Deck 5: The Self

Question 1

Travel commercials depict happy,attractive families enjoying a carefree vacation. Marketers hope that this will trigger a process of:

A) impression management.
B) social comparison.
C) role identification.
D) symbolic interactionism.

Answer 1

B

Question 2

Louise,a part-time waitress,asks her mother what she should wear for her job interviews upon graduating from university. Her mother suggested she dress for the job she wants,not the job she has. This is an example of:

A) real self.
B) ideal self.
C) imbibing idiot bias.
D) impression management.

Answer 2

D

Question 3

One of the dimensions of self-concept looks at such elements of factional attractiveness versus mental aptitude. This is reflective of the ________ dimension.

A) stability over time
B) intensity
C) positivity or negativity
D) content

Answer 3

D

Question 4

When Emily goes to the mechanic to get her car fixed,she feels anxious and apprehensive that she will confirm the stereotype that women don't know alot about cars. Describe and explain the concept that this is an example of.

Question 5

What is the self-concept? How do Eastern and Western cultures differ in the ways in which they view the self?

Question 6

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 the fact that many consumers:

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

Question 7

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," said 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) symbolic interactionism
D) compensation of weaknesses

Question 8

Attributes of self-concept can be described along several dimensions. If Rudi Gonzalez sees himself as someone with a handsome face rather than a person who is intellectual,which of the following self-concept dimensions is being exhibited here?

A) content
B) positivity
C) stability over time
D) negativity

Question 9

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

A) behavioural anchor referent.
B) self-esteem.
C) ideal self.
D) self-monitoring system.

Question 10

The self-concept refers to all of the products that make up the individual's sense of self.

Question 11

When Jennifer goes to the mechanic to get her car fixed she feels anxious and apprehensive that she will confirm the stereotype that women don't understand car engines. This demonstrates:

A) uncertainty avoidance.
B) stereotype threat.
C) confirmation anxiety.
D) self-concept threat.

Question 12

When Allan signs up for a sewing class he feels anxious and apprehensive that he will confirm the stereotype that men are not good at sewing. This demonstrates:

A) self-construal.
B) confirmation anxiety.
C) self-concept threat.
D) stereotype threat.

Question 13

Western culture tends to subscribe to an ________ interpretation of the self,whereas non-Western cultures tend to focus on an ________ interpretation of the self.

A) independent; interdependent
B) interdependent; independent
C) external; internal
D) internal; external

Question 14

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

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

Question 15

What people feel they would like to be,is called their:

A) ideal self.
B) denied self.
C) actual self.
D) reflected self.

Question 16

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) doubt and regret.
B) dedication and control.
C) strength and conviction.
D) self-esteem.

Question 17

The concept of self is:

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

Question 18

________ refers to the anxiety individuals feel when they fear they might behave in a way that confirms a group stereotype.

A) Uncertainty avoidance
B) Stereotype threat
C) Confirmation anxiety
D) Self-concept threat

Question 19

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

Question 20

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

Question 21

By day Jason is a busy executive,at home he is a caring father,and on the weekends he is a competitive race-car driver. Using concepts from the textbook,how would you explain these very different manifestations of the self?

Question 22

Dave has a large discrepancy between his ideal self and actual self. It would be unwise for marketers to target people like Dave using fantasy appeals,since what is shown in such ads is way out of reach of what they believe they can do.

Question 23

While one may evaluate one's self positively overall,certain parts or "sides" of the self may be evaluated more positively than others.

Question 24

What is self-esteem? How do persons low or high in self-esteem differ?

Question 25

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

A) are interested in clothing and are heavy users of cosmetics.
B) are usually older than average, mostly 50 and over.
C) are unconcerned about what others say about them in private, behind their backs.
D) go to great lengths to avoid appearing in public.

Question 26

Research shows that those who have a low sense of collective self-esteem about their gender identity:

A) berate members of the opposite gender.
B) are less susceptible to stereotype threat.
C) are more likely to choose gender-related products when they learn negative information about their gender identity.
D) are less likely to choose gender-related products.

Question 27

A person's conception of an "ideal self" is molded in part by seeing people in ads who seem successful or attractive.

Question 28

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) dishonest and untruthful.
C) never to be trusted.
D) low in self-esteem.

Question 29

To target consumers with high self-esteem,a food manufacturer should consider releasing portion-controlled snack items since people with high self-esteem feel they are in control over what they eat.

Question 30

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 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 are who I am," he said. What point was the professor trying to make,and what did the different dress and icons most likely represent?

Question 31

Explain the concepts of the ideal and actual selves. How do they differ? How can marketers bridge the gaps between these two selves?

Question 32

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) social concession.
D) self-fulfilling prophecy.

Question 33

The "looking-glass self" is but one of many "selves" defining who we are. It is the:

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

Question 34

People with low self-esteem take more risks than others. Since they don't expect to succeed,they feel they don't have much to lose.

Question 35

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

A) avatar.
B) subliminal fantasy.
C) symbolic fantasy.
D) virtual representative.

Question 36

How can marketing play a role in determining self-esteem?

