Exam 5: The Self

One study of readers of gay publications found that, compared to heterosexuals, these readers are:

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

Dave has a large discrepancy between his ideal self and actual 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.

Explain the concepts of the ideal and actual selves. How do they differ? How can marketers bridge the gaps between these two selves?

Western culture tends to subscribe to an ________ interpretation of the self, whereas non-Western cultures tend to focus on an ________ interpretation of the self.

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

How have ideals of beauty in Western culture changed over time?

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

What is the self-concept? How do Eastern and Western cultures differ in the ways in which they view the self?

By day Jason is a busy executive, at home he is a caring father, and on the weekends he is a competitive race-car driver. Using concepts from the textbook, how would you explain these very different manifestations of the self?

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

What is gender-bending and why is it important to marketing?

Past female body ratios of Barbie translated into 38-18-34. Today the Barbie doll is more realistic and represents the "average" female.

Society teaches 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.

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:

Unilever conducted a survey asking 3200 women from around the world to describe their looks. While only 2% called themselves "beautiful," most saw themselves as:

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:

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

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?