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Solomon, Consumer Behaviour 4e
Multiple choice: Choose the one alternative that best completes the
statement or answers the question.
LO 7.1
1. [Blank] is where a person derives his or her identity in large measure from a social group.
A. Nano frame
B. Micro frame
C. Looking-glass self
D. Collective identity
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: D
2. [Blank] summarises the beliefs a person holds about his own attributes and how he/she
evaluates their self on those qualities.
A. Actual self
B. Self-esteem
C. Self-concept
D. Self-ego
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: C
Copyright © 2019 Pearson Australia (a division of Pearson Australia Group Pty Lt – 9781488616952/ Solomon / Consumer
Behaviour 4e
3. A person's conception of how he/she would like to be is called [Blank].
A. self-image
B. ideal self
C. self-concept
D. self-esteem
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: B
5. Through the process of [Blank], people try to ‘manage’ what others think of them by
strategically choosing clothing and other products that will convey a positive image.
A. impression management
B. self-extension
C. self-esteem
D. social comparison
Difficulty: Basic
AACSB: Analytical thinking
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
6. Consumers who have [Blank] are particularly good targets for marketing communications
that use fantasy appeals.
A. self-fulfilling prophecies
B. looking-glass selves
C. a small gap between their real and ideal selves
D. a large gap between their real and ideal selves
Difficulty: Moderate
AACSB: Analytical thinking
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: D
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Behaviour 4e
7. Jim Smith thinks he should be more outgoing. He is looking at his [Blank].
A. ideal self
B. self-concept
C. looking-glass self
D. self-esteem
Difficulty: Moderate
AACSB: Analytical thinking
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
8. According to the sociological tradition of [Blank], relationships with other people play a
large part in forming the self.
A. self-image congruence
B. self-completion theory
C. symbolic interactionism
D. body cathexis
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: C
9. If a person's identity is derived in large measure from his or her social group, this is called
[Blank].
A. the inner identity
B. the occupational identity
C. the collective identity
D. the dynamic identity
Difficulty: Moderate
AACSB: Analytical thinking
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: C
10. If a female consumer sees an ad about a woman who can no longer fit into her old
bathing suit, the consumer might think about her own situation and make a personal pledge
to lose weight before summer arrives. This would be an example of marketing
communications that attempt to influence a consumer's level of [Blank].
A. doubt and regret
B. self-esteem
C. dedication and control
D. strength and conviction
Difficulty: Complex
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Behaviour 4e
AACSB: Application of knowledge
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: B
11. 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 [Blank] self.
A. extended
B. actual
C. social
D. looking-glass
Difficulty: Moderate
AACSB: Application of knowledge
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
12. University student Jeff Barnes sees himself as a rich banker who drives a top of the line
BMW. This fantasy is an expression of the [Blank].
A. ideal self
B. actual self
C. looking-glass self
D. collective self
Difficulty: Basic
AACSB: Application of knowledge
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
13. The [Blank] refers to our more realistic appraisal of the qualities we have and don't have.
A. ideal self
B. inner self
C. actual self
D. outer self
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: C
14. If Volkswagen owners see themselves as being more economical and conservative than
do owners of the Buick Regal, [Blank] is probably at work.
A. self-image congruence model
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Behaviour 4e
B. self-concept
C. self-image
D. looking-glass self
Difficulty: Basic
AACSB: Analytic thinking
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
16. [Blank] is when the person tries to evaluate their appearance by comparing it to the
people depicted in these artificial images.
A. Social comparison
B. Self-esteem
C. Real self
D. Ideal self
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
17. Pamela Ortiz rarely makes eye contact with others in social settings. Though by many
standards she is physically attractive, she perceives that others find her plain and
uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy
with respect to males in her social circle. This situation matches occurrences in which of the
following ‘self’ situations?
A. The dynamic self
B. The dependency self
C. The frustrated self
D. The looking-glass self
Difficulty: Moderate
AACSB: Application of knowledge
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
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Behaviour 4e
Answer: D
LO 7.2
20. Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the
following self-concept dimensions best applies to Rudi's view of himself?
