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CHAPTER 5

THE SELF

Multiple Choice

1. Many ___________________ cultures stress the importance of a collective self, where the person’s identity is derived in large measure from his or her social group. a. Eastern b. Northern c. Western d. Southern

Answer: (a) Difficulty: (E) Fact Page: 150

2. If a person’s identity is derived in large measure from his or her social group, this is called: a. the inner self. b. the occupational self. c. the collective self. d. the dynamic self.

Answer: (c) Difficulty: (M) Fact and Application Page: 150

3. Both Eastern and Western cultures see the self as divided into a(n): a. single, group, and dynamic self. b. single, extended, and group self. c. relational, occupational, and religious self. d. inner, private self, and an outer, public self.

Answer: (d) Difficulty: (H) Fact Page: 150

4. If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where other’s perceptions of the self and maintaining one’s desired status in their eyes is important), then he is recognizing the importance of: a. conformity. b. “face.” c. force and will. d. politeness.

Answer: (b) Difficulty: (M) Fact and Application Page: 150

5. Yoi Tanabe has often had difficulties with U.S. customs since she moved here from her native Japan. One of those difficulties occurs with the informalities present in dress codes for “Casual Fridays” at her work. Yoi was always taught that dress was a

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way of expressing one’s station or status in life and should not be taken lightly. However, “Casual Fridays” encourage the expression of a person’s __________ which is somewhat foreign in business circles in Japan. a. reputational self b. “face” self c. dual self d. unique self

Answer: (d) Difficulty: (M) Application Page: 150

6. The _________________ refers to the beliefs a person holds about his or her own attributes, and how he or she evaluates these qualities. a. self-concept b. reference-self c. personality d. self-ego


7. 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? a. Content. b. Positivity. c. Intensity. d. Stability over time.

Answer: (a) Difficulty: (H) Application Page: 150, 151

8. ________________ refers to the positivity of a person’s self-concept. a. Content b. Self-esteem c. Intensity d. Stability over time

Answer: (b) Difficulty: (E) Fact Page: 151

9. If a female consumer sees an ad about a woman who can no longer fit in her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose some weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer’s level of: a. doubt and regret. b. self-esteem. c. dedication and control. d. strength and conviction.

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Answer: (b) Difficulty: (H) Application Page: 151

10. _________________ attempts to change product attitudes by stimulating positive feelings about the self. For example, Virginia Slims cigarettes proclaim, “You’ve come a long way, baby.” a. Self-reliance advertising b. Self-dependency promotion c. Self-esteem advertising d. Self-deceiving advertising


11. College student Jeff Barnes sees himself as a rich banker who drives a top-of-the-line BMW. This fantasy is an expression of the: a. ideal self. b. actual self. c. multiple self. d. directed self.

Answer: (a) Difficulty: (M) Application Page: 151

12. The ideal self is a person’s conception of how he or she: a. appears to friends and co-workers. b. appears in the real world to all people. c. would like to be. d. thinks he or she is.

Answer: (c) Difficulty: (M) Fact Page: 151

13. The ________________ 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

Answer: (c) Difficulty: (E) Fact Page: 151

14. 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: a. are psychotic. b. have multiple selves. c. are not confident with their real selves.

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d. prefer their ideal self.

Answer: (b) Difficulty: (M) Application Page: 152

15. _________________ stresses that relationships with other people play a large part in forming the self. a. Gestaltism b. Symbolic interactionism c. Symbolic consumerism d. Freudian symbolism

Answer: (c) Difficulty: (H) Fact Page: 153

16. 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. a. Gestaltism b. Symbolic consumerism c. Symbolic interactionism d. Draconian fantasies

Answer: (c) Difficulty: (H) Application Page: 153

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.

Answer: (d) Difficulty: (M) Application Page: 153

18. Jane Jones loves liver and onions. She often sees this dish available in cafeterias. However, she has also overheard fellow cafeteria patrons comment that “only old people eat liver—how 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): a. high self-monitor. b. medium self-monitor.

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c. low self-monitor. d. image-resistant consumer.

Answer: (a) Difficulty: (M) Application Page: 153, 154

19. ______________ suggests that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. a. Self-completion theory. b. Adolescent-expansion theory. c. Freudian theory. d. Acceptance-rejection theory.

Answer: (a) Difficulty: (M) Fact Page: 155

20. If a consumer chooses a product based on whether the product’s attributes match the consumer’s self image or not, then the product is most likely being chosen based on: a. a self-image congruence model. b. a reference-self model. c. a “copy-cat” model. d. a looking-glass self model.

