Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 5 Personality and Consumer Behavior
1) The inner psychological characteristics that both determine and reflect how a person responds to his or her environment compose an individual's ________.
Answer: D
Diff: 1 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
2) The emphasis in the definition of personality is on inner characteristics, which are ________.
Answer: C
Diff: 3 Page Ref: 118
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
3) In the study of personality, three distinct properties are of central importance. These are that ________.
Answer: A
Diff: 3 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
4) The mother who comments about her teenage son that her child "has been impulsive from the day he was born," is supporting the contention that personality ________.
Answer: A
Diff: 2 Page Ref: 118
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences
5) How can marketers use an understanding of consumers' personalities to market their products?
Answer: C
Diff: 3 Page Ref: 119
AACSB: Reflective Thinking
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences
6) Stacy notes that, after her freshman year of college, her daughter is more mature and is willing to listen to points of view other than those with which she agrees. This supports the contention that personality ________.
Answer: C
Diff: 2 Page Ref: 119
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences
7) The convergence in personality characteristics of men and women provides evidence that ________.
Answer: C
Diff: 3 Page Ref: 119
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences
8) Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality.
Answer: E
Diff: 1 Page Ref: 119
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
9) According to Freud's theories, the ________ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.
Answer: B
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
10) Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ________.
Answer: D
Diff: 2 Page Ref: 119
AACSB: Analytic Skills
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
11) According to Freud's theories, the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion.
Answer: A
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
12) According to Freud's theories, the ________ functions as an internal monitor that helps balance the impulses stimulated by biogenic needs and the constraints applied by the sociocultural setting.
Answer: C
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
13) According to Freud's theories, we are driven to action by the internal forces of the ________ and constrained by the external forces of the ________, while the ________ represents the individual's conscious choices of conformity and nonconformity with social standards in meeting one's biogenic needs.
Answer: E
Diff: 3 Page Ref: 119
AACSB: Analytic Skills
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
14) According to Freudian theory, an adult's personality is determined by ________.
Answer: B
Diff: 1 Page Ref: 120
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
15) Researchers who apply Freud's theories to the study of consumer personality believe that ________.
Answer: D
Diff: 2 Page Ref: 121
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
16) Neo-Freudian theorists believe that ________.
Answer: C
Diff: 2 Page Ref: 121
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
17) Alfred Adler, a neo-Freudian theorist, believed that ________.
Answer: C
Diff: 3 Page Ref: 121
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
18) According to Karen Horney, ________ individuals desire independence, self-reliance, and self-sufficiency.
Answer: D
Diff: 2 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
19) Consumer research using Karen Horney's CAD theory found that ________ personalities were less likely to be brand loyal and more likely to try different brands.
Answer: C
Diff: 3 Page Ref: 122
AACSB: Analytic Skills
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
20) Recent research using Karen Horney's CAD theory found that ________ personalities tend to prefer name-brand products.
Answer: D
Diff: 3 Page Ref: 122
AACSB: Analytic Skills
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
21) The orientation of trait theory is primarily ________.
Answer: A
Diff: 2 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
22) Trait theory is different from the Freudian and neo-Freudian movements mainly because ________.
Answer: B
Diff: 3 Page Ref: 122
AACSB: Analytic Skills
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
23) A(n) ________ is defined as "any distinguishing, relatively enduring way in which one individual differs from another."
Answer: D
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
24) How receptive a person is to new experiences is known as ________.
Answer: B
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
25) The likelihood of a consumer accepting or rejecting foreign-made products is known as ________.
Answer: A
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
26) The degree of a consumer's attachment to "worldly possessions" is known as ________.
Answer: E
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
27) Trait researchers have found that it is generally most realistic to expect personality to be linked to ________.
Answer: C
Diff: 2 Page Ref: 122
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
28) ________ are people who are open to new ideas and are often among the first to try new products, services, or practices.
Answer: C
Diff: 1 Page Ref: 123
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
29) Personality trait research that tries to predict how ________ will respond to certain new products or services is especially important to marketers given that these consumers are often critical to the success or failure of new products.