A. Content
B. Positivity
C. Intensity
D. Stability over time
Difficulty: Moderate
AACSB: Application of knowledge
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: A
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Behaviour 4e
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
22. 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 [Blank].
A. have low self-image
B. have multiple selves
C. are not confident with their real selves
D. prefer their ideal selves
Difficulty: Moderate
AACSB: Application of knowledge
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
23. Many of the props and settings consumers use to define their social roles become part
of themselves. For example, one of Mary Bennett's last requests was that when she died,
she wanted to be buried in her favourite dress. This situation illustrates [Blank].
A. real self
B. ideal self
C. extended self
D. looking-glass self
Difficulty: Basic
AACSB: Application of knowledge
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: C
24. Personal objects, places, and things allow people to feel that they are rooted on their
larger social environments. The home can be symbolic for the extended self. Which of the
following categories or levels of the extended self would be the home most likely be
associated with [Blank].
A. family level
B. individual level
C. community level
D. group level
Answer: B
Difficulty: Moderate
AACSB: Analytic thinking
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
25. Fred Johnson lives, eats, and breathes AFL. His favourite team is the Western bulldogs.
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Behaviour 4e
His is decorated with the Bulldogs paraphernalia. Which level of the extended self would
most likely apply to Fred's situation?
A. family level
B. individual level
C. community level
D. group level
Difficulty: Moderate
AACSB: Application of knowledge
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: D
26. People who have an incomplete self-definition in some context will compensate by
acquiring symbols associated with a desired social identity. This perspective is known as
[Blank].
A. symbolic interactionism
B. the self-image congruence model
C. the dramaturgical perspective
D. symbolic self-completion theory
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: D
LO 7.3
27. If products take on masculine or feminine attributes, they are said to be [Blank].
A. sexy
B. sexually explicit
C. sex-typed
D. androgynous
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.3 Understand gender identity and roles, and their effects on
consumption behaviours.
Answer: C
28. [Blank] refers to the possession of both masculine and feminine traits.
A. Heterosexual
B. Homosexual
C. Amorphany
D. Androgyny
Difficulty: Basic
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Behaviour 4e
AACSB: Communication abilities
Learning Outcome: 7.3 Understand gender identity and roles, and their effects on
consumption behaviours.
Answer: D
29. Children that are born with genitals or ambiguous sex characteristics are known as
[Blank] children.
A. gender-bending
B. intersex
C. third-gender
D. androgynous
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.3 Understand gender identity and roles, and their effects on
consumption behaviours.
Answer: B
LO 7.4
30. [Blank] refers to a consumer's subjective evaluation of his or her physical self.
A. Looking-glass self
B. Actual self
C. Ideal self
D. Body image
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: D
31. The preference in a culture for a particular model of beauty (or exemplar) is called a(n)
[Blank].
A. ideal of sexuality
B. ideal of beauty
C. narcissism
D. amorphous
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: B
32. Anna Jones thinks she should lose some weight even though she is skinny. Anna is
concerned about her [Blank].
A. looking-glass self
B. body image
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Behaviour 4e
C. actual self
D. ideal self
Difficulty: Complex
AACSB: Application of knowledge
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: B
33. 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?
A. To indicate negative feelings toward oneself
B. To separate group members from nonmembers
C. To place the individual in the social organisation
D. To provide a sense of security
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: A
35. Which of the following explains why people decorate or mutilate their bodies?
A. To separate group members from nonmembers
B. To place a person in a gender category
C. To enhance social role identification
D. All of the above
Difficulty: Moderate
AACSB: Analytic thinking
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: D
36. Historically, tattoos have been associated with people who are considered [Blank].
A. social outcasts
B. members of the ruling class
C. members of fraternities
D. members of religious orders
Difficulty: Moderate
AACSB: Communication abilities
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Behaviour 4e
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: A
37. [Blank] refers to a consumer's subjective evaluation of his or her physical self.
