Deck 12: Self-Concept and Personality

Question 1

The decisions regarding how a consumer controls his/her physical appearance and surroundings are called aligning activities.

Answer 1

False

Question 2

Most people consider their homes and their pets as part of their extended self.

Answer 2

True

Question 3

The sum of all self-evaluations determines self-esteem.

Answer 3

True

Question 4

Aligning activities consist of accounts, which are verbal assertions made in advance designed to offset potential negative effects of a behavior; and claims which entail excuses and justifications.

Question 5

Flattery, when it is part of impression management, is always insincere.

Question 6

The process of creating desirable images of oneself for others in order to control how one is treated by others is known as impression management.

Question 7

Marketers always try to direct their promotional efforts at a consumer's ideal self-concept since the goal is to sell the consumer something they want to make life better.

Question 8

When trying to ingratiate oneself, one should never be self-deprecating.

Question 9

"Loved objects" derive most of their emotional status by helping people engage in impression management.

Question 10

It is inherently pleasing to be liked by others.

Question 11

Self-presentation, part of aligning activities, includes self-enhancement and self-deprecation.

Question 12

To the extent to which consumers use situational cues to gnide their social behavior is called self-monitoring.

Question 13

People rarely have strong self-schemas about themselves.

Question 14

According to your readings, consumers employ three main tactics for impression management: appearance management, self-monitoring, and ingratiation.

Question 15

The gap between actual public self-concept and ideal public self-concept is what makes up self-esteem.

Question 16

Love and happiness are the most common words that consumers use to describe their feelings about their
possessmns.

Question 17

Psychologists believe traits are formed at an early age.

Question 18

Research has shown that as long as a person perceives someone to be sincere in their flattery, it doesn't matter if it
is inaccurate.

Question 19

Sometimes people engage in impression management tactics in order to generate fear or intimidation.

Question 20

Positioning brand images to be consistent with consumers' self-concepts can be seen in how marketers segment markets.

Question 21

A person's personality includes cognitive, affective, and behavioral tendencies.

Question 22

Geico's gecko character (the little green lizard) represents brand personification.

Question 23

A person who is low in need for humor will be indifferent to the level of humor in an advertisement.

Question 24

Brand personality refers to the set of human characteristics associated with the brand.

Question 25

A consumer's self-concept is comprised of what two dimensions?

A)Self-focus and self-location
B)Self-esteem and self-evaluation
C)Self-esteem and locus of control
D)Personality and locus of control
E)Self-concept and self-schema

Question 26

Consumers who are low in need for cognition and high in need for humor respond more favorably to humorous advertising appeals than those high in need for cognition and low in need for humor.

Question 27

Meg wants to run for sorority president, but feels she needs incredible luck to win.Meg most likely has in internal locus of control.

Question 28

is a person's general attitude toward himself or herself and is the sum of all self-evaluations.

A)Locus of control
B)Role identity
C)Self-esteem
D)Extended self
E)Self-identity

Question 29

Research has shown that a brand's personality can sometimes be transferred to consumers.

Question 30

It can sometimes be difficult to extend brands internationally because brand personality traits may not be valued in the same way culture to culture.

Question 31

Kim's is/are as a mother, daughter, eruployee, sister, friend, and wife.

A)traits
B)role identities
C)extended selves
D)self-concept
E)locus of control

Question 32

Our personalities mature as we get older.

Question 33

Most everyone in the U.S.is high in need for humor.

Question 34

Some level of self-monitoring is inherent in all social situations.

Question 35

Need for cognitive closure measures an individual's natural tendency to engage in and enjoy thinking and intellectual activities.

Question 36

A sense of humor, cheerfulness, and optimism are all examples of , and represent tendencies to behave a certain way in certain situations.

A)traits
B)role identities
C)extended self
D)self-esteem
E)locus of control

Question 37

Research on self-monitoring indicates that low self-monitors are more likely to respond favorably to image-based appeals than high self-monitors.

Question 38

Brand personification involve animating animals to act like humans.

Question 39

Research shows that high self-monitors exhibit greater attitude-behavior consistency than low self-monitors.

Question 40

The five basic traits in Aaker's brand personality model include: I) surgency, 2) agreeableness, 3) conscientiousness,
4) emotional stability, 5) intellect.

Question 41

Which of the following about the extended self is false?

A)Consumable and durable goods are often part of the extended self.
B)The loss of important belongings, such as one's dog running away, can diminish one's extended self.
C)All items that are part of the extended self are also considered "loved objects."
D)Possessions that are part of the extended self symbolically extend who they are.
E)Possessions that are part of the extended self can give the person a sense of power or prestige.

