Gender Stereotypes and Consumer Behavior Quiz
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Questions and Answers

What is one of the potential outcomes when creating a parody ad?

  • Negatively impacting the original product
  • Leading to legal action from the original advertiser
  • Causing public confusion about the original product
  • Promoting their own product using the original premise (correct)

    • How have marketers influenced consumers according to the text?

  • By promoting unattainable ideals and products for altering oneself (correct)
  • By promoting self-acceptance and natural beauty
  • By providing free products to consumers
  • By discouraging consumers from altering themselves

    • What is the potential impact of parody on the original product?

  • It may lead to a decline in sales for the original product
  • It may result in the original product being discontinued
  • It may cause the original product to lose brand recognition
  • It may generate publicity for the original product (correct)

    • What is the main concern raised about consumer behavior in the text?

    <p>Consumers are trying to meet unattainable ideals influenced by marketers</p> Signup and view all the answers

    What is the difference between self concept and self esteem?

    <p>Self concept is the attitude people hold towards themselves, while self esteem is the positivity of one's attitude towards oneself.</p> Signup and view all the answers

    What is the idea behind social comparison theory?

    <p>Determining our own social and personal worth based on how we measure up compared to others.</p> Signup and view all the answers

    What is the collective unconscious according to Carl Jung?

    <p>The inherited part of the unconscious that is common to all human beings and is passed down through generations.</p> Signup and view all the answers

    How does marketing influence self esteem?

    <p>Marketing can alter our self esteem by triggering social comparison.</p> Signup and view all the answers

    What do self image congruence models predict?

    <p>Products matching aspects of the self are preferred</p> Signup and view all the answers

    What is used to match consumer self-concept with brand attributes for preference?

    <p>A scale</p> Signup and view all the answers

    What does the extended self encompass?

    <p>Personal possessions, residence, community, and social groups</p> Signup and view all the answers

    What is body image?

    <p>The subjective picture of one's own body</p> Signup and view all the answers

    What do marketing strategies often exploit related to body image?

    <p>Consumer tendency to distort body image</p> Signup and view all the answers

    What are gender roles?

    <p>Societal norms dictating acceptable behaviors based on perceived sex or sexuality</p> Signup and view all the answers

    Are masculinity and femininity solely biological?

    <p>No, they are shaped by societal expectations</p> Signup and view all the answers

    What do advertising campaigns aim to challenge?

    <p>Traditional gender roles</p> Signup and view all the answers

    What did Marlboro cigarettes do to their marketing approach?

    <p>Rebranded with a male image using the rugged cowboy</p> Signup and view all the answers

    What term was coined in 1994 to describe men interested in grooming and fashion, exemplified by David Beckham?

    <p>Metrosexual</p> Signup and view all the answers

    In 2009, alcohol advertising shifted towards promoting:

    <p>Man Laws and chivalry</p> Signup and view all the answers

    What does 'pinkwashing' refer to?

    <p>Companies using LGBTQ support for favorable perception while masking inconsistent behaviors</p> Signup and view all the answers

    Which brand has led the femvertising movement, celebrating real women and promoting positive messages?

    <p>Dove</p> Signup and view all the answers

    What sparked parodies and went viral, showcasing the transformation of a woman through makeup and computer enhancements?

    <p>Dove Evolution ad</p> Signup and view all the answers

    What trend emerged in 2015, celebrating a more average male physique, rejecting the emphasis on a sculpted body?

    <p>Dad Bod</p> Signup and view all the answers

    What organization provides resources for LGBTQ advertising?

    <p>Ad Respect</p> Signup and view all the answers

    What does 'rainbow washing' involve?

    <p>Superficial support for LGBTQ causes</p> Signup and view all the answers

    Which stereotype gained popularity in 2005, rejecting the metrosexual pitch and embracing politically incorrect themes in marketing?

    <p>Bad-boy</p> Signup and view all the answers

    What has the marketing industry increasingly focused on promoting, leveraging profemale talent, messages, and imagery?

    <p>Female empowerment</p> Signup and view all the answers

    What is the term used to describe companies using LGBTQ support for favorable perception while masking inconsistent behaviors?

    <p>Pinkwashing</p> Signup and view all the answers

    What trend emerged in 2015, celebrating a more average male physique, rejecting the emphasis on a sculpted body?

    <p>Dad Bod</p> Signup and view all the answers

    What is the ideal self based on?

    <p>Cultural elements</p> Signup and view all the answers

    What do high self-esteem individuals tend to do?

    <p>Take risks and make impulse purchases</p> Signup and view all the answers

    What does the looking-glass self involve?

    <p>Imagining the reaction of others towards oneself</p> Signup and view all the answers

    What is the actual self based on?