A. Body dialect
B. Body tone
C. Body fantasy
D. Body image
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: D
38. People across all cultures appear to favour physical features that are associated with
[Blank].
A. intellect
B. wealth
C. youth
D. confidence
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: C
39. Men are more likely to use a woman's body shape as a sexual cue. One explanation of
this phenomenon is that feminine curves provide evidence of [Blank].
A. compatibility
B. reproductive potential
C. intellectual capacity
D. sociability
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: B
True or false: Choose the one alternative that best completes the
statement or answers the question.
LO 7.1
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Behaviour 4e
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
41. Studies suggest that men and women who are exposed to beautiful models in
advertisements are likely to alter their perceptions of their own body shapes.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
43. The looking-glass self is moulded by elements of pop culture, such as comic book
heroes.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: B
44. A person's actual self is a person's conception of how he/she would like to be.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: B
45. Self-concept refers to the beliefs a person holds about his or her own attributes and how
Copyright © 2019 Pearson Australia (a division of Pearson Australia Group Pty Lt – 9781488616952/ Solomon / Consumer12
Behaviour 4e
he or she evaluates these qualities.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
46. Self-esteem refers to the intensity and stability over time of a person's self-concept.
A. True
B. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: B
47. One of the most important levels of the extended self is the family level.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
48. The symbolic self-completion theory suggests that people who have an incomplete self-
definition will tend to complete this identity by buying products that are associated or
symbolic of their self-definition.
A. True
B. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
49. Dove's campaign for Real Beauty features women with imperfect bodies modeling in
advertisements for skin and hair care products The nature of the social comparison that
occurs when a consumer uses these marketing images as a benchmark is likely different
than the social comparison that occurs when a consumer sees advertisements for similar
products that use professional models.
A. True
B. False
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Behaviour 4e
Difficulty: Complex
AACSB: Analytical thinking
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: A
LO 7.2
50. A consumer is attached to an object to the extent that she relies upon it to maintain her
self-concept.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: A
51. The self-image congruence model helps to explain why it is a deal killer in the Japanese
business culture to mishandle a business card for a prospective client.
A. True
B. False
Difficulty: Moderate
AACSB: Application of knowledge
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
52. Mary Ann reads fashion magazines weekly. Many times she is frustrated because she
has been unable to achieve ‘a look’ that she thinks features the ‘real her.’ When Mary Ann
thinks this way, she is going through a social comparison process.
A. True
B. False
Difficulty: Moderate
AACSB: Application of knowledge
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: A
53. The ideal self is a reference to our more realistic appraisals of the qualities we have and
don't have.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
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Behaviour 4e
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
54. Promotions featuring fantasy appeal have been found to be effective with customers
whose real self and ideal self are close and consistent.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
55. Every time Tim goes for goal in his footy game, he rubs the charm on the necklace that
his professional footballer uncle gave him. This charm has never failed to help him kick a
goal. The charm has become part of Tim's extended self.
A. True
B. False
Difficulty: Basic
AACSB: Application of knowledge
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: A
56. The looking-glass self is modelled by elements of the pop culture, such as comic book
heroes.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
57. Watching as little as 30 minutes of television can alter both men’s and women’s
perceptions of their own body shape and body size.
A. True
B. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: A
Copyright © 2019 Pearson Australia (a division of Pearson Australia Group Pty Lt – 9781488616952/ Solomon / Consumer15
Behaviour 4e
58. Research has shown that consumer’s food choices at a restaurant are unaffected by the
body shape and size of the server attending to the consumers.
A. True
B. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
59. Isaac spends significant time curating his Facebook account. He painstakingly lists out
prominent classical musicians and postmodern fiction writers on his ‘interests’ page. He also
deletes any photos of himself that don’t show him in the types of clothing he now wears.
Isaac is engaging in [Blank].