Question 37

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 38

When shopping,Denise chooses clothing and other products that will allow her to present herself in a positive light to others. Denise is a person that engages in the practice of:

A) grandstanding.
B) impression management.
C) reactance avoidance.
D) instrumental conditioning.

Question 39

Self-consciousness with consumers may vary from situation to situation.

Question 40

Symbolic interactionism stresses that people are influenced by the interpretations of meaning shared by others in a symbolic environment.

Question 41

There is evidence to indicate that our pets become a part of our extended selves.

Question 42

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) act as protection to enable us to keep others from learning too much about our true self.
B) help us determine our own sense of self as well.
C) hide us from ever really knowing who we are.
D) serve as a substitute for a well-developed self-concept.

Question 43

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

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

Question 44

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

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

Question 45

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

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

Question 46

Jerome is a true fan of the Calgary Stampeders. This attachment helps to define his extended self.

Question 47

The four levels of the extended self are:

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

Question 48

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) symbolic self-completion
B) low self-esteem
C) ego representation
D) power exertion

Question 49

Alex is constantly seen in his leather jacket. It is how his friends find him in a crowd. He worked extra hours cutting grass one entire summer as a teen to earn enough for that jacket. Even though it is beat up and out of style,he invested far too much ________ in it to let it go.

A) self-completion
B) money
C) compensatory consumption
D) psychic energy

Question 50

The tendency for us to behave in a way that coincides with our perception of what others expect of us is called self-image congruency.

Question 51

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) self-completion of
B) constellations of
C) symbolic interaction of
D) attachment to

Question 52

In terms of the extended self,the level where homes may be included would be:

A) aspirational.
B) family.
C) occupational.
D) group.

Question 53

Using products as a "social crutch" is explained by the symbolic self-completion theory.

Question 54

Moving from "you are what you wear" to "you are what you post" shows the emergence of another self; the ________ self.

A) virtual
B) computer
C) fabricated
D) digital

Question 55

Discuss what is meant by the looking-glass self. How is this concept relevant in marketing contexts?

Question 56

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

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

Question 57

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 hire at an executive level. He knows that he "cleans up well" and hopes that will compensate for a weak resume. Explain in terms of symbolic interactionism what Ben is doing.

Question 58

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) "Isn't it Time to Act Your Age?"
B) "This is Not Your Children's Product"
C) "Enjoy Life to its Fullest"
D) "Better for What Ails You"

Question 59

In terms of the extended self,the level where cars may be included would be:

A) individual.
B) prestige.
C) power.
D) physiological.

Question 60

Anna is uncomfortable with her muscular physique she developed as a competitive swimmer. She is constantly buying ribbons for her hair,flower print dresses,and delicate shoes. Anna is experiencing:

A) an extended self.
B) cognitive matching.
C) a self-esteem crisis.
D) compensatory consumption.

Question 61

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 with 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 value ________ goals,while men tend to value ________ goals.

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

Question 62

Explain what is meant by "self-image congruence."

Question 63

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 members 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) gender-oriented.
B) ego-dominated.
C) sex-typed.
D) gender-bending.

Question 64

One study of readers of gay publications found that,compared to heterosexuals,these readers are:

A) twice as likely to own a vacation home.
B) less likely to experience stress in their daily lives.
C) less likely to be self-employed.
D) more likely to hold blue collar jobs.

Question 65

What are the four levels of the extended self?

Question 66

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 exist,what would be the major difference between them?

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

Question 67

How can each level of the extended self be related to marketing?

Question 68

Provide an example of how a society can influence gender roles.

Question 69

A catalogue 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 catalogue?

A) ads that utilize stylish, sophisticated, and up-to-date examples
B) ads that show sensitive, spiritual, and introspective models
C) ads that show strength
D) ads that require elaborate processing of message content

Question 70

In terms of eating meat and fruit,gender preferences are basically the same.

Question 71

List all four levels of the extended self. Provide an example for each.

Question 72

Society teaches expectations about the appropriate behaviour for men and women. For example,communal goals such as affiliation are typically taught to men to facilitate their success in team sports.

Question 73

Masculinity and femininity are biologically determined characteristics.

Question 74

Elliot chooses an Ironhead t-shirt because he sees the brand image as being consistent with his sense of self. What concept is this an example of and why?

Question 75

David in his youth had a slight build with delicate features. As a ________ he decided to make a time and financial investment so that today he has the physique of a body builder,has adorned himself with tattoos reflecting masculinity,and always has facial stubble.

A) metrosexual
B) trendsetter
C) man's man
D) retrosexual

Question 76

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) those whose self-ratings were highly masculine
B) men
C) those whose self-ratings were highly feminine
D) women

Question 77

________ refers to possessing both masculine and feminine traits.

A) Communal
B) Sex-typed
C) Gender-bending
D) Androgyny

Question 78

Why is gender identity an important component of self-concept?

Question 79

Androgyny is a person's feelings about aspects of his/her body.

Question 80

Valerie has a locket from her grandmother that she views as being a part of her self. Identify and explain the concept that this best demonstrates.