TEST 2 Consumer Behaviour.pdf

MODULE 5 The Extended Self The self created by the external objects which one surrounds oneself with. Symbolic Interaction Theory Theory that stresses that relationships with others play a large part in forming the self. Meaning is attached to symbols. Pink Washing Refers to marketers or others appropriating the LGBTQIA+ movement to promote corporate or political agendas. They market themselves as “gay - friendly” to gain favour while masking other behaviours that are inconsistent. Body Image The subjective picture or mental image of one's own body. The Looking Glass Self The process of imagining the reaction of others towards oneself. It is what you think, others think about you. The Actual Self A person's realistic appraisal of their own qualities. This is what we really are in an honest reflection. Self Esteem The positivity of one's attitude towards oneself. Self Consciousness An awareness of the self. Fantasy Appeal A self-induced shift in consciousness, often focusing on some unattainable or improbable goal. The larger the gap between a person's actual self and ideal self, the more they could be moved by this. The Symbolic Self-Completion Theory The perspective that people who have an incomplete self-definition in some context will compensate by acquiring symbols associated with their desired social identity. Self Image Congruence Models Approaches based on the prediction that products will be chosen when their attributes match some aspect of the self. The Ideal Self

A person's conception of how they would like to be. This self is partially based on elements of a person's culture. The Self Concept The attitude people hold towards themselves. Femvertising The trend for brands to sell female empowerment; advertising that employs pro-female talent, messages, and imagery to empower women and girls. 1 A person's conception of an "ideal self" is molded in part by seeing people in ads who seem successful or attractive. True False Question 2 1 / 1 point By acting the way we assume others expect us to act, we often wind up making these perceptions really happen, in a form of: the social coercion syndrome interaction auto-suggestion social concession self-fulfilling prophecy Question 3 1 / 1 point Jerome is a fan of the Calgary Stampeders. This attachment helps to define his extended self. True False Question 4 0 / 1 point Sara Lee discovered that people who preferred portion-controlled snack items measured high in self-esteem: they felt they were in control over what they ate. True False Question 5 1 / 1 point Self-image congruence models predict that products will be chosen when their attributes match some aspect of the self. True False Question 6 1 / 1 point

Symbolic interactionism stresses that people are influenced by the interpretations of meaning shared by others in a symbolic environment. True False Question 7 1 / 1 point The tendency for us to behave as we perceive others expect of us is called self- image congruency. True False Question 8 0 / 1 point The four levels of the extended self are: individual, tribal, family, public community, family, individual, group family, private, public, individual individual, secret, community, group material, ideal, reflected, aspirational Question 9 1 / 1 point According to the _________ perspective, each person potentially has many social selves. Who we are or which self we activate is continually evolving as we respond to new people and situations. sociopathic self-selection melodramatic symbolic interactionist symbolic sociometry Question 10 1 / 1 point Simply put, the _________ includes those objects that we consider to be a part of who we are. external self extended self actual self material self multiple self Question 11 1 / 1 point The phrase, "You are what you consume," recognizes that products do more than influence the perceptions of others about who we are. They also:

act as protection to enable us to keep others from learning too much about our true self help us determine our own sense of self as well hide us from ever really knowing who we are serve as a substitute for a well-developed self-concept all of the above Question 12 1 / 1 point The attitude a person holds towards her/himself; the beliefs about your own attributes; composed of many attributes; can be distorted. This is a definition of self-concept self esteem ideal self extended self Question 13 1 / 1 point The positivity of one's attitude towards oneself is called ___________________; marketing can alter by triggering social comparison self concept self esteem actual self ideal self Question 14 1 / 1 point A large gap between your actual self and your ideal self means you could be affected by this type of appeal humour fear fantasy colour Question 15 1 / 1 point The idea that we see ourselves as incomplete and believe that we can complete ourselves by buying products is called extended self interaction self-fulfilling theory interactionist theory symbolic self-completion theory

Question 16 0 / 1 point In regards to gender roles: Unlike maleness and femaleness masculinity and femininity are not biologic True False Question 17 0 / 1 point A metrosexual is defined as a man tough on the inside but soft around the edges: He loves designer clothes, but is comfortable competing in sports True False Question 18 1 / 1 point Femvertising is the stereotyping of women the trend to market to women with an appeal to female empowerment marketing to women in the Victorian era marketing to women based on traditional values Question 19 1 / 1 point As consumers try to match to an ideal, much effort is put into altering the body; diets, surgery, clothing. All these alterations involve spending money, usually buying something or buying into something True False Question 20 1 / 1 point ________________is the subjective picture or mental image of one's own body Body image Self concept Ideal self Extended self MODULE 6 Psychographics The use of psychological, sociological, and anthropological factors to construct market segments.

Id Basic needs that want immediate gratification, according to Freud. Motivational Research The study of the reasons that people choose to buy particular products or services. It bringing aspects of Freudian theory and symbolism of products to the world of advertising. Superego The system that internalizes society's rules and works to prevent id from seeking selfish gratification, according to Freud. Carl Jung Believed in the existence of the collective unconscious. The mind containing memories and impulses we are not aware of. He believes we come into the world with a storehouse of memories from our ancestors. Lifestyle A set of shared values or tastes exhibited by a group of consumers especially as these are reflected in consumption patterns. Ego The system that mediates between id and superego, according to Freud. Anthropomorphism When we give human traits to non-human objects related to an actual product or its brand representations, we personify the brand. Demographics The observable measurements of a population's characteristics, such as birthrate, age distribution and income. The 80/20 Rule Says about 20% of consumers in a product category account for 80% of sales. These 20% make up a brand loyal group. AIOs Activities, Interests and Opinions. Values and Lifestyles survey (VALS) A psychographic segmentation system to categorize consumers into clusters. A Lifestyle Profile Looks at items that differentiate between users and non users of a product. Ernst Dichter

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