A. social comparison
B. fantasy
C. impression management
D. gender socialisation
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
60. The reason why a sixteen-year-old boy may choose to use typically ‘macho’ products like
cigarettes or alcohol can be explained by symbolic self-completion theory.
A. True
B. False
Difficulty: Moderate
AACSB: Analytic thinking
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: A
61. It has been established that consumers buy products that they see as similar to
themselves rather than consumers assuming that such products must be similar to
themselves because they bought them.
A. True
B. False
Difficulty: Moderate
AACSB: Analytic thinking
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
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Behaviour 4e
62. Today’s culture of heavy smartphone usage and narcissism aligns with the concept of
the [Blank].
A. public self-consciousness
B. empty self
C. dramaturgical perspective
D. torn self
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: B
63. Among generations, Millennials rely most heavily on the use of the smartphone.
A. True
B. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: A
64. Max views himself as knowledgeable and intelligent and cultured, and thus only
subscribes to the New York Times, the Paris Review, and Artforum magazine. His product
choices can be explained by the self-image congruence model.
A. True
B. False
Difficulty: Moderate
AACSB: Analytic thinking
Learning Outcome: 7.2 Understand that products and services consumers use influence
self-esteem, self-image and extended-self representations.
Answer: A
LO 7.3
65. Males are more other-oriented, whereas females are more self-oriented.
A. True
B. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.3 Understand gender identity and roles, and their effects on
consumption behaviours.
Answer: B
Copyright © 2019 Pearson Australia (a division of Pearson Australia Group Pty Lt – 9781488616952/ Solomon / Consumer17
Behaviour 4e
66. Agentic goals are often associated with traditional male gender roles. Communal goals
are often associated with traditional female gender roles.
A. True
B. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.3 Understand gender identity and roles, and their effects on
consumption behaviours.
Answer: A
67. Males are more other-oriented, whereas females are more self-oriented.
C. True
D. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.3 Understand gender identity and roles, and their effects on
consumption behaviours.
Answer: B
68. Products that reflect stereotypical masculine or feminine attributes are known as
androgynous products.
C. True
D. False
Difficulty: Basic
AACSB: Communication abilities
Learning Outcome: 7.3 Understand gender identity and roles, and their effects on
consumption behaviours.
Answer: B
LO 7.4
69. A person's feelings about his or her body can be described in terms of body image.
A. True
B. False
Difficulty: Complex
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: A
70. Ideals of male beauty are based on facial features, musculature, and facial hair.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
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Behaviour 4e
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: A
71. In South Korean shopping malls, teenage girls line up at photo machines that provide
high-tech makeovers, including glamor lighting, a hair-blowing breeze, and virtual plastic
surgery. If one of these girls sends a photo from this machine to her boyfriend, she is
expressing the actual self state.
A. True
B. False
Difficulty: Moderate
AACSB: Analytic thinking
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: B
72. The body is adorned or altered in some way in every culture. One of the chief purposes
for doing this is to place the individual in the social organisation.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: A
73. Lars has developed an online, multiplayer game that he thinks could be the next big hit
in computer-mediated environments. Lars is in the process of looking for financial backers
as he moves from the prototype of his game to the finished product. To encourage financial
backers, Lars should explain that for most people interested in playing online games, the
gap between their online and offline selves is narrowing.
A. True
B. False
Difficulty: Moderate
AACSB: Reflective thinking
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: A
74. Ideal beauty refers to a consumer's subjective evaluation of his/her physical appearance.
A. True
B. False
Difficulty: Moderate
AACSB: Communication abilities
Learning Outcome 7.4: Discuss embodied experiences of consumers in the market.
Answer: B
Copyright © 2019 Pearson Australia (a division of Pearson Australia Group Pty Lt – 9781488616952/ Solomon / Consumer19
Behaviour 4e
Short Answer: Write your answer in the space provided or on a separate
sheet of paper.
LO 7.1
77. Explain the concepts of the ideal and actual self. How do we bridge the gaps between
these two selves?
