Q&A Hero

Q: 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.

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

Q: 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.

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

Q: People tend to pattern their behavior on the perceived expectations of others, which is a form of a self-fulfilling prophecy.

Q: It is unusual for consumers to have multiple role identities.

Q: Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes.

Q: Social comparison is a basic human tendency.

Q: Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

Q: 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

Q: 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

Q: 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

Q: 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.

Q: 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

Q: People across all cultures appear to favor physical features that are associated with ________. A) intellect B) wealth C) youth D) confidence

Q: A(n) ________ is a particular model, or exemplar, of appearance. A) ideal of beauty B) self-concept C) cathexis D) ideal self

Q: ________ 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

Q: 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

Q: 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

Q: 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

Q: Our culture's current fascination with novels and movies such as the Harry Potter SeriesandThe 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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.

Q: Motivational research relies on ________ of individual consumers. A) psychographic profiles B) Jungian analysis C) behavioral targeting D) depth interviews

Q: 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

Q: Most Freudian applications in marketing relate to the product's ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism

Q: 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

Q: 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

Q: 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.

Q: 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

Q: ________ 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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.

Q: ________ 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: ________ refers to the positivity of a person's self-concept. A) Social comparison B) Self-esteem C) Self-image D) Self-concept

Q: 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

Q: "Casual Fridays" in American workplaces encourage the expression of a person's ________. A) virtual self B) dual self C) cultural self D) unique self

Q: 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

Q: 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)

Q: Retrieval is the process whereby we recover information from long-term memory.

Q: One of the goals of successful marketing is to have potential customers think of the marketer's product whenever they try to remember products within a certain category. This remembered set of products is called an evoked set.

Q: Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help consumers remember information about products or services.

Q: The observational learning process begins with a step called motivation.

Q: Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Q: Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

Q: Secret shoppers may be used by marketers to test the effectiveness of service quality among employees. This is a form of variable-interval reinforcement.

Q: Stimulus generalization can create a halo effect.

Q: When a company engages in a "piggybacking strategy," it is hoping that customers will be able to discriminate between the company's product and a competitor's product.

Q: The two major approaches associated with behavioral learning theory are classical conditioning and observational learning.

Q: When Pavlov's famous dogs responded to a bell signaling feeding time, they were exhibiting what is called classical conditioning.

Q: Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

Q: Behavioral theorists rely on internal mental states to explain learning.

Q: Learning refers to a relatively permanent change in behavior that is caused by experience.

Q: Which type of reinforcement best characterizes what an individual would typically experience while fishing? A) fixed-interval reinforcement B) variable-interval reinforcement C) fixed-ratio reinforcement D) mixed-ratio reinforcement

Q: According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject? A) by removing the conditioned stimulus B) by measuring a behavioral change that could directly be tied to a previous experience C) by measuring the brainwave pattern of the subject D) by relying upon an intuitive feel for the amount of learning the subject had experienced

Q: Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success? A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company. B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete. C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule. D) Over time the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.

Q: Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ________. A) omitting B) averaging C) telescoping D) normalizing

Q: Susan selects and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases? A) neophyte bias B) order bias C) response bias D) affinity bonding bias

Q: Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process? A) salience B) the von Restoff effect C) the spacing effect D) state-dependent retrieval

Q: Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) ________. A) service script B) evoked set C) proposition D) elaborative rehearsal

Q: As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through? A) spreading activation B) advertising decay C) polar parallels D) scalar processing

Q: "It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. Martha gave her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume. A) position set B) activation set C) rational set D) evoked set