Q1

Many consumption encounters are inherently stressful. From coping with poor service or product failure to making difficult purchase decisions, consumers frequently encounter stressful consumption episodes. As a result, consumer researchers have begun to direct their efforts toward an understanding of the multitude of ways consumers cope with stress. This stress can stem from adopting new technological innovations (Mick & Fournier, 1998), consumers retail shopping experiences (Sujan, Sujan, Verhallen, &Bettman\ 1999), and difficult decision making (Dhar&Nowlis, 1999; Luce, Payne, &Bettman, 1999). Our research develops and evaluates hypotheses concerning the influence of consumer personality on coping appraisals and coping behaviors. In so doing, we comparatively tested competing process models found in the literature and postulated additional models based on an interactive viewof coping. In particular,we demonstrate that the cognitive and personality-based trait precursors of coping work interactively and should be modeled accordingly. Coping comprises a complex configuration of cognitions and behaviors that are enacted to reduce stress. Coping is defined as the cognitive and behavioral efforts to manage specific external and/or internal demands that are appraised as taxing or exceeding the resources of the person (Lazarus &Folkman, 1984, p.141). Many conceptual models of coping assume that coping processes are influenced by both situationspecific elements (e.g., affective responses and cognitive appraisals) and more stable dispositional trait influences, thus being manifestations of Mischels assertion (1973) that both state and trait impact behavior. In contrast, researchers who examined the effect of personalitybased traits on coping responses (cf. Bolger, 1990; McCrae & Costa, 1986) hold that individuals coping responses are stable over time and across widely disparate types of stress, suggesting that enduring personality traits are the origin of such behaviors. Because this view posits that coping has a significant stable component, situation-dependent stress-induced emotions are not seen as reliable predictors of coping. These purely dispositional models predominantly examine direct links between personality factors and coping (McCrae & Costa, 1990). Other scholars argued that personality traits influence coping at multiple stages of processing (Bolger & Zuckerman, 1995). For example, they proposed that neurotics are more likely to appraise transient events as stressful, therefore resulting in more exposures to stress and the initiation of more coping behaviors

Q2 Freudian Theory:
Sigmund Freuds theory of personality is a cornerstone of modern psychology .This theory is built on bases of unconscious needs. Id, superego, and ego A Representation of the interrelationships Among the Id, Ego and superego, can be shown with the help of a diagram

The id was conceptualized as a warehouse" of primitive and impulsive drives basic physiological needs such as thirst, hunger, and sexfor which the individual seeks immediate satisfaction without concern for the specific means of satisfaction. In contrast to the id, the superego is conceptualized as the individual's internal expression of society's moral and ethical codes of conduct. The superego's role is to see that the individual satisfies needs in a socially acceptable fashion. Thus, the superego is a kind of "brake" that restrains or inhibits the impulsive forces of the id. Finally, the ego is the individual's 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.

Freudian Theory and Product Personality Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality.

2. Neo-Freudian Personality Theory

There are some neo-Freudians who believed that social relationships are fundamental to the formation and development of personality. Alfred Adler viewed human beings as seeking to attain various rational goals, which he called style of life. He also placed much emphasis on the individual's efforts to overcome feelings of inferiority Harry Stack Sullivan, another neo-Freudian, stressed that people continuously attempt to establish significant and rewarding relationships with others. He was particularly concerned with the individual's efforts to reduce tensions, such as anxiety. Karen Horney anneo-Freudian was also interested in anxiety. She focused on the impact of childparent relationships and the individual's desire to conquer feelings of anxiety. Horney proposed that individuals be classified into three personality groups compliant, aggressive, and detached. 1. Compliant individuals are those who move toward others (they desire to be loved, wanted, and appreciated). 2 Aggressive individuals are those who move against others (they desire to excel and win admiration). 3, Detached individuals are those who move away from others (they desire indepen-dence, selfreliance, self-sufficiency, and individualism or freedom from obligations).

