Chapter 12 Test Bank
1. A new Mintel study suggests there are groups of cooks with similar values and cooking lifestyles. What are the
segments?
A. Unenthusiastic Cooks
B. Noncooks
C. Cooking Enthusiasts
D. Non-Cooks and Cooking Enthusiasts
E. All of these choices are correct.
2. Which cooking segment wants to cook and does so to spend time with their families?
A. Cooking Enthusiasts
B. Frequent Cooks
C. Part-Time Cooks
D. Family Cooks
E. Conflicted Cooks
3. Michelle enjoys grocery shopping and trying new recipes. She likes to show offer her skills in the kitchen,
especially by using multiple appliances. She cooks from scratch at least three times a week and isn’t afraid to have
leftovers from one of her homecooked meals. Michelle belongs to which cooking lifestyles segment?
A. Family Cooks
B. Frequent Cooks
C. Part-Time Cooks
D. Cooking Enthusiasts
E. Creative Cooks
4. Which of the following is considered an outward expression of one’s self-concept?
A. Demographics
B. Geographics
C. Lifestyle
D. Attitudes
E. Aspirations
5. The totality of the individual’s thoughts and feelings having reference to himself or herself as an object is known
as
A. self-concept.
B. lifestyle.
C. self-profile.
D. personal space.
E. ideal-self.
12-3
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AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 12-01 Describe self-concept, how it is measured, and how it is used to position products
Topic: Self-Concept
6. Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional.
Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously
and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer’s
thoughts and feelings about herself is known as her
A. inner peace.
B. inner self.
C. self-concept.
D. personal identity.
E. self-identity.
7. Which of the following is a dimension of a consumer’s self-concept?
A. actual self-concept
B. ideal self-concept
C. private self-concept
D. social self-concept
E. All of these choices are correct.
8. Which dimension of self-concept refers to the individual’s perception of who I am now?
A. actual self-concept
B. ideal self-concept
C. private self-concept
D. social self-concept
E. present self-concept
9. Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept
of who she is now. Renee is searching for her
A. actual self-concept.
B. ideal self-concept.
C. private self-concept.
D. social self-concept.
E. present self-concept.
10. Which dimension of self-concept refers to the individual’s perception of who I would like to be?
A. actual self-concept
B. ideal self-concept
C. private self-concept
D. social self-concept
E. future self-concept
12-5
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 12-01 Describe self-concept, how it is measured, and how it is used to position products
Topic: Self-Concept
11. Charles was examining his perception of himself as whom he would like to be. Charles is examining his
A. actual self-concept.
B. ideal self-concept.
C. private self-concept.
D. social self-concept.
E. present self-concept.
12. Which dimension of self refers to how I am or would like to be to myself?
A. actual self-concept
B. ideal self-concept
C. private self-concept
D. social self-concept
E. present self-concept
13. Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her
A. actual self-concept.
B. ideal self-concept.
C. private self-concept.
D. social self-concept.
E. present self-concept.
14. One of the major distinctions of self-concept is between __________ and __________—which is also related to
an important value dimension in the United States and abroad.
A. private self-concept; public self-concept
B. personal self-concept; interpersonal self-concept
C. actual self-concept; past self-concept
D. independent self-concept; interdependent self-concept
E. present self-concept; future self-concept
15. Richard is reassessing his life and asking himself, “How am I seen by others?” He is also asking himself, “How
would I like to be seen by others?” Richard is seeking his
A. actual self-concept.
B. ideal self-concept.
C. private self-concept.
D. social self-concept.
E. real self-concept.
12-7
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 12-01 Describe self-concept, how it is measured, and how it is used to position products
Topic: Self-Concept
16. Self-concepts have been categorized into two types, which are
A. primary and secondary.
B. manifest and latent.
C. independent and interdependent.
D. yin and yang.
E. direct and indirect.
17. Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires?
A. primary self-concept
B. individual self-concept
C. interdependent self-concept
D. independent self-concept
E. connected self-concept
18. Individuals with independent self-concepts tend to be
A. autonomous.
B. holistic.
C. connected.
D. obedient.
E. All of these choices are correct.
19. Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for
herself what she wants to do or how to do things. Which type of self-concept describes Amber?
A. primary self-concept
B. individual self-concept
C. interdependent self-concept
D. independent self-concept
E. connected self-concept
20. Which type of self-concept emphasizes family, cultural, professional, and social relationships?
A. group self-concept
B. individual self-concept
C. interdependent self-concept
D. independent self-concept
E. connected self-concept
12-9
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 12-01 Describe self-concept, how it is measured, and how it is used to position products
Topic: Independent/Interdependent Self-Concepts
21. Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation
oriented?
A. group self-concept
B. individual self-concept
C. interdependent self-concept
D. independent self-concept
E. connected self-concept
22. Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of
her own, and she is most happy when she is “taking care of someone.” If her grandchildren do not like what is
prepared for dinner, she will make them something else. Which type of self-concept does Barbara have?
A. role-based self-concept
B. individual self-concept
C. interdependent self-concept
D. independent self-concept
E. connected self-concept
23. Which of the following statements is FALSE regarding self-concept and culture?
A. The self-concept is important in all cultures.
B. Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary
across cultures.
C. An independent construal of the self is based on the predominant Western cultural belief that individuals are
inherently separate.
D. An interdependent construal of the self is based on the common Asian cultural belief in the fundamental
connectedness of human beings.
E. All the choices are true
24. The extended self consists of the self plus
A. all others.
B. family members.
C. friends.
D. possessions.
E. the ideal self.
25. Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at
least her family was not harmed and that everything else can be replaced. She would reply, “I know it was just stuff,
but it was our stuff and was special to us.” This is reflecting Carla’s
A. self-concept.
B. extended self.
C. past self.
D. ideal self.
E. personal self.
26. An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of
joy and self-fulfillment is known as a(n)
A. peak experience.
B. defining moment.
C. ultimate experience.
D. ideal experience.
E. intense experience.
27. What is the most common measurement approach to measuring self-concept?
A. semantic differential
B. likert items
C. 100-point constant-sum scale
D. nominal variables
E. open-ended questions
12-12
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 12-01 Describe self-concept, how it is measured, and how it is used to position products
Topic: Measuring Self-Concept
28. The extent to which an individual includes important brands as part of their self-concepts is known as (the)
A. acquisition effect.
B. brand engagement.
C. materialistic effect.
D. endowment effect.
E. evaluation effect.
29. A market researcher asked Adam to place an “X” on one of the seven spaces that are placed between several sets
of adjectives that best represents how he sees himself on those two opposite adjectives. This is the most common
approach to measuring self-concept and is known as
A. semantic differentials.
B. Likert items.
C. a 100-point constant-sum scale.
D. nominal variables.
E. open-ended questions.
30. The tendency of an owner to evaluate an object more favorably than a nonowner is called the
A. personal bias effect.
B. personal relevance effect.
C. mere ownership effect.
D. possessive effect.
E. mere exposure effect.
31. __________ percent of women in a study reported in the Dove consumer insight perceived their actual beauty to
fall short of their ideal.
A. Ninety-eight
B. Ten
C. Fifty
D. Twenty-five
E. Thirty
32. Self-image congruity influences on brand preference and choice depend on which of the following?
A. individual factors
B. product factors
C. situational factors
D. individual factors and product factors
E. individual factors, product factors, and situational factors
12-14
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 12-01 Describe self-concept, how it is measured, and how it is used to position products
Topic: Using Self-Concept to Position Products
33. For which type of product is self-image congruity likely to matter more?
A. vacuum
B. laundry detergent
C. perfume
D. paper towel
E. lawn mower
34. Consumers who place heavy weight on the opinions and feelings of others are called
A. independents.
B. interdependents.
C. high self-monitors.
D. low self-monitors.
E. conspicuous consumers.
35. Before doing most things, Erin considers what others will think of her actions and how her behavior will affect
them. Others’ opinions and feelings really matter to her, more so than most people she knows. Erin is an example of
a(n)
A. independent.
B. thinker.
C. high self-monitor.
D. low self-monitor.
E. conspicuous consumer.
36. Consumers who do not place heavy weight on the opinions and feelings of others are called
A. independents.
B. interdependents.
C. high self-monitors.
D. low self-monitors.
E. conspicuous consumers.
37. Self-image congruity really doesn’t matter much to Sam, particularly because he doesn’t usually consider the
opinions of others or their feelings when he acts. Sam would be described as a(n)
A. independent.
B. thinker.
C. high self-monitor.
D. low self-monitor.
E. conspicuous consumer.
12-16
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 12-01 Describe self-concept, how it is measured, and how it is used to position products
Topic: Using Self-Concept to Position Products
38. __________ is how a person lives.
A. Personality
B. Self-concept
C. Lifestyle
D. Subculture
E. Consumption
39. Individuals with which type of self-concept are more likely to seek adventure and excitement through travel,
sports, and entertainment, to be opinion leaders, and to prefer magazines over TV?
A. independents
B. interdependents
C. self-monitors
D. idealists
E. doers
40. Individuals with which type of self-concept are more likely to engage in home and domestic-related activities
and entertainment including cooking at home and from scratch?
A. independents
B. interdependents
C. self-monitors
D. idealists
E. doers
41. Attempts to develop quantitative measures of lifestyle were initially referred to as __________, and is a term
that is frequently used interchangeably with lifestyle.
A. demographics
B. lifeographics
C. household life cycle
D. psychographics
E. personality
42. Which of the following is typically included in a psychographic or lifestyle study?
A. attitudes
B. values
C. activities and interests
D. demographics
E. All of these choices are correct.
12-18
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 12-02 Define lifestyle and its relationship to the self-concept and to psychographics
Topic: Measurement of Lifestyle
43. Carmen was participating in a psychographic study, and several questions pertained to activities and interests.
Questions regarding this aspect of lifestyle include which of the following?
A. evaluative statements about other people, places, ideas, products, and so forth
B. widely held beliefs about what is acceptable or desirable
C. nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service,
and church
D. age, education, income, occupation, family structure, ethnic background, gender, and geographic location
E. specific media the consumers utilize
44. Which of the following is a lifestyle segment of Porsche owners?
A. Enthusiasts
B. Fast Forwards
C. Traditionalists
D. Bon Vivants
E. All of these choices are correct.
45. With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious
and driven, values power and control, and expects to be noticed?
A. Top Guns
B. Elitists
C. Proud Patrons
D. Bon Vivants
E. Fantasists
46. Rod purchased a Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work.
To which segment of Porsche owners does Rod belong?
A. Top Guns
B. Elitists
C. Proud Patrons
D. Bon Vivants
E. Fantasists
47. Which of the following is one of Experian’s technology profiles based on an extensive analysis of attitudes,
lifestyle, and adoption and usage patterns related to technology?
A. Wizards
B. Journeymen
C. Apprentices
D. Novices
E. All of these choices are correct.
12-20
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 12-03 Explain specific lifestyle typologies and summarize those for luxury sports cars and technology
Topic: General versus Specific Lifestyle Schemes
48. Which of the following is not one of Experian’s technology profiles?
A. Wizards
B. Journeymen
C. Apprentices
D. Enthusiasts
E. Novices
49. Which segment of Experian online shoppers is driven by the desire for new technology as a means for improving
all aspects of life?
A. Minimalists
B. Wizards
C. Journeymen
D. Apprentices
E. Novices