Deck 6: The Self

Question 1

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)

Answer 1

B

Question 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) Australian
C) Western
D) European

Answer 2

A

Question 3

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

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

Answer 3

B

Question 4

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

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

Question 5

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

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

Question 6

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

Question 7

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 8

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 9

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 10

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

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

Question 11

________ 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 12

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

Question 13

Many societies 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 14

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 15

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

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

Question 16

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 17

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

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

Question 18

The ________ summarises 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

Question 19

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 20

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 21

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

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

Question 22

Arthur was asked to speak in front of a group of city business people during the lunch 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 23

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 24

Historically,people have most closely associated tattoos with ________.

A) social outcasts
B) members of the ruling class
C) family members
D) members of religious orders

Question 25

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 26

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 27

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 28

Attributes of self-concept can be described along several dimensions.When Rudi 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 29

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

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

Question 30

Alex Johnson lives,eats and breathes Australian Rules football.His favourite team is the Sydney Swans.His home looks like a Sydney Swans gift shop and museum.Alex's extended self is on the ________ level.

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

Question 31

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 32

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

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

Question 33

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 34

________ 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 35

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

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

Question 36

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

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

Question 37

A catalogue that features products that appeal to Australian 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 38

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 organisation
C) To enhance sex-role identification
D) To indicate expected life-span

Question 39

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

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

Question 40

________ 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 41

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 t-shirts.If he doesn't reach his desired weight,Jake feels like a failure.This is an example of ________.

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

Question 42

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

Question 43

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 44

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

Question 45

Masculinity and femininity are biological characteristics.

Question 46

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 47

One study found that women tend to favour 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 48

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

Question 49

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

Question 50

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 51

Matt's company produced a high-tech wireless business organiser 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 high incomes.

Question 52

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

Question 53

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

Question 54

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

Question 55

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 56

Social comparison is a basic human tendency.

Question 57

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 58

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 59

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 60

It is unusual for consumers to have multiple role identities.

Question 61

Ben is a little nervous about how he will be perceived when he arrives for a job interview.He got his hair cut and wore his most expensive business suit so he would appear more like the person the firm would like to hire at the executive level.He knows that he 'cleans up well' and hopes that will compensate for his rather weak resume.In terms of symbolic interactionism,explain what Ben is doing.

Question 62

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

Question 63

Explain and give a brief example of symbolic self-completion theory.

Question 64

Dove's campaign for Real Beauty features women with imperfect bodies modelling 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 65

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

Question 66

Every time Tim goes to bat,he rubs the charm on the necklace that his girlfriend 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 67

Huggies' colour-coded nappies (blue for boys and pink for girls)are an example of a product that emphasises its androgynous characteristics.

Question 68

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 69

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.

Question 70

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 71

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

Question 72

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

Question 73

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 74

Maleness versus femaleness and masculinity versus femininity-do these sets basically mean the same thing? Discuss and illustrate with examples of sex-typed products.

Question 75

Describe how ideals of beauty within a culture motivate consumers to change themselves physically.Mention specific categories where this occurs.

Question 76

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

Question 77

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

Question 78

Discuss the terms symbolic interactionism and the looking-glass self.Give an example of each term.

Question 79

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

Question 80

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