Answer: C
Diff: 3 Page Ref: 124
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
30) When describing consumer innovativeness, the term "global innovativeness" refers to ________.
Answer: C
Diff: 2 Page Ref: 125
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
31) ________ refers to the degree of open-mindedness that individuals display toward the unfamiliar and toward information that is contrary to their own established beliefs.
Answer: E
Diff: 2 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
32) Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain ________.
Answer: D
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
33) Consumers who are low in dogmatism are more likely to ________.
Answer: D
Diff: 2 Page Ref: 126
AACSB: Reflective Thinking
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
34) Other-directed consumers prefer ads that contain ________.
Answer: E
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
35) In reference to social character, ________ consumers tend to rely on their own values or standards in evaluating new products and are more likely to be consumer innovators.
Answer: A
Diff: 2 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
36) Low levels of which of the following traits typically characterizes a consumer innovator?
Answer: D
Diff: 3 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
37) ________ consumers tend to be more responsive to advertising appeals that are based on social or group affiliations, rather than the informational content of an ad.
Answer: B
Diff: 2 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
38) Research has found that ________ are linked with greater willingness to take risks, and to be innovative.
Answer: B
Diff: 2 Page Ref: 127
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
39) Renee likes to try on some of the newest clothes each season to see how she looks in the styles, and prefers to buy clothes that are very unusual. Renee is best described as ________.
Answer: A
Diff: 2 Page Ref: 128
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
40) A trait characterized by the need for varied, novel, and complex sensations and experience, and the willingness to take physical and social risks for the sake of such experience, is known as ________.
Answer: B
Diff: 3 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
41) Exploratory purchase behavior, vicarious exploration, and use innovativeness are types of ________.
Answer: C
Diff: 3 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
42) Kyle is an enthusiastic golf player and likes to shop on eBay for used golf clubs so he can try out different clubs for a while, then resell them if he doesn't like them. This is known as ________.
Answer: C
Diff: 2 Page Ref: 128
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
43) George subscribes to Hotrod Magazine and likes reading articles about custom cars and daydreaming about how cool it would be to own and drive one. This behavior is known as ________.
Answer: A
Diff: 1 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
44) ________ measures a person's craving for or enjoyment of thinking.
Answer: C
Diff: 1 Page Ref: 129
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
45) Consumers who ________ are more likely to be responsive to the part of an ad that is rich in product-related information or detailed description.
Answer: E
Diff: 2 Page Ref: 129
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
46) Someone who prefers to follow instructive diagrams would be considered a ________, whereas someone who would prefer to read instructive text would be considered a ________.
Answer: D
Diff: 3 Page Ref: 129
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
47) Which of the following describes a materialistic consumer?
Answer: B
Diff: 2 Page Ref: 131
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
48) ________ have been shown to tend to display and share their involvement in their purchases with others who have a similar interest.
Answer: B
Diff: 2 Page Ref: 132
AACSB: Analytic Skills
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
49) Which of the following characteristics is typical of fixated consumers?
Answer: E
Diff: 3 Page Ref: 132
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
50) Serious collectors of Barbie dolls, Beanie Babies, and Zippos are all displaying a form of ________.
Answer: B
Diff: 2 Page Ref: 132
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
51) "Buy American" and "Keep America Working" are both tag-lines used by companies to attract the ________ consumer.
Answer: B
Diff: 2 Page Ref: 136
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
52) Which of the following is true of consumer ethnocentrism?
Answer: B
Diff: 3 Page Ref: 136
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
53) The notion of ________ suggests that consumers attribute various descriptive personality-like traits or characteristics to different brands.
Answer: A
Diff: 1 Page Ref: 138
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
54) A ________ tries to recast consumers' perception of the attributes of a product or service into a human-like character.
Answer: B
Diff: 1 Page Ref: 140
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
55) The idea that consumers have ________ reflects the observation that healthy or normal people are likely to display a somewhat different personality in each of a number of different situations or social roles.
Answer: E
Diff: 2 Page Ref: 145
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
56) Individuals develop their self-images through ________.
Answer: C
Diff: 2 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
57) ________ is how consumers see actually see themselves, whereas ________ refers to how consumers would like to see themselves.
