Академический Документы
Профессиональный Документы
Культура Документы
THE SELF
Multiple Choice
1. Many ___________________ cultures stress the importance of a collective self, where
the persons identity is derived in large measure from his or her social group.
a. Eastern
b. Northern
c. Western
d. Southern
Answer: (a) Difficulty: (E) Fact Page: 150
2. If a persons 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) Difficulty: (M) Fact and Application Page: 150
3. 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) Difficulty: (H) Fact Page: 150
4. If Chen Ho follows a Confucian perspective and dresses according to accepted rules
of the group (where others perceptions of the self and maintaining ones 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) Difficulty: (M) Fact and Application Page: 150
5. Yoi Tanabe has often had difficulties with U.S. customs since she moved here from
her native Japan. One of those difficulties occurs with the informalities present in
dress codes for Casual Fridays at her work. Yoi was always taught that dress was a
76
way of expressing ones station or status in life and should not be taken lightly.
However, Casual Fridays encourage the expression of a persons __________
which is somewhat foreign in business circles in Japan.
a. reputational self
b. face self
c. dual self
d. unique self
Answer: (d) Difficulty: (M) Application Page: 150
6. The _________________ refers to the beliefs a person holds about his or her own
attributes, and how he or she evaluates these qualities.
a. self-concept
b. reference-self
c. personality
d. self-ego
Answer: (a) Difficulty: (E) Fact Page: 150
7. Attributes of self-concept can be described along several dimensions. If Rudi
Gonzalez sees himself as being one who is handsome (has a highly attractive face)
rather than a person who is intellectual, which of the following self-concept
dimensions best applies to Rudis view of himself?
a. Content.
b. Positivity.
c. Intensity.
d. Stability over time.
Answer: (a) Difficulty: (H) Application Page: 150, 151
8. ________________ refers to the positivity of a persons self-concept.
a. Content
b. Self-esteem
c. Intensity
d. Stability over time
Answer: (b) Difficulty: (E) Fact Page: 151
9. If a female consumer sees an ad about a woman who can no longer fit in her old
bathing suit, the consumer might think about her own situation and make a personal
pledge to lose some weight before summer arrives. This would be an example of
marketing communications that attempt to influence a consumers level of:
a. doubt and regret.
b. self-esteem.
c. dedication and control.
d. strength and conviction.
77
78
79
c. low self-monitor.
d. image-resistant consumer.
Answer: (a) Difficulty: (M) Application Page: 153, 154
19. ______________ suggests that people who have an incomplete self-definition tend to
complete this identity by acquiring and displaying symbols associated with it.
a. Self-completion theory.
b. Adolescent-expansion theory.
c. Freudian theory.
d. Acceptance-rejection theory.
Answer: (a) Difficulty: (M) Fact Page: 155
20. If a consumer chooses a product based on whether the products attributes match the
consumers self image or not, then the product is most likely being chosen based on:
a. a self-image congruence model.
b. a reference-self model.
c. a copy-cat model.
d. a looking-glass self model.
Answer: (a) Difficulty: (M) Fact and Application Page: 156
21. If Volkswagen owners see themselves as being more economical and conservative
than do owners of the flashy Pontiac TransAm, then a ____________________ is
probably at work.
a. self-image congruence model
b. reference-self model
c. copy-cat model
d. looking-glass self model
Answer: (a) Difficulty: (M) Application Page: 156
22. Many of the props and settings consumers use to define their social roles become
part of themselves. For example, one of Mary Bennetts last requests was that when
she died, she wanted to be buried in her favorite dress. This would be an example of
which of
the following forms of the self?
a. Real self.
b. Ideal self.
c. Extended self.
d. Looking-glass self.
Answer: (c) Difficulty: (H) Fact and Application Page: 156
23. Personal objects, places, and things allow people to feel that they are rooted in their
80
larger social environments. If consumers feel personally rooted to their jewelry, cars,
or clothing, they are expressing which of the following levels of the extended self?
a. Family level.
b. Individual level.
c. Community level.
d. Group level.
Answer: (b) Difficulty: (E) Fact and Application Page: 158, 159
24. 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: (b) Difficulty: (M) Fact and Application Page: 158, 159
25. Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas
Cowboys. His home looks like a Dallas Cowboys museum. Which of the following
categories or levels of the extended self would most likely apply to Freds situation?
a. Family level.
b. Individual level.
c. Community level.
d. Group level.
