Consumer Behavior, 10e (Solomon)

Chapter 5 The Self

1) The idea that each human life is unique rather than a part of a group developed in ________.
A) ancient times (between the first and fifth centuries)
B) late medieval times (between the eleventh and fifteenth centuries)
C) colonial times (between the sixteenth and eighteenth centuries)
D) modern times (between the eighteenth and twentieth centuries)
Answer: B
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

2) Many ________ cultures stress the importance of a collective self, in which an individual's
identity is derived in large measure from his or her social group.
A) Eastern
B) American
C) Western
D) European
Answer: A
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1
AACSB: Multicultural and diversity understanding

3) "Casual Fridays" in American workplaces encourage the expression of a person's ________.

A) virtual self
B) dual self
C) cultural self
D) unique self
Answer: D
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

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4) The ________ summarizes the beliefs a person holds about his own attributes and how he
evaluates the self on these qualities.
A) actual self
B) self-esteem
C) self-image
D) self-concept
Answer: D
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

5) ________ refers to the positivity of a person's self-concept.

A) Social comparison
B) Self-esteem
C) Self-image
D) Self-concept
Answer: B
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

6) The ideal self is a person's conception of how she ________.

A) adapts to play different roles
B) imagines others to think of her
C) would like to be
D) realistically thinks she is
Answer: C
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

2
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7) Through the process of ________, people try to "manage" what others think of them by
strategically choosing clothing and other products.
A) impression management
B) self-extension
C) self-esteem
D) social comparison
Answer: A
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

8) Consumers who have ________ are particularly good targets for marketing communications
that use fantasy appeals.
A) self-fulfilling prophecies
B) looking-glass selves
C) a small gap between their real and ideal selves
D) a large gap between their real and ideal selves
Answer: D
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1
AACSB: Communication abilities

9) The Sims Online and Webkinz are both examples of ________, part of the growing market of
real-time, interactive virtual worlds.
A) avatars
B) computer-mediated environments
C) role identities
D) self-image congruence models
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1
AACSB: Use of information technology

3
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10) 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) ________.
A) avatar
B) extended self
C) ideal self
D) distorted self-image
Answer: A
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1
AACSB: Use of information technology

11) According to the sociological tradition of ________, relationships with other people play a
large part in forming the self.
A) self-image congruence
B) self-completion theory
C) symbolic interactionism
D) body cathexis
Answer: C
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1
AACSB: Communication abilities

12) ________ is the promotional strategy that involves select consumers altering some aspects of
their selves to advertise for a branded product.
A) Body cathexis
B) Identity marketing
C) Impression management
D) Self extension
Answer: B
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1
AACSB: Communication abilities

4
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13) Which of the following best defines what is implied by the symbolic self-completion theory?
A) Consumers with low self-esteem tend to buy products that violate their self-concept.
B) Consumers who have an incomplete self-definition tend to buy products that complete their
identity.
C) Consumers delay purchases that conform to their actual self-image until their self-concept is
consistent with their social self.
D) Consumers select products that conform to their self-image through a process that is largely
subconscious.
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-2

14) According to ________ models, we choose products with attributes that match some aspect
of our selves.
A) impression management
B) identity marketing
C) self-fulfilling prophecy
D) self-image congruence
Answer: D
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-2

15) The extended self is comprised of ________.

A) our actual and ideal selves
B) our actual and virtual selves
C) external objects we consider a part of us
D) our body image and self-esteem
Answer: C
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

5
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16) Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of
the self?
A) extended self
B) ideal self
C) mirror-image self
D) actual self
Answer: A
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-2

17) Which of the following is NOT one of the four levels of the extended self?
A) family level
B) community level
C) social level
D) individual level
Answer: C
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-2

18) A society that expects males to pursue ________ goals stresses male self-assertion and
mastery.
A) communal
B) agentic
C) androgynous
D) self-completion
Answer: B
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

6
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19) Many societies, such as the United States, have a tendency to expect women to pursue
________ goals and men to pursue ________ goals.
A) extended self; self-completion
B) communal; agentic
C) social class; self-congruence
D) androgynous; hierarchical
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

20) ________ are characteristics and behaviors that people stereotypically associate with one
gender or the other.
A) Androgynous traits
B) Sex-typed traits
C) Sexual dimporhic markers
D) Body dysmorphias
Answer: B
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

