Deck 5: The Self

Question 1

Eastern cultures stress all of the following EXCEPT:

A) collective self
B) inner, private self
C) inherent separateness of each individual
D) interdependent self

Answer 1

C

Question 2

_____________ refers to the anxiety individuals feel when they fear they might behave in a way that confirms a group stereotype.

A) Uncertainty avoidance
B) Stereotype threat
C) Confirmation anxiety
D) Self-concept threat

Answer 2

B

Question 3

By acting the way we assume others expect us to act,we often wind up making these perceptions really happen,in a form of:

A) the social coercion syndrome.
B) auto-suggestion.
C) social concession.
D) self-fulfilling prophecy.

Answer 3

D

Question 4

If a female consumer sees an ad about a woman who can no longer fit in her old bathing suit,the consumer might think about her own situation and make a personal pledge to lose some weight before summer arrives.This would be an example of marketing communications that attempt to influence a consumer's level of ________.

A) doubt and regret
B) dedication and control
C) strength and conviction
D) self-esteem

Question 5

Placing coolers of Powerade drinks and energy bars in high traffic areas of fitness centres indicates that marketers are most likely trying to ensure that appropriate ________ are active.

A) competitive products
B) role identities
C) paired stimuli
D) profit centres

Question 6

The process of social comparison involves all of the following,EXCEPT:

A) social comparison is used by advertisers who show idealized images of happy attractive people who just happen to be using their products.
B) social comparison is triggered when we try to evaluate our self by comparing it with other people and media images.
C) social comparison may make women who see beautiful models in ads become less satisfied with their own appearance.
D) is the process of imagining the reactions of others towards oneself.

Question 7

The "looking-glass self" is but one of many "selves" defining who we are; it is:

A) the ideal self we wish we were as we look at ourselves in the mirror.
B) the self we imagine others see when reacting to us.
C) the self we visualize we will be in our older years.
D) the self we see reflecting what our parents were.

Question 8

When Allan signs up for a cake baking class he feels anxious and apprehensive that he will confirm the stereotype that men are not good at baking.This demonstrates:

A) self-construal.
B) confirmation anxiety.
C) self-concept threat.
D) stereotype threat.

Question 9

Amber likes to think of herself as being a smart shopper,but she admits that she cannot compare to her mother whom she calls a "champion shopper." Amber has separated her ________ self from her ________ self.

A) ideal; actual
B) social; actual
C) actual; looking-glass
D) inner; outer

Question 10

When Jennifer goes to the mechanic to get her car fixed she feels anxious and apprehensive that she will confirm the stereotype that women don't know about cars.This demonstrates:

A) uncertainty avoidance.
B) stereotype threat.
C) confirmation anxiety.
D) self-concept threat.

Question 11

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

Question 12

People who own the newest Mercedes convertible with 500 horsepower most likely:

A) are conservative and thrifty.
B) lack social comparison.
C) are difficult customers.
D) have high self-esteem.

Question 13

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.

A) gestaltism
B) symbolic consumerism
C) symbolic interactionism
D) compensation of weaknesses

Question 14

The concept of self is ________.

A) uniform in almost all cultures
B) a relatively new concept
C) a perception of other people
D) an idea that is untestable

Question 15

Attributes of self-concept can be described along several dimensions.If Rudi Gonzalez sees himself as being one who is handsome (has a highly attractive face)rather than a person who is intellectual,which of the following self-concept dimensions best applies to Rudi's view of himself?

A) Content
B) Positivity
C) Stability over time
D) Negativity

Question 16

Through research,the makers of Toblerone chocolate bars have identified a segment that prefers to buy a 30-gram bar rather than their 100+ gram bars.This segment is most likely:

A) very worried about what others think.
B) low in self-esteem.
C) older and married.
D) younger and single.

Question 17

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

A) are interested in clothing and are heavy users of cosmetics.
B) are usually older than average, mostly 50 and over.
C) are unconcerned about what others say about them in private, behind their backs.
D) go to great lengths to avoid appearing in public.

Question 18

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

A) behavioural anchor referent.
B) self-esteem.
C) ideal self.
D) self-monitoring system.

