Deck 6: Personality, Lifestyles, and the Self-Concept

Question 1

A trait is a product symbol that a consumer identifies with strongly.

Answer 1

False

Question 2

Consumer and organizational identification illustrate the important role that products and organizations can play in the expression of the self.

Answer 2

True

Question 3

Low body esteem can result in a number of negative behaviors and attitudes.

Answer 3

True

Question 4

Products are rarely a part of self-expression for consumers.

Question 5

The five-factor model approach is universally accepted by all researchers.

Question 6

Lifestyles are completely determined by a person's personality.

Question 7

Conspicuous consumption represents the tendency of a consumer to engage in bargaining behaviors when making purchases.

Question 8

Material possessions play an important part in self-expression.

Question 9

The psychoanalytic approach to personality was proposed by B. F. Skinner.

Question 10

Personality traits do not influence behavior.

Question 11

Consumers use products as symbols to convey their self-concepts to others.

Question 12

PRIZM (Potential Rating Index by ZIP Market) combines demographic and behavioral information in a manner that enables marketers to better understand and target their customers.

Question 13

Consumers are not likely to form an opinion about employees who have tattoos and piercings.

Question 14

The trait approach takes an idiographic approach to personality.

Question 15

The prediction of individual behavior tends to be weaker with the multiple-trait approach.

Question 16

In the context of self-concepts, the possible self represents the various possessions that a consumer owns that help him form perceptions about himself.

Question 17

Brands are vehicles for consumers to express themselves.

Question 18

Hierarchical approaches begin with the assumption that all personality traits are specific.

Question 19

Psychographic analysis reveals that all consumers of certain demographic have the exact same tastes.

Question 20

Consumers with a low need for cognition tend to be influenced heavily by the quality of the arguments in an advertisement.

Question 21

Which of the following traits is a component of the five-factor model approach?

A) Conscientiousness
B) Impulsivity
C) Disagreeableness
D) Frugality

Question 22

Lower materialism scores are typically found among younger consumers.

Question 23

Broad traits tend to be better predictors of individual behaviors than specific traits.

Question 24

Cindy is an overweight teenager who often ends up being rude to her classmates because she is unhappy with her body image. Her negative behavior indicates that Cindy has low body esteem.

Question 25

Psychographic techniques use qualitative methods that can be used in developing lifestyle profiles.

Question 26

In the context of self-concept, the _____ represents the various possessions that a consumer owns that help him form perceptions about himself.

A) social self
B) ideal social self
C) possible self
D) extended self

Question 27

The structural-functional theory proposes that much of consumer behavior can be explained by the match between a consumer's self-concept and the image of typical users of a focal product.

Question 28

Which of the following is a dimension of materialism?

A) Bargaining proneness
B) Envy
C) Value consciousness
D) Frugality

Question 29

Value consciousness refers to the extent to which material goods are important in a consumer's life.

Question 30

Kate always buys low-priced products regardless of quality. This consumer behavior trait signifies value consciousness.

Question 31

Organizational identification occurs when a consumer is able to identify an organization's logo.

Question 32

The idiographic approach in trait research focuses on consumers' individual traits.

Question 33

Stan is a marketing intern who has been asked to conduct a research on consumer behavior by a fashion designer. The designer wants him to focus on a few selected customers who exclusively buy customized products from the designer. Stan conducts his research by interacting with each customer to know more about their psychological makeup. In the given scenario, Stan is using the _____.

A) utilitarian perspective
B) functional perspective
C) nomothetic perspective
D) idiographic perspective

Question 34

Consumer lifestyles are very useful in identifying viable market segments.

Question 35

For consumers having very strong ties to brands, the task of self-expression through product ownership is one of identity maintenance and communication.

Question 36

The VALS (Values and Lifestyles) approach classifies consumers into 66 different segments as descriptors of individual households.

Question 37

AIO statements are used in psychographic analysis to divide consumers into groups based on the resources available to them.

Question 38

The concepts of consumer personality, lifestyles, and the self-concept are often referred to as individual difference variables.

Question 39

The motivational research era was successful, and it spawned many compelling consumer behavior guidelines for marketing actions.

Question 40

Carl refrains from drinking alcohol when he is in public because he feels that drinking alcohol is not socially acceptable. He prefers to drink at home with close friends and family. According to the psychoanalytic approach, which of the following is responsible for Carl's behavior?

A) The ego
B) The ideal self
C) The superego
D) The possible self

Question 41

Downshifting refers to:

A) a conscious decision to reduce one's material consumption.
B) the resentment that arises as a result of another's belongings.
C) the tendency to engage in bargaining behaviors when making purchases.
D) an inclination to retain control and ownership over one's possessions.

Question 42

Sam recently bought Deep Waters, a new cologne. He bought the particular cologne just because his favorite football star had endorsed it. In the given scenario, which of the following does Sam display?

A) High levels of innovativeness
B) High need for affiliation
C) Low need for cognition
D) Low levels of materialism

Question 43

Jenny is shy and afraid to speak to other people. She avoids going out with her friends and colleagues and prefers to read a book on her own rather than interacting with others. These emotions and behaviors that Jenny exhibits comprise her _____.

