Exam 7: The Self

The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. According to information provided in the text, what are these purposes? Provide an example of each. Which one of these purposes do you think is most important to marketers? Explain.

Today thousands of brands borrow personality traits of individuals or groups to convey an image that marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________.

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

Tracy, who named her car Sophie, talks to her friends about the personality traits of her car. Tracy has ________ her car.

Which of the following is NOT one of the four levels of the extended self?

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

Consumers who are more satisfied with their bodies are more frequent users of such "preening" products as hair conditioners, blow dryers, cologne, facial bronzer, tooth polish, and pumice soap.

Historically, people have most closely associated tattoos with ________.

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.

Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________.

The concept of the self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card from a prospective client.

Explain and give a brief example of symbolic self-completion theory.

Define the self-concept and discuss the dimensions that can be used to describe the attributes of the self-concept.

Discuss the terms symbolic interactionism and the looking-glass self. Give an example of each term.

Lars has developed an online, multiplayer game that he thinks could be the next big hit in computer-mediated environments. Lars is in the process of looking for financial backers as he moves from the prototype of his game to the finished product. To encourage financial backers, Lars should explain that for most people interested in playing online games, the gap between their online and offline selves is narrowing.

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, or perfume?

________ refers to a consumer's subjective evaluation of his or her physical self.

Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________.

Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority.

An individual with the personality trait of extroversion tends to be quiet and reserved.