Question 19

Mary Jane is a very conservative businesswoman by day.However,when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________.

A) are not confident with their real selves
B) prefer their ideal self
C) have secret identities
D) have multiple selves

Question 20

What people feel they would like to be is called the:

A) ideal self.
B) denied self.
C) submerged self.
D) reflected self.

Question 21

Franz is very meticulous in appearance,and prepares his attire carefully before going anywhere as he wants to feel confident.This is an illustration of ________ theory.

A) symbolic self-completion
B) low self-esteem
C) ego representation
D) power exertion

Question 22

In a study of a beer advertisement,two executions were prepared,one in masculine terms and the other in feminine terms.What kind of people preferred this execution of the ad: "Brewed with tender care,X Beer is a full-bodied beer that goes down smooth and gentle."

A) those whose self-ratings were highly masculine
B) men
C) those whose self-ratings were highly feminine
D) women

Question 23

Men around the world seem to prefer women who have reproductive potential,and women seem to prefer males who have power and influence.In some cultures,both men and women seem to prefer lighter skin tones,while in others both men and women prefer darker skin tones.What do these findings imply about how an ideal of beauty is established?

A) People have a tendency to be attracted to people that are like their own parents, implying that the beauty ideal is learned.
B) All living organisms must have an instinctual ability to successfully reproduce. The examples show that the human ideal of beauty is instinctually derived.
C) Part of the ideal of beauty seems to be genetic or instinctual, and part of it appears to be cultural, or learned.
D) Both examples show the importance of economics and class in the ideal of beauty. People who are rich and successful are considered attractive.

Question 24

In terms of the extended self,the level indicated by cars would be:

A) individual
B) prestige
C) power
D) physiological

Question 25

The four levels of the extended self are:

A) individual, tribal, family, public
B) community, family, individual, group
C) family, private, public, individual
D) material, ideal, reflected, aspirational

Question 26

All of the following are true,EXCEPT:

A) masculinity and femininity are biological characteristics.
B) maleness and femaleness are biological characteristics.
C) masculine behaviour is culturally derived.
D) a consumer's subjective feelings about his/her sex are crucial.

Question 27

Simply put,the ________ includes those objects that we consider to be a part of who we are.

A) external self
B) extended self
C) actual self
D) material self

Question 28

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

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

Question 29

________ refers to possessing both masculine and feminine traits.

A) Anthropology
B) Antithesis
C) Agnostic
D) Androgyny

Question 30

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

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

Question 31

Gilles arrives at the Canadian Armed Forces (CAF)training camp for duty and,upon registering,he is shaken that they confiscate all his personal possessions.The CAF is most likely trying to:

A) manipulate his personality.
B) provoke a confrontation.
C) produce an avoidance-avoidance reaction.
D) repress individuality.

Question 32

Brian is a product manager for a product sold to mature customers.His research has consistently told him that his customers do not want to think of themselves as old.According to self-image congruence models,which of the following would be the best slogan for his product?

A) "Isn't It Time to Act Your Age?"
B) "This Is Not Your Children's Product"
C) "Stay Active . . . Enjoy Life"
D) "Better for What Ails You"

Question 33

In terms of the extended self,the level indicated by homes would be:

A) aspirational
B) family
C) occupational
D) group

Question 34

Rachael decorated her college dorm with her stuffed animals,posters of pop stars,and photos of friends and family.The ________ the objects helped her maintain her self-concept.

A) self-completion of
B) constellations of
C) symbolic interaction of
D) attachment to

Question 35

In some cultures,women and men have languages that are spoken only in the presence of the same gender.Some business analysts maintain that this applies partially within the American workplace.If gender-specific languages did exist,what would be the major difference between them?

A) Men would speak more and women would speak less.
B) Men would be allowed to use more inflection and emotion in their speech, while women would be more conservative and controlled.
C) The goals of the language would differ. Women's language would use more passive methods of attaining power, while men would use more threats.
D) Women's language would be more attuned to forming community with other women, while men's language would be more attuned to power and hierarchies.