Question 42

The relationship between a consumer's self-concepts and his/her possessions is called .This view is consistent with the notion that external objects become a part of us when we are able to exercise significant control over them.

A)appearance management
B)role identity
C)the extended self
D)self-esteem
E)the locus of control

Question 43

self-monitors are more likely to be persuaded by factual or feature-based marketing appeals, whereas, self-monitors are more likely to be persuaded by marketing appeals.

A)High; low; image-based
B)Low; high; logic-based
C)Low; high; image-based
D)High; low; logic-based
E)High; low; emotion-based

Question 44

According to your readings, which of the following is not a tactic used for ingratiation of oneself?

A)Self-presentation
B)Aligning activity
C)Opinion conformity
D)Flattery
E)Self-enhancement

Question 45

According to your readings, people often employ several tactics to help manage impressions and images that others have about them.Which of the following is not one of those tactics?

A)Appearance management
B)Ingratiation
C)Aligning activities
D)Self-evaluation
E)All of the above are correct.

Question 46

Gill missed her exam.When she met with her professor, she said that she missed the exam because her roommate turned off her alarm clock accidentally.Jill is practicing what form of impression management?

A)Ingratiation
B)Aligning activity
C)Appearance management
D)Opinion conformity
E)Self-deprecation

Question 47

According to research on the extended self, which of the following do people typically include in their extended selves?

A)Horne and property
B)Personal space
C)Children
D)Durable goods
E)All of the above are typically included in the extended self.

Question 48

Aligning activities consist of , which are verbal assertions made in advance designed to offset potential negative effects of a behavior; and , which entail excuses and justifications.

A)opinion conformity; flattery
B)accounts; disclaimers
C)self-enhancement; self-deprecation
D)disclaimers; accounts
E)flattery; opinion conformity

Question 49

is the extent to which consumers use situational cues to gnide their social behavior.

A)self-deprecation
B)self-evaluation
C)self-concept
D)self-schema
E)None of the above is correct.

Question 50

The decisions regarding how consumers control their physical appearance and surroundings comprise a person's:

A)extended self
B)aligning activity
C)appearance management
D)locus of control
E)None of the above are correct.

Question 51

Self-monitoring includes all of the following distinct individuals differences or components, except:

A)the willingness to be the center of attention
B)the ability to adjust one's behavior to induce positive reactions in others
C)the desire to adjust one's behavior to induce positive reactions in others
D)concern about the opinions of others
E)All of the above are correct.

Question 52

Which of the following about self-monitoring is false?

A)Research shows that high self-monitors exhibit greater attitude behavior consistency than low self-monitors.
B)Research shows that low self-monitors are more likely to respond to factual or functional-based appeals.
C)Research shows that high self-monitors are more likely to respond to image-based appeals.
D)People who modify their behavior to match the social situation are high self-monitors.
E)Self-monitoring is considered an individual difference variable and can be measured with a survey instrument.

Question 53

Torn wants the girl he has started dating to like him, so every time they go on a date, he makes sure to compliment her clothing or her hair.Torn is hoping to win favor through:

A)flattery
B)opinion conformity
C)appearance management
D)aligning activities
E)self-deprecation

Question 54

Greg hates the color black, but he purchased a black interviewing suit in the hope that prospective employers will think he is serious and professional.Greg is practicing:

A)ingratiation
B)aligning activity
C)appearance management
D)brand characterization
E)locus of control

Question 55

Claire likes to act outgoing and flirty when she is out with her roommates on Saturday night, but when she is around her classmates, she acts quiet and intellectual.She lets the situation usually guide her social behavior.Which of the following is mot likely true about Claire?

A)She has low self-esteem.
B)She is a high self-monitor.
C)She would score low on the Impression Management scale.
D)She is a low self-monitor.
E)She has high self-esteem.

Question 56

When a consumer tries to recall brand information, which self-concept is engaged?

A)Actual self-concept
B)Public discrepancy self-concept
C)Ideal self-concept
D)Ideal public self-concept
E)None of the above is correct.

Question 57

Which of the following statements about ingratiation is true?

A)Ingratiation includes the tactics of appearance management.
B)When trying to ingratiate oneself, one should never be self-deprecating.
C)It is inherently pleasing to be liked by others.
D)People who rely on ingratiation are usually are high in need for cognition.
E)Ingratiation tactics usually include accounts and disclaimers.

Question 58

is the process of creating desirable images for others so we can control how others treat us.

A)Public actual self-concept
B)The extended self
C)Brand anthropomorphism
D)Impression management
E)Self-monitoring

Question 59

Which of the following is not a reason that people engage in impression management?

A)To make people like them
B)To gain respect
C)To generate fear
D)To encourage pity
E)To discourage attention

Question 60

Which of the following statements about loved objects is false?

