Personality reflects individuals' inner psychological characteristics and determines how they respond to their environment. It is enduring and consists of traits that distinguish one person from others. According to Freudian theory, personality is determined by how well a person deals with crises experienced during their development. Marketers can use an understanding of consumers' personalities to appeal to the relevant traits of their target groups.
Personality reflects individuals' inner psychological characteristics and determines how they respond to their environment. It is enduring and consists of traits that distinguish one person from others. According to Freudian theory, personality is determined by how well a person deals with crises experienced during their development. Marketers can use an understanding of consumers' personalities to appeal to the relevant traits of their target groups.
Personality reflects individuals' inner psychological characteristics and determines how they respond to their environment. It is enduring and consists of traits that distinguish one person from others. According to Freudian theory, personality is determined by how well a person deals with crises experienced during their development. Marketers can use an understanding of consumers' personalities to appeal to the relevant traits of their target groups.
1) The inner psychological characteristics that both determine and reflect how a person responds to his or her environment compose an individual's ________. A) role B) self-image ) individuality !) personality ") status Answer# ! !iff# 1 $age %ef# 11& '(ill# oncept )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences -) The emphasis in the definition of personality is on inner characteristics. which are ________. A) those characteristics of an individual that are not readily apparent to others B) those characteristics which individuals try to hide from others ) those characteristics that distinguish one individual from others !) those characteristics that ma(e one individual similar to others ") those characteristics that constitute the individual's ideal self-image Answer# !iff# / $age %ef# 11& AA'B# %eflective Thin(ing '(ill# oncept )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences /) 0n the study of personality. three distinct properties are of central importance. These are that ________. A) personality reflects individual differences. personality is consistent and enduring. and personality can change B) personality reflects similarities between individuals. personality is consistent and enduring. and personality can change ) personality reflects individual differences. personality is consistent and enduring. and personality does not change !) personality reflects similarities between individuals. personality is consistent and enduring. and personality does not change ") personality reflects individual differences. personality is inconsistent and fleeting. and personality can change Answer# A !iff# / $age %ef# 11& '(ill# oncept )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences 1 opyright 1 -212 $earson "ducation. 0nc. 3) The mother who comments about her teenage son that her child 4has been impulsive from the day he was born.4 is supporting the contention that personality ________. A) is enduring B) can change ) reflects individual differences !) is more apparent in childhood than adulthood ") develops as a result of social circumstances Answer# A !iff# - $age %ef# 11& '(ill# Application )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences +) 5ow can mar(eters use an understanding of consumers' personalities to mar(et their products6 A) 7ar(eters can rely on consistent consumption behavior over time because consumers' personalities are consistent over time. B) 7ar(eters can change consumers' personalities to conform to their products. ) 7ar(eters can attempt to appeal to the relevant traits inherent in their target group of consumers. !) 7ar(eters can use an understanding of consumers' personalities to create consumer needs. ") 0n creating mar(eting messages. mar(eters can accurately presume that consumers' personalities constitute the single factor that influences how consumers behave. Answer# !iff# / $age %ef# 118 AA'B# %eflective Thin(ing '(ill# Application )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences 9) 'tacy 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 ________. A) is consistent B) reflects individual differences ) can change !) is more apparent in childhood than in adulthood ") is enduring Answer# !iff# - $age %ef# 118 '(ill# Application )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences - opyright 1 -212 $earson "ducation. 0nc. :) The convergence in personality characteristics of men and women provides evidence that ________. A) personality is consistent and enduring B) personality develops from social interactions ) personality stereotypes may change over time !) personality is the result of an individual's desire to con;uer feelings of an<iety ") personality develops from the way individuals deal with crises during their development Answer# !iff# / $age %ef# 118 '(ill# Application )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences &) 'igmund =reud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality. A) social relationships B) conscious decision-ma(ing processes ) efforts to avoid an<iety !) efforts to overcome inferiority ") unconscious needs or drives Answer# " !iff# 1 $age %ef# 118 '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 8) According to =reud's theories. the ________ is a conceptuali>ation of the basic biogenic needs for which the individual see(s immediate satisfaction without concern for the specific means of satisfaction. A) ego B) id ) super-id !) self-image ") superego Answer# B !iff# - $age %ef# 118 '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior / opyright 1 -212 $earson "ducation. 