3. Trait Theory
It is defined as any distinguishing, relatively enduring way in which one individual differs from another The trait which measures just one trait, such as self-confidence, the personality tests measure such traits as consumer innovativeness, consumer materialism and consumer ethnocentrism, the explanation for this are: Consumer innovativeness: The degree to which consumers are receptive to new products, new services, or new practices Dogmatism: A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs Social character: It has its origins in sociological research, which focuses on the identification and classification of individuals into distinct sociocultural types. The personality trait ranges on a series from inner-directedness to other-directedness. Need for uniqueness: Consumers who avoid appearing to conform to expectations or standards of others Optimum stimulation level: A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences Variety-novelty seeking: Measures a consumers degree of variety seeking.

QUESTION NO. 3 Describe personality trait theory. Give five examples of how personality traits can be used in consumer re -s-e-a-r-c-h.
Trait theory constitutes a major departure from the qualitative measures that typify the Freudian and neo-Freudian movements (e.g., personal observation, self-reported experiences, dream analysis, projective techniques). Trait theory is primarily quantitative or empirical; it focuses on the measurement of personality in terms of specific psychological characteristics, called traits: any distinguishing, relatively enduring way in which one individual differs from another. Selected single-trait personality tests (which measure just one trait, such as self-confidence) are increasingly being developed specifically for use in consumer behavior studies. These tailormade personality tests measure such traits as consumer innovativeness, consumer susceptibility to interpersonal influence, materialism, and consumer ethnocentrism.

Examples: The Consumer Innovativeness Scale can be used to study how receptive consumers are to new products or services. Consumer re-s-e-a-c-h-ers recently developed a scale that measures consumers susceptibility to interpersonal influence. In testing a new materialism scale, re-s-e-a-r-c-h-ers found that materialistic people value acquiring and showing off possessions, are self-centered, etc. In an effort to distinguish between consumer segments that are likely to be receptive to foreign made products and those that are not, re-s-e-a-r-c-h-ers have developed and tested the consumer ethnocentrism scale.
Need for cognition measures the persons craving for, or enjoyment of, thinking.

Q No. 4: How can a marketer of cameras use research findings that indicate a target market consists primarily of inner-directed or other-directed consumers? Of consumers who are high (or low) on innovativeness?
Inner-directed and other-directed consumers have different preferences with respect to promotional messages. Because inner-directed people tend to depend on their own inner values in evaluating new products and services, they prefer advertisements that emphasize product features and personal benefits. As other-directed individuals turn to other people for direction, they are most likely to prefer ads that feature a social environment or social acceptance. They would evaluate a product in terms of its potential for social approval. Therefore, a manufacturer of cameras who advertises to inner-directed consumers should stress the ability to take better pictures and the resulting personal satisfaction. An ad aimed at other-directed consumers should portray photographing others (e.g., photographing friends standing near a famous landmark) or showing friends pictures or slides taken during a trip. Consumers who are high on innovativeness are more receptive to new products than persons who are low on innovativeness. Thus, when introducing a new model or new product features, the cameras marketer should advertise to those who are high on innovativeness because they approach unfamiliar products with considerable openness and little anxiety.

Q No. 5: Describe the type of promotional message that would be most suitable for each of the following personality market segments and give an example of each: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels, (d) consumers with a high need for cognition, and (e) consumers who are

visualizes versus consumers who are verbalizes?