Difficulty: Moderate
AACSB: Analytical thinking
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: The ideal self is a person's conception of how he or she would like to be. The actual
self refers to our more realistic appraisal of the qualities we have and don't have. Most
people experience a discrepancy between their real and ideal selves, but for some
consumers this gap is especially large. These people are especially good targets for
marketing communications that employ fantasy appeals. People also engage in impression
management, strategically choosing clothing and other products that they believe will lead
others to see them as they'd like to be.
78. Describe the self-concept. Then, discuss and describe the dimensions that can be used
to describe the attributes of the self-concept.
Difficulty: Moderate
AACSB: Application of knowledge
Learning Outcome: 7.1 Explain the main perspective of the self, focusing on psychological
and socially oriented perspectives.
Answer: The self-concept refers to the belief a person holds about his or her own attributes
Copyright © 2019 Pearson Australia (a division of Pearson Australia Group Pty Lt – 9781488616952/ Solomon / Consumer20
Behaviour 4e
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wird; jede der beiden Auslegungen über den ursprünglichen Zweck
kann mit derselben Berechtigung für richtig gelten. Es ist ein
quadratischer Erdhaufen mit genau nach den Punkten des Kompaß
gerichteten Seiten; er erhebt sich 40-50 Fuß über die Ebene und
wird von einem Graben umgeben, dessen Ecken noch scharf sind.
Kapitäle in dem Tempel des Jupiter, Ba'albek.
Wir ritten auf die Spitze und fanden, daß es eine ungefähr eine
Achtelmeile im Geviert messende Plattform war; die vier ein wenig
erhabenen Ecken mochten wohl Türme getragen haben, und Turm
sowohl als Wall und Plattform waren mit aufsprießendem Getreide
bedeckt. Der Schöpfer — ob Patriarch oder Assyrer — mag eine
mühevolle Arbeit gehabt haben, aber solange man nicht mit
Nachgrabungen begonnen hat, muß es dahingestellt bleiben,
welchem Ziel sein Schaffen diente. Wir ritten an den See hinunter,
um bei dem Lecken der plätschernden Wellen auf einer Bank aus
sauberen Muscheln zu frühstücken. In der Nähe der Ufer befanden
sich noch zwei weitere Erhöhungen, und eine dritte etwa eine Meile
vor Homs, während die Burg Homs selbst auf einer vierten errichtet
worden war. Sie scheinen alle von Menschenhand geschaffen und
bergen mutmaßlich Überreste von Schwesterstädten Kadeschs. Die
fruchtbare Ebene östlich vom Orontes muß von jeher imstande
gewesen sein, eine große Bevölkerung zu ernähren; vielleicht war
dieselbe zu der Hittiter Zeit größer als in unseren Tagen. Diesen Tag
hatte unser Ritt von 8½-2 Uhr gedauert mit einer dreiviertelstündigen
Rast bei Tell Nebi Mendu und einer halbstündigen am See.
Brunnen im großen Hof, Ba'albek.
