Consumer Behavior Marketing Exam 2|
Questions and Answers A+ Graded
Collective Self - -A process of self-definition whereby an individual's identity
is largely derived from his or her group memberships
- Self-Concept - -Summarizes the beliefs a person holds about his own
attributes and how he evaluates the self on these qualities
- Identity - -A component of self-concept (did you change your self-concept
one you got to college? Do you expect it to change when you graduate?);
some don't change (son, daughter)
- Multiple Selves - -Central identities (student, daughter); some are situation
specific (volunteer...you're not always a volunteer); affects marketing efforts
(what media you advertise through)
- Social Comparison - -The basic human tendency to compare ourselves to
others
- Self-Esteem - -The positivity of a person's self-concept
- Ideal Self - -A person's conception of how he or she would like to be
(Botox, exercise, education)
- Actual Self - -A person's realistic appraisal of his or her qualities (Netflix)
- Impression Management - -Our efforts to "manage" what others think of us
by strategically choosing clothing and other cues that will put us in a good
light (social media, appearance, possessions, hobbies)
- Fantasy - -A wide discrepancy between real and ideal self (ex: online
software that shows what you COULD look like; hairstyles, glasses, etc.)
- Torn Self - -A condition where immigrants struggle to reconcile their native
identities with their new cultures
- Self-Product Congruence - -Consumers demonstrate their values through
their purchase behavior
- Looking-glass self - -The process of imagining the reaction of others
toward oneself
- Self-fulfilling prophecy - -A person acts according to the way he or she
believes others expect, thus confirming this assumption
,- Cognitive Matching - -Buy things that match/represent the self-image
- Public Self-Consciousness - -A personality trait that makes a person very
aware of how he or she appears to others
- Self-Monitors - -Individuals who are VERY conscious of their behavior in
social situations
- Empty Self - -A shift toward a greater focus on the self as traditional points
of reference such as family and cultural traditions recede in importance;
spend more time with technology which makes us internalize more and
engage with others less
- Symbolic Self-Completion Theory - -The perspective that people who have
an incomplete self-definitino in some context will compensate by acquiring
symbols associated with a desired social identity
- Compensatory Consumption - -Product choice driven by a threat to the
self-concept
- Levels of the Extended Self - -1. Individual (electronics, phone)
2. Family (house)
3. Community (town)
4. Group (Mizzou)
- Extended Self - -The external objects we consider a part of our self-
identity
- Digital Self - -Elements of self-expression that relate to a person's online
identity; we edit ourselves to change others' perceptions of us
- Virtual Makeover - -Software that allows consumers to manipulate aspects
of their appearance in a photograph they post online
- Gender Identity - -The elements of self-concept that reflect sex roles
- Sex Roles - -A culture's expectations about how members of the male or
female gender should act, dress, or speak
- Gender Socialization - -Elements of culture, including advertising, that
provide guidelines regarding "appropriate" sex role behavior for members;
gender roles vary by culture and are changing
- Sex-Typed Traits - -Characteristics that are stereotypically associated with
one gender or the other
, - Sex-Typed Products - -Take on a masculine or feminine attributes
- Sex-Type Products - -Products that reflect stereotypical masculine or
feminine attributes
- Androgyny - -The possession of both masculine and feminine traits
- Ideal of Beauty - -Culture tells us what to look like (drives our purchase
decisions) A model, or exemplar, of appearance valued by a culture
- Gender-bending Products - -A traditionally sex-typed item adapted to the
opposite gender
- Third Gender Movement - -The push to expand the definition of gender
beyond the traditional categories of male and female
- Intersex Children - -Children born with both genitals or ambiguous sex
characteristics
- Body Image - -A consumer's subjective evaluation of his or her physical
self
- Body Image Distortions - -Psychological disorders that cause the patient to
believe that his or her body is bigger or smaller than others see it
- Vanity Sizing - -Deliberately assigning smaller sizes to garments
- Fattism - -A preference for thin people and/or discrimination against
overweight people
- Why do people body decorate/mutilate? - --To separate group members
from nonmembers
-To place the individual in the social organization
-To place the person in a gender category
-To enhance sex-role identification
-To indicate desired social conduct
-To indicate high status or rank
-To provide a sense of security
- Medical Tourism - -A rapidly growing sector of the global economy that
encourages consumers to travel to other countries for surgical procedures
that might be unavailable, more dangerous, or more expensive where they
live
Questions and Answers A+ Graded
Collective Self - -A process of self-definition whereby an individual's identity
is largely derived from his or her group memberships
- Self-Concept - -Summarizes the beliefs a person holds about his own
attributes and how he evaluates the self on these qualities
- Identity - -A component of self-concept (did you change your self-concept
one you got to college? Do you expect it to change when you graduate?);
some don't change (son, daughter)
- Multiple Selves - -Central identities (student, daughter); some are situation
specific (volunteer...you're not always a volunteer); affects marketing efforts
(what media you advertise through)
- Social Comparison - -The basic human tendency to compare ourselves to
others
- Self-Esteem - -The positivity of a person's self-concept
- Ideal Self - -A person's conception of how he or she would like to be
(Botox, exercise, education)
- Actual Self - -A person's realistic appraisal of his or her qualities (Netflix)
- Impression Management - -Our efforts to "manage" what others think of us
by strategically choosing clothing and other cues that will put us in a good
light (social media, appearance, possessions, hobbies)
- Fantasy - -A wide discrepancy between real and ideal self (ex: online
software that shows what you COULD look like; hairstyles, glasses, etc.)