21) The title of a popular book once proclaimed that Real Men Don't Each Quiche. Products that
take on masculine or feminine attributes are said to be ________.
A) agentic
B) sexually explicit
C) sex-typed
D) androgynous
Answer: C
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

7
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22) ________ refers to the possession of both masculine and feminine traits.
A) Heterosexuality
B) Homosexuality
C) Dysmorphia
D) Androgyny
Answer: D
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

23) According to recent research, which of the following is not one of the three American
models of masculine identity?
A) breadwinner
B) rebel
C) man-of-action hero
D) communicator
Answer: D
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

24) Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT)
market is about the same size as the ________ population in the United States.
A) African American
B) Asian American
C) Hispanic
D) Native American
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

8
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25) ________ refers to a consumer's subjective evaluation of his or her physical self.
A) Looking-glass self
B) Self-concept
C) Ideal self
D) Body image
Answer: D
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-4

26) ________ refers to a person's feelings about his or her body.

A) Looking-glass self
B) Self-concept
C) Body cathexis
D) Body image
Answer: C
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-4

27) A(n) ________ is a particular model, or exemplar, of appearance.

A) ideal of beauty
B) self-concept
C) cathexis
D) ideal self
Answer: A
Diff: 1
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-4

9
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28) People across all cultures appear to favor physical features that are associated with
________.
A) intellect
B) wealth
C) youth and good health
D) confidence
Answer: C
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-4
AACSB: Multicultural and diversity understanding

29) 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 ________.
A) compatibility
B) reproductive potential
C) intellectual capacity
D) sociability
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-4
AACSB: Multicultural and diversity understanding

30) A Unilever-sponsored survey that asked American women how they felt about their
appearance reported which of the following?
A) Positive feelings about the self were lowest in ethnic groups such as African American and
Hispanic women.
B) Older women were more likely to describe themselves as beautiful.
C) The majority of respondents believe that our society does not use reasonable standards to
evaluate women's beauty.
D) The majority of respondents believe that beauty comes from a woman's physical appearance.
Answer: C
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-4
AACSB: Multicultural and diversity understanding

10
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31) The U.S. government estimates that ________ of American adults are overweight or obese.
A) 25 percent
B) 35 percent
C) 50 percent
D) 66 percent
Answer: D
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-5

32) Virtually any part of the body is fair game for surgical alteration. Alteration of the ________
has become increasingly popular among Japanese consumers interested in their body image.
A) navel
B) fingers (especially the thumb)
C) length of one's foot
D) ears
Answer: A
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-5
AACSB: Multicultural and diversity understanding

33) People in every culture adorn or alter their bodies in some way. Decorating the self serves a
number of purposes. Which of the following is NOT one of those purposes?
A) to separate group members from non—group members
B) to place the individual in the social organization
C) to enhance sex-role identification
D) to indicate expected life-span
Answer: D
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-6
AACSB: Multicultural and diversity understanding

11
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34) Historically, people have most closely associated tattoos with ________.
A) social outcasts
B) members of the ruling class
C) members of fraternities and sororities
D) members of religious orders
Answer: A
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-6
AACSB: Multicultural and diversity understanding

35) Attributes of self-concept can be described along several dimensions. When Rudi Gonzalez
sees himself as handsome, Rudi is using the self-concept dimension of ________ to form his
view.
A) content
B) positivity
C) intensity
D) esteem
Answer: A
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

36) Shanshea worked hard to finish her engineering degree at M.I.T., and she proudly displays a
bumper sticker declaring "M.I.T. Engineer" on her car. This bumper sticker is an example of a(n)
________.
A) avatar
B) platform
C) cathexis
D) badge
Answer: D
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

12
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37) Clay often exaggerates his positive qualities on his Facebook updates. He rationalizes the
exaggerations by saying, "Who cares what I'm really like anyway?" Clay has separated his
________ self from his ________ self with his exaggerations.
A) outer; public
B) ideal; actual
C) collective; actual
D) ideal; looking-glass
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

38) 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?
A) Consumers confuse their actual selves with their ideal selves.
B) Consumers have multiple selves.
C) Consumers are always engaged in impression management.
D) Consumers form self-fulfilling prophecies.
Answer: B
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

39) Arthur was asked to speak in front of a group of downtown business people during the noon
hour. He noticed that as he spoke, one person appeared to be napping and another frowned
during the entire presentation. "I'm not going to do that again," Arthur promised himself. "I am
not a good public speaker!" Which of the following terms best reflects Arthur's perception of
himself and his ability as a speaker?
A) multiple selves
B) ideal self
C) actual self
D) looking-glass self
Answer: D
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