Hassan Beg Nā'i war ein rothaariger und rotbärtiger Mann mit
den harten Zügen des schottischen Hochländertypus. Er war freilich
gar nicht entzückt, mich zu sehen, aber auf die Bitten des Zaptieh
kroch er doch aus seiner Klause hervor, wo er mit seinen Freunden
den Freitagsmorgenkaffee trank, führte mich über die Straße in
seinen Harem und überließ mich den Frauen, die ebenso freundlich
waren, wie er sich sauertöpfisch gezeigt hatte. Sie zeigten sich in
der Tat höchst erfreut über den Besuch, denn Hassan Beg ist ein gar
gestrenger Herr, welcher weder Frau noch Mutter oder irgend einer
anderen Angehörigen erlaubt, die Nase aus der Tür zu stecken;
nicht einmal ein Spaziergang im Friedhof oder eine Fahrt am
Orontesufer an einem schönen Sommernachmittag ist ihnen
gestattet. Der Harem war ehemals ein sehr schönes arabisches
Haus nach Art der Häuser von Damaskus. Zimmer und Liwān
(Sprechzimmer im Hintergrund des Hofes) waren gewölbt, aber der
Stuck blätterte sich ab, und Fußboden sowie Treppen knirschten
unter den Füßen der Dahinschreitenden. In die eine Mauer war eine
Marmorsäule mit einem Akanthuskapitäl gebaut, und auf dem
Fußboden des Liwān stand ebenfalls ein großes, in seiner Art
hübsches, wenn auch einfaches Kapitäl. Es war jetzt in ein
Wasserbecken verwandelt worden, mag aber wohl als Taufstein
gedient haben, ehe die Araber Emesa einnahmen, und nachdem die
älteren Gebäude der Römerstadt in Verfall geraten waren, und ihr
Material zu anderen Zwecken genommen wurde. Auf meinem
Heimweg kam ich an einem schönen Minaret vorbei, das
abwechselnd schwarze und weiße Streifen zeigte. Die Moschee
oder christliche Kirche, zu welcher der Turm gehört hatte, war
eingefallen; wie mein Zaptieh berichtete, soll der Turm für den
ältesten der Stadt gelten. Sicherlich war die Moschee am Eingang
zum Bazar von nicht geringem architektonischen Wert.
Mit diesem erhabenen Vorbild vor Augen ward mir klar, daß ich
die Buße für Größe und fremde Herkunft klaglos auf mich nehmen
mußte.
Das Gespräch ging auf religiöses Gebiet über. Ich fragte nach
den Nosairijjeh, aber der Kādi verzog den Mund und erwiderte:
»Es sind keine angenehmen Leute. Einige geben vor, 'Ali
anzubeten, andre verehren die Sonne. Sie glauben, daß, wenn sie
sterben, ihre Seele in den Körper von anderen Menschen, ja sogar
Tieren übergeht, wie es der Glaube in Indien oder China lehrt.«
Worauf ich sagte: »Ich habe von einer Geschichte gehört, die
unter ihnen geht. Ein Mann hatte einen Weinberg, und als er starb,
hinterließ er ihn seinem Sohn. Der junge Mann arbeitete in dem
Weinberg, aber als die Trauben reif waren, kam jeden Abend ein
Wolf hinein und fraß die Frucht. Der junge Mann versuchte ihn zu
verjagen, aber er kehrte jeden Abend wieder. Und in einer Nacht rief
der Wolf laut: ‚Soll ich nicht von den Trauben essen dürfen, ich, der
ich den Weinberg pflanzte?’ Da staunte der Mann und fragte: ‚Wer
bist du denn?’ Der Wolf antwortete: ‚Ich bin dein Vater.’ Und der
junge Mann fragte: ‚Wenn du wirklich mein Vater bist, so sprich, wo
hast du denn das Gartenmesser hin? Denn ich habe es nicht
gesehen, nachdem deine Seele deinen Körper floh!’ Da führte ihn
der Wolf an den Ort, wo er das Messer hingelegt hatte, und der
junge Mann glaubte, ja wußte nun, daß der Wolf sein Vater war.«
Der Kādi ließ den Beweis unbeachtet.
»Sie sind ohne Zweifel große Lügner,« sprach er.
Später fragte ich ihn, ob er mit den Behā'is bekannt wäre. Er
erwiderte:
»Wie Ew. Exzellenz wissen, hat der Prophet (Gott schenke ihm
ewigen Frieden!) gesagt, daß es 72 falsche und nur ein wahres
Glaubensbekenntnis gibt; ich aber weiß, daß von diesen 72
wenigstens 50 in unserm Lande zu finden sind. So viel von den
Behā'is und ihresgleichen.«
Ich erwiderte, daß Propheten allein befähigt wären, echten und
falschen Glauben zu unterscheiden, und daß wir in Europa, denen
keine solchen zur Seite stehen, es für eine schwere Sache halten.