- Torn Self - -A condition where immigrants struggle to reconcile their native
identities with their new cultures
- Self-Product Congruence - -Consumers demonstrate their values through
their purchase behavior
- Looking-glass self - -The process of imagining the reaction of others
toward oneself
- Self-fulfilling prophecy - -A person acts according to the way he or she
believes others expect, thus confirming this assumption
,- Cognitive Matching - -Buy things that match/represent the self-image
- Public Self-Consciousness - -A personality trait that makes a person very
aware of how he or she appears to others
- Self-Monitors - -Individuals who are VERY conscious of their behavior in
social situations
- Empty Self - -A shift toward a greater focus on the self as traditional points
of reference such as family and cultural traditions recede in importance;
spend more time with technology which makes us internalize more and
engage with others less
- Symbolic Self-Completion Theory - -The perspective that people who have
an incomplete self-definitino in some context will compensate by acquiring
symbols associated with a desired social identity
- Compensatory Consumption - -Product choice driven by a threat to the
self-concept
- Levels of the Extended Self - -1. Individual (electronics, phone)
2. Family (house)
3. Community (town)
4. Group (Mizzou)
- Extended Self - -The external objects we consider a part of our self-
identity
- Digital Self - -Elements of self-expression that relate to a person's online
identity; we edit ourselves to change others' perceptions of us
- Virtual Makeover - -Software that allows consumers to manipulate aspects
of their appearance in a photograph they post online
- Gender Identity - -The elements of self-concept that reflect sex roles
- Sex Roles - -A culture's expectations about how members of the male or
female gender should act, dress, or speak
- Gender Socialization - -Elements of culture, including advertising, that
provide guidelines regarding "appropriate" sex role behavior for members;
gender roles vary by culture and are changing
- Sex-Typed Traits - -Characteristics that are stereotypically associated with
one gender or the other
, - Sex-Typed Products - -Take on a masculine or feminine attributes
- Sex-Type Products - -Products that reflect stereotypical masculine or
feminine attributes
- Androgyny - -The possession of both masculine and feminine traits
- Ideal of Beauty - -Culture tells us what to look like (drives our purchase
decisions) A model, or exemplar, of appearance valued by a culture
- Gender-bending Products - -A traditionally sex-typed item adapted to the
opposite gender
- Third Gender Movement - -The push to expand the definition of gender
beyond the traditional categories of male and female
- Intersex Children - -Children born with both genitals or ambiguous sex
characteristics
- Body Image - -A consumer's subjective evaluation of his or her physical
self
- Body Image Distortions - -Psychological disorders that cause the patient to
believe that his or her body is bigger or smaller than others see it
- Vanity Sizing - -Deliberately assigning smaller sizes to garments
- Fattism - -A preference for thin people and/or discrimination against
overweight people
- Why do people body decorate/mutilate? - --To separate group members
from nonmembers
-To place the individual in the social organization
-To place the person in a gender category
-To enhance sex-role identification
-To indicate desired social conduct
-To indicate high status or rank
-To provide a sense of security
- Medical Tourism - -A rapidly growing sector of the global economy that
encourages consumers to travel to other countries for surgical procedures
that might be unavailable, more dangerous, or more expensive where they
live