13
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40) Jane Jones loves liver and onions. She often sees this dish available in cafeterias; however,
she has also overheard fellow cafeteria patrons commenting that "only old people eat liver—how
disgusting!" Because of the social criticism that she has overheard, Jane almost never buys liver
and onions when she is out in public. Jane would best be characterized as being engaged in
________.
A) high self-monitoring
B) constructing an extended self
C) symbolic self-completion
D) self-image congruence
Answer: A
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

41) 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?
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"
Answer: C
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-2
AACSB: Reflective thinking skills

42) Amar Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys.
His home looks like a Dallas Cowboys' gift shop and museum. Amar's extended self is on the
________ level.
A) family
B) individual
C) community
D) group
Answer: D
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-2
AACSB: Analytic skills
14
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43) A catalog that features products that appeal to American men who are strongly sex-typed
would be most likely to use which of the following promotional styles?
A) content that focuses on relationships and community
B) images of sensitive, spiritual, and introspective models
C) images portraying assertive themes
D) content that requires elaborate processing of message content
Answer: C
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-3
AACSB: Reflective thinking skills

44) Tomboy Tools sells a full line of pink hand and power tools ergonomically designed for
women. This is an example of a(n) ________ product.
A) social comparison
B) gender-bending
C) androgynous
D) agentic
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-3
AACSB: Analytic skills

45) One study fond that women tend to favor men with square jaws and well-defined brow
ridges. These physical attributes are ________.
A) sexual dysmorphic markers
B) sexual dimorphic markers
C) androgynous markers
D) cathexis markers
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-4
AACSB: Analytic skills

15
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46) Jake is a high school wrestler who often struggles to "make weight" to qualify for his desired
weight category for a wrestling meet. Jake often weighs himself ten times a day and tightly
controls how much he eats, feeling miserable about any appearance of fat on his body and
disguising his body in baggy pants and roomy sweatshirts. If he doesn't reach his desired weight,
Jake feels like a failure. This is an example of ________.
A) fattism
B) body dysmorphic disorders
C) androgyny
D) dimorphic markers
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-6
AACSB: Analytic skills

47) 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) running shoes
C) organic groceries
D) high-yielding stocks and bonds
Answer: A
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-2
AACSB: Reflective thinking skills

16
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48) 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?
A) The GLBT segment is always looking for new products.
B) Although GLBT customers have smaller incomes than other segments, they are more likely to
spend money on trendy products.
C) GLBT customers are more likely to have lower level jobs; therefore, they will be attracted to
products that give an appearance of success.
D) The GLBT segment is larger than most think, and GLBT consumers are more likely to hold
professional jobs and have a high income.
Answer: D
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-3
AACSB: Reflective thinking skills

49) 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?
A) The machines appeal to the extended self.
B) The machines appeal to a gap between the customers' ideal and actual selves.
C) The machines appeal to customers' multiple selves.
D) The machines appeal to the looking-glass self.
Answer: B
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Synthesis
Objective: 5-2
AACSB: Reflective thinking skills

17
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50) 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 value the ideal self over the actual self.
B) Part of the ideal of beauty seems to be genetic or instinctual, and part of it appears to be
cultural, or learned.
C) All living organisms must have an instinctual ability to successfully reproduce.
D) Both examples show the importance of economics and class in the ideal of beauty. People
who are rich and successful are considered attractive.
Answer: B
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Synthesis
Objective: 5-4
AACSB: Reflective thinking skills

51) Western cultures tend to subscribe to an independent understanding of the self, which
emphasizes the inherent separateness of each individual.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1
AACSB: Multicultural and diversity understanding

52) Social comparison is a basic human tendency.

Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

53) Men and women who are exposed to beautiful models in advertisements and commercials
are likely to alter their perceptions of their own body shapes.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1
AACSB: Communication abilities

18
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54) It is unusual for consumers to have multiple role identities.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

55) People tend to pattern their behavior on the perceived expectations of others, which is a form
of a self-fulfilling prophecy.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

56) The looking-glass self is molded by elements of the pop culture, such as comic book heroes.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

57) When the Casa Sanchez restaurant in San Francisco gives free lunches for life to anyone who
gets its logo tattooed on his or her body, the restaurant is using identity marketing.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-2
AACSB: Communication abilities

58) A consumer is attached to an object to the extent that she relies upon it to maintain her self-
concept.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-2

19
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59) 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.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-2
AACSB: Multicultural and diversity understanding

60) It is common for consumers to describe themselves in terms of the neighborhood or town
from which they come. This is an illustration of the community level of the extended self.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-2

61) Research has shown that young boys and girls have the same type of play patterns.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

62) Masculinity and femininity are biological characteristics.

Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

63) People who are androgynous may create uncertainty among others who aren't sure how to
relate to them.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

20
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64) Sex-typed people are, in general, less concerned with ensuring that their behavior is
consistent with their culture's definition of gender appropriateness.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

65) 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.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-4

66) Sexual dimorphic markers can be redefined over time as the concept of the ideal body type
shifts.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-4

67) The United States is one of only a handful of countries that puts a cultural priority on
thinness while obesity rates are increasing.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-5
AACSB: Multicultural and diversity understanding

68) The growing number of Web sites and blogs devoted to excessive weight loss illustrates the
problem of body image distortion.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-6
21
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69) Most eating disorders occur among African-American and Hispanic, middle-class teenage
and college-age women.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-6
AACSB: Multicultural and diversity understanding

70) 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.
Answer: TRUE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-2
AACSB: Analytic skills

71) Luvs' color-coded diapers (blue for boys and pink for girls) are an example of a product that
emphasizes its androgynous characteristics.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-3
AACSB: Analytic skills

72) Theresa and George are expecting their first child. Though George is very excited and
involved in preparing to become a parent, Theresa feels that she will be primarily responsible for
taking care of their child. Theresa and George's situation illustrates how sex roles and
expectations about them change together over time.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-3
AACSB: Reflective thinking skills

22
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
73) Sarah is thin and fragile-looking, with black hair and a very light skin tone. She wants to be a
model. Sarah is correct to believe that her chances of success would be greatly improved if an
old-fashioned "nostalgic" look popular in the early 1800s was to once again become popular.
Answer: TRUE
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-4
AACSB: Reflective thinking skills

74) 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.
Answer: FALSE
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-1
AACSB: Reflective thinking skills

75) 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.
Answer: TRUE
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Synthesis
Objective: 5-4
AACSB: Reflective thinking skills

23
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
76) Define the self-concept and discuss the dimensions that can be used to describe the attributes
of the self-concept.
Answer: The self-concept refers to the beliefs a person holds about his or her own attributes and
how he or she evaluates the self on these qualities. Although one's overall self-concept may be
positive, there are typically parts of the self that an individual evaluates more positively than
other parts. The attributes of self-concept can be described along such dimensions as their
content (e.g., facial attractiveness versus mental aptitude), positivity (i.e., self-esteem), intensity
and stability over time, and accuracy (i.e., the degree to which one's self-assessment corresponds
to reality).
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-1

77) Explain how the concept of self-esteem is used in advertising.

Answer: Self-esteem refers to the positivity of a person's self-concept. Advertising that uses a
self-esteem appeal attempts to change our attitudes toward products by stimulating positive
feelings about our selves. One advertising strategy is to challenge the consumer's self-esteem and
then show a linkage to a product that provides a remedy. Another strategy is to provide
benchmarks of happy, attractive people who are using the advertised product.
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Communication abilities

24
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
78) Discuss the extended self and provide a description for each level of the extended self.
Answer: Many of the props and settings we use to define our social roles in a sense become a
part of us. Those external objects that we consider a part of us comprise the extended self,
helping to form our identities. Just about everyone can name a valued possession that has a lot of
self "wrapped up" in it, whether this is a treasured photograph, a trophy, an old shirt, a car, or a
cat.

To define themselves, consumers use four levels of the extended self. These range from very
personal objects to places and things that allow people to feel they are rooted in larger social
environments:
a. The individual level—consumers include personal possessions as part of their self-definition,
such as cars, jewelry, favorite clothing—"You are what you wear."
b. The family level—this includes the place of residence and furnishings that comprise "our
home."
c. The community level—there is a sense of neighborhood or locale used in public self-
description and a private sense of belonging.
d. The group level—attachments to larger social groups characterize the fourth level; affiliation
may be through identification with sports teams, landmarks, and monuments.
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-2
AACSB: Analytic skills

