Question 1

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 similar products that use professional models.

Accepted Answer

The use of women with imperfect bodies in Dove's campaign for Real Beauty challenges traditional beauty standards and promotes body positivity, which can potentially lead to less negative self-comparison for consumers. In contrast, advertisements that use professional models may perpetuate unrealistic beauty standards and lead to heightened negative self-comparison for consumers. Therefore, the nature of the social comparison is likely different in these two types of advertisements.

Question 2

A person's actual self is a person's conception of how he/she would like to be.

Accepted Answer

A person's actual self is the way they see themselves currently, while their ideal self is the version of themselves they aspire to be. Therefore, a person's actual self is not necessarily who they would like to be, but who they currently believe themselves to be.

Question 3

Every time Tim goes for goal in his footy game, he rubs the charm on the necklace that his professional footballer uncle gave him.This charm has never failed to help him kick a goal.The charm has become part of Tim's extended self.

Accepted Answer

The fact that the charm has become part of Tim's extended self indicates that it holds a significant personal value to him, making the statement true.

Question 4

Research has shown that consumer's food choices at a restaurant are unaffected by the body shape and size of the server attending to the consumers.

Accepted Answer

Research indicates that the body shape and size of a server can influence consumer food choices, as people may subconsciously associate certain body types with specific eating habits or health perceptions.

Question 5

The reason why a sixteen-year-old boy may choose to use typically 'macho' products like cigarettes or alcohol can be explained by symbolic self-completion theory.

Accepted Answer

Symbolic self-completion theory suggests that individuals may use certain products or engage in certain behaviors to complete their sense of self-identity. In the case of a sixteen-year-old boy, using typically 'macho' products like cigarettes or alcohol may fulfill his desire to be seen as tough or independent, helping him complete his self-image as a young man.

Question 6

The looking-glass self is moulded by elements of pop culture, such as comic book heroes.

Accepted Answer

The answer of The looking-glass self is moulded by elements...

Question 7

The looking-glass self is modelled by elements of the pop culture, such as comic book heroes.

Accepted Answer

The looking-glass self concept was developed by sociologist Charles Cooley and is not necessarily modelled by elements of pop culture, such as comic book heroes. It refers to the idea that an individual's self-concept is formed through their perception of how others see and evaluate them.

Question 8

Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.

Accepted Answer

Self-concept is indeed defined as the collection of beliefs that individuals hold about their own qualities and how they evaluate these characteristics.

Question 9

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.

Accepted Answer

The self-image congruence model primarily explains consumer behavior by suggesting that people are drawn to products or brands that they perceive to match their own self-image. Mishandling a business card in Japanese business culture is considered disrespectful because it disregards the importance of respect and formality in Japanese society, rather than being directly related to the self-image congruence model.

Question 10

One of the most important levels of the extended self is the family level.

Accepted Answer

The family level of the extended self refers to the incorporation of family members and their possessions as part of one's own self-concept. This level is considered one of the most significant as it has a strong impact on an individual's identity and sense of belonging.

Question 11

Isaac spends significant time curating his Facebook account.He painstakingly lists out prominent classical musicians and postmodern fiction writers on his 'interests' page.He also deletes any photos of himself that don't show him in the types of clothing he now wears.Isaac is engaging in ________.
D.gender socialisation

Accepted Answer

Isaac is engaging in self-presentation, as he is selectively curating his Facebook account to present a certain image of himself to others. Gender socialization involves the ways in which society teaches individuals the expectations and norms associated with their gender.

Question 12

Self-esteem refers to the intensity and stability over time of a person's self-concept.

Accepted Answer

Self-esteem refers to the overall sense of self-worth or personal value, not specifically to the intensity and stability of a person's self-concept.

Question 13

Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.

Accepted Answer

Promotions featuring fantasy appeal are more effective with customers whose real self and ideal self are distant, as they allow these customers to imagine themselves as closer to their ideal self.

Question 14

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.

Accepted Answer

Studies have shown that exposure to images of idealized body types in advertising can lead individuals to perceive their own body shapes as less desirable and strive for unattainable standards. This phenomenon is often referred to as "body dissatisfaction."

Question 15

The symbolic self-completion theory suggests that people who have an incomplete self-definition will tend to complete this identity by buying products that are associated or symbolic of their self-definition.

Accepted Answer

The symbolic self-completion theory indeed suggests that people with an incomplete self-definition tend to positively associate themselves with products that enhance their self-definition.

Question 16

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.

Accepted Answer

Mary Ann's comparison of herself to the idealized images in fashion magazines is a form of social comparison, where individuals evaluate themselves based on comparisons to others.

Question 17

The ideal self is a reference to our more realistic appraisals of the qualities we have and don't have.

Accepted Answer

The answer of The ideal self is a reference to...

Question 18

Watching as little as 30 minutes of television can alter both men's and women's perceptions of their own body shape and body size.

Accepted Answer

Studies have shown that watching as little as 30 minutes of television can alter both men's and women's perceptions of their own body shape and size. This is due to the media's portrayal of unrealistic and narrow beauty standards, which can lead to body dissatisfaction and negative self-esteem.

Question 19

Self-esteem refers to the positivity of a person's self-concept.

Accepted Answer

Self-esteem is the evaluation a person has of themselves, and if it is positive, it will lead to a positive self-concept.

Question 20

A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.

Accepted Answer

This statement is true. Consumers often attach themselves to products that help maintain their self-concept or identity, such as buying designer clothing to express their sense of style, purchasing environmentally friendly products to reflect their values, or buying a certain brand of car to showcase their social status.

Quiz 7: The Self: Mind, Gender and Body