MKT 365 EXAM 2 REVIEW GUIDE (CHAPTER 9) EXAM QUESTIONS AND
ANSWERS
self concept - CORRECT ANSWER✅✅the beliefs a person holds about his or her own attributes and how
he or she evaluates these qualities
- ideal self
- actual self
- avoidance self
ideal self - CORRECT ANSWER✅✅a person's conception of how they would like to be
actual self - CORRECT ANSWER✅✅a person's realistic appraisal of their qualities
avodiance selves - CORRECT ANSWER✅✅a type of self that people don't want to be that motivates
them not to consume products associated with this image
social comparison - CORRECT ANSWER✅✅the basic human tendency for people to compare
themselves to others
self constural - CORRECT ANSWER✅✅the degree to which individuals think of themselves as
independent from others versus feeling interdependent
independent self (Western Cultures) vs interdependent self (Eastern Cultures)
independent self - CORRECT ANSWER✅✅thinking of oneself in terms of unique personal traits and
attributes, and deemphasizing others (popular in Western Europe and North America)
self image congruence models - CORRECT ANSWER✅✅research that suggests individuals choose
products when their attributes match some aspect of the self
ANSWERS
self concept - CORRECT ANSWER✅✅the beliefs a person holds about his or her own attributes and how
he or she evaluates these qualities
- ideal self
- actual self
- avoidance self
ideal self - CORRECT ANSWER✅✅a person's conception of how they would like to be
actual self - CORRECT ANSWER✅✅a person's realistic appraisal of their qualities
avodiance selves - CORRECT ANSWER✅✅a type of self that people don't want to be that motivates
them not to consume products associated with this image
social comparison - CORRECT ANSWER✅✅the basic human tendency for people to compare
themselves to others
self constural - CORRECT ANSWER✅✅the degree to which individuals think of themselves as
independent from others versus feeling interdependent
independent self (Western Cultures) vs interdependent self (Eastern Cultures)
independent self - CORRECT ANSWER✅✅thinking of oneself in terms of unique personal traits and
attributes, and deemphasizing others (popular in Western Europe and North America)
self image congruence models - CORRECT ANSWER✅✅research that suggests individuals choose
products when their attributes match some aspect of the self
