Question 1

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

Accepted Answer

The ideal self is a person's conception

Question 2

The sociological tradition of _ stresses that relationships with other people lay a large part in forming the self.

Accepted Answer

symbolic i

Question 3

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

Accepted Answer

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

Question 4

Male gender roles have changed in recent years, even as female gender roles have. Ads now show men as more compassionate and sensitive, even tender.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Discuss what is meant by the looking- glass self.

Accepted Answer

Looking- glass self-This process of imag

Question 7

Self- esteem advertising attempts to change attitudes towards products by stimulating positive feelings about one's self, and then linking self- esteem to the products.

Accepted Answer

A) True 
 B)False

Question 8

Research has shown that beauty is about more than aesthetics. According to research findings, we use such cues as to make inferences about a person's status, sophistication, and social desirability.

Accepted Answer

A)  height 
B)  hair length 
C)  skin colour and eye shape 
D)  shoe size 
E)  hair colour 
A)  height 
B)  hair length 
C)  skin colour and eye shape 
D)  shoe size 
E)  hair colour

Question 9

Brent is a person that exhibits characteristics of strength and honour, as well as nurturance and cooperation. Brent would likely be labelled a:

Accepted Answer

A)  hemaphrodite 
B)  retrosexual 
C)  extrasexual 
D)  übersexual 
E)  supersexual 
A)  hemaphrodite 
B)  retrosexual 
C)  extrasexual 
D)  übersexual 
E)  supersexual

Question 10

Johnny is a straight male who knows a lot about the fashion industry and interior decorating. Marketers would most likely categorize him as a:

Accepted Answer

A)  pop culture enthusiast 
B)  city dweller 
C)  trendsetter 
D)  man's man 
E)  metrosexual 
A)  pop culture enthusiast 
B)  city dweller 
C)  trendsetter 
D)  man's man 
E)  metrosexual

Question 11

Men account for as much as twenty percent of cosmetic surgery. One of the more popular operations is:

Accepted Answer

A)  breast enhancements 
B)  pectoral muscle enhancements 
C)  liposuctions 
D)  lip enhancements 
E)  nose reductions 
A)  breast enhancements 
B)  pectoral muscle enhancements 
C)  liposuctions 
D)  lip enhancements 
E)  nose reductions

Question 12

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

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

The mixture of characteristics of androgynous people causes them to have difficulty functioning in a variety of social settings.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

Freddie is a homosexual. Which of the following is most likely not to be true of Freddie?

Accepted Answer

A)  he is more affluent than the general population 
B)  he experiences more stress in his daily life 
C)  he is more concerned about self- improvement 
D)  he is twice as likely to have attended graduate school 
E)  he is more likely to be self- employed 
A)  he is more affluent than the general population 
B)  he experiences more stress in his daily life 
C)  he is more concerned about self- improvement 
D)  he is twice as likely to have attended graduate school 
E)  he is more likely to be self- employed

Question 17

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?

Accepted Answer

A)  high- yielding stocks and bonds 
B)  expensive perfume 
C)  expensive undergarments 
D)  gourmet foods 
E)  expensive cookware 
A)  high- yielding stocks and bonds 
B)  expensive perfume 
C)  expensive undergarments 
D)  gourmet foods 
E)  expensive cookware

Question 18

Evidence that possessions contribute to self- identity is noticed when people lose things through natural disasters or burglaries: they report feelings of depression or of being "violated."

Accepted Answer

A) True 
 B)False

Question 19

Women are actually more sensitive to gender- role differences in promotions than men.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following gay market segments contains people that are the least educated?

Accepted Answer

A)  Party People 
B)  Habitaters 
C)  Gay Mainstream 
D)  Super Gays 
E)  Closeted 
A)  Party People 
B)  Habitaters 
C)  Gay Mainstream 
D)  Super Gays 
E)  Closeted

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

The sociological tradition of _ stresses that relationships with other people lay a large part in forming the self.

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

Male gender roles have changed in recent years, even as female gender roles have. Ads now show men as more compassionate and sensitive, even tender.

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

Discuss what is meant by the looking- glass self.

Self- esteem advertising attempts to change attitudes towards products by stimulating positive feelings about one's self, and then linking self- esteem to the products.

Research has shown that beauty is about more than aesthetics. According to research findings, we use such cues as to make inferences about a person's status, sophistication, and social desirability.

Brent is a person that exhibits characteristics of strength and honour, as well as nurturance and cooperation. Brent would likely be labelled a:

Johnny is a straight male who knows a lot about the fashion industry and interior decorating. Marketers would most likely categorize him as a:

Men account for as much as twenty percent of cosmetic surgery. One of the more popular operations is:

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."

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

The mixture of characteristics of androgynous people causes them to have difficulty functioning in a variety of social settings.

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

Freddie is a homosexual. Which of the following is most likely not to be true of Freddie?

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?

Evidence that possessions contribute to self- identity is noticed when people lose things through natural disasters or burglaries: they report feelings of depression or of being "violated."

Women are actually more sensitive to gender- role differences in promotions than men.

Which of the following gay market segments contains people that are the least educated?

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning and Memory

The Self and Gender Identity

Personality, Lifestyles, and Values

Attitudes and Persuasive Communications

Decision Making

Buying, Using, and Disposing

Group Influences and Social Media

Income and Social Class

Subcultures

Culture

Careers in Consumer Research

Research Methods

Sources of Secondary Data

Filters

Exam 5: Motivation and Affect

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

The sociological tradition of _ stresses that relationships with other people lay a large part in forming the self.

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

Male gender roles have changed in recent years, even as female gender roles have. Ads now show men as more compassionate and sensitive, even tender.

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

Discuss what is meant by the looking- glass self.

Self- esteem advertising attempts to change attitudes towards products by stimulating positive feelings about one's self, and then linking self- esteem to the products.

Research has shown that beauty is about more than aesthetics. According to research findings, we use such cues as to make inferences about a person's status, sophistication, and social desirability.

Brent is a person that exhibits characteristics of strength and honour, as well as nurturance and cooperation. Brent would likely be labelled a:

Johnny is a straight male who knows a lot about the fashion industry and interior decorating. Marketers would most likely categorize him as a:

Men account for as much as twenty percent of cosmetic surgery. One of the more popular operations is:

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."

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

The mixture of characteristics of androgynous people causes them to have difficulty functioning in a variety of social settings.

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

Freddie is a homosexual. Which of the following is most likely not to be true of Freddie?

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?

Evidence that possessions contribute to self- identity is noticed when people lose things through natural disasters or burglaries: they report feelings of depression or of being "violated."

Women are actually more sensitive to gender- role differences in promotions than men.

Which of the following gay market segments contains people that are the least educated?

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning and Memory

The Self and Gender Identity

Personality, Lifestyles, and Values

Attitudes and Persuasive Communications

Decision Making

Buying, Using, and Disposing

Group Influences and Social Media

Income and Social Class

Subcultures

Culture

Careers in Consumer Research

Research Methods

Sources of Secondary Data

Filters