Here’s a set of flashcards (Quizlet-style) to help you review the key terms and concepts from
Chapter 6 – The Self: Mind, Gender, and Body from Consumer Behavior by Solomon:
🧠 Flashcards: Chapter 6 – The Self: Mind, Gender, and Body
Q1: What is self-concept?
A1: The beliefs a person holds about their own attributes and how they evaluate those
qualities.
Q2: What are the key components of self-concept?
A2: Content, positivity (self-esteem), intensity, stability, and accuracy.
Q3: Define self-esteem.
A3: The positivity of a person’s self-concept; how positively or negatively they feel about
themselves.
Q4: What is social comparison?
A4: Evaluating yourself by comparing to others; it influences self-esteem.
Q5: What are the actual self and ideal self?
A5:
● Actual self: How we realistically see ourselves.
● Ideal self: How we would like to be.
Q6: What is impression management?
A6: The effort to control how others perceive us through appearance, behavior, and
consumption.
Q7: What is a fantasy appeal in marketing?
A7: Appeals targeting consumers with a large gap between actual and ideal self, offering
escape or transformation.
Q8: What is the dramaturgical perspective?
A8: Views people as actors playing different roles in life, each with its own script, costume, and
audience.
Q9: Define the torn self.
A9: Struggling between maintaining authentic cultural identity and embracing a new one.
Q10: What is symbolic interactionism?
A10: The theory that relationships with others shape our self-concept and behaviors.
Q11: Define self-fulfilling prophecy.
A11: When expectations about someone cause them to behave in ways that confirm those
expectations.
Q12: What is the looking-glass self?
A12: Imagining how others see us and shaping our behavior to meet those perceptions.
Q13: Define self-consciousness.
A13: Heightened concern about public image and how others view us.
Q14: What are self-image congruence models?
A14: The idea that we choose products whose attributes match our self-concept.
Q15: Define symbolic self-completion theory.
A15: People with an incomplete self-definition complete it through acquiring and displaying
symbolic products.
Q16: What is the extended self?
A16: The idea that possessions become part of our identity.
● Individual level: personal items
● Family level: home/furniture
● Community level: neighborhood
● Group level: religion, teams
Q17: What is embodied cognition?
A17: The idea that bodily states influence mental states (e.g., posture affects confidence).
Q18: What is enclothed cognition?
A18: The symbolic meaning of clothing can affect behavior and performance.
Q19: What is wearable computing?
A19: Technology integrated into clothing or accessories (e.g., Apple Watch).
Q20: Who are biohackers or cyborgs?
A20: People who integrate technology into their bodies to enhance abilities or connect with
systems.
Q21: Define gender identity.
A21: A person’s sense of self as male, female, both, or neither—an important part of
self-concept.
Q22: What is androgyny?
A22: Possession of both masculine and feminine traits.
Q23: What are gender-bending products?
A23: Products designed for one gender but adapted or used by another.
Q24: Define ideal of beauty.
A24: A model or standard of appearance deemed desirable in a culture.
Q25: What is vanity sizing?
A25: The practice of labeling clothes with smaller sizes to boost consumers' self-esteem.
Q26: What is fattism?
A26: Cultural bias or discrimination against overweight individuals.
Q27: What are sexual dimorphic markers?
A27: Physical traits that distinguish between the sexes.
Q28: What is body image distortion?
A28: When individuals perceive their bodies inaccurately, often due to psychological factors.
Q29: What is medical tourism?
A29: Traveling abroad for medical procedures, often for cost or availability reasons.
Q30: What is morbid ink?
A30: Tattoos that incorporate DNA (e.g., of a loved one) into the ink for symbolic significance.
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