Answer: B
Diff: 3 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
58) ________ reflects how consumers would like to see themselves, whereas ________ refers to how consumers would like others to see them.
Answer: A
Diff: 3 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
59) Kyle is a senior in high school and is preparing to apply to colleges. He sees himself going to a 4-year college or university and majoring in biology. Kyle's self image as a future biology major is best described as his ________.
Answer: D
Diff: 2 Page Ref: 146
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
60) The ________ consists of traits or characteristics that an individual believes it is his or her duty or obligation to possess.
Answer: B
Diff: 2 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Years resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
61) In the WEIGHT LOSS MINI CASE, Gloria sees herself as being a bit heavy. This is Gloria's ________.
Answer: E
Diff: 2 Page Ref: 146
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
62) In the WEIGHT LOSS MINI CASE, "fun and welcoming" describes the local gym's ________.
Answer: C
Diff: 2 Page Ref: 138
Skill: Application
Objective: 5.4: Understand how marketers seek to create brand personalities-like traits
63) In the WEIGHT LOSS MINI CASE, Gloria's social character would best be described as ________.
Answer: A
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
64) In the WEIGHT LOSS MINI CASE, the more slender self that Gloria is working toward is Gloria's ________.
Answer: D
Diff: 2 Page Ref: 146
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
65) In the WEIGHT LOSS MINI CASE, Gloria is particularly excited to try new and different group exercise classes. Gloria is probably best described as ________.
Answer: D
Diff: 2 Page Ref: 128
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
TEQUILA MINI CASE: Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues:
WOMAN: What can I do for you?
MAN: I don't know, something different.
WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and whispers into MAN's ear)
MAN: I never have, but I'd like to ...
(WOMAN serves MAN a Viva Tequila)
66) In the TEQUILA MINI CASE, the advertisement would most accurately be described as appealing to which of the following Freudian elements of the personality?
Answer: E
Diff: 2 Page Ref: 119
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
67) In the TEQUILA MINI CASE, setting the advertisement in a trendy bar full of people enjoying themselves together is designed to appeal to which of the following social character personality traits?
Answer: A
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
68) In the TEQUILA MINI CASE, what kind of consumer behavior does Viva's slogan encourage?
Answer: C
Diff: 3 Page Ref: 125
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
69) In the TEQUILA MINI CASE, when the man asks for "something different," he is engaging in ________.
Answer: D
Diff: 3 Page Ref: 128
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
70) In the TEQUILA MINI CASE, the bartender in the Viva advertisement is intended to suggest that Viva Vodka is trendy and foreign. What type of consumer would respond best to this element of the advertisement?
Answer: D
Diff: 3 Page Ref: 135
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company's long history of production and sales in the United States. It also encourages cross-generational brand loyalty within families by suggesting to adults should buy the same furniture that their parents had in their homes.
71) In the FURNITURE MINI CASE, Andrews Mountain's advertising emphasizes that its furnishings are all "Made in America." This is designed to appeal to people with high ________.
Answer: B
Diff: 2 Page Ref: 135
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
72) In the FURNITURE MINI CASE, the name of the furniture company is an attempt to create a strong ________ for the brand in the minds of consumers.
Answer: D
Diff: 1 Page Ref: 143
Skill: Application
Objective: 5.4: Understand how marketers seek to create brand personalities-like traits
73) In the FURNITURE MINI CASE, by encouraging consumers to remain loyal to the brands to which their parents were loyal, Andrews Mountain is appealing to consumers with low ________.
Answer: E
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
74) In the FURNITURE MINI CASE, Andrews Mountain's advertisements are dominated by pictures of the furniture, and attempt to convey a feeling for its quality and style through these photographs. This is in an attempt to appeal to ________
Answer: C
Diff: 3 Page Ref: 129
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
75) In the FURNITURE MINI CASE, Andrews Mountain Furniture is most likely to appeal to consumers who are ________ and value tradition over novelty.
Answer: C
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
76) Theorists agree that social relationships and environmental influences are what shape human personality.