0nc. 12) ,sing se<ual imagery to sell a product primarily appeals to =reud's conceptuali>ation of the ________. A) ego B) self-image ) superego !) id ") super-id Answer# ! !iff# - $age %ef# 118 AA'B# Analytic '(ills '(ill# Application )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 11) According to =reud's theories. the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion. A) superego B) id ) ego !) super-id ") self-image Answer# A !iff# - $age %ef# 118 '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 1-) According to =reud'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. A) super-id B) self-image ) ego !) superego ") id Answer# !iff# - $age %ef# 118 '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 3 opyright 1 -212 $earson "ducation. 0nc. 1/) According to =reud's theories. we are driven to action by the internal forces of the ________ and constrained by the e<ternal forces of the ________. while the ________ represents the individual's conscious choices of conformity and nonconformity with social standards in meeting one's biogenic needs. A) ego? id? superego B) superego? ego? id ) id? ego? superego !) ego? superego? id ") id? superego? ego Answer# " !iff# / $age %ef# 118 AA'B# Analytic '(ills '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 13) According to =reudian theory. an adult's personality is determined by ________. A) how the individual alleviates feelings of an<iety B) how well the individual deals with crises e<perienced during development ) how the individual see(s rewarding relationships with others !) how the individual avoids feelings of inferiority ") how the individual develops the ideal social self-image Answer# B !iff# 1 $age %ef# 1-2 '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 1+) %esearchers who apply =reud's theories to the study of consumer personality believe that ________. A) consumer behavior is an effort on behalf of individuals to overcome feelings of inferiority B) social relationships are fundamental to the formation and development of personality ) people continuously attempt to establish significant and rewarding relationships with others !) consumers are primarily unaware of their true reasons for their purchasing behavior ") behavior is largely driven by a desire to con;uer feelings of an<iety Answer# ! !iff# - $age %ef# 1-1 '(ill# Application )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior + opyright 1 -212 $earson "ducation. 0nc. 19) @eo-=reudian theorists believe that ________. A) consumption situations are e<tensions of the consumer's personality B) human drives are largely unconscious ) social relationships are fundamental to the formation and development of personality !) consumers are primarily unaware of their true reasons for ma(ing decisions ") consumer purchases are a reflection of an individual's personality Answer# !iff# - $age %ef# 1-1 '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 1:) Alfred Adler. a neo-=reudian theorist. believed that ________. A) unconscious needs and drives are at the heart of human motivation B) people continuously attempt to establish significant and rewarding relationships with others ) human beings are see(ing to attain various rational goals. which he called style of life !) personality is measured in terms of specific psychological characteristics called traits ") personality is largely impacted by child-parent relationships and the individual's desire to con;uer feelings of an<iety Answer# !iff# / $age %ef# 1-1 '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 1&) According to Aaren 5orney. ________ individuals desire independence. self-reliance. and self-sufficiency. A) compliant B) subversive ) aggressive !) detached ") obtrusive Answer# ! !iff# - $age %ef# 1-- '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 9 opyright 1 -212 $earson "ducation. 0nc. 18) onsumer research using Aaren 5orney's A! theory found that ________ personalities were less li(ely to be brand loyal and more li(ely to try different brands. A) submissive B) aggressive ) detached !) compliant ") subversive Answer# !iff# / $age %ef# 1-- AA'B# Analytic '(ills '(ill# Application )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior -2) %ecent research using Aaren 5orney's A! theory found that ________ personalities tend to prefer name-brand products. A) submissive B) aggressive ) detached !) compliant ") subversive Answer# ! !iff# / $age %ef# 1-- AA'B# Analytic '(ills '(ill# Application )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior -1) The orientation of trait theory is primarily ________. A) empirical B) ;ualitative ) sub*ective !) e<troverted ") interpretive Answer# A !iff# - $age %ef# 1-- '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior : opyright 1 -212 $earson "ducation. 0nc. --) Trait theory is different from the =reudian and neo-=reudian movements mainly because ________. A) it is very recent B) it is primarily ;uantitative ) it is primarily ;ualitative !) it is a very old theory ") it is more sub*ective Answer# B !iff# / $age %ef# 1-- AA'B# Analytic '(ills '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior -/) ABn) ________ is defined as 4any distinguishing. relatively enduring way in which one individual differs from another.4 A) personality B) individuality ) uni;ueness !) trait ") characteristic Answer# ! !iff# 1 $age %ef# 1-- '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior -3) 5ow receptive a person is to new e<periences is (nown as ________. A) consumer ethnocentrism B) consumer innovativeness ) consumer understanding !) consumer perception ") consumer materialism Answer# B !iff# 1 $age %ef# 1-- '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior & opyright 1 -212 $earson "ducation. 