    <p>A realistic appraisal of one's own qualities</p> Signup and view all the answers

    What is the symbolic self-completion theory about?

    <p>Compensating by acquiring symbols associated with desired social identity</p> Signup and view all the answers

    What is the concept of self-consciousness about?

    <p>An awareness of the self and interest in appearance</p> Signup and view all the answers

    What are fantasy appeals used for?

    <p>Compensating for dissatisfaction with oneself</p> Signup and view all the answers

    What does the symbolic interaction theory emphasize?

    <p>The role of relationships in forming the self</p> Signup and view all the answers

    What do individuals with low self-esteem tend to do?

    <p>Weigh options more closely</p> Signup and view all the answers

    What is the impact of online behavior on self-identity?

    <p>Assuming a virtual identity different from the actual self</p> Signup and view all the answers

    How do high self-esteem individuals typically behave in terms of purchases?

    <p>Make impulse purchases</p> Signup and view all the answers

    What do fantasy appeals compensate for?

    <p>Dissatisfaction with oneself</p> Signup and view all the answers

    Study Notes

    Evolution of Gender Stereotypes in Marketing

    • The term "metrosexual" was coined in 1994 to describe men interested in grooming and fashion, exemplified by David Beckham.
    • In 2005, the "bad-boy" stereotype gained popularity, rejecting the metrosexual pitch and embracing politically incorrect themes in marketing.
    • Alcohol advertising shifted towards promoting "Man Laws" and chivalry in 2009, rejecting the metrosexual trend.
    • The "Dad Bod" trend emerged in 2015, celebrating a more average male physique, rejecting the emphasis on a sculpted body.
    • Marketers began to pay more attention to LGBTQ consumers, with a focus on same-sex couples with dual incomes, and organizations like Ad Respect providing resources for LGBTQ advertising.
    • Pinkwashing refers to companies using LGBTQ support for favorable perception while masking inconsistent behaviors, while rainbow washing involves superficial support for LGBTQ causes.
    • Female stereotypes in advertising have shifted towards more empowered portrayals, with the emergence of "femvertising" promoting female empowerment.
    • Brands like Dove have led the femvertising movement, with campaigns celebrating real women and promoting positive messages.
    • There is a discussion around the authenticity of brands' support for female empowerment, with Dove's parent company also owning Axe, known for its sexist branding.
    • The Dove Evolution ad, showcasing the transformation of a woman through makeup and computer enhancements, went viral and sparked parodies.
    • Marketers have increasingly focused on promoting female empowerment, leveraging profemale talent, messages, and imagery, with hashtags like #unstoppable and #LikeAGirl.
    • The marketing industry's role is to sell products, and the trend of female empowerment in advertising reflects what works in the current market.

    The Psychology of Consumer Behavior

    • High self-esteem individuals are more likely to take risks and make impulse purchases, while those with low self-esteem weigh options more closely and may be targets of appeals showing a weakness resolved by a product
    • The ideal self is a person's conception of how they would like to be, partially based on cultural elements, and is often used in commercials to appeal to target groups
    • The actual self is a person's realistic appraisal of their own qualities, and everyday products appeal to the actual self
    • Online, people may assume a virtual identity different from their actual self, posting filtered photos and selected experiences to show an altered reality of who they are
    • Fantasy appeals are self-induced shifts in consciousness, often used to compensate for dissatisfaction with oneself, and may be effective for those lacking external stimulation
    • The looking-glass self is the process of imagining the reaction of others towards oneself, influencing self-identity and the props individuals use for the roles they play
    • Self-consciousness is an awareness of the self, and individuals high in self-consciousness are more interested in their appearance and more attuned to how they present themselves
    • The symbolic self-completion theory suggests that people with an incomplete self-definition will compensate by acquiring symbols associated with their desired social identity, often through material possessions
    • Advertising targets consumers' feelings of "incompleteness" by showing how products will make up for their incompleteness, symbolizing some missing quality
    • The symbolic interaction theory stresses that relationships with others play a role in forming the self, and meaning is attached to symbols, possessions, and brands
    • Individuals pattern their behavior on perceived expectations of others, with some evaluating products based on the effect they will have on others
    • Brands like Old Spice and Apple use symbolic self-completion and symbolic interaction theories in their advertising, appealing to consumers' desire for completeness and their relationships with others through their products

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    Description

    "Evolution of Gender Stereotypes in Marketing": Test your knowledge of the changing portrayals of gender in advertising and marketing, from metrosexual trends to LGBTQ representation and femvertising movements. "The Psychology of Consumer Behavior": Explore the complexities of consumer behavior, including self-esteem, identity, and the impact of advertising on individual and social perceptions.

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