MKT 305 Exam queries and answers
graded A+
Collective self - ANS✅✅a person derives his or her identity in large measures from a social group.
-defining your identities largely by our relationships with others.
Identity - ANS✅✅any category label with which a consumer self-associates that is amenable to a
clear picture of what a person in that category looks like, thinks, feels, and does.
-each element that contributes to our self-concept is an identity.
Self-esteem - ANS✅✅the positivity of a person's self-concept.
Social comparison - ANS✅✅when a person tries to evaluate their appearance by comparing it to
the people depicted in artificial images.
Ideal self - ANS✅✅a person's conception of how he or she would like to be.
Actual self - ANS✅✅our more realistic appraisal of the qualities we do and don't have.
Impression management - ANS✅✅we work hard to manage what others think of us; we
strategically choose clothing and other products that will show us off to others in a good light.
Fantasy - ANS✅✅a self-induced shift in consciousness, which is sometimes a way to compensate
for a lack of external stimulation or to escape from problems in the real word.
-many products and services succeed because they appeal to our fantasies.
Dramaturgical perspective - ANS✅✅views people as actors who play different roles.
-we each play many roles, and each has its own script, props, and costumes.
Torn self - ANS✅✅a condition where immigrants struggle to reconcile their native identities with
their new cultures.
,Symbolic interactionism - ANS✅✅relationships with other people play a large part in forming the
self.
-we exist in a symbolic environment; we assign meaning to any situation or object when we interpret
the symbols in this environment.
Looking-glass self - ANS✅✅the process of imagining others' reactions (ex: when trying on a dress
you think about how other people would react to it).
Self-fulfilling prophecy - ANS✅✅a person acts according to the way he or she believes others
expect, thus confirming this assumption.
Public self-consciousness - ANS✅✅a personality trait that makes a person very aware of how he or
she appears to others.
-express more interest in clothing and use more cosmetics.
Self-monitors - ANS✅✅individuals who are very conscious of their behavior in social situations.
-high self-monitors are more attuned to how they represent themselves in their social environment.
Meerkating - ANS✅✅the act of someone shooting a live video stream.
Empty self - ANS✅✅a shift towards a greater focus on the self as traditional points of reference
such as family and cultural traditions recede in importance.
Self-image congruence models - ANS✅✅we choose products when their attributes match some
aspect of the self; and, when we choose a product that we think is aesthetically pleasing this choice
makes us feel better about ourselves.
Symbolic self-completion theory - ANS✅✅people who have an incomplete self-definition tend to
complete this identity when they acquire and display symbols they associate with that role.
-ex: adolescent boys may use "macho" products such as cars and cigarettes to bolster developing
masculinity; these items act as a "social crutch" during a period of uncertainty about their new
identity as adult males.
Extended self - ANS✅✅external objects we consider a part of us.
,Levels of the extended self - ANS✅✅*Individual level-* consumers include many of their personal
possessions in self-definition (ex: jewelry, cars, clothing).
*Family level-* includes a consumer's residence and the furnishings in it. We can think of the house
as a symbolic body for the family, and the place where we live often is a central aspect of who we
are.
*Community level-* is it common for consumers to describe themselves in terms of the
neighborhood or town from which they come.
*Group level-* we regard our attachment to certain social groups as a part of the self. A consumer
also may feel that landmarks, monuments or sports teams are a part of the extended self.
Embodied cognition - ANS✅✅our behaviors and observations of what we do and buy shape our
thoughts rather than vice versa.
-"States of the body modify states of the mind."
Power posing - ANS✅✅standing in a confident way even if you don't feel confident.
-just by standing in this position, it affects brain activity.
The self-fulfilling prophecy at work.
Enclothed cognition - ANS✅✅shows how the symbolic meaning of clothing changes how people
behave.
-ex: when respondents wore a lab coat, people displayed enhanced performance on tasks that
required them to pay close attention.
Digital self - ANS✅✅using applications that allow us to dramatically modify ourselves.
-ex: changing your profile on Facebook, the descriptions we share on online dating sites, creating
avatars in virtual worlds.
Wearable computing - ANS✅✅technology that we wear, or even insert into our bodies.
-ex: Apple watch, Google glasses.
Virtual makeover - ANS✅✅allows shoppers to superimpose images on their faces or bodies so that
they can quickly and easily see how products would alter appearance, without taking the risk of
actually buying the item first.
, Gender identity - ANS✅✅the gender that people identify themselves as; it's an important
component of a consumer's self-concept.
Sex roles - ANS✅✅a culture's set of expectations about how those of their gender should act,
dress, or speak.
Gender socialization - ANS✅✅elements of culture, including advertising, that provide guidelines
regarding "appropriate" sex role behavior for members.
Agentic goals - ANS✅✅stress self-assertion and mastery (many societies expect this of males).
Communal goals - ANS✅✅stress affiliation and building harmonious relations (many societies
expect this of women).
Sex-types traits - ANS✅✅characteristics we stereotypically associate with one gender or the other.
Neuroendocrinological science - ANS✅✅focuses on the potential role of hormonal influences on
preferences for different kinds of products or people.
Sex-typed products - ANS✅✅products that reflect stereotypical masculine or feminine attributes,
and consumers associate them with one gender or another.
Contemporary young mainstream female achievers (CYMFA) - ANS✅✅identified different roles
women play in different contexts.
-ex: as a mother or partner they enact a highly feminine role; as a tough, pitiless businessperson,
they play a masculine role; and with a friend they might evoke both roles at once.
Masculinism - ANS✅✅the study of the male image and the complex cultural meanings of
masculinity.
Androgyny - ANS✅✅the possession of both masculine and feminine traits.
