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 ________.
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
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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#
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)b*ective# +.1# ,nderstand how personality reflects consumers' inner differences
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:) 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
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of personality on consumers' attitudes and behavior
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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
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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
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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#
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'(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
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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
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of personality on consumers' attitudes and behavior
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--) 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
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-+) 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
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-&) ________ 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#
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)b*ective# +./# ,nderstand how personality reflects consumers' responses to product and
mar(eting messages
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/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
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/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-
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/:) ________ 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
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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
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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+
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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
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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
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+-) 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&
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++) 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
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+&) ________ 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
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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
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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
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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
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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
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;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
-+
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: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
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: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
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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# - $age %ef# 138
AA'B# %eflective Thin(ing
'(ill# Application
)b*ective# +.+# ,nderstand how the products and services that consumers use enhance their self-
images
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121) 4$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
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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
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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
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