0nc. -+) The li(elihood of a consumer accepting or re*ecting foreign-made products is (nown as ________. A) consumer ethnocentrism B) consumer innovativeness ) consumer understanding !) consumer perception ") consumer materialism Answer# A !iff# 1 $age %ef# 1-- '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior -9) The degree of a consumer's attachment to 4worldly possessions4 is (nown as ________. A) consumer ethnocentrism B) consumer innovativeness ) consumer understanding !) consumer perception ") consumer materialism Answer# " !iff# 1 $age %ef# 1-- '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior -:) Trait researchers have found that it is generally most realistic to e<pect personality to be lin(ed to ________. A) consumer preference for specific brands B) consumers' biogenic needs ) how consumers ma(e their choices !) the effectiveness of the interaction between the id. ego. and superego ") how aware consumers are of their true reasons for buying what they buy Answer# !iff# - $age %ef# 1-- AA'B# %eflective Thin(ing '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 8 opyright 1 -212 $earson "ducation. 0nc. -&) ________ are people who are open to new ideas and are often among the first to try new products. services. or practices. A) consumer participants B) consumer followers ) consumer innovators !) consumer pathfinders ") consumer activists Answer# !iff# 1 $age %ef# 1-/ '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -8) $ersonality trait research that tries to predict how ________ will respond to certain new products or services is especially important to mar(eters given that these consumers are often critical to the success or failure of new products. A) consumer advocate groups B) consumer reports ) consumer innovators !) laggards ") early ma*ority consumers Answer# !iff# / $age %ef# 1-3 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages /2) Chen describing consumer innovativeness. the term 4global innovativeness4 refers to ________. A) a pattern of actions or responses that indicate early acceptance of change and adoption of innovations B) a high level of demonstrated consumer ethnocentrism ) a tendency for innovativeness to e<ist independent of any conte<t !) a high degree of rigidity that an individual displays toward the unfamiliar ") a tendency for innovativeness to e<ist within a very specific domain or product category Answer# !iff# - $age %ef# 1-+ '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 12 opyright 1 -212 $earson "ducation. 0nc. /1) ________ refers to the degree of open-mindedness that individuals display toward the unfamiliar and toward information that is contrary to their own established beliefs. A) @ovelty see(ing B) 'ensation see(ing ) )ptimum level of stimulation !) @eed for cognition ") !ogmatism Answer# " !iff# - $age %ef# 1-9 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages /-) 5ighly dogmatic consumers tend to be more receptive to ads for new products or services that contain ________. A) te<t focusing on the benefits of the product or service B) visually provocative themes ) appeals to nationalism !) an appeal from an authoritative figure ") scenes of social acceptance Answer# ! !iff# / $age %ef# 1-9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages //) onsumers who are low in dogmatism are more li(ely to ________. A) prefer established products B) approach the unfamiliar defensively and with considerable discomfort and uncertainty ) respond to celebrities and e<perts in new-product advertising !) prefer innovative products ") be reluctant to accept information that is contrary to their own established beliefs Answer# ! !iff# - $age %ef# 1-9 AA'B# %eflective Thin(ing '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 11 opyright 1 -212 $earson "ducation. 0nc. /3) )ther-directed consumers prefer ads that contain ________. A) te<t focusing on the benefits of the product or service B) visually provocative themes ) appeals to nationalism !) an appeal from an authoritative figure ") scenes of social acceptance Answer# " !iff# / $age %ef# 1-9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages /+) 0n reference to social character. ________ consumers tend to rely on their own values or standards in evaluating new products and are more li(ely to be consumer innovators. A) inner-directed B) other-directed ) dogmatic !) ethnocentric ") uni;ue Answer# A !iff# - $age %ef# 1-9 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages /9) Dow levels of which of the following traits typically characteri>es a consumer innovator6 A) novelty see(ing B) sensation see(ing ) optimum stimulation levels !) inner-directedness ") need for uni;ueness Answer# ! !iff# / $age %ef# 1-9 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 1- opyright 1 -212 $earson "ducation. 0nc. /:) ________ 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. A) 0nner-directed B) )ther-directed ) @ovelty-see(ing !) 'ensation-see(ing ") !ogmatic Answer# B !iff# - $age %ef# 1-9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages /&) %esearch has found that ________ are lin(ed with greater willingness to ta(e ris(s. and to be innovative. A) low sensation see(ing scores B) high optimum stimulation levels ) low novelty see(ing scores !) high ethnocentricity ") high need for cognition Answer# B !iff# - $age %ef# 1-: '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages /8) %enee li(es to try on some of the newest clothes each season to see how she loo(s in the styles. and prefers to buy clothes that are very unusual. %enee is best described as ________. A) having a high optimum stimulation level B) highly dogmatic ) highly ethnocentric !) having a low optimum stimulation level ") minimally ethnocentric Answer# A !iff# - $age %ef# 1-& '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 1/ opyright 1 -212 $earson "ducation. 0nc. 32) A trait characteri>ed by the need for varied. novel. and comple< sensations and e<perience. and the willingness to ta(e physical and social ris(s for the sa(e of such e<perience. is (nown as ________. A) optimum stimulation level B) sensation see(ing ) variety-novelty see(ing !) need for uni;ueness ") need for cognition Answer# B !iff# / $age %ef# 1-& '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 31) "<ploratory purchase behavior. vicarious e<ploration. and use innovativeness are types of ________. A) sensation see(ing B) social character ) variety see(ing !) innovativeness ") optimum stimulation level Answer# !iff# / $age %ef# 1-& '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 3-) Ayle is an enthusiastic golf player and li(es 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 li(e them. This is (nown as ________. A) vicarious e<ploration B) use innovativeness ) e<ploratory purchase behavior !) sensation see(ing ") dogmatism Answer# !iff# - $age %ef# 1-& '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 13 opyright 1 -212 $earson "ducation. 0nc. 3/) Eeorge subscribes to 5otrod 7aga>ine and li(es reading articles about custom cars and daydreaming about how cool it would be to own and drive one. This behavior is (nown as ________. A) vicarious e<ploration B) novelty see(ing ) need for cognition !) innovativeness ") need for uni;ueness Answer# A !iff# 1 $age %ef# 1-& '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 33) ________ measures a person's craving for or en*oyment of thin(ing. A) )ptimum stimulation level B) @ovelty see(ing ) @eed for cognition !) 0nnovativeness ") @eed for uni;ueness Answer# !iff# 1 $age %ef# 1-8 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 3+) onsumers who ________ are more li(ely to be responsive to the part of an ad that is rich in product-related information or detailed description. A) are highly ethoncentric B) are other-directed ) have a high need for uni;ueness !) have a low optimal stimulation level ") are high in need for cognition Answer# " !iff# - $age %ef# 1-8 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 1+ opyright 1 -212 $earson "ducation. 0nc. 39) 'omeone who prefers to follow instructive diagrams would be considered a ________. whereas someone who would prefer to read instructive te<t would be considered a ________. A) verbali>er? visuali>er B) innovator? verbali>er ) visuali>er? innovator !) visuali>er? verbali>er ") verbali>er? innovator Answer# ! !iff# / $age %ef# 1-8 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 3:) Chich of the following describes a materialistic consumer6 A) 7aterialistic people tend to find that owning many possessions does not provide them any greater personal satisfaction. B) 7aterialistic people especially value ac;uiring and showing off possessions. ) 7aterialistic people prefer a simple. uncluttered lifestyle. !) 7aterialistic people are particularly selfless and thoughtful of others. ") 7aterialistic people place relationships with others at the center of their lives. Answer# B !iff# - $age %ef# 1/1 AA'B# %eflective Thin(ing '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 3&) ________ have been shown to tend to display and share their involvement in their purchases with others who have a similar interest. A) ompulsive consumers B) =i<ated consumers ) 5ighly ethnocentric consumers !) 0nward-directed consumers ") !ogmatic consumers Answer# B !iff# - $age %ef# 1/- AA'B# Analytic '(ills '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 19 opyright 1 -212 $earson "ducation. 0nc. 38) Chich of the following characteristics is typical of fi<ated consumers6 A) Their purchase decisions are heavily dependent upon convenience. B) They are only mildly interested in the particular ob*ect or product category. ) They are very guarded about displaying their purchases. !) Their consumption pattern is considered abnormal behavior. ") They dedicate a considerable amount of discretionary time and money to searching out the product or ob*ect. Answer# " !iff# / $age %ef# 1/- '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages +2) 'erious collectors of Barbie dolls. Beanie Babies. and Fippos are all displaying a form of ________. A) dogmatic consumption B) fi<ated consumption behavior ) variety see(ing behavior !) novelty see(ing behavior ") ethnocentric consumption Answer# B !iff# - $age %ef# 1/- '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages +1) 4Buy American4 and 4Aeep America Cor(ing4 are both tag-lines used by companies to attract the ________ consumer. A) dogmatic B) ethnocentric ) innovative !) variety-see(ing ") compulsive Answer# B !iff# - $age %ef# 1/9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 1: opyright 1 -212 $earson "ducation. 