Answer: FALSE
Diff: 1 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
77) If each person were different in terms of all personality traits, it would be impossible to group consumers into segments on the basis of personality.
Answer: TRUE
Diff: 2 Page Ref: 118
AACSB: Reflective Thinking
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences
78) Marketers are able to change consumers' personalities to conform to their products.
Answer: FALSE
Diff: 1 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
79) The fact that consumers' personalities are consistent means that their behavior is always consistent.
Answer: FALSE
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
80) An individual's personality changes only in response to major life events, such as marriage or the birth of a child.
Answer: FALSE
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
81) According to Freud, the superego acts to restrain or inhibit the impulsive forces of the id.
Answer: TRUE
Diff: 2 Page Ref: 119
AACSB: Analytic Skills
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
82) Researchers who apply Freud's psychoanalytic theory to the study of consumer personality tend to see consumer purchases as a reflection and an extension of the consumer's personality.
Answer: TRUE
Diff: 2 Page Ref: 121
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
83) According to Karen Horney, aggressive individuals desire to excel and win admiration.
Answer: TRUE
Diff: 3 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
84) It is generally more realistic to expect personality to be linked to the purchase or consumption of a broad product category rather than a specific brand.
Answer: TRUE
Diff: 2 Page Ref: 123
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
85) Dogmatism, social character, and optimum stimulation level are personality traits that have been useful in measuring consumer materialism.
Answer: FALSE
Diff: 2 Page Ref: 124
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
86) People who are high in dogmatism are more likely to prefer innovative products to established or traditional alternatives.
Answer: FALSE
Diff: 2 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
87) Inner-directed consumers tend to rely on their own values or standards in evaluating new products and are likely to be consumer innovators.
Answer: TRUE
Diff: 1 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
88) When consumers are asked to explain their choices, but are not concerned about being criticized by others, they are more receptive to making unique choices.
Answer: TRUE
Diff: 1 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
89) Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek rest or relief.
Answer: FALSE
Diff: 2 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
90) Consumers with a high need for variety tend to search for marketers that provide a diverse product line.
Answer: TRUE
Diff: 1 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
91) Variety seekers often use price promotions as low-cost ways to try different brands over time.
Answer: TRUE
Diff: 2 Page Ref: 128
AACSB: Analytic Skills
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
92) The extent of consumer materialism is more or less the same from country to country.
Answer: FALSE
Diff: 3 Page Ref: 132
AACSB: Multicultural and Diversity
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
93) Materialistic consumers are out of control and their actions may have damaging consequences to them and those around them.
Answer: FALSE
Diff: 2 Page Ref: 133
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
94) Fixated and compulsive consumption are in the realm of abnormal behavior.
Answer: FALSE
Diff: 3 Page Ref: 132
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
95) Consumers who have little knowledge about a product are more strongly influenced by country-of-origin perceptions than consumers with high knowledge about a product.
Answer: FALSE
Diff: 1 Page Ref: 136
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
96) Any brand personality, as long as it is strong and favorable, will strengthen a brand.
Answer: TRUE
Diff: 2 Page Ref: 138
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
97) For a geographical association to be beneficial for a brand, the location must be real and reflect where the product is actually made.
Answer: FALSE
Diff: 2 Page Ref: 143
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.4: Understand how marketers seek to create brand personalities-like traits
98) Consumers who have strong links to particular brands see such brands as representing an aspect of themselves.
Answer: TRUE
Diff: 2 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
99) The expected self and the "ought-to" self provide consumers with a realistic opportunity to change the self, and thus are valuable to marketers as a guide to designing and promoting products.
Answer: TRUE
Diff: 3 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
100) High self-monitors might be more prone to employ a self-altering product in order to enhance their ideal social self-image.
Answer: TRUE
Diff: 2 Page Ref: 149
AACSB: Reflective Thinking
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
101) "Personality reflects individual differences." Discuss this statement.
Answer: Because the inner characteristics that constitute an individual's personality are a unique combination of factors, no two individuals are exactly alike. Nevertheless, many individuals may be similar in terms of a single personality factor and not in terms of others. Personality is useful in terms of reflecting individual differences because it enables marketers to categorize consumers into different groups on the basis of one or even several traits, and build a marketing campaign around those traits.