Answer: (d) Difficulty: (H) Application Page: 158-159
26. Research has shown that men are more likely to eat meat. As one writer puts it, Boy
food doesnt grow. It is hunted or killed. This would be an example of which of the
following types of goals?
a. Agentic goals
b. Communal goals
c. Androgyny goals
d. Clan goals
Answer: (a) Difficulty: (H) Fact and Application Page: 159
27. In many societies, males are controlled by ___________________, which stress
self-assertion and mastery.
a. agentic goals
b. communal goals
c. androgyny goals
d. clan goals
81
82
d. Amorphous
Answer: (c) Difficulty: (H) Fact and Application Page: 162
33. If women are shown in advertisements to be sexual objects who exist solely for the
pleasure of men, this form of advertising might be called:
a. Beefcake.
b. Cheesecake.
c. Androgynous.
d. Bake-a-Cake.
Answer: (b) Difficulty: (E) Fact Page: 165
34. Men being shown as sex objects in advertising is known as:
a. Beefcake.
b. Cheesecake.
c. Muscle mania.
d. Bare-chested glamour.
Answer: (a) Difficulty: (E) Fact Page: 165
35. MTV Networks and Showtime are developing a plan to create the first cable channels
directed at gay viewers. According to research, gay viewers make up about ______
of television households.
a. 1%
b. 3%
c. 6.5%
d. 8%
Answer: (c) Difficulty: (H) Fact Page: 167
36. Acting on research that showed that lesbians are four times as likely as the average
consumer to own one of their cars, ____________ decided to target this market in a
big way.
a. Honda
b. Toyota
c. BMW
d. Subaru of America
Answer: (d) Difficulty: (H) Fact and Application Page: 168
37. A persons physical appearance is a large part of his or her:
a. inner pattern.
b. self-concept.
c. group status.
d. cultural right.
83
84
d. beauty universality.
Answer: (b) Difficulty: (E) Fact Page: 168
43. According to information presented in the text, all of the following are considered
to be universal traits of beauty EXCEPT:
a. large eyes.
b. below average height.
c. high cheekbones.
d. a narrow jaw.
Answer: (b) Difficulty: (M) Fact and Application Page: 168
44. According to research, men are more likely to use ______________ as a sexual
cue since it might provide evidence of reproductive potential.
a. a womans height
b. a womans weight
c. a womans body shape
d. a womans provactiveness
Answer: (c) Difficulty: (M) Fact and Application Page: 169
45. Attention to the body is almost an obsession with many consumers. According to a
recent study, elementary school children perceive _______________ as worse (more
difficult to live with) than a disability.
a. short height
b. being tall
c. being obese
d. being underweight
Answer: (c) Difficulty: (M) Fact Page: 172
46. A distorted body image has been linked to eating disorders. People with _________
perceive themselves as being too fat; they virtually starve themselves in the quest
for thinness.
a. hypochondria
b. fattism
c. anorexia
d. symmetry
Answer: (c) Difficulty: (E) Fact Page: 175
47. Celia Brown hates her body. She looks at herself in the mirror constantly and
definitely does not like what she sees. On any given day, she is too fat, too thin, or
discolored. Celia most likely has which of the following disorders?
a. Cosmetic dysfunction.
85
86
53. Eastern and Western cultures see the self divided into an inner, private, and an outer,
public self.
Answer: (True) Difficulty: (E) Fact Page: 150
54. Casual Fridays in the workplace are evidence that Western societies tend to
subscribe to the idea that an inherent separateness should be possible for each
individual.
Answer: (True) Difficulty: (E) Application Page: 150
55. The 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) Difficulty: (E) Fact Page: 150
56. Self-esteem refers to the intensity and stability over time of a persons self-concept.
Answer: (False) Difficulty: (M) Fact Page: 151
57. Mary Ann reads high 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 in this way, she is going through a social
comparison process.
Answer: (True) Difficulty: (M) Application Page: 151
58. In South Korean shopping malls, teenage girls line up at photo machines that provide
high-tech makeovers, including glamour 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) Difficulty: (M) Application Page: 151
59. The actual self is a persons conception of how he or she would like to be.
Answer: (False) Difficulty: (M) Fact
Page: 151
60. The ideal self is a reference to our more realistic appraisals of the qualities we have
and dont have.