Answer: (a) Difficulty: (M) Fact and Application Page: 156

21. If Volkswagen owners see themselves as being more economical and conservative than do owners of the flashy Pontiac TransAm, then a ____________________ is probably at work. a. self-image congruence model b. reference-self model c. “copy-cat” model d. looking-glass self model

Answer: (a) Difficulty: (M) Application Page: 156

22. 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 favorite dress. This would be an example of which of

the following forms of the self? a. Real self. b. Ideal self. c. Extended self. d. Looking-glass self.

Answer: (c) Difficulty: (H) Fact and Application Page: 156

23. Personal objects, places, and things allow people to feel that they are rooted in their

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larger social environments. If consumers feel personally rooted to their jewelry, cars, or clothing, they are expressing which of the following levels of the extended self? a. Family level. b. Individual level. c. Community level. d. Group level.

Answer: (b) Difficulty: (E) Fact and Application Page: 158, 159

24. Personal objects, places, and things allow people to feel that they are rooted in 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 the home most likely be associated with? a. Family level. b. Individual level. c. Community level. d. Group level.

Answer: (b) Difficulty: (M) Fact and Application Page: 158, 159

25. 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? a. Family level. b. Individual level. c. Community level. d. Group level.

Answer: (d) Difficulty: (H) Application Page: 158-159

26. Research has shown that men are more likely to eat meat. As one writer puts it, “Boy food doesn’t grow. It is hunted or killed.” This would be an example of which of the following types of goals? a. Agentic goals b. Communal goals c. Androgyny goals d. Clan goals

Answer: (a) Difficulty: (H) Fact and Application Page: 159

27. In many societies, males are controlled by ___________________, which stress self-assertion and mastery. a. agentic goals b. communal goals c. androgyny goals d. clan goals

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Answer: (a) Difficulty: (M) Fact Page: 159

28. In many societies, females are said to have communal goals. If so, which of the following characteristics or activities would most closely match feminine communal goals? a. Self-assertion and mastery. b. Affiliation and fostering harmonious relations. c. Profit motives and competitive environments. d. Music preservation and coyness.

Answer: (b) Difficulty: (E) Fact and Application Page: 159

29. If products take on masculine or feminine attributes, they are said to be: a. sexually explicit. b. sex-typed. c. sexy. d. androgynous.


30. U.S. Steel runs an ad showing a female ironworker coming out of a steel plant. The setting shows that she is more than “just one of the guys”—she is a steel worker. If such an ad were used to try and recruit more female ironworkers, the ad would be appealing to which of the following human traits? a. Heterosexual. b. Homosexual. c. Androgyny. d. Amorphany.

Answer: (c) Difficulty: (H) Application Page: 162

31. ___________________ refers to the possession of both masculine and feminine traits. a. Heterosexual b. Homosexual c. Androgyny d. Amorphany


32. _______________ people are able function to well in a variety of social situations. This might explain why several professional sports stars are also gourmet cooks. a. Asexual b. Homosexual c. Androgynous

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d. Amorphous

Answer: (c) Difficulty: (H) Fact and Application Page: 162

33. If women are shown in advertisements to be sexual objects who exist solely for the pleasure of men, this form of advertising might be called: a. “Beefcake.” b. “Cheesecake.” c. “Androgynous.” d. “Bake-a-Cake.”


34. Men being shown as “sex objects” in advertising is known as: a. “Beefcake.” b. “Cheesecake.” c. “Muscle mania.” d. “Bare-chested glamour.”


35. MTV Networks and Showtime are developing a plan to create the first cable channels directed at gay viewers. According to research, gay viewers make up about ______ of television households. a. 1% b. 3% c. 6.5% d. 8%

Answer: (c) Difficulty: (H) Fact Page: 167

36. Acting on research that showed that lesbians are four times as likely as the average consumer to own one of their cars, ____________ decided to target this market in a big way. a. Honda b. Toyota c. BMW d. Subaru of America

Answer: (d) Difficulty: (H) Fact and Application Page: 168

37. A person’s physical appearance is a large part of his or her: a. inner pattern. b. self-concept. c. group status. d. cultural right.

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38. ________________ 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

Answer: (d) Difficulty: (E) Fact Page: 168

39. A person’s feelings about his or her body can be described in terms of: a. body tone. b. body plexus. c. body cathexis. d. body universality.


