Question 1

Products are purchased at times to achieve both actual self and ideal self goals.

Accepted Answer

Consumers often buy products to reflect their actual self-image or to aspire towards their ideal self-image, fulfilling both current identity and aspirational goals.

Question 2

Turkish women, in a recent study, expressed the tension they felt in their ongoing struggle to reconcile ambiguous religious principles that simultaneously call for modesty and beauty. This difficulty illustrates problems that occur in self- image congruence models as applied to the modern world.

Accepted Answer

The tension Turkish women feel between modesty and beauty reflects challenges in self-image congruence models, which deal with aligning one's self-perception with societal expectations and ideals.

Question 3

The gay segment that is most likely to connect with companies that offer benefits to domestic partners is known as the Habitaters.

Accepted Answer

The Habitaters are a segment of the gay community that is more likely to be in a long-term relationship and to have children. They are also more likely to be homeowners and to have higher incomes than other segments of the gay community. As a result, they are more likely to be interested in companies that offer benefits to domestic partners.

Question 4

"Casual Fridays" in the workplace are evidence that Western societies tend to subscribe to the idea that an inherent separateness should be possible for each individual.

Accepted Answer

"Casual Fridays" in the workplace allow individuals to express their individuality and separate their work life from their personal life.

Question 5

Many societies expect males to pursue agentic goals.

Accepted Answer

Agentic goals are often associated with self-assertion, independence, and control, traits traditionally linked to masculinity in many cultures.

Question 6

Self consciousness with consumers may vary from situation to situation.

Accepted Answer

Self consciousness can be influenced by various factors such as social setting, cultural background, perceived norms, and individual traits. Therefore, it can vary from situation to situation.

Question 7

A way consumers may define their extended self at the family level is, for example, to announce their home town, "I'm from the Maritimes."

Accepted Answer

The answer of A way consumers may define their extended...

Question 8

Our jewelry, cars, clothing, or other personal possessions reflect the belief that our things are part of what one is, at the individual level of the extended self.

Accepted Answer

The concept of the extended self suggests that personal possessions can become part of an individual's identity, reflecting their beliefs and self-concept.

Question 9

In a study of young adults it was found that those who were the most dissatisfied with their bodies were frequent users of "preening" products such as hair conditioners, facial bronzer, tooth polish, colognes.

Accepted Answer

The answer of In a study of young adults it...

Question 10

The concept of the looking- glass self involves a process of reflexive evaluation.

Accepted Answer

The looking-glass self is a sociological concept that suggests individuals form their self-concepts based on how they believe others perceive them, involving a process of reflexive evaluation.

Question 11

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

Accepted Answer

The symbolic self-completion theory proposes that people use products as a way to express their self-concept and enhance feelings of completeness and self-worth. In this sense, products can serve as a social crutch or an extension of the self.

Question 12

Beth always wears a necklace that she considers a lucky charm. For Beth, this decoration serves the purpose of placing her in a gender category.

Accepted Answer

The necklace serves as a lucky charm for Beth, not as a means to categorize her gender.

Question 13

Marketers can be assured that customers always buy products whose characteristics match their own.

Accepted Answer

Customers' purchasing decisions are influenced by various factors, including price, brand reputation, and personal preferences, not just product characteristics that match their own.

Question 14

Dave has a large discrepancy between his ideal self and real 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.

Accepted Answer

The answer of Dave has a large discrepancy between his...

Question 15

Carl is a typical North American man - he tries to appear as being strong, represses his feelings, and avoids touching other men in most situations. No matter what country he was from he would have these same characteristics.

Accepted Answer

Cultural norms and expectations vary significantly across different countries, so Carl's behavior may not be the same if he were from a different cultural background.

Question 16

Market researchers have found that men and women have different food preferences.

Accepted Answer

Studies and surveys often show that men and women tend to have different tastes and preferences when it comes to food, influenced by cultural, social, and biological factors.

Question 17

Martina has a relatively strong masculine component in her gender role identity. She prefers ads where women have positions of power.

Accepted Answer

Research suggests that individuals with a strong masculine component in their gender role identity may be drawn to representations of power and authority, which aligns with preferring ads where women are depicted in positions of power.

Question 18

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

Accepted Answer

Advertising often presents exaggerated or idealized versions of people, leading individuals to compare themselves to these unrealistic standards and potentially influence their perception of their ideal self.

Question 19

Body decoration or alteration is often used to distinguish group members from nonmembers.

Accepted Answer

Body decoration or alteration such as tattoos, piercings, and scarification is often used as a way to mark membership in a particular group or society.

Question 20

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.

Accepted Answer

People with low self-esteem often avoid taking risks due to fear of failure or negative outcomes, which contradicts the belief that they take more risks because they have less to lose.

Quiz 5: Motivation and Affect