Exam 7: The Self

The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of body image distortion.

Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ________.

Motivational research is based on the trait theory of personality.

L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products.

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products.

List and briefly describe four of Ernest Dichter's major motives for consumption as determined by motivational research.

Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually speaks to him through the medallion to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms?

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases.

The idea that each human life is unique rather than a part of a group developed in ________.

The ideal self is a person's conception of how she ________.

It is common for companies to divide up their consumers along lifestyle dimensions and label these groups with terms such as "Geek Chic Guy" or "Whole Foods Woman."

A woman who was raised on Kate Moss images of women, played with Barbie dolls while growing up, and watched her share of TV was talking with a friend outside a theater playing the Marilyn Monroe classic Gentlemen Prefer Blondes. The woman said, "I didn't know Marilyn Monroe was so big and fat." Her female friend disagreed and said, "Marilyn Monroe is a classic icon of beauty." Discuss this interchange in terms of ideals of beauty.

Describe the basic premise of motivational research and how it might be conducted.

Most Freudian applications in marketing relate to the product's ________.

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

The looking-glass self is molded by elements of the pop culture, such as comic book heroes.

According to ________ models, we choose products with attributes that match some aspect of our selves.

Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

It is unusual for consumers to have multiple role identities.