0nc. +-) Chich of the following is true of consumer ethnocentrism6 A) onsumers who are highly ethnocentric tend to evaluate foreign-made products for their e<trinsic characteristics B) "thnocentrism has been found to vary by country and product. ) 7ar(eters successfully target ethnocentric consumers by stressing the foreign origin of their products in their promotional appeals. !) onsumers who are nonethnocentric are li(ely to feel that it is inappropriate or wrong to purchase foreign-made products. ") onsumers that have the most (nowledge about a product are more strongly influenced by country-of-origin perceptions than consumers who (now little about the product. Answer# B !iff# / $age %ef# 1/9 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages +/) The notion of ________ suggests that consumers attribute various descriptive personality- li(e traits or characteristics to different brands. A) brand personality B) consumer dogmatism ) consumer innovation !) consumer need for cognition ") sensation see(ing Answer# A !iff# 1 $age %ef# 1/& '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages +3) A ________ tries to recast consumers' perception of the attributes of a product or service into a human-li(e character. A) brand personality B) brand personification ) consumer innovation !) consumer need for cognition ") sensation see(ing device Answer# B !iff# 1 $age %ef# 132 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 1& opyright 1 -212 $earson "ducation. 0nc. ++) The idea that consumers have ________ reflects the observation that healthy or normal people are li(ely to display a somewhat different personality in each of a number of different situations or social roles. A) consistent personalities B) an e<pected self ) e<tended selves !) an ideal self-image ") multiple selves Answer# " !iff# - $age %ef# 13+ '(ill# oncept )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images +9) 0ndividuals develop their self-images through ________. A) the establishment of their socioeconomic status B) the satisfaction of their primary needs ) interactions with people !) the biological aging process ") e<periences with particular brands Answer# !iff# - $age %ef# 139 '(ill# oncept )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images +:) ________ is how consumers see actually see themselves. whereas ________ refers to how consumers would li(e to see themselves. A) 0deal self-image? ideal social self-image B) Actual self-image? ideal self-image ) 'ocial self-image? self-image !) Actual social self-image? ideal social self-image ") 0deal self-image? actual social self-image Answer# B !iff# / $age %ef# 139 '(ill# oncept )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images 18 opyright 1 -212 $earson "ducation. 0nc. +&) ________ reflects how consumers would li(e to see themselves. whereas ________ refers to how consumers would li(e others to see them. A) 0deal self-image? ideal social self-image B) Actual self-image? ideal self-image ) 'ocial self-image? self-image !) Actual social self-image? ideal social self-image ") 0deal self-image? actual social self-image Answer# A !iff# / $age %ef# 139 '(ill# oncept )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images +8) Ayle is a senior in high school and is preparing to apply to colleges. 5e sees himself going to a 3-year college or university and ma*oring in biology. Ayle's self image as a future biology ma*or is best described as his ________. A) social self-image B) 4ought-to4 self ) e<tended self !) e<pected self-image ") multiple self Answer# ! !iff# - $age %ef# 139 '(ill# Application )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images 92) The ________ consists of traits or characteristics that an individual believes it is his or her duty or obligation to possess. A) social self-image B) 4ought-to4 self ) e<tended self !) e<pected self-image ") multiple self Answer# B !iff# - $age %ef# 139 '(ill# oncept )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images -2 opyright 1 -212 $earson "ducation. 0nc. WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has ade a Ne! "ears resol#tion to lose $% &o#nds by Meorial 'ay( She re)eives a &ost)ard in the ail fro her lo)al gy )hain that s&e)iali*es in !oen+s fitness( The advertiseent s#ggests that the )hain is f#n and !el)oing , a &la)e !here !oen )an !or- o#t )ofortably !ith friends. in )ontrast to the &otentially intiidating environents at other gys( After )ons#lting a fe! friends. she de)ides to /oin( She is &arti)#larly e0)ited to try the vario#s gro#& )lasses the gy offers. any of !hi)h she has never heard of before( 91) 0n the C"0E5T D)'' 70@0 A'". Eloria sees herself as being a bit heavy. This is Eloria's ________. A) social self-image B) 4ought-to4 self ) e<tended self !) e<pected self-image ") actual self-image Answer# " !iff# - $age %ef# 139 '(ill# Application )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images 9-) 0n the C"0E5T D)'' 70@0 A'". 4fun and welcoming4 describes the local gym's ________. A) brand personification B) dogmatism ) brand personality !) e<pected self-image ") e<tended self Answer# !iff# - $age %ef# 1/& '(ill# Application )b*ective# +.3# ,nderstand how mar(eters see( to create brand personalities-li(e traits 9/) 0n the C"0E5T D)'' 70@0 A'". Eloria's social character would best be described as ________. A) other-directed B) dogmatic ) sensation see(ing !) innovative ") ethnocentric Answer# A !iff# / $age %ef# 1-9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -1 opyright 1 -212 $earson "ducation. 0nc. 93) 0n the C"0E5T D)'' 70@0 A'". the more slender self that Eloria is wor(ing toward is Eloria's ________. A) social self-image B) ideal social self-image ) pro*ective self-image !) e<pected self-image ") actual self-image Answer# ! !iff# - $age %ef# 139 '(ill# Application )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images 9+) 0n the C"0E5T D)'' 70@0 A'". Eloria is particularly e<cited to try new and different group e<ercise classes. Eloria is probably best described as ________. A) highly ethnocentric B) highly dogmatic ) inner-directed !) novelty see(ing ") high in her need for cognition Answer# ! !iff# - $age %ef# 1-& '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -- opyright 1 -212 $earson "ducation. 0nc. TE12ILA MINI CASE: 3iva 4everages has re)ently la#n)hed its o!n brand of te5#ila #nder the slogan 6I never have. b#t I+d li-e to(6 3iva+s television advertiseents are set in a trendy night )l#b !ith a !ell,dressed an standing at the bar( A s)antily )lad !oan !ith a 7#ssian a))ent is serving drin-s( She a&&roa)hes hi and the follo!ing intera)tion ens#es: WOMAN: What )an I do for yo#8 MAN: I don+t -no!. soething different( WOMAN: Well. have yo# ever tried ((( 9WOMAN loo-s both !ays. then leans a)ross the bar and !his&ers into MAN+s ear: MAN: I never have. b#t I+d li-e to ((( 9WOMAN serves MAN a 3iva Te5#ila: 99) 0n the T"G,0DA 70@0 A'". the advertisement would most accurately be described as appealing to which of the following =reudian elements of the personality6 A) super-id B) ego ) self-image !) superego ") id Answer# " !iff# - $age %ef# 118 '(ill# Application )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 9:) 0n the T"G,0DA 70@0 A'". setting the advertisement in a trendy bar full of people en*oying themselves together is designed to appeal to which of the following social character personality traits6 A) other-directedness B) dogmatism ) ethnocentricity !) inner-directedness ") innovativeness Answer# A !iff# / $age %ef# 1-9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -/ opyright 1 -212 $earson "ducation. 0nc. 9&) 0n the T"G,0DA 70@0 A'". what (ind of consumer behavior does Hiva's slogan encourage6 A) ethnocentricity B) dogmatism ) consumer innovativeness !) consumer satisfaction ") consumer uni;ueness Answer# !iff# / $age %ef# 1-+ '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 98) 0n the T"G,0DA 70@0 A'". when the man as(s for 4something different.4 he is engaging in ________. A) vicarious e<ploration B) perceptual mapping ) ethnocentricity !) e<ploratory purchase behavior ") use innovativeness Answer# ! !iff# / $age %ef# 1-& '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages :2) 0n the T"G,0DA 70@0 A'". the bartender in the Hiva advertisement is intended to suggest that Hiva Hod(a is trendy and foreign. Chat type of consumer would respond best to this element of the advertisement6 A) consumers high in dogmatism B) consumers low in optimum stimulation level ) consumers who are predominantly verbali>ers !) consumers low in ethnocentricity ") consumers with a low need for uni;ueness Answer# ! !iff# / $age %ef# 1/+ '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -3 opyright 1 -212 $earson "ducation. 0nc. ;27NIT27E MINI CASE: Andre!s Mo#ntain ;#rnit#re is a an#fa)t#rer of hoe f#rnishings in eastern North Carolina( Andre!s has been in b#siness for $<% years and its advertising e&hasi*es the )o&any+s long history of &rod#)tion and sales in the 2nited States( It also en)o#rages )ross,generational brand loyalty !ithin failies by s#ggesting to ad#lts sho#ld b#y the sae f#rnit#re that their &arents had in their hoes( :1) 0n the =,%@0T,%" 70@0 A'". Andrews 7ountain's advertising emphasi>es that its furnishings are all 47ade in America.4 This is designed to appeal to people with high ________. A) need for cognition B) ethnocentricity ) innovativeness !) optimum stimulation levels ") variety see(ing behavior Answer# B !iff# - $age %ef# 1/+ '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages :-) 0n the =,%@0T,%" 70@0 A'". the name of the furniture company is an attempt to create a strong ________ for the brand in the minds of consumers. A) brand personification B) superego ) self-image !) geographical association ") brand personality Answer# ! !iff# 1 $age %ef# 13/ '(ill# Application )b*ective# +.3# ,nderstand how mar(eters see( to create brand personalities-li(e traits :/) 0n the =,%@0T,%" 70@0 A'". by encouraging consumers to remain loyal to the brands to which their parents were loyal. Andrews 7ountain is appealing to consumers with low ________. A) dogmatism B) ethnocentricity ) need for cognition !) inner-directedness ") need for uni;ueness Answer# " !iff# / $age %ef# 1-9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -+ opyright 1 -212 $earson "ducation. 0nc. :3) 0n the =,%@0T,%" 70@0 A'". Andrews 7ountain's advertisements are dominated by pictures of the furniture. and attempt to convey a feeling for its ;uality and style through these photographs. This is in an attempt to appeal to ________ A) verbali>ers B) innovators ) visuali>ers !) fi<ated consumers ") sensation see(ers Answer# !iff# / $age %ef# 1-8 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages :+) 0n the =,%@0T,%" 70@0 A'". Andrews 7ountain =urniture is most li(ely to appeal to consumers who are ________ and value tradition over novelty. A) low in ethnocentricity B) low in dogmatism ) high in dogmatism !) sensation see(ers ") novelty see(ers Answer# !iff# / $age %ef# 1-9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages :9) Theorists agree that social relationships and environmental influences are what shape human personality. Answer# =AD'" !iff# 1 $age %ef# 11& '(ill# oncept )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences ::) 0f 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# T%," !iff# - $age %ef# 11& AA'B# %eflective Thin(ing '(ill# Application )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences :&) 7ar(eters are able to change consumers' personalities to conform to their products. Answer# =AD'" !iff# 1 $age %ef# 11& '(ill# oncept )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences -9 opyright 1 -212 $earson "ducation. 