Answer: (False) Difficulty: (M) Fact Page: 151
61. When Philip daydreams in class about being a super spy, driving fast cars, and
romancing beautiful women, he is really having a self-induced shift in consciousness.
87
88
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) Difficulty: (M) Application Page: 162
72. Beefcake advertising is considered by many to be a negative presentation of men in
advertising.
Answer: (True) Difficulty: (E) Fact Page: 162
73. A persons feelings about his or her body can be described in terms of body alexis.
Answer: (False) Difficulty: (H) Fact Page: 168
74. Jeb Foster obsessively checks himself out in mirrors to see if he has any
imperfections, uses Clearasil almost hourly to hide facial blemishes, and always
presents what he calls his good facial side when talking with females. Jeb is
showing signs of what psychiatrists call body dysmorphic disorder.
Answer: (True) Difficulty: (M) Application Page: 176
75. 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) Difficulty: (M) Fact and Application Page: 178
Essay Questions
76. Define 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 beliefs a person holds about his or her own attributes and
how he or she evaluates these qualities. Although ones 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 ones self-assessment corresponds to reality).
Difficulty: (M) Fact and Discussion Page: 150, 151
77. Relate the concept of self-esteem to advertising.
89
Answer:
Self-esteem refers to the positivity of ones attitude toward oneself. Self-esteem
advertising attempts to change attitudes about products by stimulating positive feelings
about the self.
Persons of low self-esteem expect not to perform well, and they will try to avoid
embarrassment, failure, or rejection. They need advertising which encourages them (or
does not threaten them) and which takes into account that their use of certain products
reflects their lack of self-confidence (Diet Pepsi: Youre feeling good about yourself and
youre drinking Diet Pepsi--and it shows.)
Persons of high self-esteem expect to be successful and enjoy being the focus of
attention. They respond well to advertising that challenges them or acknowledges their
success.
Difficulty: (M) Fact and Discussion Page: 151
78. 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 persons conception of how he or she would like to be.
The real or actual self refers to our more realistic appraisal of the qualities we have and
dont 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. A fantasy or daydream is a selfinduced shift in consciousness, which is sometimes a way of compensating for a lack of
external stimulation or of escaping from problems in the real world.
Difficulty: (M) Fact and Discussion Page: 151, 152
79. Discuss the terms symbolic interactionism and the looking-glass self. Give an
example of each term.
Answer:
As described in the text:
Symbolic interactionismstresses that relationships with other people exist in 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 these symbols. Examples might be the golden arches means fast
food and blondes have more fun.
Looking-glass selfthis process of imagining the reaction of others toward us is
known as taking the role of the other. According to this view of the self, we
90
91
statements about the kind of "person you are." The Legend is promoted as "the kind of
car built for the way you drive."
Difficulty: (H) Fact and Application
Page: 156-159
92
Answer:
A person's satisfaction with the physical image she/he 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. Women in particular have worked very hard to conform to the current "look" and
attain ideal beauty. Among Western women, today's "natural look" emphasizes health
and vigor. During the 1960s and 1970s, Playboy centerfolds became leaner and more
muscular. Protests by feminist groups that there was too much emphasis upon "thinness"
and the "waif" look of the early 1990s, leading to eating disorders, seems to be moving
Western women toward fuller figures again.
Manifestations of the desire to alter one's physical self to conform to current ideals of
beauty include:
Fattism - Our society has an obsession with weight and thinness, reinforced by
advertising and peers.
Eating disorders - Anorexia and bulimia eating disorders, noted often in white,
upper-middle-class girls, are evidence of exaggerated concern about
desirable
body images.
Cosmetic surgery - Increasingly cosmetic surgery is performed (and accepted) by
men as well as women. Women use surgery to reduce weight or to
increase
sexual desirability. Men have used implants for chests and legs.
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.
Difficulty: (H) Fact and Discussion Page: 168-180
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? Which one 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. Gays wearing earrings in particular ears to
indicate preference for dominance or submission.
f). To indicate high status or rank. Wearing headdresses in tribes.
g). To provide a sense of security. Caring a lucky charm.
93
Students may pick any of the above for their selection on marketing importance;
however, proper examples and justification should be made. A, D, E, or G would
probably be the most popular picks.
Difficulty: (H) Fact and Application Page: 177-180
94