Consumer Behavior Buying Having and Being 11th Edition Solomon Test Bank

Consumer Behavior Buying Having and
Being 11th Edition Solomon Test Bank

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Consumer Behavior, 11e (Solomon)
Chapter 7 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: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 7-1
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
Skill: Concept
Objective: 7-1
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
Skill: Concept
Objective: 7-1
AACSB: Analytical thinking
1
Copyright © 2015 Pearson Education, Inc.
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
Skill: Concept
Objective: 7-1
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
Skill: Concept
Objective: 7-1
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
Skill: Concept
Objective: 7-1
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
Skill: Concept
Objective: 7-1
AACSB: Application of knowledge
2
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
Skill: Concept
Objective: 7-1
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
Skill: Concept
Objective: 7-1
AACSB: Information technology
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
Skill: Application
Objective: 7-1
3
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
Skill: Concept
Objective: 7-1
12) ________ is the promotional strategy that involves select consumers altering some aspects of
their selves to advertise for a branded product.
A) Halo effect
B) Identity marketing
C) Impression management
D) Self-extension
Answer: B
Diff: 1
Skill: Concept
Objective: 7-1
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
Skill: Concept
Objective: 7-2
4
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
Skill: Concept
Objective: 7-2
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
Skill: Concept
Objective: 7-1
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
Skill: Concept
Objective: 7-2
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
Skill: Concept
Objective: 7-2
5
18) ________ refers to a person's unique psychological makeup and how it consistently
influences the way a person responds to his or her environment.
A) Lifestyle
B) Belief system
C) Personality
D) Self-concept
Answer: C
Diff: 1
Skill: Concept
Objective: 7-3
19) Which of the following theorists proposed that an individual's adult personality results from
a conflict between the individual's desires to gratify his or her physical needs and the necessity of
functioning within a society?
A) Maslow
B) Jung
C) Reisman
D) Freud
Answer: D
Diff: 2
Skill: Concept
Objective: 7-3
20) In a Freudian interpretation, what is the function of the ego?

A) The ego is a system that mediates between the id and the superego.
B) The ego determines an individual's degree of self-involvement.
C) The ego operates on the pleasure principle and is constantly seeking psychological dominance
and enjoyment.
D) The ego is one of several archetypes that represent the shared memories and motives of
almost all humans.
Answer: A
Diff: 1
Skill: Concept
Objective: 7-3
6
21) In a Freudian interpretation, which of the following is most closely associated with the
pleasure principle?
A) the id
B) the ego
C) the superego
D) the anti-ego
Answer: A
Diff: 2
Skill: Concept
Objective: 7-3
22) Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work
highlights the potential importance of ________ that influence our purchases.
A) rational-thinking
B) unconscious motives
C) conscious motives
D) deviant behavior
Answer: B
Diff: 2
Skill: Concept
Objective: 7-3
23) Most Freudian applications in marketing relate to the product's ________.

A) brand personality
B) hidden values
C) competitive advantage
D) sexual symbolism
Answer: D
Diff: 2
Skill: Concept
Objective: 7-3
7
24) In the 1950s, an approach called ________ research attempted to use Freudian ideas to
understand the deeper meanings of products and advertisements.
A) psychic
B) archetype
C) motivational
D) lifestyle
Answer: C
Diff: 1
Skill: Concept
Objective: 7-3
25) Motivational research relies on ________ of individual consumers.

A) psychographic profiles
B) Jungian analysis
C) behavioral targeting
D) depth interviews
Answer: D
Diff: 2
Skill: Concept
Objective: 7-3
26) Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a
Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for
the famous campaign?
A) Orange and black are two of the most powerful colors in the color spectrum.
B) The tiger supplies powerful animal symbolism and conveys vaguely sexual undertones.
C) The size of the tiger enhances a male's ego.
D) The playful nature of the tiger is appealing to female consumers.
Answer: B
Diff: 3
Skill: Concept
Objective: 7-3
8
27) 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?
A) security
B) eroticism
C) disalienation
D) individuality
Answer: D
Diff: 2
Skill: Concept
Objective: 7-3
28) Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset
Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a
________.
A) Patriarch
B) Sage
C) Troubadour
D) Warrior
Answer: D
Diff: 2
Skill: Application
Objective: 7-3
29) According to the theories of Carl Jung, our shared memories create ________, which involve
universal themes and appear frequently in myths and stories across cultures.
A) archetypes
B) patterns of behavior
C) Doppelgangers
D) symbolic communities
Answer: A
Diff: 1
Skill: Concept
Objective: 7-3
9
30) Popular online matchmaking services such as match.com and eharmony.com offer to create
your "personality profile" and then hook you up with other members whose profiles are similar.
This approach focuses on the quantitative measurement of ________.
A) ego
B) id
C) personality traits
D) animism
Answer: C
Diff: 2
Skill: Concept
Objective: 7-3
31) What theory of personality suggests that one person differs from another because of a
number of different characteristics such as introversion or extroversion?
A) trait theory
B) collective unconscious theory
C) Freudian theory
D) archetype theory
Answer: A
Diff: 2
Skill: Concept
Objective: 7-3
32) 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 ________.
A) Coca-Cola polar bear
B) Jolly Green Giant
C) Quaker Oats man
D) Marlboro man
Answer: C
Diff: 2
Skill: Concept
Objective: 7-4
10
33) Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique
associations with a brand in memory–and the extent to which the consumer is willing to pay
more for the branded version of a product than for a non-branded version.
A) dynamics
B) position
C) logo
D) equity
Answer: D
Diff: 2
Learning Outcome: Describe the factors influencing consumers' recall of product information.
Skill: Concept
Objective: 7-4
34) An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not
offend other people and will not cause problems in the workplace because of bad body odor.
What part of the Freudian system is this ad appealing to?
A) the id
B) the superego
C) the anti-ego
D) the ego
Answer: B
Diff: 2
Skill: Application
Objective: 7-3
35) Instead of spending the weekend working on the research paper due at the end of next week,
Andrew decided to spend the weekend going out with friends. According to Freudian theory,
which system dominated in Adam's decision?
A) the id
B) the superego
C) the anti-ego
D) the ego
Answer: A
Diff: 2
Skill: Application
Objective: 7-3
11
36) Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a
new model of a notebook computer. Upon which of the following psychologist's ideas has Frank
based his advertising strategy?
A) Karen Horney
B) Sigmund Freud
C) Carl Jung
D) Leo Burnett
Answer: C
Diff: 3
Skill: Application
Objective: 7-3
37) Our culture's current fascination with novels and movies such as the Harry Potter Series and
The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and
the dictator, emphasizes the importance of ________.
A) consumption motives
B) archetypes
C) extroversion overcoming introversion
D) the superego overcoming the id
Answer: B
Diff: 2
Skill: Application
Objective: 7-3
38) L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable.
Because the company has worked very hard to establish these thoughts in the minds of
consumers and has spent large sums of money to make sure that their products maintain the
favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products.
A) dynamics
B) animism
C) parity
D) equity
Answer: D
Diff: 2
Skill: Application
Objective: 7-4
AACSB: Reflective thinking
12
39) Eric has a St. Christopher's medallion that he received from his late grandfather. The magical
qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful about the world
around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually
speaks to him through the medallion to help him through his difficulties. Eric's feelings toward
this medallion are best described by which of the following terms?
A) objectivism
B) animism
C) humanism
D) Doppelgangerism
Answer: B
Diff: 2
Skill: Application
Objective: 7-4
40) Tracy, who named her car Sophie, talks to her friends about the personality traits of her car.
Tracy has ________ her car.
A) branded
B) archetyped
C) anthropomorphized
D) repositioned
Answer: C
Diff: 2
Skill: Application
Objective: 7-4
41) ________ 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
Skill: Concept
Objective: 7-5
13
42) 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
Skill: Concept
Objective: 7-5
43) People across all cultures appear to favor physical features that are associated with
________.
A) intellect
B) wealth
C) youth
D) confidence
Answer: C
Diff: 2
Skill: Concept
Objective: 7-5
44) 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
Skill: Concept
Objective: 7-5
14
45) 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
Skill: Concept
Objective: 7-5
46) The U.S. government estimates that approximately ________ of American adults are
overweight or obese.
A) 25 percent
B) 35 percent
C) 50 percent
D) 66 percent
Answer: D
Diff: 3
Skill: Concept
Objective: 7-5
47) 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
Skill: Concept
Objective: 7-6
AACSB: Diverse and multicultural work environments
15
48) 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: 2
Skill: Concept
Objective: 7-6
49) Western cultures tend to subscribe to an independent understanding of the self, which
emphasizes the inherent separateness of each individual.
Answer: TRUE
Diff: 2
Skill: Concept
Objective: 7-1
AACSB: Diverse and multicultural work environments
50) Social comparison is a basic human tendency.

Answer: TRUE
Diff: 2
Skill: Concept
Objective: 7-1
51) 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
Skill: Concept
Objective: 7-1
52) It is unusual for consumers to have multiple role identities.

Answer: FALSE
Diff: 2
Skill: Concept
Objective: 7-1
16
53) 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
Skill: Concept
Objective: 7-1
54) The looking-glass self is molded by elements of the pop culture, such as comic book heroes.
Answer: FALSE
Diff: 2
Skill: Concept
Objective: 7-1
55) 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
Skill: Concept
Objective: 7-2
56) A consumer is attached to an object to the extent that she relies upon it to maintain her self-
concept.
Answer: TRUE
Diff: 2
Skill: Concept
Objective: 7-2
57) 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
Skill: Concept
Objective: 7-2
17
58) 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
Skill: Concept
Objective: 7-2
59) Personality refers to a person's unique psychological makeup and how it consistently
influences the way a person responds to his or her environment.
Answer: TRUE
Diff: 1
Skill: Concept
Objective: 7-3
60) According to a Freudian system of analysis, the superego is the counterweight to the ego.
Answer: FALSE
Diff: 1
Skill: Concept
Objective: 7-3
61) The ego is the referee in the fight between temptation and virtue.
Answer: TRUE
Diff: 2
Skill: Concept
Objective: 7-3
62) The reality principle, according to Freudian psychology, is behavior guided by the primary
desire to maximize pleasure and avoid pain.
Answer: FALSE
Diff: 1
Skill: Concept
Objective: 7-3
63) Motivational research is based on the trait theory of personality.

Answer: FALSE
Diff: 2
Skill: Concept
Objective: 7-3
18
64) Conducting motivational research tends to be less expensive than conducting a large-scale,
quantitative survey because interviewing and data-processing costs are relatively minimal.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss why and how consumer research is conducted.
Skill: Concept
Objective: 7-3
65) Alfred Adler suggested that many actions that people take are motivated by their desire to
overcome feelings of inferiority.
Answer: TRUE
Diff: 3
Skill: Concept
Objective: 7-3
66) An individual with the personality trait of extroversion tends to be quiet and reserved.
Answer: FALSE
Diff: 2
Skill: Concept
Objective: 7-3
67) Marketing research has indicated that consumers have difficulty assigning personality
qualities to most mundane, functional products.
Answer: FALSE
Diff: 2
Skill: Concept
Objective: 7-3
68) It is common for companies to divide up their consumers along lifestyle dimensions and
label these groups with terms such as "Geek Chic Guy" or "Whole Foods Woman."
Answer: TRUE
Diff: 2
Skill: Concept
Objective: 7-3
19
69) 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
Skill: Concept
Objective: 7-5
70) The growing number of Web sites and blogs devoted to excessive weight loss illustrates the
problem of body image distortion.
Answer: TRUE
Diff: 2
Skill: Concept
Objective: 7- 6
AACSB: Information technology
71) Every time Tim goes to bat, he rubs the charm on the necklace that his girlfriend 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
Skill: Application
Objective: 7-2
72) 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.
Answer: TRUE
Diff: 2
Skill: Application
Objective: 7-1
20
73) 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
Skill: Application
Objective: 7-5
74) 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
Skill: Concept
Objective: 7-1
75) 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 ourselves. 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
Skill: Application
Objective: 7-1
21
76) 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
Skill: Application
Objective: 7-2
77) 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
Skill: Application
Objective: 7-1
78) Describe the basic premise of motivational research and how it might be conducted.
Answer: The approach was largely based on psychoanalytic (Freudian) interpretations with a
heavy emphasis on unconscious motives. A basic assumption is that socially unacceptable needs
are channeled into acceptable outlets. This form of research relies on in-depth interviews with
individual consumers.
Diff: 2
Skill: Application
Objective: 7-3
22
79) List and briefly describe four of Ernest Dichter's major motives for consumption as
determined by motivational research.
Answer: Major motives as identified by Ernest Dichter are shown in Table 7.2. Students may
choose any of these for their choice of four. Table 7.2 also has a complete description of each of
the motives.
Motives can be listed as:
Power-masculinity-virility
Security
Eroticism
Moral purity–cleanliness
Social acceptance
Individuality
Status
Femininity
Reward
Mastery over environment
Disalienation (a desire to feel connectedness to things)
Magic-mystery
Diff: 3
Skill: Application
Objective: 7-3
80) Describe the concepts of brand personality and brand equity and explain how they are
related.
Answer: A brand personality is the set of traits people attribute to a product as if it were a
person. These inferences are an important part of brand equity, which refers to the extent to
which a consumer holds strong, favorable, and unique associations with a brand in memory–and
the extent to which he or she is willing to pay more for the branded version of a product than for
a nonbranded (generic) version.
Diff: 2
Skill: Application
Objective: 7-4
23
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
Skill: Application
Objective: 7-1
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
Skill: Application
Objective: 7-1
24
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
Skill: Application
Objective: 7-2
84) 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
Skill: Application
Objective: 7-5
25
85) 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
Skill: Application
Objective: 7-6
86) 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
Skill: Application
Objective: 7-1
26
87) 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
Skill: Application
Objective: 7-5
27

Consumer Behavior Buying Having and Being 11th Edition Solomon Test Bank

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Consumer Behavior Buying Having and Being 11th Edition Solomon Test Bank

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Consumer Behavior Buying Having and

Being 11th Edition Solomon Test Bank

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

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

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

15) The extended self is comprised of ________.

20) In a Freudian interpretation, what is the function of the ego?

23) Most Freudian applications in marketing relate to the product's ________.

25) Motivational research relies on ________ of individual consumers.

50) Social comparison is a basic human tendency.

52) It is unusual for consumers to have multiple role identities.

63) Motivational research is based on the trait theory of personality.

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

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