0nc. :8) The fact that consumers' personalities are consistent means that their behavior is always consistent. Answer# =AD'" !iff# - $age %ef# 118 '(ill# oncept )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences &2) An individual's personality changes only in response to ma*or life events. such as marriage or the birth of a child. Answer# =AD'" !iff# - $age %ef# 118 '(ill# oncept )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences &1) According to =reud. the superego acts to restrain or inhibit the impulsive forces of the id. Answer# T%," !iff# - $age %ef# 118 AA'B# Analytic '(ills '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior &-) %esearchers who apply =reud's psychoanalytic theory to the study of consumer personality tend to see consumer purchases as a reflection and an e<tension of the consumer's personality. Answer# T%," !iff# - $age %ef# 1-1 '(ill# Application )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior &/) According to Aaren 5orney. aggressive individuals desire to e<cel and win admiration. Answer# T%," !iff# / $age %ef# 1-- '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior &3) 0t is generally more realistic to e<pect personality to be lin(ed to the purchase or consumption of a broad product category rather than a specific brand. Answer# T%," !iff# - $age %ef# 1-/ '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -: opyright 1 -212 $earson "ducation. 0nc. &+) !ogmatism. social character. and optimum stimulation level are personality traits that have been useful in measuring consumer materialism. Answer# =AD'" !iff# - $age %ef# 1-3 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages &9) $eople who are high in dogmatism are more li(ely to prefer innovative products to established or traditional alternatives. Answer# =AD'" !iff# - $age %ef# 1-9 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages &:) 0nner-directed consumers tend to rely on their own values or standards in evaluating new products and are li(ely to be consumer innovators. Answer# T%," !iff# 1 $age %ef# 1-9 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages &&) Chen consumers are as(ed to e<plain their choices. but are not concerned about being critici>ed by others. they are more receptive to ma(ing uni;ue choices. Answer# T%," !iff# 1 $age %ef# 1-9 '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages &8) onsumers whose actual lifestyles are e;uivalent to their )'D scores are li(ely to see( rest or relief. Answer# =AD'" !iff# - $age %ef# 1-& '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 82) onsumers with a high need for variety tend to search for mar(eters that provide a diverse product line. Answer# T%," !iff# 1 $age %ef# 1-& '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -& opyright 1 -212 $earson "ducation. 0nc. 81) Hariety see(ers often use price promotions as low-cost ways to try different brands over time. Answer# T%," !iff# - $age %ef# 1-& AA'B# Analytic '(ills '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 8-) The e<tent of consumer materialism is more or less the same from country to country. Answer# =AD'" !iff# / $age %ef# 1/- AA'B# 7ulticultural and !iversity '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 8/) 7aterialistic consumers are out of control and their actions may have damaging conse;uences to them and those around them. Answer# =AD'" !iff# - $age %ef# 1// '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 83) =i<ated and compulsive consumption are in the realm of abnormal behavior. Answer# =AD'" !iff# / $age %ef# 1/- '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 8+) onsumers who have little (nowledge about a product are more strongly influenced by country-of-origin perceptions than consumers with high (nowledge about a product. Answer# =AD'" !iff# 1 $age %ef# 1/9 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages -8 opyright 1 -212 $earson "ducation. 0nc. 89) Any brand personality. as long as it is strong and favorable. will strengthen a brand. Answer# T%," !iff# - $age %ef# 1/& AA'B# %eflective Thin(ing '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 8:) =or a geographical association to be beneficial for a brand. the location must be real and reflect where the product is actually made. Answer# =AD'" !iff# - $age %ef# 13/ AA'B# %eflective Thin(ing '(ill# oncept )b*ective# +.3# ,nderstand how mar(eters see( to create brand personalities-li(e traits 8&) onsumers who have strong lin(s to particular brands see such brands as representing an aspect of themselves. Answer# T%," !iff# - $age %ef# 139 '(ill# oncept )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images 88) The e<pected self and the 4ought-to4 self provide consumers with a realistic opportunity to change the self. and thus are valuable to mar(eters as a guide to designing and promoting products. Answer# T%," !iff# / $age %ef# 139 '(ill# oncept )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images 122) 5igh self-monitors might be more prone to employ a self-altering product in order to enhance their ideal social self-image. Answer# T%," !iff# - $age %ef# 138 AA'B# %eflective Thin(ing '(ill# Application )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images /2 opyright 1 -212 $earson "ducation. 