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Consumer Behaviour Study Set 4

Business

Quiz 5 :

The Self

Quiz 5 :

The Self

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The "looking-glass self" is but one of many "selves" defining who we are. It is the:
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B

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One study of young male beer drinkers found a segment that was characterized as "losers." These were men who worked hard but had little chance of promotion, and although they enjoyed life, thought that they were never going to get ahead. Beer ads made to this segment had a very high fantasy appeal. What relationship between the concepts of self in this segment was being assumed by the marketers?
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B

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Grace Norris is a 50-year-old housewife who recently selected Chrysler's PT Cruiser as her new car. To some extent, she selected the car because it is practical and has ample storage space for groceries and other items she gets on her many shopping trips. On the other hand, she also confesses that she selected the car because of its "bad boy" image. "It looks like a gangster car from the 1930s," said Grace. "It says 'don't mess with me,'" she tells her friends. Grace is exhibiting ________ in her selection of a car.
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C

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Placing coolers of Powerade drinks and energy bars in high-traffic areas of fitness centres indicates that marketers are most likely trying to ensure that appropriate ________ are active.
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Amber likes to think of herself as being a smart shopper, but she admits that she cannot compare to her mother whom she calls a "champion shopper." Amber has separated her ________ self from her ________ self.
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One of the dimensions of self-concept looks at such elements of factional attractiveness versus mental aptitude. This is reflective of the ________ dimension.
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James has a positive attitude toward himself. It could be said that he has a high:
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________ refers to the anxiety individuals feel when they fear they might behave in a way that confirms a group stereotype.
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When Allan signs up for a sewing class, he feels anxious and apprehensive that he will confirm the stereotype that men are not good at sewing. This demonstrates:
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When Jennifer goes to the mechanic to get her car fixed, she feels anxious and apprehensive that she will confirm the stereotype that women don't understand car engines. This demonstrates:
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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 consumer's level of:
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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 the fact that many consumers:
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________ refers to the type of person we don't want to be.
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Travel commercials depict happy, attractive families enjoying a carefree vacation. Marketers hope that this will trigger a process of:
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The concept of self is:
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Attributes of self-concept can be described along several dimensions. If Rudi Gonzalez sees himself as someone with a handsome face rather than a person who is intellectual, which of the following self-concept dimensions is being exhibited here?
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By acting the way we assume others expect us to act, we often wind up making these perceptions really happen, in a form of:
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What people feel they would like to be, is called their:
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Louise, a part-time waitress, asks her mother what she should wear for her job interviews upon graduating from university. Her mother suggested she dress for the job she wants, not the job she has. This is an example of:
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Western culture tends to subscribe to an ________ interpretation of the self, whereas non-Western cultures tend to focus on an ________ interpretation of the self.
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