely associated tattoos with ________.

A) social outcasts
B) members of the ruling class
C) members of fraternities and sororities
D) members of religious orders

Question 25

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

A) ideal of beauty
B) self-concept
C) cathexis
D) ideal self

Question 26

Attributes of self-concept can be described along several dimensions. When Rudi Gonzalez sees himself as handsome, Rudi is using the self-concept dimension of ________ to form his view.

A) content
B) positivity
C) intensity
D) esteem

Question 27

People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes?

A) to separate group members from non-group members
B) to place the individual in the social organization
C) to enhance sex-role identification
D) to indicate expected life-span

Question 28

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

Question 29

A Unilever-sponsored survey that asked American women how they felt about their appearance reported which of the following?

A) Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women.
B) Older women were more likely to describe themselves as beautiful.
C) The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty.
D) The majority of respondents believe that beauty comes from a woman's physical appearance.

Question 30

Shanshea worked hard to finish her engineering degree at M.I.T., and she proudly displays a bumper sticker declaring "M.I.T. Engineer" on her car. This bumper sticker is an example of a(n) ________.

A) avatar
B) platform
C) cathexis
D) badge

Question 31

Jane Jones loves liver and onions. She often sees this dish available in cafeterias; however, she has also overheard fellow cafeteria patrons commenting that "only old people eat liver-how disgusting!" Because of the social criticism that she has overheard, Jane almost never buys liver and onions when she is out in public. Jane would best be characterized as being engaged in ________.

A) high self-monitoring
B) constructing an extended self
C) symbolic self-completion
D) self-image congruence

Question 32

________ refers to the possession of both masculine and feminine traits.

A) Heterosexuality
B) Homosexuality
C) Dysmorphia
D) Androgyny

Question 33

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

A) 25 percent
B) 35 percent
C) 50 percent
D) 66 percent

Question 34

Clay often exaggerates his positive qualities on his Facebook updates. He rationalizes the exaggerations by saying, "Who cares what I'm really like anyway?" Clay has separated his ________ self from his ________ self with his exaggerations.

A) outer; public
B) ideal; actual
C) collective; actual
D) ideal; looking-glass

Question 35

Paola is a very conservative businesswoman during the week. However, when she decides to "go out on the town," she likes to party and "kick up her heels." Paola's wardrobe choices are strikingly different for each of these roles. This best illustrates which of the following?

A) Consumers confuse their actual selves with their ideal selves.
B) Consumers have multiple selves.
C) Consumers are always engaged in impression management.
D) Consumers form self-fulfilling prophecies.

Question 36

Virtually any part of the body is fair game for surgical alteration. Alteration of the ________ has become increasingly popular among Japanese consumers interested in their body image.

A) navel
B) fingers (especially the thumb)
C) length of one's foot
D) ears

Question 37

The title of a popular book once proclaimed that Real Men Don't Each Quiche. Products that take on masculine or feminine attributes are said to be ________.

A) agentic
B) sexually explicit
C) sex-typed
D) androgynous

Question 38

Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

A) African American
B) Asian American
C) Hispanic
D) Native American

Question 39

________ refers to a person's feelings about his or her body.

A) Looking-glass self
B) Self-concept
C) Body cathexis
D) Body image

Question 40

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

A) intellect
B) wealth
C) youth and good health
D) confidence

Question 41

Tomboy Tools sells a full line of pink hand and power tools ergonomically designed for women. This is an example of a(n) ________ product.

A) social comparison
B) gender-bending
C) androgynous
D) agentic

Question 42

Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes.

Question 43

One study fond that women tend to favor men with square jaws and well-defined brow ridges. These physical attributes are ________.

A) sexual dysmorphic markers
B) sexual dimorphic markers
C) androgynous markers
D) cathexis markers

Question 44

Social comparison is a basic human tendency.

Question 45

In South Korean shopping malls, teenage girls line up at photo machines that provide high-tech makeovers with options including glamour lighting, a hair-blowing breeze, and virtual plastic surgery that includes such enhancements as puffed lips, eradication of blemishes, and Western-style eyelids. What would be the best description of how these photo machines use concepts of the self to attract customers?

A) The machines appeal to the extended self.
B) The machines appeal to a gap between the customers' ideal and actual selves.
C) The machines appeal to customers' multiple selves.
D) The machines appeal to the looking-glass self.

Question 46

People tend to pattern their behavior on the perceived expectations of others, which is a form of a self-fulfilling prophecy.

Question 47

A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.

Question 48

Amar Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboys' gift shop and museum. Amar's extended self is on the ________ level.