A)The objects that people "love" exert a strong influence on their self-concept.
B)Love is the most common word that consumers use to describe their feelings about their possessions.
C)Only a few possessions over a consumer's lifetime achieve the status of love.
D)Research shows that loved objects can help resolve internal psychological conflicts.
E)Research shows that loved objects can help resolve psychological role conflicts.

Question 61

Individuals with believe they are the masters of their own destinies.

A)an external locus of control
B)a high need for cognitive closure
C)a high level of self-monitoring
D)a low level of self-monitoring
E)an internal locus of control

Question 62

According to research on the extended self, identify five categories that people include in their extended selves.

Question 63

Which of the following statements about the need for cognition is false?

A)Individuals high in need for cognition are intrinsically motivated to engage in thinking compared to those low in need for cognition.
B)Consumers who are high in need for cognition tend to form attitudes based on peripheral cues compared to those low in need for cognition.
C)Consumers who are low in need for cognition are more likely to use the Internet for entertainment rather than searching for product information.
D)Consumers who are high in need for cognition tend to be influenced more by rational appeals than emotional appeals.
E)Individuals high in need for cognition focus primarily on product-relevant information in advertisements.

Question 64

is the drive to consume products uncontrollably and buy in order to avoid personal problems

A)Surgency
B)Need for cognitive closures
C)Compulsive buying
D)Locus of control
E)None of the above is correct.

Question 65

Which is not an example of brand anthropomorphism?

A)Planter's Mr.Peanut (peanuts)
B)Mrs.Butterworth (maple syrup)
C)The Jolly Green Giant (vegetables)
D)The Marlboro Cowboy (cigarettes)
E)Mr.Clean (household cleaner)

Question 66

involves assigning both human form and human traits to non-humans.

A)Brand personification
B)Brand anthropomorphism
C)Brand dimensionality
D)Brand diversification
E)Brand extension

Question 67

What is impression management and why do people engage in impression management?

Question 68

Liz enjoys puzzles.Every Sunday she does the crossword puzzle.Liz also is part of the debate club, and likes to read.Liz most likely is:

A)high in need for cognitive closure
B)high in need for cognition
C)low in need for cognition
D)high in self-monitoring
E)externally focused in locus of control

Question 69

involves giving non-humans human-like traits.

A)Brand personification
B)Brand anthropomorphism
C)Brand dimensionality
D)Brand diversification
E)Brand extension

Question 70

Which of the following is not one of the basic traits in the Aaker's model of brand personality?

A)Surgency
B)Emotional stability
C)Intellect
D)Agreeableness
E)None of the above are included in the model.

Question 71

describes a consumer's desire for definite knowledge of any kind to reduce confusion and ambiguity.

A)Locus of control
B)Need for coguitive closure
C)Need for coguition
D)Need for humor
E)Need for information

Question 72

Craig wants to run for class president, but feels he needs incredible luck to win.He feels like it might not be in his destiny so he is reluctant to run.Craig most likely:

A)has a low level of self-monitoring
B)has a high level of self-esteem
C)has a high level of self-monitoring
D)has an external locus of control
E)has an intemallocus of control

Question 73

Provide an example of how a person might used a loved object to overcome a psychological role conflict.

Question 74

Kelly is described by her friends as smart, shy, ambitious, and dramatic.These traits represent Kelly's:

A)surgency
B)intellect
C)personality
D)locus of control
E)level of self-monitoring

Question 75

Which of the following regarding brand personality is false?

A)Brand personality is a set of human characteristics associated with a brand.
B)Brand personality is typically formed on the basis of a brand's typical user or typical usage situation.
C)Consumers extract cultural meaning from the brands they purchase.
D)Brand personality usually includes demographic characteristics, such as sex, age, and social class.
E)Consumers shape brand personality, but brand personality does not shape consumers.

Question 76

Individuals with believe their lives are controlled by fate, luck, or powerful others.

A)an external locus of control
B)a high need for cognitive closure
C)a high level of self-monitoring
D)a low level of self-monitoring
E)an internal locus of control

Question 77

Define the concepts: self-concept, extended self, and loved objects.

Question 78

When a consumer tries to evaluate brand information, which type of self-concept is engaged and how does this self­
concept influence brand evaluation?

Question 79

Which of the following is not one of the basic traits in the Five-Factor Model of Personality?

A)Surgency
B)Ruggedness
C)Intellect
D)Agreeableness
E)All of the above are included in the model.

Question 80

depicts a multifaceted self-concept approach that includes a good self, bad self, not-me self, desired self, ideal self, and ought to be self.

A)Impression management
B)Thin slice theory
C)Extended self
D)Role identities
E)The malleable self