A) id
B) personality
C) self-esteem
D) superego

Question 44

Carol, a young, dynamic, and affluent banker, likes to shop online and try out new products. She likes to keep herself updated on the latest products introduced in the market. She is usually the first among her friends to buy the latest gadgets. Which of the following traits best describes Carol's behavior?

A) Possessiveness
B) Innovativeness
C) Conscientiousness
D) Competitiveness

Question 45

Psychographic analysis involves surveying consumers using _____ to gain an understanding of consumers' activities, interests, and opinions.

A) AIO statements
B) VALS segments
C) geodemographic techniques
D) compliance techniques

Question 46

In the context of consumer behavior traits, _____ can be defined as an enduring tendency to strive to be better than others.

A) competitiveness
B) innovativeness
C) agreeableness
D) impulsiveness

Question 47

In the context of the psychoanalytic approach, the ego primarily:

A) focuses on immediate gratification.
B) operates on the pleasure principle.
C) focuses on resolving the conflicts between the id and the superego.
D) works against the superego by motivating behavior that goes against societal norms.

Question 48

_____ classifies consumers into eight distinct segments based on resources available to the consumer, as well as three primary motivations.

A) Geodemographic Technique
B) Aggregation approach
C) Values and Lifestyles approach
D) Symbolic interactionism perspective

Question 49

_____ combine data on consumer expenditures and socioeconomic variables with regional information in order to identify commonalities in consumption patterns of households in various regions.

A) Demographic techniques
B) Psychoanalytic approaches
C) Values and Lifestyles segments
D) Geodemographic techniques

Question 50

The term _____ refers to observable, statistical aspects of populations, including such factors as age, gender, or income.

A) psychographics
B) semiotics
C) traits
D) demographics

Question 51

_____ is closely associated with a tendency to retain control and ownership over possessions.

A) Materialism
B) Innovativeness
C) Frugality
D) Competitiveness

Question 52

Deanne is married to a very wealthy attorney, and she wants everyone to know of her wealth and status. She drives an expensive car and wears designer clothing and diamond jewelry. In the given scenario, which of the following traits does Deanne exhibit?

A) Innovativeness
B) Conspicuous consumption
C) Value consciousness
D) Downshifting

Question 53

Which of the following characterizes innovativeness in a consumer?

A) Novelty-seeking behavior
B) Unwillingness to share credit
C) Tendency to be possessive
D) Predominance of competitiveness

Question 54

According to Sigmund Freud, human behavior is influenced by:

A) a complementary relationship between the superego and the id.
B) the personality traits of every person that always remain consistent across situations.
C) the ego which motivates behavior that matches societal norms and expectations.
D) an inner struggle between various systems within the personality system.

Question 55

Sebastian plans to open a restaurant but he is unsure about how to attract customers. He hires a consumer researcher to analyze and find his target market. The researcher's analysis reveals that the planned location of the restaurant is in a highly Hispanic locality. He advises Sebastian to have a theme influenced by the Hispanic culture in his restaurant as well as when he prepares marketing strategies for the restaurant. In the given scenario, which of the following demographic variables has the researcher identified?

A) Occupation
B) Age
C) Income
D) Ethnicity

Question 56

According to the psychoanalytic approach to personality, the _____ implies that the ego seeks to satisfy the id within the constraints of society.

A) pleasure principle
B) reality principle
C) reciprocity principle
D) hedonic principle

Question 57

Which of the following best describes semiotics?

A) It refers to the study of symbols and their meanings.
B) It refers to the study of cognitive development.
C) It refers to the study of human behavior.
D) It refers to the study of organizational behavior.

Question 58

Targeted marketing communications is required because:

A) consumers remain the same across various cultures.
B) consumers vary across the concepts of personality, lifestyle, and self-concept.
C) consumer lifestyles are different from the concept of consumer personalities.
D) consumer lifestyles rarely involve organizational identification.

Question 59

According to the psychoanalytic approach to personality, the superego:

A) focuses on pleasure-seeking and immediate gratification.
B) works against the id by motivating behavior that matches societal norms and expectations.
C) focuses on resolving the conflicts between the id and the ego.
D) attempts to balance the desires of the id with the constraints and expectations of the ego.

Question 60

Which of the following approaches involves assessing behaviors and tendencies over time?

A) The psychoanalytic approach
B) The aggregation approach
C) The hierarchical approach
D) The commodity approach

Question 61

The id primarily operates on a(n) _____.

A) pleasure principle
B) reality principle
C) evolutionary principle
D) reciprocity principle

Question 62

In the context of the approach to personality research, with the _____, the focus of a researcher is on one particular trait.

A) hierarchical approach
B) idiographic approach
C) single-trait approach
D) multiple-trait approach

Question 63

Tanya is planning on redesigning her living room and is working with her interior designer to come up with the most suitable arrangement. She is very particular about the lighting, space, and furniture she wants in the area. She goes over the details repeatedly to make sure everything is planned perfectly. Which of the following traits of the five-factor model does Tanya exhibit?

