MKT201

1
MKT201 Buyer Behavior

• Chapter 5
• Review Questions

2

• Which of the following best defines what is
  implied by the symbolic self-completion theory?
• Customers tend to buy products that violate their
  self-concept if their self-esteem is low.
• Customers who have an incomplete self-concept
  tend to buy products that complete that concept.
• Customers delay purchases that conform to their
  actual self-image until their self-concept is
  consistent with their social self.
• Customers select products that conform to their
  self-image through a process that is largely
  subconscious.

3

• The body is adorned or altered in some way in
  every culture. Decorating the self serves a
  number of purposes. Which of the following is not
  one of those purposes?
• To separate group members from nongroup members
• To place the individual in the social
  organization
• To place the individual in a gender category
• To enhance age-status identification

4

• Attributes of self-concept can be described along
  several dimensions. If Rudi Gonzalez sees himself
  as being one who is handsome (has a highly
  attractive face) rather than a person who is
  intellectual, which of the following self-concept
  dimensions best applies to Rudi's view of
  himself?
• Content
• Positivity
• Intensity
• Stability over time

5

• Mary Jane is a very conservative businesswoman by
  day. However, when she decides to "go out on the
  town," she likes to party and "kick up her
  heels." This would be an example of a reaction
  due to the fact that many consumers _________.
• are psychotic
• have multiple selves
• are not confident with their real selves
• prefer their ideal self

6

• Grace Norris is a 50-year-old housewife who
  recently selected Chrysler's PT Cruiser as her
  new car. To some extent, she selected the car
  because it is practical and has ample storage
  space for groceries and other items she gets on
  her many shopping trips. On the other hand, she
  also confesses that she selected the car because
  of its "bad boy" image. "It looks like a gangster
  car from the 1930s," says Grace. "It says 'don't
  mess with me,' " she tells her friends. Grace is
  exhibiting _________ in her selection of a car.
• Gestaltism
• symbolic consumerism
• symbolic interactionism
• Draconian fantasies

7

• Arthur was asked to speak in front of a group of
  downtown business persons during the noon hour.
  He noticed that as he spoke, one person appeared
  to be napping and another frowned during the
  entire presentation. "I'm not going to do that
  again," Arthur promised himself. "I am not a good
  public speaker." Which of the following terms
  best reflects Arthur's perception of himself and
  his ability as a speaker?
• Multiple selves
• Ideal self
• Actual self
• Looking-glass self

8

• Jane Jones loves liver and onions. She often sees
  this dish available in cafeterias. However, she
  has also overheard fellow cafeteria patrons
  commenting that "only old people eat liverhow
  disgusting!" Because of the social criticism that
  she has overheard, she almost never buys liver
  and onions when she is out in public. Jane would
  best be characterized as being a(n) _______.
• high self-monitor
• medium self-monitor
• low self-monitor
• image-resistant consumer

9

• Bart was a mortuary worker who noticed that there
  seemed to be a social class difference in what
  people placed on the graves of departed family
  members. What Bart observed was a class
  difference in how people manifest the
  relationship between external objects and the
  _________ self.
• extended
• actual
• social
• looking-glass

10

• Fred Johnson lives, eats, and breathes pro
  football. His favorite team is the Dallas
  Cowboys. His home looks like a Dallas Cowboys'
  museum. Which of the following categories or
  levels of the extended self would most likely
  apply to Fred's situation?
• Family level
• Individual level
• Community level
• Group level

11

• One study of young male beer drinkers found a
  segment that was characterized as "losers." These
  were men who worked hard but had little chance of
  promotion, and although they enjoyed life,
  thought that they were never going to get ahead.
  Beer ads made to this segment had a very high
  fantasy appeal. What relationship between the
  concepts of self in this segment was being
  assumed by the marketers?
• This segment had a strong looking-glass self.
• This segment had a large gap between their real
  and ideal selves.
• This segment had low self-esteem.
• This segment had a culturally defined inner self
  that was much different from their public self.

12

• Essay Questions
• Briefly comment on gender differences in
  socialization, female sex roles, and male sex
  roles in our society.
• In many societies, males are controlled by
  agentic goals, which stress self-assertion and
  mastery. Females, on the other hand, are taught
  to value communal goals, such as affiliation and
  the fostering of harmonious relations.
• Each society creates a set of expectations
  regarding the behaviors appropriate for men and
  women and finds ways to communicate these
  priorities. This training begins very early in a
  child's life. Today, the field of marketing tends
  to be dominated by male values. This, however, is
  changing.

13

• Essay Questions
• Ben is a little nervous about how he will be
  perceived when he arrives for a job interview. He
  got his hair cut and wore his most expensive
  business suit so he would appear more like the
  person the firm would hire at an executive level.
  He knows that he "cleans up well" and hopes that
  will compensate for a weak resume. Explain in
  terms of symbolic interactionism what Ben is
  doing.
• Symbolic interactionaism stresses the importance
  of how relationships with other people form our
  concepts of self. Members of the same group have
  shared meanings, which can be reflected by
  behavior, symbols, and products.
• Although this is a new situation for Ben, his
  self-concept has been partially formed by how
  other people reacted to him in the past. He has
  defined himself as executive material because of
  this past treatment, and trusts that other people
  will share the same consensus when he presents
  the appropriate presentation with its symbolic
  meaning.