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

Question 49

Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

Question 50

Matt's company produced a high-tech wireless business organizer for busy professionals. Matt suggested that a significant part of Internet promotions be made to appeal to gay, lesbian, bisexual, and transgender (GLBT) consumers. His manager argued against it, claiming the segment was too small to be of interest to the company. Which of the following claims should Matt use to support his position?

A) The GLBT segment is always looking for new products.
B) Although GLBT customers have smaller incomes than other segments, they are more likely to spend money on trendy products.
C) GLBT customers are more likely to have lower level jobs; therefore, they will be attracted to products that give an appearance of success.
D) The GLBT segment is larger than most think, and GLBT consumers are more likely to hold professional jobs and have a high income.

Question 51

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) People have a tendency to value the ideal self over the actual self.
B) Part of the ideal of beauty seems to be genetic or instinctual, and part of it appears to be cultural, or learned.
C) All living organisms must have an instinctual ability to successfully reproduce.
D) Both examples show the importance of economics and class in the ideal of beauty. People who are rich and successful are considered attractive.

Question 52

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) expensive perfume
B) running shoes
C) organic groceries
D) high-yielding stocks and bonds

Question 53

The concept of the self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card from a prospective client.

Question 54

Jake is a high school wrestler who often struggles to "make weight" to qualify for his desired weight category for a wrestling meet. Jake often weighs himself ten times a day and tightly controls how much he eats, feeling miserable about any appearance of fat on his body and disguising his body in baggy pants and roomy sweatshirts. If he doesn't reach his desired weight, Jake feels like a failure. This is an example of ________.

A) fattism
B) body dysmorphic disorders
C) androgyny
D) dimorphic markers

Question 55

It is unusual for consumers to have multiple role identities.

Question 56

It is common for consumers to describe themselves in terms of the neighborhood or town from which they come. This is an illustration of the community level of the extended self.

Question 57

Ruben is a product manager for a product sold to customers who have recently reached the retirement age. 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 Ruben's product?

A) "Isn't it Time to Act Your Age?"
B) "This Is Not Your Children's Product"
C) "Stay Active . . . Enjoy Life"
D) "Better for What Ails You"

Question 58

A catalog that features products that appeal to American men who are strongly sex-typed would be most likely to use which of the following promotional styles?

A) content that focuses on relationships and community
B) images of sensitive, spiritual, and introspective models
C) images portraying assertive themes
D) content that requires elaborate processing of message content

Question 59

The looking-glass self is molded by elements of the pop culture, such as comic book heroes.

Question 60

When the Casa Sanchez restaurant in San Francisco gives free lunches for life to anyone who gets its logo tattooed on his or her body, the restaurant is using identity marketing.

Question 61

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 real selves and ideal selves is narrowing.

Question 62

Most eating disorders occur among African-American and Hispanic, middle-class teenage and college-age women.

Question 63

Every time Tim goes to bat, he rubs the charm on the necklace that his girl friend gave him. This charm has never failed to help him get a good hit. The charm has become part of Tim's extended self.

Question 64

Sexual dimorphic markers can be redefined over time as the concept of the ideal body type shifts.

Question 65

Explain how the concept of self-esteem is used in advertising.

Question 66

Define the self-concept and discuss the dimensions that can be used to describe the attributes of the self-concept.

Question 67

Sex-typed people are, in general, less concerned with ensuring that their behavior is consistent with their culture's definition of gender appropriateness.

Question 68

Discuss the extended self and provide a description for each level of the extended self.

Question 69

Explain the concepts of the ideal and actual self. How do we bridge the gaps between these two selves?

Question 70

Masculinity and femininity are biological characteristics.

Question 71

Sarah is thin and fragile-looking, with black hair and a very light skin tone. She wants to be a model. Sarah is correct to believe that her chances of success would be greatly improved if an old-fashioned "nostalgic" look popular in the early 1800s was to once again become popular.

Question 72

Consumers who are more satisfied with their bodies are more frequent users of such "preening" products as hair conditioners, blow dryers, cologne, facial bronzer, tooth polish, and pumice soap.

Question 73

The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of body image distortion.

Question 74

The United States is one of only a handful of countries that puts a cultural priority on thinness while obesity rates are increasing.

Question 75

Briefly describe the two different types of goals that many Western societies, including the United States, expect males and females to pursue.

Question 76

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 other skin and hair care products.

Question 77

People who are androgynous may create uncertainty among others who aren't sure how to relate to them.

Question 78

Luvs' color-coded diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics.

Question 79

Research has shown that young boys and girls have the same type of play patterns.

Question 80

Theresa and George are expecting their first child. Though George is very excited and involved in preparing to become a parent, Theresa feels that she will be primarily responsible for taking care of their child. Theresa and George's situation illustrates how sex roles and expectations about them change together over time.