79) Explain the concepts of the ideal and actual self. How do we bridge the gaps between these
two selves?
Answer: The ideal self is a person's conception of how he or she would like to be. The actual
self refers to our more realistic appraisal of the qualities we have and don't have. Most people
experience a discrepancy between their real and ideal selves, but for some consumers this gap is
especially large. These people are especially good targets for marketing communications that
employ fantasy appeals. People also engage in impression management, strategically choosing
clothing and other products that they believe will lead others to see them as they'd like to be.
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

25
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
80) Briefly describe the two different types of goals that many Western societies, including the
United States, expect males and females to pursue.
Answer: In many societies, males are expected to pursue agentic goals, which stress self-
assertion and mastery. Females, on the other hand, are taught to value communal goals, such as
affiliation and the fostering of harmonious relations.
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Concept
Objective: 5-3
AACSB: Multicultural and diversity understanding

81) 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 like to hire at the executive level. He knows that he "cleans up well" and
hopes that will compensate for his rather weak resume. In terms of symbolic interactionism,
explain what Ben is doing.
Answer: Symbolic interactionism stresses the importance of how relationships with other people
form our concepts of self. Members of the same group have shared meanings, which can be
reflected by behavior, symbols, and products. Although this is a new situation for Ben, his self-
concept has been partially formed by how other people reacted to him in the past. He has defined
himself as executive material because of this past treatment, and trusts that other people will
reach the same conclusion when he creates the appropriate presentation with its symbolic
meaning; however, he knows his resume is weak and this fact may eventually cause him
difficulties (e.g., become a self-fulfilling prophecy).
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

26
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
82) Discuss the terms symbolic interactionism and the looking-glass self. Give an example of
each term.
Answer: Symbolic interactionism stresses that relationships with other people play a large part
in forming the self. This perspective maintains that people exist in a symbolic environment; we
assign meaning to any situation or object by interpreting the symbols in the environment.
Examples might be "the golden arches" means fast food and "blondes have more fun." The
concept is important to consumer behavior because it implies that our possessions play a key role
as we evaluate ourselves and decide "who we are." The looking-glass self refers to the process of
imagining the reaction of others toward us. According to this view, our desire to define ourselves
operates as a sort of psychological sonar: we take readings of our own identity by "bouncing"
signals off others and trying to project the impression they have of us. The looking-glass image
we receive will be different, depending on whose views we consider.
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-1
AACSB: Analytic skills

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

Answer: Symbolic self-completion theory suggests that people who have an incomplete self-
definition tend to complete this identity by acquiring and displaying symbols they associate with
a desired role. Adolescent boys, for example, may use "macho" products such as cars and
cigarettes to bolster their developing masculinity; these items act as a "social crutch" during a
period of uncertainty about their new identity as adult males.
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-2
AACSB: Analytic skills

27
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
84) Maleness versus femaleness and masculinity versus femininity—do these sets basically mean
the same thing? Discuss and illustrate with examples of sex-typed products.
Answer: The issue is gender versus sexuality. Gender differences are biologically determined,
whereas the subjective feelings of sexuality are socially learned. Culturally, males are often
controlled by agentic goals, which stress self-assertion and mastery. Females are taught to value
communal goals such as affiliation and cooperative relationships.

A person's biological gender (i.e., male or female) does not totally determine if he or she will
exhibit sex-typed traits—characteristics usually associated with one sex or the other. A
consumer's subjective feelings about his or her sexuality are crucial as well. Unlike maleness and
femaleness, masculinity and femininity are not biological characteristics. A behavior that would
be considered masculine in one culture may not necessarily be regarded as such in another
culture. Also, products are often sex-typed. That is, they take on masculine or feminine attributes
and may be stereotypically associated by consumers with one sex. The car, for example, has long
been thought of as a masculine product.
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-3
AACSB: Multicultural and diversity understanding

28
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
85) Describe how ideals of beauty within a culture motivate consumers to change themselves
physically. Mention specific categories where this occurs.
Answer: A person's satisfaction with the physical image he or she presents to others is affected
by how closely that image corresponds to the image valued by his or her culture. Ideals of
beauty, however, vary radically across cultures and even over time within the same society.
These "ideals" include physical features, clothing styles, cosmetics, hairstyles, skin tone, and
body type.

Manifestations of the desire to alter one's physical self to conform to current ideals of beauty
include:
a. Fattism—Our society has an obsession with weight and thinness, reinforced by advertising
and peers.
b. Eating disorders—Anorexia and bulimia eating disorders, noted often in white, upper-
middle-class girls, are evidence of exaggerated concern about desirable body images.
c. Cosmetic surgery—Increasingly, men as well as women undergo cosmetic surgery. Women
use surgery to reduce weight or to increase sexual desirability. Men have used implants for
chests and legs.
d. Body decoration and mutilation—Performed in every culture, body adornment serves
purposes other than contributing to ideal beauty. Tattoos are one popular form of adornment.

Note to Instructor: Student answers may vary with respect to cultural motivations.
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-4
AACSB: Analytic skills

86) The growing number of body dysmorphic disorders in both men and women indicates that
many people exaggerate the connection between self-esteem and appearance. Identify the
dangers of body dysmorphic disorders and discuss their possible causes.
Answer: A body dysmorphic disorder refers to an individual's obsession with perceived flaws in
his or her appearance. A distorted body image has been linked to eating disorders, which are
most prevalent among young women but are increasingly occurring among young men. The two
most common eating disorders are anorexia, in which an individual virtually starves herself in a
quest to be thin, and bulimia, which involves binge eating followed by purging. Media images
that encourage men and women to attain unrealistic physiques influence this exaggerated
connection between appearance and self-esteem. Social pressure from peers plays a role, as does
the influence of members of the opposite sex who are hypercritical about appearance.
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Application
Objective: 5-5
AACSB: Analytic skills

29
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
87) 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.
Answer:
a. To separate group members from nonmembers. In our society, teens go out of their way to
separate themselves from adults by selecting unique hair and clothing styles.
b. To place the individual in the social organization. These are the rites of passage.
c. To place the person in a gender category. Women using lipstick to enhance femininity.
d. To enhance sex-role identification. Women wearing high heels.
e. To indicate desired social conduct. Muslim women wearing veils for modesty and attention
to religious teachings.
f. To indicate high status or rank. Wearing headdresses in tribes.
g. To provide a sense of security. Carrying a lucky charm.

Note to Instructor: The second part of the question asks for an opinion rather than a text-
oriented fact. Students may pick any of the above for their selection on marketing importance,
however, proper examples and justification should be made. If you would like more specifics,
please designate.
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-6
AACSB: Multicultural and diversity understanding

88) It has been observed by psychologists that women are more likely to ask, "Could you close
the door?", while men are more likely to ask, "Would you close the door?" What does this slight
difference in language usage represent in gender role socialization? What socialization goals are
most likely being used by the men and women in the example?
Answer: The use of the word "would" creates a question that can be answered "yes" or "no" and
tells a person directly what the speaker wants done. The use of the word "could" softens the
request, and may be used as an opening for a long discussion. Males have a tendency to pursue
agentic goals, which stress mastery and action. Women have a tendency to stress communal
goals, which stress affiliation and being socially connected. The goals are sometimes reflected in
language.
Diff: 3
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Critical Thinking
Objective: 5-3
AACSB: Reflective thinking skills

30
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
89) 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 his choice of varying dress forms and associated iconic
symbols most likely represent?
Answer: The concept of self is complex. Each of us has multiple selves depending upon role
identities that may be modified by many factors such as self-fulfilling prophecies, cultural
differences, and personal and situational differences. The formal shirt and tie represent the public
self, which students and colleagues see. Within the inner self, symbolized by the t-shirt, are the
ideal self, the handsome tennis player, and perhaps the actual self, as shown by the cartoon
clown.
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Synthesis
Objective: 5-1
AACSB: Reflective thinking skills

90) A woman who was raised on Kate Moss images of women, played with Barbie dolls while
growing up, and watched her share of TV was talking with a friend outside a theater playing the
Marilyn Monroe classic Gentlemen Prefer Blondes. The woman said, "I didn't know Marilyn
Monroe was so big and fat." Her female friend disagreed and said, "Marilyn Monroe is a classic
icon of beauty." Discuss this interchange in terms of ideals of beauty.
Answer: The first woman is using an ideal of beauty associated with the thinner, waif style (e.g.,
model Kate Moss) that gained popularity in the late twentieth century. The second woman
understands that ideals of beauty change over time. During the 1950s (when Marilyn Monroe
was a popular actress), curvier, buxom women were considered to be the standard of beauty.
Marilyn Monroe is still considered to be an icon of beauty today. In modern terms, a reversal of
the "thin is in" trend seems to be occurring as American females put on more weight.
Diff: 2
Learning Outcome: Describe the relationship between a consumer's self-concept and consumer
behavior.
Skill: Synthesis
Objective: 5-4
AACSB: Reflective thinking skills

31
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall