Understanding the Extended Self: Consumer Behavior Insights

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:

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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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Founded the Institute of Motivational Research in 1946. Traits The identifiable characteristics that define a person. Brand Equity The extent to which a consumer holds a strong favourable and unique association with the brand. Archetypes Innate, universal prototypes for ideas and may be used to interpret observations. Innovators Successful consumers with resources, concerned socially, open to change, according to VALS. Personality The qualities and traits, that define the character or behavior of a specific person. Freud Believed that much of behaviour is from a conflict between a desire to gratify needs and be responsible. n 1 1 The "20-80 rule," as the term generally is used in marketing research, means: about 20 percent of a product's users account for 80 percent of the volume sold about 20 percent of consumers are brand loyal and 80 percent buy various brands as a matter of course about 20 percent of buyers use coupons or special offers for 80 percent of their purchases predictions about brand usage are correct 20 percent of the time, incorrect 80 percent of the time about 20 percent of the world's total consumption of products is by the U.S. and the remaining 80 percent represents the rest of the countries' consumption Question 2 0 / 1 point AIO statements consist of consumer responses identifying their: attention, interests, outcomes activities, interests, outcomes attention, interests, opinions

activities, interests, opinions attitudes, ideas, opinions Question 3 0 / 1 point In Freudian theory, the _________ is that part of the mind guided by the primary desire to maximize pleasure superego ego persona conscience id Question 4 0 / 1 point The three Freudian systems are the: id, self, superego id, psyche, superego subconscious, ego, id id, ego, superego Question 5 0 / 1 point Today most applications of Freudian theory in marketing are related to: how we learn the sexuality of products gift-giving children's products family purchase conflicts Question 6 0 / 1 point Beverly is a stockbroker, who benefited from the period when tech stocks were high; and she likes change in her life and the finer things. According to the VALS typ e Fulfilled Achievers Experiencers Innovator Question 7 0 / 1 point The letters of VALS stand for: vacation and leisure segments varied-attitude list survey

value-added licensing segmentation values and lifestyles varied actions linked to strategy Question 8 0 / 1 point Geodemography is the study of how the thermal patterns of the jet stream can be linked to the need for seasonal products like snow ski equipment. True False Question 9 0 / 1 point _________ describes a consistent pattern whereby consumers buy the same brand just about every time they go to the store, out of habit, merely because it takes less effort. Laziness Inertia Sloth Hypohabituatism Question 10 0 / 1 point The use of in-depth interviews is typical of which kind of consumer research: attitude modification research motivational research behaviour-abstraction research avoidance-avoidance research longitudinal research Question 11 1 / 1 point Lifestyle is a statement about who one is in society and who one is not. True False Question 12 1 / 1 point It can be said that the term "lifestyle" includes choosing those goods and services which make a statement about who one is and about the types of people with whom one wishes to identify. True False Question 13 1 / 1 point Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people.

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True False Question 14 1 / 1 point Personality refers to a person's unique psychological makeup, thought by some consistently to influence the way a person behaves. True False Question 15 1 / 1 point The term "psychographics" is often used interchangeably with "lifestyle" to denote the separation of consumers into categories based on differences in choices of consumption activities and product usage. True False Question 16 0 / 1 point The _________ may be thought of as a person's unique psychological characteristics and how these features consistently influence the way that person will respond to his or her environment. configuration attitude profile personality self-focus cognate self-attribute profile Question 17 0 / 1 point Erin likes to be self-sufficient. He grows his own vegetables, mows his own lawn, paints his house and does his own repairs. According to the VALS typology he can fit into in which of the following groups: Fulfilled Achievers Makers Striver Question 18 1 / 1 point Trait scales were specifically developed to measure gross overall tendencies in the individual rather than for making predictions about brand purchases. True False Question 19 0 / 1 point When Linda saw the ad for the latest new technology tool, she rushed out and bought one. She can be considered to have the trait of:

extroversion innovativeness self-consciousness need for cognition Question 20 0 / 1 point When people research personality, they primarily look at _____________________ activities opinions traits extroversion Question 21 1 / 1 point The storehouse of memories that we come into the world with is called the collective unconscious active storehouse Jungian antitype invoked metamemory Question 22 0 / 1 point _________________________ is the attribution of uniquely human characteristics to non-human creatures and beings, natural and supernatural phenomena, material states and objects or abstract concepts. Archetype Anthropomorphism Resonance Abstraction Question 23 1 / 1 point Archetypes are innate, universal prototypes for ideas and may be used to interpret observations. True False MODULE 7 Social Judgement Theory

The perspective that people assimilate new information about attitude objects in light of what they already know or feel. The initial attitude acts as a frame of reference, and new information is categorized in terms of this standard. Central Route of ELM Under high involvement in ELM, the consumer takes this route. The consumer thinks about arguments and generates cognitive responses. This is a rational decision. Affect The way a consumer feels about an attitude object. It includes the emotion or opinion, according to the ABC model. Fear Appeal An attempt to change attitudes or behaviour through use of threats or by heightening of negative consequences. Match-Up Hypothesis The theory that the dominant characteristics of a product should match the dominant features of communications source. Balance Theory The Theory that considers relations among elements a person might perceive as belonging together; they should be consistent. Credibility A communications source's perceived expertise, objectivity or trustworthiness. Multiattribute Models Assume a consumer's idea of an attitude object depends on beliefs about several or many attributes of the object. Halo Effect When person is rated highly on one feature, it is assumed they have other positive features. Internalization When there are high level, deep seated attitudes that become or are a part of a person's value system. Second Order Response Customer feedback in response to a marketing message that is not a transaction or sale. Cognitive Dissonance The theory that when a person is confronted with inconsistencies among attitudes or behaviours, they will take some action to resolve the issue by changing an attitude or

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behaviour. Compliance The lowest level of attitude formed. It can help gain a reward or avoid punishment but it is superficial. Behaviour may change when another option is available or others are not around. High Involvement Hierarchy C--> A-->B. Value Expressive Function A person forms a product attitude not because of its objective benefits, but because of what it says about them. Source Attractiveness The source's perceived social value: physical appearance,personality, social status, similarity to receiver. Identification Occurs when attitudes formed may be similar to another person or group. Perhaps a form of imitation. Peripheral Route(ELM) Under low involvement the consumer is not motivated to think about argument and will use other cues to decide. First Order Response A product offer that directly yields a response, a purchase. Self Perception Theory In this theory there is an assumption that people use observations of their own behaviour to infer their attitudes towards some objects. Cognition The beliefs a consumer has about an attitude object. It's what a consumer thinks about an attitude object. It is beliefs or knowledge a consumer has about the thing, according to ABC model. The Hierarchy of Effects A fixed sequence of steps that occurs during attitude formation. Ego-Defensive Function When an attitudes formed to protect consumers from external or internal threats or insecurities. Attributes, Beliefs, Importance Weight

Elements of Multiattribute Models Low Involvement Hierarchy C--> B--> A. Elaboration Liklihood Model (ELM) The approach that there are one of two routes to persuasion: A central route or a peripheral route. Uses and Gratifications Theory The perspective that consumers use the media to meet more than strictly informational needs. Consumers are ACTIVE. Principle of Cognitive Consistency The belief that consumers value harmony among their thoughts, feelings and behaviours and that they are motivated to maintain uniformity in these elements. Behaviour A consumer's actions with regard to an attitude object, according to ABC Model. The Knowledge Function Relates to an attitude formed because of a need for order, structure or meaning. When a person is in an ambiguous situation or when faced with a completely new product. The ABC Model of Attitudes This model focuses on the relationship between knowing, feeling, and doing. Metaphor The use of an explicit comparison between a product and some other person, place or thing. n 1 0 The functional theory of attitudes was initially developed by: Maslow Jung Fishbein Katz Question 2 0 / 1 point According to the functional theory of attitudes, the _________ function is addressed by ads that link the product to feelings of insecurity held by the consumer, e.g., promoting deodorants to avoid being embarrassed in public by underarm odour. anxiety attribute utilitarian

knowledge ego-defensive Question 3 1 / 1 point According to the functional theory of attitudes, the _________ function is addressed by ads that stress straightforward product benefits ("Drink Diet Coke 'just for the taste of it'"). utilitarian value-expressive ego-defensive knowledge attribute Question 4 1 / 1 point The marketing research company used Q rating to determine if Judd Law would be a more effective spokesperson for a new product than Leonardo di Caprio. True False Question 5 1 / 1 point Affect refers to the way consumers feel about an attitude object. True False Question 6 0 / 1 point The assumption that people who are physically attractive are smarter, cooler, and happier is termed: aurora effect halo effect nimbus effect stereotype effect Question 7 0 / 1 point Which of these statements about the way in which attitudes can form or be learned is NOT true: pairing an object (brand name) repeatedly with a catchy jingle reinforcement of an Ao a brand name can elicit its own attitude the process is the same no matter what the product or ad Question 8 1 / 1 point Embassy Suites ad "This year, we're unwrapping suites by the dozen," showed chocolate kisses with the hotel name underneath each kiss. This is an example of the use of resonance in advertising.

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True False Question 9 1 / 1 point The extended Fishbein Model is called the theory of reasoned action. True False Question 10 0 / 1 point The concept which attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called by attitude researchers: ratio-explanation hypothesis hierarchy of effects attitude-belief hypothesis mood-congruence effects Question 11 1 / 1 point In multi-attribute attitude models, importance weights take into account the relative influence of each attribute in the overall attitude a person holds. True False Question 12 1 / 1 point Resonance is a form of presentation in advertising which: combines a play on words (e.g., a pun) with a relevant picture relies heavily upon sound effects explains the moral position which will result from the use of the marketer's product carries a theme throughout a series of commercials but varies the execution for each one Question 13 1 / 1 point After studying the IKEA catalogue, Lee phoned and placed an order for a new table. This is an example of a first-order response. True False Question 14 0 / 1 point Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, s/he will follow one of two routes to persuasion, according to the: route-preference hypothesis (RPH)

affect-cognate model (ACM) personal relevance hypothesis (PRH) elaboration likelihood model (ELM) factor importance model (FIM) Question 15 1 / 1 point When a consumer is not really motivated to process the information in an ad, it is likely that he/she will employ the _________ route to persuasion. peripheral direct tertiary central Question 16 0 / 1 point Consumers value harmony among their thoughts, feelings, and behaviours, and are motivated to maintain uniformity among these elements; this idea is termed the principle of: harmonic convergence hedonic bliss internal congruence cognitive consistency uniform behaviour Question 17 1 / 1 point Hierarchy of Effects explains the impact of three components -affect, behaviour, cognition True False Question 18 1 / 1 point In the ABC model of attitudes "A" represents Affect Attitude Action Average Question 19 0 / 1 point A c onsumer accumulates knowledge about a product and forms beliefs; consumer evaluates beliefs and forms a feeling; consumer buys product . This is an example of Low Involvement Hierarchy C->B->A

High Involvement Hierarchy C->A->B Medium Involvement Hierarchy B->A->C No involvement Hierarchy A->B->C Question 20 1 / 1 point Low involvement hierarchy leads to the paradox - the less important the product is to consumers, the more important are the marketing stimuli True False Question 21 0 / 1 point An alternative explanation of dissonance effects; it assumes that people use observations of their own behaviour to infer their attitudes towards some object; I keep buying x; I must like x; relevant for low involvement hierarchy. This theory is Foot in the door theory Hierarchy Involvement Self-perception theory Latitudes of Acceptance Question 22 1 / 1 point A communications source's perceived expertise, objectivity or trustworthiness is called credibility attractiveness attitude change halo effect Module 9 Inertia One Type of Habitual Decision Making Determinant Attributes The attributes used to choose between products. Heuristics To simplify decisions consumers use these simple mental rules that lead to a speedy decision. Limited Decision Making Involves recognition of a problem and several solutions but the not in depth decision making.

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Evoked Set The set of relevant brands that a potential consumer is favorably familiar with when considering a purchase. Experiential Perspective Approach stressing the whole experience; it focuses on consumers' emotional/affective responses in the marketplace. Extended Decision Making A result of high involvement, it involves extensive internal and external search and complex evaluation on multiple alternatives. High Purchase Involvement Relates to Extended Decision Making. Habitual Decision Making Buying the same brand over and over without consideration of any alternatives. There is very low involvement. n 1 0 When purchase decisions are made under conditions of low involvement, often the consumer's decision results from cues in the shopping environment, such as surprise sales, the way products are displayed, etc. This view of what affects consumer decisions is known as the: rational perspective experiential perspective behavioural influence perspective interpretivist perspective Question 2 0 / 1 point In addition to simply liking things better, consumers in a good mood also: rely less on heuristic processing attend more closely to specifics of the marketing messages process ads with less elaboration take longer to make up their minds Question 3 1 / 1 point These days, malls are becoming more like giant entertainment centres than shopping centres. True

False Question 4 1 / 1 point Generally speaking, the less important the brand choice is to the consumer, the more important are the marketing communications used to sell it. True False Question 5 0 / 1 point Consumers often fall back on mental shortcuts for speedy decision making, especially under conditions of limited problem solving prior to purchase. These rules of thumb are known as: importance weights strategies heuristics low-involvement connections Question 6 1 / 1 point In multi-attribute attitude models, importance weights take into account the relative influence of each attribute in the overall attitude a person holds. True False Question 7 0 / 1 point Some researchers characterize the consumer decision-making process as a continuum according to how much effort goes into the decision. They say it is anchored at each end by _________ and _________. habitual decision making; limited problem solving habitual decision making; extended problem solving limited problem solving; unlimited problem solving habitual decision making; unlimited problem solving Question 8 0 / 1 point Wendy likes to purchase from the locally owned bagel shop even though she would get a better deal at the chain down the road. Her shopping style can be termed: economic personalized apathetic ethical Question 9 1 / 1 point The process that occurs whenever the consumer sees a significant difference between their current state of affairs and ideal state is called

problem recognition rational issue habitual decision experiential perspective Question 10 0 / 1 point The view of consumer as a careful analytical decision maker is called habitual decision rational perspective irrational perspective experiential perspective Question 11 0 / 1 point The first product of its category that comes out has to establish __________ demand; while once the category is established, another brand focuses on __________ demand. secondary, primary primal, recency primary, secondary extended, habitual Question 12 1 / 1 point Generally, the more important the purchase, search is greater. Younger and better educated consumers search more. Women search more than men and those concerned with style/image search more. True False Question 13 0 / 1 point In general, who searches more before making decisions about products? expert novice moderate level between expert and novice none of the above Question 14 1 / 1 point Determinant attributes are Attributes used to choose in the decision process Attributes not used in decision process heuristics

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experiential Question 15 0 / 1 point When consumers visit stores in person to view products and then go online to buy -the consumer uses the in store experience to make a decision for an online purchase. This is called pre-shopping theory showboating product baiting showrooming Question 16 1 / 1 point The economics of information approach assumes consumers gather as much information to make informed decision True False Question 17 0 / 1 point Important things to consider in the decision making process include level of involvement and the risk involved the marketplace environment and the mood of the consumer biases in decision making, such as framing and the sunk cost fallacy all of the above could influence a decision Question 18 1 / 1 point A consumer who hates shopping is a _____________ consumer and a consumer who wants to shop for bargains is a ______________ consumer. Whereas a consumer who wants to make friends with the sales people is called a _______________consumer. apathetic, economic, personalized personalized, recreational, economic ethical, economic, recreational ethical, apathetic, economic Question 19 1 / 1 point According to the expectancy confirmation/disconfirmation model, as consumers we form beliefs about product performance based on prior experience with the product and the communications about the product. If the product performs as expected, we don't think about it. However, if the product does not perform as expected, there's a negative effect.

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True False Question 20 0 / 1 point Whatever happens before a purchase is important. This includes the environmental situation and the mood of the consumer. This time before purchasing is called the the operant conditions existant conditions antecedent conditions the operant-affective component

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TEST 2 Consumer Behaviour

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