»Es ist mir gesagt worden,« entgegnete der Kādi, »daß in Europa
die Gelehrten die Propheten sind.«
»Und sie gestehen ein, daß sie nichts wissen,« gab ich zur
Antwort. »Ihre Augen haben die Sterne erforscht, und doch können
sie uns nicht die Bedeutung des Wortes Unendlichkeit erklären.«
»Wenn Sie damit das unendliche Himmelsgewölbe meinen, so
wissen wir, daß es von den sieben Himmeln ausgefüllt wird.«
»Und was befindet sich jenseits des siebenten Himmels?«
»Wissen Ew. Exzellenz nicht, daß die Zahl Eins der Anfang aller
Dinge ist? Können Sie mir angeben, was vor der Zahl Eins kommt,
so will ich ihnen sagen, was sich hinter dem siebenten Himmel
befindet.«
Der Pascha lachte und erkundigte sich, ob der Kādi mit seiner
Beweisführung zu Ende sei. Dann fragte er mich, was man in
Europa vom Gedankenlesen hielte. »Denn,« fuhr er fort, »vor einem
Monat wurde ein wertvoller Ring in meinem Haus gestohlen, und ich
konnte den Dieb nicht finden. Da kam ein gewisser, mir befreundeter
Effendi, der von der Sache gehört hatte, zu mir und sagte: ‚Ich kenne
einen Mann im Libanon, der sich auf diese Dinge versteht.’ Ich bat,
ihn holen zu lassen. Der Mann kam und forschte in Homs nach, bis
er eine Frau gefunden hatte, die das zweite Gesicht besaß. Dank
seinen Beschwörungsformeln sagte sie endlich aus: ‚Der Dieb heißt
so und so; er hat den Ring in seinem Hause.’ Wir suchten und
fanden das Juwel. Dies sind meine Erfahrungen, denn die Sache hat
sich unter meinen Augen zugetragen.«
Ein Feiertag im Orient.
Bei meiner Rückkehr in mein Zelt fand ich eine Visitenkarte auf
dem Tische, die folgenden Namen und Titel trug: »Hanna Chabbaz,
Prediger an der protestantischen Kirche in Homs.« Darunter stand
geschrieben: »Madame, meine Frau und ich sind gern bereit, Ihnen
jeden Dienst zu leisten, dessen Sie im Dienste Christi und der
Menschlichkeit benötigen. Wir würden Sie gern besuchen, wenn Sie
uns annehmen wollen. Ihr gehorsamer Diener.« Ich schickte sofort
die Botschaft, daß ich mich sehr über ihren Besuch freuen würde,
und so kamen sie denn gerade vor Sonnenuntergang, die beiden
guten Leute. Dringend boten sie mir ihre Gastfreundschaft an, von
der Gebrauch zu machen, ich jedoch keine Gelegenheit hatte. Ich
bedauerte dies um so weniger, als ich in dem Pascha und dem Kādi
so überaus angenehme Gesellschafter für den Nachmittag gefunden
hatte, und wenn ich an meinen sehr unruhigen Aufenthalt in Homs
zurückdenke, erscheint mir die mit den beiden höflichen, gebildeten
Mohammedanern verbrachte Stunde immer wie eine ruhige,
geschützte Insel in einem stürmischen, brandenden Meere.
Neuntes Kapitel.
Wir brachen am andern Morgen sehr zeitig auf, aber die Leute in
Homs standen früh auf, um uns abreisen zu sehen. Nur der feste
Entschluß, ihnen nicht mehr Vergnügen zu bereiten, als unbedingt
nötig war, hielt mich äußerlich ruhig. Eine Viertelstunde später hatten
wir das Tripolitor und den römischen Ziegelbau hinter uns und waren
damit außerhalb des Gesichtskreises selbst des scharfäugigsten der
kleinen Buben angelangt. Die friedliche Schönheit des Morgens
beruhigte auch unsre Gemüter, und ich ging nun daran, die
Bekanntschaft der Gefährten zu machen, die der Kāimakām mir
zugesellt hatte. Es waren ihrer vier; zwei gingen frei, die anderen in
Fesseln. Die beiden ersteren waren kurdische Zaptiehs, der eine war
beauftragt, mich nach Kal'at el Husn zu geleiten, der andere hatte
das zweite Paar meiner Reisegenossen zu bewachen. Dies waren
Gefangene, die der Kāimakām schon einige Tage in seinem
Gewahrsam hatte, bis ihm meine Reise endlich günstige
Gelegenheit bot, sie nach der Festung im Djebel Nosairijjeh zu
senden, von wo aus sie dann weiter in das große Gefängnis zu
Tripoli befördert wurden. Sie waren in zerlumpte
Baumwollengewänder gekleidet und aneinandergefesselt, diese
Ärmsten. Wie sie so tapfer durch Schmutz und Schlamm
dahintrotteten, äußerte ich ein Wort des Mitgefühls; darauf
erwiderten sie, Gott möge mir langes Leben schenken, aber es sei
der Wille ihres Herrn, des Sultans, daß sie in Ketten gingen. Einer
der Kurden unterbrach sie mit der Erklärung:
»Es sind Deserteure aus dem Heere des Sultans: Gott vergelte
ihnen nach ihren Taten! Übrigens sind sie Ismailiten aus Selemijjeh
und beten einen fremden Gott an, der im Lande Hind wohnt. Es wird
gesagt, dieser Gott sei eine Frau, und daß sie sie aus diesem
Grunde anbeten. Jedes Jahr läßt sie durch Abgesandte auch in
diesem Lande das ihr gebührende Geld einsammeln, und auch die
ärmsten Ismailiten spenden ihr einige Piaster. Trotzdem behaupten
sie, Moslemiten zu sein: Gott allein weiß, was sie glauben. Komm,
Chudr, sage uns, was du glaubst!«
Der also aufgeforderte Gefangene erwiderte verstockt:
»Wir sind Moslemiten.« Aber die Worte des Soldaten waren mir
ein Fingerzeig gewesen, dem ich folgte, als die beiden
Unglücklichen, sich nahe an mein Pferd drängend, mir zuflüsterten:
»Meine Dame, meine Dame, sind Sie im Lande Hind gewesen?«
»Ja,« sagte ich.
»Gott segne Sie für dieses Ja! Haben Sie auch von dem großen
König gehört, den sie König Mohammed nennen?«
Wieder konnte ich bejahend antworten und sogar hinzufügen,
daß ich ihn selbst kannte und mit ihm gesprochen habe, denn ihr
König Mohammed war niemand anders als mein Mituntertan, der
Agha Chān, und die Religion der Gefangenen konnte sich eines
ehrwürdigen Alters rühmen, da sie von dem gegründet ist, den wir
den ‚Alten vom Berge’ nennen. Die beiden waren demütige Vertreter
der vielgefürchteten (und wohl auch vielverleumdeten) Sekte der
Assassinen.
Chudr faßte meinen Steigbügel mit der freien Hand und fragte
eifrig:
»Ist er nicht ein großer König?«
Diesmal antwortete ich vorsichtig. Obzwar der Agha Chān wohl
im modernen Sinne, das heißt um seines außerordentlichen
Reichtums willen, ein großer König genannt werden kann, würde es
mir doch sehr schwer geworden sein, seinen Jüngern das Wesen
dieses gewandten, wohlunterrichteten Weltmannes genau zu
erklären, den ich zuletzt in London bei einem Diner gesehen, und
der mir den Marlborough-Club als seine Adresse angegeben hatte.
Nicht daß ihnen solche Dinge, selbst, wenn sie sie verstanden
hätten, anstößig erschienen wären; ist doch der Agha Chān sich
selbst Gesetz, und sollte er sich auch größeren Ausschweifungen
als Diners u. dgl. hingeben, so würde doch jede seiner Handlungen
schon dadurch gerechtfertigt sein, daß e r sie begeht. Sein Vater