Gender-bending products - ANS✅✅traditionally sex-typed items adapted to the opposite gender.
graded A+
Collective self - ANS✅✅a person derives his or her identity in large measures from a social group.
-defining your identities largely by our relationships with others.
Identity - ANS✅✅any category label with which a consumer self-associates that is amenable to a
clear picture of what a person in that category looks like, thinks, feels, and does.
-each element that contributes to our self-concept is an identity.
Self-esteem - ANS✅✅the positivity of a person's self-concept.
Social comparison - ANS✅✅when a person tries to evaluate their appearance by comparing it to
the people depicted in artificial images.
Ideal self - ANS✅✅a person's conception of how he or she would like to be.
Actual self - ANS✅✅our more realistic appraisal of the qualities we do and don't have.
Impression management - ANS✅✅we work hard to manage what others think of us; we
strategically choose clothing and other products that will show us off to others in a good light.
Fantasy - ANS✅✅a self-induced shift in consciousness, which is sometimes a way to compensate
for a lack of external stimulation or to escape from problems in the real word.
-many products and services succeed because they appeal to our fantasies.
Dramaturgical perspective - ANS✅✅views people as actors who play different roles.
-we each play many roles, and each has its own script, props, and costumes.
Torn self - ANS✅✅a condition where immigrants struggle to reconcile their native identities with
their new cultures.
,Symbolic interactionism - ANS✅✅relationships with other people play a large part in forming the
self.
-we exist in a symbolic environment; we assign meaning to any situation or object when we interpret
the symbols in this environment.
Looking-glass self - ANS✅✅the process of imagining others' reactions (ex: when trying on a dress
you think about how other people would react to it).
Self-fulfilling prophecy - ANS✅✅a person acts according to the way he or she believes others
expect, thus confirming this assumption.
Public self-consciousness - ANS✅✅a personality trait that makes a person very aware of how he or
she appears to others.
-express more interest in clothing and use more cosmetics.
Self-monitors - ANS✅✅individuals who are very conscious of their behavior in social situations.
-high self-monitors are more attuned to how they represent themselves in their social environment.
Meerkating - ANS✅✅the act of someone shooting a live video stream.
Empty self - ANS✅✅a shift towards a greater focus on the self as traditional points of reference
such as family and cultural traditions recede in importance.
Self-image congruence models - ANS✅✅we choose products when their attributes match some
aspect of the self; and, when we choose a product that we think is aesthetically pleasing this choice
makes us feel better about ourselves.
Symbolic self-completion theory - ANS✅✅people who have an incomplete self-definition tend to
complete this identity when they acquire and display symbols they associate with that role.
-ex: adolescent boys may use "macho" products such as cars and cigarettes to bolster developing
masculinity; these items act as a "social crutch" during a period of uncertainty about their new
identity as adult males.
Extended self - ANS✅✅external objects we consider a part of us.
,Levels of the extended self - ANS✅✅*Individual level-* consumers include many of their personal
possessions in self-definition (ex: jewelry, cars, clothing).
*Family level-* includes a consumer's residence and the furnishings in it. We can think of the house
as a symbolic body for the family, and the place where we live often is a central aspect of who we
are.
*Community level-* is it common for consumers to describe themselves in terms of the
neighborhood or town from which they come.
*Group level-* we regard our attachment to certain social groups as a part of the self. A consumer
also may feel that landmarks, monuments or sports teams are a part of the extended self.
Embodied cognition - ANS✅✅our behaviors and observations of what we do and buy shape our
thoughts rather than vice versa.
-"States of the body modify states of the mind."
Power posing - ANS✅✅standing in a confident way even if you don't feel confident.
-just by standing in this position, it affects brain activity.
The self-fulfilling prophecy at work.
Enclothed cognition - ANS✅✅shows how the symbolic meaning of clothing changes how people
behave.
-ex: when respondents wore a lab coat, people displayed enhanced performance on tasks that
required them to pay close attention.
Digital self - ANS✅✅using applications that allow us to dramatically modify ourselves.
-ex: changing your profile on Facebook, the descriptions we share on online dating sites, creating
avatars in virtual worlds.
Wearable computing - ANS✅✅technology that we wear, or even insert into our bodies.
-ex: Apple watch, Google glasses.
Virtual makeover - ANS✅✅allows shoppers to superimpose images on their faces or bodies so that
they can quickly and easily see how products would alter appearance, without taking the risk of
actually buying the item first.
, Gender identity - ANS✅✅the gender that people identify themselves as; it's an important
component of a consumer's self-concept.
Sex roles - ANS✅✅a culture's set of expectations about how those of their gender should act,
dress, or speak.
Gender socialization - ANS✅✅elements of culture, including advertising, that provide guidelines
regarding "appropriate" sex role behavior for members.
Agentic goals - ANS✅✅stress self-assertion and mastery (many societies expect this of males).
Communal goals - ANS✅✅stress affiliation and building harmonious relations (many societies
expect this of women).
Sex-types traits - ANS✅✅characteristics we stereotypically associate with one gender or the other.
Neuroendocrinological science - ANS✅✅focuses on the potential role of hormonal influences on
preferences for different kinds of products or people.
Sex-typed products - ANS✅✅products that reflect stereotypical masculine or feminine attributes,
and consumers associate them with one gender or another.
Contemporary young mainstream female achievers (CYMFA) - ANS✅✅identified different roles
women play in different contexts.
-ex: as a mother or partner they enact a highly feminine role; as a tough, pitiless businessperson,
they play a masculine role; and with a friend they might evoke both roles at once.
Masculinism - ANS✅✅the study of the male image and the complex cultural meanings of
masculinity.
Androgyny - ANS✅✅the possession of both masculine and feminine traits.
Gender-bending products - ANS✅✅traditionally sex-typed items adapted to the opposite gender.
