Exam 5: The Self

Matt's company produced a high-tech wireless business organizer for busy professionals. Matt suggested that a significant part of Internet promotions be made to appeal to gay, lesbian, bisexual, and transgender (GLBT) consumers. His manager argued against it, claiming the segment was too small to be of interest to the company. Which of the following claims should Matt use to support his position?

The looking-glass self is molded by elements of the pop culture, such as comic book heroes.

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 real selves and ideal selves is narrowing.

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?

Every time Tim goes to bat, he rubs the charm on the necklace that his girl friend gave him. This charm has never failed to help him get a good hit. The charm has become part of Tim's extended 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) ________.

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.

Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.

Which of the following best defines what is implied by the symbolic self-completion theory?

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

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

In South Korean shopping malls, teenage girls line up at photo machines that provide high-tech makeovers with options including glamour lighting, a hair-blowing breeze, and virtual plastic surgery that includes such enhancements as puffed lips, eradication of blemishes, and Western-style eyelids. What would be the best description of how these photo machines use concepts of the self to attract customers?

Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes.

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

People who are androgynous may create uncertainty among others who aren't sure how to relate to them.

According to ________ models, we choose products with attributes that match some aspect of our selves.

Ruben is a product manager for a product sold to customers who have recently reached the retirement age. 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 Ruben's product?

Paola is a very conservative businesswoman during the week. However, when she decides to "go out on the town," she likes to party and "kick up her heels." Paola's wardrobe choices are strikingly different for each of these roles. This best illustrates which of the following?

Explain the concepts of the ideal and actual self. How do we bridge the gaps between these two selves?

Dove's Campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products. The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for other skin and hair care products.