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

Question

Quizplus · Accepted Answer

The marketers assumed that there was a large gap between the real and ideal selves of this segment, which is why the high fantasy appeal in beer ads resonated with them.

One Study of Young Male Beer Drinkers Found a Segment