40. A recent study of young adults’ feelings about their bodies found that they had the least positive feelings about their: a. hair. b. eyes. c. teeth. d. waists.

Answer: (d) Difficulty: (M) Fact and Application Page: 168

41. Rose Marie seems to be very satisfied with her hair and eyes and the way her friends react to these parts of her body. However, based on comments from men, she believes that her waist is too large and prevents her from having the kind of dates that she would like to have. Her feelings about these body parts can be summed under the general category of: a. body universality. b. body cathexis. c. body tone. d. body glamour.

Answer: (b) Difficulty: (M) Application Page: 168

42. The preference in a culture for a particular model of beauty (or exemplar) is called a(n): a. ideal of sexuality. b. ideal of beauty. c. narcissism.

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d. beauty universality.


43. According to information presented in the text, all of the following are considered to be universal traits of beauty EXCEPT: a. large eyes. b. below average height. c. high cheekbones. d. a narrow jaw.

Answer: (b) Difficulty: (M) Fact and Application Page: 168

44. According to research, men are more likely to use ______________ as a sexual cue since it might provide evidence of reproductive potential. a. a woman’s height b. a woman’s weight c. a woman’s body shape d. a woman’s provactiveness


45. Attention to the body is almost an obsession with many consumers. According to a recent study, elementary school children perceive _______________ as worse (more difficult to live with) than a disability. a. short height b. being tall c. being obese d. being underweight


46. A distorted body image has been linked to eating disorders. People with _________ perceive themselves as being too fat; they virtually starve themselves in the quest for thinness. a. hypochondria b. fattism c. anorexia d. symmetry


47. Celia Brown hates her body. She looks at herself in the mirror constantly and definitely does not like what she sees. On any given day, she is too fat, too thin, or discolored. Celia most likely has which of the following disorders? a. Cosmetic dysfunction.

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b. Body enhancement phobia. c. Body dysmorphic disorder. d. Rational-judgment syndrome.


48. 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 towards oneself. b. To separate group members from nonmembers. c. To place the individual in the social organization. d. To provide a sense of security.

Answer: (a) Difficulty: (H) Fact and Application Page: 177-180

49. The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn? a. To separate group members from non-group members. b. To place the individual in the social organization. c. To place the person in a gender category. d. To enhance sex-role identification.

Answer: (d) Difficulty: (M) Fact and Application Page: 177-180

50. Tattoos have a long history of association with people who are: a. social outcasts. b. members of the ruling class. c. members of fraternities. d. members of a religious order.


True/False

51. The concept of the self is one of the oldest descriptions of man going back to the time of the caveman.

Answer: (False) Difficulty: (M) Fact Page: 150

52. Non-Western cultures stress the importance of the independent self.

Answer: (False) Difficulty: (E) Fact Page: 150

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53. Eastern and Western cultures see the self divided into an inner, private, and an outer, public self.

Answer: (True) Difficulty: (E) Fact Page: 150

54. “Casual Fridays” in the workplace are evidence that Western societies tend to subscribe to the idea that an inherent separateness should be possible for each individual.

Answer: (True) Difficulty: (E) Application Page: 150

55. The self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.


56. Self-esteem refers to the intensity and stability over time of a person’s self-concept.


57. Mary Ann reads high 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 in this way, she is going through a social comparison process.

Answer: (True) Difficulty: (M) Application Page: 151

58. In South Korean shopping malls, teenage girls line up at photo machines that provide high-tech makeovers, including glamour 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.

Answer: (False) Difficulty: (M) Application Page: 151

59. The actual self is a person’s conception of how he or she would like to be.


60. The ideal self is a reference to our more realistic appraisals of the qualities we have and don’t have.


61. When Philip daydreams in class about being a super spy, driving fast cars, and romancing beautiful women, he is really having a self-induced shift in consciousness.

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Answer: (True) Difficulty: (H) Fact and Application Page: 152

62. Many psychologists say that we are a number of different people or have multiple selves; however, this has been proven to be wrong. Today, marketers are looking for what they call the “true self.” That is where the best appeals should be directed.

Answer: (False) Difficulty: (H) Fact and Application Page: 152

63. The looking-glass self is molded by elements of the pop culture, such as comic book heroes.

Answer: (False) Difficulty: (H) Fact Page: 153

64. The real-self theory suggests that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it.


65. VW drivers see themselves as practical and somewhat conservative. This is informal proof of the self-image congruence model.

Answer: (True) Difficulty: (M) Fact and Application Page: 156

66. External objects that we consider a part of us (such as a wedding ring or favorite photograph) comprise the extended self.

Answer: (True) Difficulty: (E) Fact and Application Page: 156

67. Every time Tim goes to bat in his baseball game, he rubs the charm on the necklace that his professional baseball player uncle gave him. This charm has never failed to help him get a good hit. The charm has become part of Tim’s extended self.


68. One of the important levels of the extended self is the family level.

Answer: (True) Difficulty: (M) Fact Page: 158, 159

69. Such goals as affiliation and the fostering of harmonious relations are found among what are called agentic goals.

Answer: (False) Difficulty: (M) Fact and Application Page: 159

70. Males in our society are expected to pursue agentic goals.

Answer: (True) Difficulty: (M) Fact Page: 159

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71. Luvs color-coded diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics.

Answer: (False) Difficulty: (M) Application Page: 162

72. “Beefcake” advertising is considered by many to be a negative presentation of men in advertising.


73. A person’s feelings about his or her body can be described in terms of body alexis.

Answer: (False) Difficulty: (H) Fact Page: 168

74. Jeb Foster obsessively checks himself out in mirrors to see if he has any imperfections, uses Clearasil almost hourly to hide facial blemishes, and always presents what he calls his good “facial side” when talking with females. Jeb is showing signs of what psychiatrists call body dysmorphic disorder.


75. 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 organization.

Answer: (True) Difficulty: (M) Fact and Application Page: 178

Essay Questions

76. Define the self-concept. Next, discuss and describe the dimensions that can be used to describe the attributes of the self-concept.

Answer:The self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities. Although one’s overall self-concept may be positive, there are certainly parts of the self that are evaluated more positively than others.

We can describe attributes of self-concept along such dimensions as their content (facial attractiveness versus mental ability), positivity (self-esteem), stability over time, and accuracy (the degree to which one’s self-assessment corresponds to reality).

Difficulty: (M) Fact and Discussion Page: 150, 151

77. Relate the concept of self-esteem to advertising.

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Answer:Self-esteem refers to the positivity of one’s attitude toward oneself. Self-esteem advertising attempts to change attitudes about products by stimulating positive feelings about the self.

Persons of low self-esteem expect not to perform well, and they will try to avoid embarrassment, failure, or rejection. They need advertising which encourages them (or does not threaten them) and which takes into account that their use of certain products reflects their lack of self-confidence (Diet Pepsi: “You’re feeling good about yourself and you’re drinking Diet Pepsi--and it shows.)

Persons of high self-esteem expect to be successful and enjoy being the focus of attention. They respond well to advertising that challenges them or acknowledges their success.

Difficulty: (M) Fact and Discussion Page: 151

78. Explain the concepts of the ideal and actual self. How do we bridge the gaps between these two selves?

Answer:The ideal self is a person’s conception of how he or she would like to be.The real or 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. A fantasy or daydream is a self-induced shift in consciousness, which is sometimes a way of compensating for a lack of external stimulation or of escaping from problems in the real world.

Difficulty: (M) Fact and Discussion Page: 151, 152

79. Discuss the terms symbolic interactionism and the looking-glass self. Give an example of each term.

Answer:As described in the text:

Symbolic interactionism—stresses that relationships with other people exist in a large part in forming the self. This perspective maintains that people exist in a symbolic environment; we assign meaning to any situation or object by interpreting these symbols. Examples might be “the golden arches” means fast food and “blondes have more fun.”

Looking-glass self—this process of imagining the reaction of others toward us is known as “taking the role of the other.” According to this view of the self, we

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have a desire to define ourselves by taking readings from others. We bounce signals off of others and try to project what impression they have of us. These signals, whether interpreted correctly or not, become self-fulfilling prophecies in many cases.

Difficulty: (M) Fact and Discussion Page: 153

80. Explain and give a brief example of symbolic self-completion theory.

Answer:Symbolic self-completion theory suggests that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. Adolescent boys, for example, may use “macho” products such as cars and cigarettes to bolster their developing masculinity; these items act as a social crutch during a period of uncertainty and identity.

Difficulty: (E) Fact and Application Page: 155

81. Discuss the extended self and demonstrate how each level of the extended self can be related to marketing?

Answer:Many of the props and settings we use to define our social roles in a sense become a part of ourselves. Those external objects that we consider a part of us comprise the extended self, helping form one's identity. Just about everyone can name a valued possession that has a lot of self "wrapped up" in it, whether this is a treasured photograph, a trophy, an old shirt, a car, or a cat.