0nc. 121) 4$ersonality reflects individual differences.4 !iscuss this statement. Answer# Because the inner characteristics that constitute an individual's personality are a uni;ue combination of factors. no two individuals are e<actly ali(e. @evertheless. many individuals may be similar in terms of a single personality factor and not in terms of others. $ersonality is useful in terms of reflecting individual differences because it enables mar(eters to categori>e consumers into different groups on the basis of one or even several traits. and build a mar(eting campaign around those traits. !iff# 1 $age %ef# 11& '(ill# oncept )b*ective# +.1# ,nderstand how personality reflects consumers' inner differences 12-) Tal( about =reud's psychoanalytic theory of personality. 5ow do the three systems he proposed interact6 Answer# 'igmund =reud's psychoanalytic theory of personality is a cornerstone of modern psychology. 0t was built on the premise that unconscious needs and drives. especially se<ual and biological. are at the heart of human motivation and personality. Based on this theory. =reud 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 se<. for which individuals see( immediate satisfaction. The superego is the individual's internal e<pression of society's moral and ethical codes of conduct. 0ts role is to see that individuals satisfy their needs in a socially acceptable fashion. The ego is the conscious control. 0t functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego. !iff# / $age %ef# 118-1-2 AA'B# Analytic '(ills '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior 12/) Chat did Aaren 5orney. a neo-=reudian theorist. propose with respect to personality6 Answer# Aaren 5orney focused on the impact of parent-child relationships and the individual's desire to con;uer feelings of an<iety. 'he proposed the A! theory. in which she stated that individuals can be classified into three personality groups# compliant. aggressive. and detached. omplaint personalities are those who move towards others. Aggressive individuals are those who move against others. !etached personalities are those who move away from others. !iff# 1 $age %ef# 1-- '(ill# oncept )b*ective# +.-# ,nderstand how =reudian. neo-=reudian. and trait theories e<plore the influence of personality on consumers' attitudes and behavior /1 opyright 1 -212 $earson "ducation. 0nc. 123) Chat is consumer innovativeness. and how does it relate to personality and consumer behavior6 Answer# onsumer innovators are those consumers who are li(ely to be first to try new products. services and practices. Those with a high level of innovativeness are of ma*or concern and interest to mar(eters because they many times determine the success or failure of new products. especially new product categories. !iff# - $age %ef# 1-3-1-+ '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 12+) 5ow do inner-directed people differ from other-directed people6 5ow does that implicate mar(eters6 Answer# 0nner directed consumers tend to rely on their own values or standards in evaluating new products and are more li(ely to be innovators. )ther directed consumers tend to loo( to others for direction on what is right or wrong? they are less li(ely to be innovators. 7ar(eters 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. !iff# - $age %ef# 1-9 AA'B# %eflective Thin(ing '(ill# Application )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 129) Chat is use innovativeness in the conte<t of variety-novelty see(ing personalities6 Eive an e<ample. Answer# ,se 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 utili>ed. 5ere. the student may offer a variety of e<amples. !iff# - $age %ef# 1-& '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 12:) Chat are some general characteristics of materialistic people6 Answer# 7aterialistic people value ac;uiring possessions and showing them off. They are particularly self-centered and selfish? they see( lifestyles full of possessions and hope for greater happiness and satisfaction by ac;uiring more possessions. !iff# - $age %ef# 1/2 '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages /- opyright 1 -212 $earson "ducation. 0nc. 12&) Chat is consumer ethnocentrism6 ite some e<amples. Answer# 0t is a predisposition to accept Bor re*ect) foreign made products. onsumers who are highly ethnocentric are li(ely 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 e<amples mentioned in the te<t or others from personal e<perience. !iff# 1 $age %ef# 1/+ '(ill# oncept )b*ective# +./# ,nderstand how personality reflects consumers' responses to product and mar(eting messages 128) A variety of different self-images have been recogni>ed in consumer behavior. Tal( about three (inds of self-image. Answer# =irst. the actual self-image is how a consumer sees themselves in reality. 'econd. the ideal self image is how consumers would li(e to see themselves. Third. the social self-image is how consumers feel others see them. The student may offer other types of self-image. !iff# 1 $age %ef# 139 '(ill# oncept )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images 112) 0dentify the ways in which possessions can e<tend the self. Answer# 7uch human emotion can be connected to valued possessions. 0n such cases. possessions are considered e<tensions of the self. $ossessions can e<tend the self in a number of ways# B1) a)t#ally. by allowing the person do to things that otherwise would be very difficult or impossible to accomplish? B-) syboli)ally. by ma(ing the person feel better or 4bigger4? B/) by )onferring stat#s or ran-? B3) by besto!ing feelings of iortality by leaving valued possessions to young family members? and B+) by endo!ing !ith agi)al &o!ers. !iff# - $age %ef# 13&-138 '(ill# Application )b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self- images // opyright 1 -212 $earson "ducation. 0nc.