Question 36

Jane told her friend Javier that she was frustrated because her manager at work did not seem to appreciate the extra effort that she was putting in.Javier suggested that Jane speak to her manager and show her the work she was doing.Later,Jane wondered why men just "don't get it." All she really wanted from Javier was some sympathy.One of the problems that Jane and Javier are experiencing is that women have a tendency to use language for ________ goals,while men tend to employ ________ goals with language.

A) extended self; looking-glass
B) communal; agentic
C) social class; self congruence
D) androgyny; hierarchical

Question 37

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 members 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:a.gender-oriented.
B) ego-dominated.
C) sex-typed.
D) male-female bifurcated.

Question 38

The phrase,"You are what you consume," recognizes that products do more than influence the perceptions of others about who we are.They also:

A) act as protection to enable us to keep others from learning too much about our true self.
B) help us determine our own sense of self as well.
C) hide us from ever really knowing who we are.
D) serve as a substitute for a well-developed self-concept.

Question 39

A statement such as "I would probably make a good actor" would most likely come from a person who is:

A) high in self-monitoring abilities.
B) dishonest and untruthful.
C) never to be trusted.
D) low in self-esteem.

Question 40

The first-year university student who brings personal items from home,such as his stereo,and puts posters on his dorm walls,is:

A) making a bid for attention from others.
B) making sure that he becomes "a new person."
C) trying to break away from his parents' domination.
D) protecting his identity in a strange environment.

Question 41

Although Gillian's eyesight is perfect,she feels that if she wears glasses her students will respect her more.This is an example of self-decorating serving the following purpose:

A) to enhance gender-role identification.
B) to provide a sense of security.
C) to indicate desired social conduct.
D) to indicate high status or rank.

Question 42

Katie worked for an advertising agency.Her job was to computer enhance photos for magazine ads.She knew that she would always make the face of the model more attractive if she ________.

A) added more hair to the model.
B) created at least one flaw on the face so the model wouldn't be perfect.
C) made the face more symmetrical.
D) made the skin tone lighter.

Question 43

New members of a fraternity were required to participate in a series of activities that some considered dangerous.These activities served the following purpose:

A) to enhance gender-role identification
B) to separate group members from nonmembers
C) to indicate desired social conduct
D) to indicate high status or rank

Question 44

In its survey,Yankelovich asked a question about sexual identity for the first time,finding that about 6 percent of the respondents described themselves as "gay/lesbian." Which of the following was one of their findings about this group of people?

A) They are twice as likely as heterosexuals to have attended graduate school.
B) They are less concerned about physical fitness and self-improvement.
C) They encounter less stress in their daily lives.
D) They are much less likely to be self-employed.

Question 45

Claire's hair and eyes are more central to her self-concept than her hands and toes.This is a good example of which concept?

A) body image
B) body catharsis
C) body referent
D) body cathexis

Question 46

A consumer's subjective evaluation of his or her physical self is called:

A) objective self-awareness.
B) body image.
C) personal beauty.
D) Adonis syndrome.

Question 47

Gaelan,a gay man who lives in New York,wears an earring in his left ear to show his preferred role in a relationship.This is an example of self-decorating serving the following purpose:

A) to place the person in a gender category.
B) to enhance gender-role identification.
C) to provide a sense of security.
D) to indicate desired social conduct.

Question 48

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

A) metrosexual.
B) trendsetter.
C) man's man.
D) city dweller.

Question 49

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

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

Question 50

Which of the following purposes of decorating the self best explains why tattoos can be very popular for a period of time and unacceptable in a different period of time within the same culture?

A) to place the individual in a social organization
B) to separate group members from nonmembers
C) to place the person in a gender category
D) to enhance gender-role identification

Question 51

All of the following are reasons for body adornment and/or mutilation,EXCEPT:

A) to separate group members from nonmembers.
B) to identify the individual's place in the social organization.
C) to display evidence of desired social behaviour.
D) to indicate undesirable social conduct.

Question 52

In terms of the ideal female body type,the ________ look has reappeared.

