Question 1

When people who are low in appearance self-esteem encounter a store mannequin, they may feel threatened and tend to denigrate the products the model wears.

Accepted Answer

A) True 
 B)False

Question 2

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.

Accepted Answer

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

Question 3

How can marketing play a role in determining self-esteem?

Accepted Answer

Exposure to ads can trigger social compa

Question 4

New members of a fraternity were required to get a piercing as part of the initiation. The act served the following purpose:

Accepted Answer

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. 
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 5

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."

Accepted Answer

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

Question 6

Ben is a little nervous about how he will be perceived when he arrives for a job interview. He got his hair cut and wore his most expensive business suit so he would appear more like the person the firm would hire at an executive level. He knows that he "cleans up well" and hopes that will compensate for a weak resume. Explain in terms of symbolic interactionism what Ben is doing.

Accepted Answer

The sociological tradition of symbolic i

Question 7

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?

Accepted Answer

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

Question 8

A professor came to class dressed in a formal shirt and tie. He stated that he would like to explain the concept of self. He took off his tie and shirt. Underneath he had on a t-shirt with a picture of a handsome tennis player on the front. Then the professor turned around to show a picture of a cartoon clown on the back. "All of these are who I am," he said. What point was the professor trying to make, and what did the different dress and icons most likely represent?

Accepted Answer

The professor was likely trying to conve

Question 9

What is self-esteem? How do persons low or high in self-esteem differ?

Accepted Answer

Self-esteem refers to the positivity of

Question 10

How can each level of the extended self be related to marketing?

Accepted Answer

Many of the props and settings we use to

Question 11

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

Accepted Answer

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. 
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 12

List all four levels of the extended self. Provide an example for each.

Accepted Answer

Examples will vary.
A person's first car

Question 13

Andrew, 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:

Accepted Answer

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. 
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 14

In terms of eating meat and fruit, gender preferences are basically the same.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Consumers may use the imagined or real consumption of unattractive produce as a signal that negatively influences their self-view.

Accepted Answer

A) True 
 B)False

Question 17

The concept of self is:

Accepted Answer

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

Question 18

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

Accepted Answer

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. 
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 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

When people who are low in appearance self-esteem encounter a store mannequin, they may feel threatened and tend to denigrate the products the model wears.

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.

How can marketing play a role in determining self-esteem?

New members of a fraternity were required to get a piercing as part of the initiation. The act served the following purpose:

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 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?

What is self-esteem? How do persons low or high in self-esteem differ?

How can each level of the extended self be related to marketing?

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

List all four levels of the extended self. Provide an example for each.

Andrew, 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:

In terms of eating meat and fruit, gender preferences are basically the same.

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

Consumers may use the imagined or real consumption of unattractive produce as a signal that negatively influences their self-view.

The concept of self is:

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

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

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

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 5: The Self

When people who are low in appearance self-esteem encounter a store mannequin, they may feel threatened and tend to denigrate the products the model wears.

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.

How can marketing play a role in determining self-esteem?

New members of a fraternity were required to get a piercing as part of the initiation. The act served the following purpose:

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 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?

What is self-esteem? How do persons low or high in self-esteem differ?

How can each level of the extended self be related to marketing?

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

List all four levels of the extended self. Provide an example for each.

Andrew, 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:

In terms of eating meat and fruit, gender preferences are basically the same.

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

Consumers may use the imagined or real consumption of unattractive produce as a signal that negatively influences their self-view.

The concept of self is:

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

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

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

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters