Test Bank for Consumer Behavior: Buying, Having, Being, 13th Edition, Michael Solomon, Michael R. Solomon
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Consumer Behavior, 13e (Solomon)
Chapter 6 The Self: Mind, Gender, and Body
1) ________ is where a person derives his or her identity in large measure from a social group.
A) Self Concept
B) Self Esteem
C) Looking-glass self
D) Collective self
Answer: D
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
3) "Casual Friday" in American workplaces encourages the expression of a person's ________.
A) virtual self
B) dual self
C) cultural self
D) unique self Answer: D
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
4) ________ summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities.
A) Actual self
B) Self-esteem
C) Self-concept
D) Self-ego
Answer: C
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
5) A person's conception of how he/she would like to be is called ________.
A) self-image
B) ideal self
C) self-concept
D) self-esteem
Answer: B
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
6) The ideal self is a person's conception of how she ________.
A) adapts to play different roles
B) imagines others think of her
C) would like to be
D) realistically thinks she is
Answer: C
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
7) Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image.
A) impression management
B) self-extension
C) self-esteem
D) social comparison
Answer: A
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Analytical thinking
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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Analytical thinking
9) Jim Smith thinks he should be more outgoing. He is looking at his ________.
A) ideal self
B) self-concept
C) looking-glass self
D) self-esteem
Answer: A
Diff: 3
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
10) 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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
11) ________ summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities.
A) Halo effect
B) Self-concept
C) Impression management
D) Self-extension
Answer: B
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
12) If a person's identity is derived in large measure from his or her social group, this is called ________.
A) the inner self
B) the occupational self
C) the collective self
D) the dynamic self
Answer: C
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
13) If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________.
A) doubt and regret
B) self-esteem
C) dedication and control
D) strength and conviction
Answer: B
Diff: 3
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge; Analytical thinking
14) ________ is the way we assume others expect us to act.
A) Looking-glass self
B) Self-fulfilling prophecy
C) Collective self
D) Self-concept
Answer: B
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
15) Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self.
A) extended
B) actual
C) social
D) looking-glass
Answer: A
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
16) College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________.
A) ideal self
B) actual self
C) looking-glass self
D) collective self
Answer: A
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge; Analytical thinking
17) The ________ refers to our more realistic appraisal of the qualities we have and don't have.
A) ideal self
B) inner self
C) actual self
D) outer self
Answer: C
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
18) If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.
A) self-image congruence model
B) self-concept
C) self-image
D) looking-glass self
Answer: A
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
19) A person's physical appearance is a large part of his or her ________.
A) inner pattern
B) self-concept
C) group status
D) cultural right
Answer: B
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
20) ________ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images.
A) Social comparison
B) Self-esteem
C) Real self
D) Ideal self
Answer: A
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
21) People appear to favor features we associate with good health and ________ because these signal reproductive ability and strength.
A) intellect
B) wealth
C) youth
D) confidence
Answer: C
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
22) 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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge; Analytical thinking
23) 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: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
24) When we act the way we assume others expect us to act we are practicing a ________.
A) looking-glass self
B) self-image
C) self-fulfilling prophecy
D) real self
Answer: C
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
25) There are many props and settings consumers use to define their social roles which then become parts of their selves. Those external objects that we consider a part of us constitute the ________.
A) identity marketing
B) market targeting
C) compensatory consumption
D) extended self
Answer: D
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
26) Understanding our social roles is part of our ________.
A) self-image
B) self-esteem
C) looking-glass self
D) extended self
Answer: D
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
27) Which of the following is a level of a people extended self?
A) individual level
B) family level
C) community level
D) All of the above
Answer: D
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
28) Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself?
A) content
B) positivity
C) intensity
D) stability over time
Answer: A
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
29) ________ refers to the positivity of a person's self-concept.
A) Content
B) Self-esteem
C) Intensity
D) Stability over time
Answer: B
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
30) Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________.
A) have low self-image
B) have multiple selves
C) are not confident with their real selves
D) prefer their ideal selves
Answer: B
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
31) Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________.
A) real self
B) ideal self
C) extended self
D) looking-glass self
Answer: C
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
32) Personal objects, places, and things allow people to feel that they are rooted in their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would the home most likely be associated with ________.
A) family level
B) individual level
C) community level
D) group level
Answer: A
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
33) Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation?
A) family level
B) individual level
C) community level
D) group level
Answer: D
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
34) Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Diverse and multicultural work environments
35) Social comparison is a basic human tendency.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
36) Studies suggest that men and women who are exposed to beautiful models in advertisements are likely to alter their perceptions of their own body shapes.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge; Analytical thinking
37) Self-esteem refers to the positivity of a person's self-concept.
Answer: TRUE
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
38) People tend to pattern their behavior on the perceived expectations of others, which is a form of self-fulfilling prophecy.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
39) Power posing is standing in a confident way even if you don't feel confident.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
40) A person's actual self is a person's conception of how he/she would like to be.
Answer: FALSE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
41) Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
42) Self-esteem refers to the intensity and stability, over time, of a person's self-concept.
Answer: FALSE
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
43) One of the levels of the extended self is the family level.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
44) The symbolic self-completion theory suggests that people who have an incomplete selfdefinition will tend to complete this identity by buying products that are associated or symbolic of their self-definition.
Answer: TRUE
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
45) 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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Reflective thinking
46) 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 products that use professional models.
Answer: TRUE
Diff: 3
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Analytical thinking
47) Ideal self is a person's conception of how he or she would like to be.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
48) A consumer is attached to an object to the extent that she relies upon it to maintain her selfconcept.
Answer: TRUE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
49) The self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card for a prospective client.
Answer: FALSE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge; Diverse and multicultural work environments
50) Mary Ann reads fashion magazines weekly. Many times she is frustrated because she has been unable to achieve "a look" that she thinks features the "real her." When Mary Ann thinks this way, she is going through a social comparison process.
Answer: FALSE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
51) Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.
Answer: FALSE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
52) Every time Tim goes to bat in his baseball game, he rubs the charm on the necklace that his professional baseball player uncle 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: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
53) The actual self is a person's conception of how he or she would like to be, whereas the ideal self refers to our more realistic appraisal of the qualities we do and don't have.
Answer: FALSE
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
54) Define self-concept.
Answer: Self-concept summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
55) Explain how the concept of self-esteem is used in advertising.
Answer: Self-esteem refers to the positivity of a person's self-concept. People with low selfesteem expect products to not perform well. Sara Lee developed portion controlled products for consumers who lack self-control. A person who feels better about themselves will spend more money because "they are worth it."
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
56) 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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
57) Describe the self-concept. Next, discuss and describe the dimensions that can be used to describe the attributes of the self-concept.
Answer: The self-concept refers to the belief a person holds about his or her own attributes and how he or she evaluates these qualities. Although one's overall self-concept may be positive, there are certainly parts of the self that are evaluated more positively than others. We can describe attributes of self-concept along such dimensions as their content (facial attractiveness versus mental ability), positivity (self-esteem), stability over time, and accuracy (the degree to which one's self-assessment corresponds to reality).
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
58) Explain the concept of "social comparison."
Answer: Social comparison is when a person tries to evaluate his/her appearance by comparing it to the people depicted in artificial images.
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
59) What is the purpose for an individual's involvement with social media?
Answer: Before jumping on social media, it is helpful to ask why you might consider doing so. If the purpose is to rant on social and political issues, blow people up, troll others, harass, and act like a digital arsonist then one has to ask if this is the best use of their life energy. Perhaps finding pretty much anything else to do other than social media would be a better choice.
Is the purpose largely marketing to expand a business? If so, then the page should be very professional and public.
Is the purpose largely ministry to share Bible verses and other encouraging resources to help people? If so, then the page should be somewhere between professional and personal and be more pastoral and public.
Is the purpose to keep family and friends up to date on how life is going and share family updates? If so, then the page should likely be personal and private so that trusted people can communicate in a safer context. Finally be careful regarding privacy, because as soon as something is posted on social media there is always the possibility, even inadvertently, that what you share spreads beyond the intended audience
Diff: 2
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge; Reflective thinking
60) 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 express who I am," he said. What point was the professor trying to make? 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 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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Reflective thinking
61) What is a self-fulfilling prophecy? Provide an example as illustration. Answer: A self-fulfilling prophecy is acting in a way people expect us to act.
Diff: 1
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
62) Discuss the extended self and provide a description of 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 included 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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
63) Explain and give a brief example of symbolic self-completion theory.
Answer: Symbolic self-completion theory suggests that people who have an incomplete selfdefinition 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
LO: 6.1: The self-concept strongly influences consumer behavior.
AACSB: Application of knowledge
64) If products take on masculine or feminine attributes, they are said to be ________.
A) sexy
B) sexually explicit
C) sex-typed
D) androgynous
Answer: C
Diff: 1
LO: 6.2: Gender identity is a very important component of a consumer's self-concept.
AACSB: Application of knowledge
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65) ________ refers to the possession of both masculine and feminine traits.
A) Heterosexual
B) Homosexual
C) Amorphany
D) Androgyny
Answer: D
Diff: 1
LO: 6.2: Gender identity is a very important component of a consumer's self-concept.
AACSB: Application of knowledge
66) ________ refers to a consumer's subjective evaluation of his or her physical self.
A) Body dialect
B) Body tone
C) Body fantasy
D) Body image
Answer: D
Diff: 1
LO: 6.2: Gender identity is a very important component of a consumer's self-concept.
AACSB: Application of knowledge
67) The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn?
A) to separate group members from non-group members
B) to place the individual in the social organization
C) to place the person in a gender category
D) to enhance sex-role identification
Answer: D
Diff: 2
LO: 6.2: Gender identity is a very important component of a consumer's self-concept.
AACSB: Application of knowledge; Analytical thinking
68) Luv's color-changing diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics.
Answer: FALSE
Diff: 2
LO: 6.2: Gender identity is a very important component of a consumer's self-concept.
AACSB: Application of knowledge
69) "Maleness-femaleness" and "masculinity and femininity" -do these terms basically mean the same thing? Discuss and illustrate with 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 traitscharacteristics 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.
Androgyny refers to the possession of both masculine and feminine traits, although androgyny can also refer to traits that are neutral. Products that are not sex typed are considered to be marketable to androgynous people whose mixture of characteristics allows them to function well in a variety of social situations.
Diff: 3
LO: 6.2: Gender identity is a very important component of a consumer's self-concept.
AACSB: Application of knowledge
70) Briefly discuss gender differences in socialization, female sex roles, and male sex roles in our society.
Answer: In many societies, males are controlled by 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. Each society creates a set of expectations regarding the behaviors appropriate for men and women and finds ways to communicate these priorities. This training begins very early in a child's life. Today, the field of marketing tends to be dominated by male values. However, this is changing.
Diff: 2
LO: 6.2: Gender identity is a very important component of a consumer's self-concept.
AACSB: Application of knowledge; Analytical thinking
71) Both Eastern and Western cultures see the self as divided into a(n) ________.
A) single, group, and dynamic self
B) single, extended, and group self
C) relational, occupational, and religious self
D) inner, private self, and an outer, public self
Answer: D
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Diverse and multicultural work environments
72) If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of ________.
A) conformity
B) "face"
C) force and will
D) politeness
Answer: B
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Diverse and multicultural work environments
73) ________ refers to a consumer's subjective evaluation of his or her physical self.
A) Looking-glass self
B) Actual self
C) Ideal self
D) Body image
Answer: D
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
74) The preference in a culture for a particular model of beauty (or exemplar) is called a(n) _____.
A) ideal of sexuality
B) ideal of beauty
C) narcissism
D) amorphous
Answer: B
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
75) Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.
A) looking-glass self
B) body image
C) actual self
D) ideal self
Answer: B
Diff: 3
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Analytical thinking
76) The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes?
A) to indicate negative feelings towards oneself
B) to separate group members from nonmembers
C) to place the individual in the social organization
D) to provide a sense of security
Answer: A
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
77) A(n) ________ is a particular model, or exemplar, or appearance.
A) ideal of beauty
B) self-concept
C) cathexis
D) ideal self
Answer: A
Diff: 1
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
78) A Unilever-sponsored survey, which 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 women in ads are not realistic.
D) The majority of respondents believe that beauty comes from women's physical appearance.
Answer: C
Diff: 3
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Analytical thinking
79) Which of the following explains why people decorate or mutilate their bodies?
A) To separate group members from nonmembers
B) To place a person in a gender category
C) To enhance social role identification
D) All of the above
Answer: D
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
80) Historically, tattoos have been associated with people who are considered ________.
A) social outcasts
B) members of the ruling class
C) members of fraternities
D) members of religious orders
Answer: A
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
81) A person's feelings about his or her body can be described in terms of body image.
Answer: TRUE
Diff: 3
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
82) Ideals of male beauty are based on facial features, musculature, and facial hair.
Answer: TRUE
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
83) Eastern and Western cultures see the self divided into an inner, private, and an outer public self.
Answer: TRUE
Diff: 1
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge; Diverse and multicultural work environments
84) In South Korean shopping malls, teenage girls line up at photo machines that provide hightech makeovers, including glamor lighting, a hair-blowing breeze, and virtual plastic surgery. If one of these girls sends a photo from this machine to her boyfriend, she is expressing the actual self state.
Answer: FALSE
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
85) The body is adorned or altered in some way in every culture. One of the chief purposes for doing this is to place the individual in the social organization.
Answer: TRUE
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
86) The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of bulimia and group dieting.
Answer: TRUE
Diff: 2
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Analytical thinking
87) A woman who was raised on Kate Moss images of women, played with Barbie dolls while growing up, and watched a significant amount of TV was talking with a friend outside a theater playing the 1953 Marilyn Monroe classic Gentleman 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
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge; Reflective thinking
88) Explain the term "body image."
Answer: Body image refers to a consumer's subjective evaluation of his/her physical self.
Diff: 1
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
89) Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Discuss 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-middleclass 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.
Diff: 3
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
AACSB: Application of knowledge
90) The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. According to the information provided in the text, what are these purposes? Provide an example of each. Which 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 lip stick 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. Diff: 3
LO: 6.3: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem
AACSB: Application of knowledge; Analytical thinking