Diff: 1 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
102) Talk about Freud's psychoanalytic theory of personality. How do the three systems he proposed interact?
Answer: Sigmund Freud's psychoanalytic theory of personality is a cornerstone of modern psychology. It was built on the premise that unconscious needs and drives, especially sexual and biological, are at the heart of human motivation and personality.
Based on this theory, Freud proposes that human personality consists of three interacting systems: the id, the superego, and the ego. The id is the warehouse of primitive and impulsive drives, such as hunger, thirst and sex, for which individuals seek immediate satisfaction. The superego is the individual's internal expression of society's moral and ethical codes of conduct. Its role is to see that individuals satisfy their needs in a socially acceptable fashion. The ego is the conscious control. It functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego.
Diff: 3 Page Ref: 119-120
AACSB: Analytic Skills
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
103) What did Karen Horney, a neo-Freudian theorist, propose with respect to personality?
Answer: Karen Horney focused on the impact of parent-child relationships and the individual's desire to conquer feelings of anxiety. She proposed the CAD theory, in which she stated that individuals can be classified into three personality groups: compliant, aggressive, and detached.
Complaint personalities are those who move towards others. Aggressive individuals are those who move against others. Detached personalities are those who move away from others.
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence of personality on consumers' attitudes and behavior
104) What is consumer innovativeness, and how does it relate to personality and consumer behavior?
Answer: Consumer innovators are those consumers who are likely to be first to try new products, services and practices. Those with a high level of innovativeness are of major concern and interest to marketers because they many times determine the success or failure of new products, especially new product categories.
Diff: 2 Page Ref: 124-125
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
105) How do inner-directed people differ from other-directed people? How does that implicate marketers?
Answer: Inner directed consumers tend to rely on their own values or standards in evaluating new products and are more likely to be innovators. Other directed consumers tend to look to others for direction on what is right or wrong; they are less likely to be innovators.
Marketers need to attract inner-directed people with ads that stress product features and personal benefits, whereas other-directed people prefer ads that feature an approving social environment and social acceptance.
Diff: 2 Page Ref: 126
AACSB: Reflective Thinking
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
106) What is use innovativeness in the context of variety-novelty seeking personalities? Give an example.
Answer: Use innovativeness means using an already established and adopted product in a new or novel way. This trait is particularly relevant to technology products in which there are many features and options that may be creatively utilized. Here, the student may offer a variety of examples.
Diff: 2 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
107) What are some general characteristics of materialistic people?
Answer: Materialistic people value acquiring possessions and showing them off. They are particularly self-centered and selfish; they seek lifestyles full of possessions and hope for greater happiness and satisfaction by acquiring more possessions.
Diff: 2 Page Ref: 130
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
108) What is consumer ethnocentrism? Cite some examples.
Answer: It is a predisposition to accept (or reject) foreign made products. Consumers who are highly ethnocentric are likely to feel that it is inappropriate or wrong to purchase foreign made products for many reasons, mainly economic, but also for political and social reasons.
A student may offer a variety of examples mentioned in the text or others from personal experience.
Diff: 1 Page Ref: 135
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages
109) A variety of different self-images have been recognized in consumer behavior. Talk about three kinds of self-image.
Answer: First, the actual self-image is how a consumer sees themselves in reality. Second, the ideal self image is how consumers would like to see themselves. Third, the social self-image is how consumers feel others see them.
The student may offer other types of self-image.
Diff: 1 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
110) Identify the ways in which possessions can extend the self.
Answer: Much human emotion can be connected to valued possessions. In such cases, possessions are considered extensions of the self. Possessions can extend the self in a number of ways: (1) actually, by allowing the person do to things that otherwise would be very difficult or impossible to accomplish; (2) symbolically, by making the person feel better or "bigger"; (3) by conferring status or rank; (4) by bestowing feelings of immortality by leaving valued possessions to young family members; and (5) by endowing with magical powers.
Diff: 2 Page Ref: 148-149
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-images
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