A) waif
B) athletic
C) hourglass figure
D) hippy look

Question 53

Katie is constantly preoccupied with her weight.- She weighs herself twice a day.She is exhibiting behaviour that is reflective of:

A) fattism.
B) ultra-slim-fast mania.
C) Carpenter's compulsion.
D) Sands' syndrome.

Question 54

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

A) He is twice as likely to have attended graduate school.
B) He is more concerned about self-improvement.
C) He is more affluent than the general population.
D) He is more likely to be self-employed.

Question 55

Doug has large eyes,high cheekbones,and a narrow jaw.People around the world will perceive him as being:

A) arrogant
B) shifty
C) pleasant
D) healthy

Question 56

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

A) colouring it
B) shaving her head
C) cutting it short
D) adding extensions

Question 57

A distorted body image has been linked to eating disorders.People with ________ perceive themselves as being too fat; they virtually starve themselves in the quest for thinness.

A) hypochondria
B) fattism
C) anorexia
D) an ideal self

Question 58

A catalogue 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 catalogue?

A) ads that utilize stylish, sophisticated, and up-to-date examples
B) ads that show sensitive, spiritual, and introspective models
C) ads that have strong overall themes
D) ads that require elaborate processing of message content

Question 59

When shopping,Denise chooses clothing and other products that will allow her to present herself in a positive light to others.Denise is a person that engages in the practice of:

A) grandstanding.
B) impression management.
C) reactance avoidance.
D) instrumental conditioning.

Question 60

In a national survey of 1000 women,only ________ said that physical characteristics define true beauty.

A) 0%
B) 2%
C) 10%
D) 50%

Question 61

Using products as a "social crutch" is explained by the symbolic self-completion theory.

Question 62

While one may evaluate one's self positively overall,certain parts or "sides" of the self may be evaluated more positively than others.

Question 63

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.

Question 64

Dave has a large discrepancy between his ideal self and real self.It would be unwise for marketers to target people like Dave using fantasy appeals,since what is shown in such ads is way out of reach of what they believe they can do.

Question 65

Al was considered a low self-monitor,so when he purchased running shoes he was not concerned with the impressions they made on others.

Question 66

A person's conception of an "ideal self" is moulded in part by seeing people in ads who seem successful or attractive.

Question 67

Research shows that those who have a low sense of collective self-esteem about their gender identity:

A) berate members of the opposite gender.
B) are less susceptible to stereotype threat.
C) are more likely to choose gender-related products when they learn negative information about their gender identity.
D) are less likely to choose gender-related products when they learn negative information about their gender identity.

Question 68

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?

A) to declare their outcast status
B) to express their desire to breakaway from their baby boomer parents
C) to express their desire to bond with their younger counterparts that are half their age
D) to celebrate a milestone such as a big birthday, a divorce, or becoming an "empty-nester"

Question 69

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.

Question 70

Online communities dedicated to offering tips on crash dieting,binging,and vomiting are representative of a form of behaviour called:

A) body punishment
B) lookinggood
C) body shaping
D) group dieting

Question 71

Symbolic interactionism stresses that people are influenced by the interpretations of meaning shared by others in a symbolic environment.

Question 72

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?

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

Question 73

To target consumers with high self-esteem,a food manufacturer should consider releasing portion-controlled snack items since people with high self-esteem feel they are in control over what they eat.

Question 74

When Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in a video game as an armoured attack robot,his visual character appears as a(n)________.

A) avatar.
B) subliminal fantasy.
C) symbolic fantasy.
D) virtual representative.

Question 75

The self-concept refers to all of the products that make up the individual's sense of self.

Question 76

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.

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

Question 77

Which of the following is not true regarding men and eating disorders?

A) Eating disorders have been documented in men.
B) Eating disorders in men are most common in athletes and male models.
C) Most men with distorted body images consider themselves too heavy rather than too light.
D) Men are more likely than women to express their insecurities about their bodies.

Question 78

Which of the following is not true regarding men and their hair?

A) Men are secretive about dyeing their hair.
B) Men are more vain abut their hair than women.
C) Men openly talk about their hair.
D) Men are more prone to baldness than women.

Question 79

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.

Question 80

Self-consciousness with consumers may vary from situation to situation.