a) Highly dogmatic consumers approach the unfamiliar uncertainly and with high level of discomfort. They choose traditional or established products over new ones. They are likely to respond favorably to a new product when the advertising message is presented in an authoritarian manner (e.g., celebrity endorsement or expert testimonials). b) Inner-directed consumers tend to use their own values and standards in evaluating new products and are likely to be consumer innovators. They donot look for others opinions. Therefore, ads aimed at them should depict the attainment of personal achievement and satisfaction and also stress on the product features (e.g., informational ads). c) Consumers with a high optimum stimulation level are more open to risk-taking, more likely to be innovative, try products with many novel features, and shop in new retail outlets. They show exploratory behavior. Consumers with high OSL are likely to respond favorably to promotional messages stressing more rather than less risk, novelty, or excitement. (e.g., exploratory purchase as in soaps, shampoos, biscuits having a no of variants). d) Consumers with a high need for cognition are ones who often crave or enjoy thinking. They are likely to be responsive to ads that are rich in product-related information or description and are not attracted by model or peripheral cues. (e.g., Indica of Tata motors promote it in ads as a low fuel cost car so ad is rich is in product related information). e) Marketers should stress visual dimensions in attracting visualizers (i.e., consumers who prefer visual information, products that stress the visual) and detailed descriptions and explanations in targeting verbalizers (i.e., consumers who prefer written and verbal product information).

Q No.6:Is there likely to be a difference in personality traits between individuals who readily purchase foreign-made products and those who prefer American-made products? How can marketers use the consumer ethnocentrism scale to segment consumers?
The consumer ethnocentrism scale, called CETSCALE, is designed to identify consumers with a predisposition to accept (or reject) foreign-made products. Consumers who are highly ethnocentric feel that it is inappropriate or wrong to purchase foreign-made products, and a domestic marketer can attract them by stressing ethnocentric themes in its advertising. Nonethnocentric consumers tend to evaluate foreign-made products more objectively for their extrinsic characteristics than for where the products were manufactured.

Q No. 7: A marketer of health foods is attempting to segment a certain market on the basis of consumer self-image, describe the four types of consumer selfimage and discuss which one would be most effective for the stated purpose.?

Four different self image constructs have been identified: (1) actual self-image (e.g., how the consumers in fact see themselves), (2) ideal self-image (e.g., how consumers would like to see themselves), (3) social self-image (e.g., how consumers feel others see them), and (4) ideal social self-image (e.g., how consumers would like others to see them). Other research has identified a fifth type of self -image, expected self-image (e.g., how consumers expect to see themselves at some specified future time) and a sixth self-image, the ought-to self (e.g., consists of traits or characteristics that an individual believes it is his or her duty or obligation to possess). The expected self-image is somewhere between the actual and ideal self -images. It is somewhat like a future-oriented combination of what is (the actual self-image) and what consumers would like to be (the ideal self-image). Moreover, because the expected self -image provides consumers with a realistic opportunity to change the self, it is likely to be more valuable to marketers than the actual or ideal self-image as a guide for designing and promoting products. In targeting consumers of health foods, the marketer can use the expected self-image to attract consumers who would like to enhance t he quality of their lifestyles through better nutrition, and ideal social self-image to appeal to consumers who are likely to adopt health foods due to peer influence and pressure. CASE TWO:Your Japanese car was made where? Question No. 1 Considering chapters discussion of consumer ethnocentrism. Do you believe that it is a positive or a negative for companies like Toyota and Honda that most of America views them as foreign brands of automobiles? Answer: this is obviously negative for the companies like Toyota and Honda that most of Americans view them as foreign brands of automobile. Because they think that purchasing foreign made products is un-American and it will destroy the state economy and also cause unemployment. So they should adapt the following marketing mix to attract people : Product (emphasis brand name) Price ( low price to attract value conscious) Place (establish supply chain partners) Promotion (brand image, manufacturer sponsored) Question No 2: do you feel that there is really any difference in a consumers mind, between a Toyota Camry manufactured in the united state and identical Camry that was manufactured in Japan but sold in united states? Answer: there is difference in consumers mind between a Toyota Camry manufactured in the united state and identical Camry that was manufactured in Japan but sold in united states because American are very conscious about the manufacturing place of the products. They bound themselves to American products. If they knew that Toyota Camry was manufactured in Japan, they will not buy it.