A) Agreeableness
B) Conscientiousness
C) Stability
D) Extroversion

Question 64

Sarah is very possessive of her clothes. She does not like lending her clothes to others, including her siblings and friends. She tends to get very envious of girls who have clothes that she feels is better than hers. Which of the following traits does Sarah's behavior best illustrate?

A) Innovativeness
B) Value consciousness
C) Materialism
D) Trait vanity

Question 65

Naira is a consumer research and market analyst. She prepares questionnaires that are designed to identify a consumer's distinguishable characteristics. These characteristics are analyzed to find out how they motivate a consumer to act in particular ways. The results of these analyses help various companies understand their target markets better. Which of the following personality research approaches has Naira implemented in the given scenario?

A) The trait approach
B) The motivational approach
C) The psychoanalytic approach
D) The hierarchical approach

Question 66

The prediction of individual behavior tends to be stronger with the _____.

A) multiple-trait approach
B) single-trait approach
C) nomothetic perspective
D) idiographic perspective

Question 67

Which of the following brand personality dimensions characterizes a brand that markets its luxury car highlighting its lustrous and elegant features?

A) Excitement
B) Competence
C) Ruggedness
D) Sophistication

Question 68

Which of the following statements is true of personality?

A) Personality traits remain consistent across all individuals.
B) Personality traits are consistent across situations.
C) Personality is best conceived as a set of acquired habits.
D) Personality can be conceptualized as a combination of specific traits.

Question 69

Which of the following characterizes the category of strivers in the Values and Lifestyles segments?

A) They are elderly consumers who are concerned with health issues.
B) They are impulsive and value novelty and excitement.
C) They view shopping as a way to demonstrate to others their ability to buy.
D) They follow routines, and their lives largely center around home, family, and church.

Question 70

According to the psychoanalytic approach to personality, the _____ focuses on pleasure-seeking and immediate gratification.

A) id
B) ego
C) actual self
D) social self

Question 71

_____ refers to the totality of thoughts and feelings that an individual has about himself or herself.

A) Body esteem
B) Brand personality
C) Self-concept
D) Self-esteem

Question 72

_____ is the totality of thoughts, emotions, intentions, tendencies, and behaviors that a person exhibits consistently as he or she adapts to the environment.

A) Brand personality
B) Demographics
C) Personality
D) Self-congruency

Question 73

Which of the following statements is true about PRIZM?

A) It combines demographic and behavioral information in a manner that enables marketers to better understand and target their customers.
B) It classifies consumers into eight distinct segments based on resources available to the consumer as well as three primary motivations.
C) It is based on the premise that people with similar backgrounds tend to live away from one another.
D) It is based on the premise that people with similar backgrounds and means disassociate themselves from each other's behaviors and lifestyles.

Question 74

Finn is a researcher, and he wants to study how consumers' tendency to be productive affects their leisure activities. He also tries to find common personality traits that exist across consumers. Which of the following approaches to studying personality is Finn using in the given scenario?

A) Motivational research
B) Trait approach
C) Psychoanalytic approach
D) Factor analysis

Question 75

Which of the following is a characteristic of consumers with low need for cognition?

A) They tend to be influenced by things like an endorser's attractiveness and cues that are not central to a message.
B) They tend to think carefully about products, problems, and even marketing messages.
C) They tend to be influenced heavily by the quality of the arguments in an advertisement.
D) They tend to have negative consumer attitudes and purchase intentions when presented with humorous ads.

Question 76

The _____ focuses on the total person and the uniqueness of his or her psychological makeup.

A) hedonic perspective
B) nomothetic perspective
C) idiographic perspective
D) utilitarian perspective

Question 77

PRIZM is based on the premise that people with similar backgrounds and means tend to live close to one another and emulate each other's behaviors and lifestyles. This is an example of the _____.

A) geodemographic technique
B) five-factor model
C) idiographic perspective
D) single-trait approach

Question 78

Sally is a research student who wants to conduct a consumer behavior research for her doctoral thesis. Believing that consumers often use products to convey their self-concepts to others, she studies luxury brands, logos, and products to find out what they mean to consumers. Which of the following best describes her field of study?

A) Mnemonics
B) Semiotics
C) Linguistics
D) Pragmatics

Question 79

Consumer behavior is considered to be competitive when a consumer:

A) attempts to display superiority over others by openly flaunting exclusive products, especially publicly visible products.
B) looks out for acquiring high value at minimal costs and engages in bargaining while purchasing products in the market.
C) redeems grocery coupons at retail outlets.
D) exhibits restraint while purchasing items other than basic provisions.

Question 80

Danielle is a very meticulous shopper and is keen on maximizing the value of every transaction she makes. She uses coupons whenever possible and purchases items on sale to save money. However, she is likely to pay more for a product if she thinks that it is the best one to meet her or her family's needs. Which of the following consumer behavior traits does Danielle display?

A) Materialism
B) Value consciousness
C) Competitiveness
D) Trait impulsivity