Exam 5: Motivation and Affect

Society teaches its 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.

products take on masculine or feminine attributes, and consumers often associate them with one gender or the other.

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

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.

Terrance is a man that enjoys emphasizing his feminine side and wants to get plastic surgery to create a softer look. Terrance would be considered a retrosexual.

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

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

One recent trend in our culture is for middle- aged women to get a tattoo. Which of the following best explains the reason for middle- aged women to act in this way?

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

This self includes those external objects that we consider part of us, including material objects or valued possessions .

After a long and complex relationship ended, Beth wanted to signal to people that she was simplifying her life. She changed her hairstyle by:

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," says Grace. "It says 'don't mess with me,' " she tells her friends. Grace is exhibiting in her selection of a car.

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?

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

A catalog 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 catalog?

Rhoda couldn't shake the feeling that on last night's date Rob had regarded her more as a friend than as a potential romantic partner. She entertained the thought that maybe she should look into having cosmetic surgery-a new nose, liposuction. Rhoda's feelings were all, EXCEPT:

Consumers with an especially large gap between their real and ideal selves are often considered to be good targets for in marketing strategy.

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 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:

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.

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.