To define themselves, consumers use four levels of the extended self. These range from very personal objects to places and things that allow people to feel like they are rooted in their environments:

The individual level - Consumers include personal possessions as part of their self-definition, such as cars, jewelry, favorite clothing.

The family level - This includes the place of residence and furnishings that comprise "our home.”The community level - There is a sense of neighborhood or locale used in public

self-description and a private sense of belonging.The group level - Attachments to larger social groups characterize the fourth

level; affiliation may be through identification with sports teams, landmarks, and monuments.

Although each student may answer differently, for each level of the extended self the proposed marketing strategy should link product attributes directly with the appropriate level. Students might use specific advertisements in their answers. For example, one Acura Legend ad described all of the possessions owned by the man in the ad as

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“statements” about the kind of "person you are." The Legend is promoted as "the kind of car built for the way you drive."

Difficulty: (H) Fact and Application Page: 156-159

82. "Maleness-femaleness" and "masculinity-femininity"—do these terms basically mean the same thing? Discuss and illustrate with sex-typed products.

Answer:The issue is gender versus sexuality. Gender differences are biologically determined, whereas the subjective feelings of sexuality are socially learned. Culturally, males are often controlled by agentic goals, which stress self-assertion and mastery. Females are taught to value communal goals such as affiliation and cooperative relationships.A person's biological gender (i.e., male or female) does not totally determine if he or she will exhibit sex-typed traits -- characteristics usually associated with one sex or the other. A consumer's subjective feelings about his or her sexuality are crucial as well. Unlike maleness and femaleness, masculinity and femininity are not biological characteristics. A behavior that would be considered masculine in one culture may not necessarily be regarded as such in another culture. Also, products are often sex-typed. That is, they take on masculine or feminine attributes and may be stereotypically associated by consumers with one sex. The car, for example, has long been thought of as a masculine product.Androgyny refers to the possession of both masculine and feminine traits, although androgyny can also refer to traits that are neutral. Products that are not sex-typed are considered to be marketable to androgynous people whose mixture of characteristics allows them to function well in a variety of social situations.


83. Briefly comment on gender differences in socialization, female sex roles, and male sex roles in our society.

Answer: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. However, this is changing.

Difficulty: (M) Fact and Discussion Page: 159-165

84. Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Mention specific categories where this occurs.

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Answer:A person's satisfaction with the physical image she/he presents to others is affected by how closely that image corresponds to the image valued by his or her culture. Ideals of beauty, however, vary radically across cultures and even over time within the same society. Women in particular have worked very hard to conform to the current "look" and attain ideal beauty. Among Western women, today's "natural look" emphasizes health and vigor. During the 1960s and 1970s, Playboy centerfolds became leaner and more muscular. Protests by feminist groups that there was too much emphasis upon "thinness" and the "waif" look of the early 1990s, leading to eating disorders, seems to be moving Western women toward fuller figures again.Manifestations of the desire to alter one's physical self to conform to current ideals of beauty include:

Fattism - Our society has an obsession with weight and thinness, reinforced by advertising and peers.

Eating disorders - Anorexia and bulimia eating disorders, noted often in white, upper-middle-class girls, are evidence of exaggerated concern about

desirable body images.Cosmetic surgery - Increasingly cosmetic surgery is performed (and accepted) by

men as well as women. Women use surgery to reduce weight or to increase sexual desirability. Men have used implants for chests and legs.

Body decoration and mutilation - Performed in every culture, body adornment serves purposes other than contributing to ideal beauty. Tattoos are one popular form of adornment.

Difficulty: (H) Fact and Discussion Page: 168-180

85. The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. According to information provided in the text, what are these purposes? Which one do you think is most important to marketers? Explain.

Answer:a). To separate group members from nonmembers. In our society, teens go out of their way to separate themselves from adults by selecting unique hair and clothing styles.b). To place the individual in the social organization. These are the rites of passage.c). To place the person in a gender category. Women using lipstick to enhance femininity.d). To enhance sex-role identification. Women wearing high heels.e). To indicate desired social conduct. Gays wearing earrings in particular ears to indicate preference for dominance or submission.f). To indicate high status or rank. Wearing headdresses in tribes.g). To provide a sense of security. Caring a lucky charm.

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Students may pick any of the above for their selection on marketing importance; however, proper examples and justification should be made. A, D, E, or G would probably be the most popular picks.


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