Deck 6: Consumer Psychographics

Question 1

Which of the following best describes Esteem Seekers?

A) They are looking towards outer-directedness. Image and status are important but only to provide acceptance from their peer group
B) They are acquisitive and materialistic. They aspire to what they see as the symbols of success, both in terms of possessions and experiences
C) They are risk-averse and look to traditional values and behaviours for guidance
D) They tend to seek the highest levels of personal development. They are people and relationship oriented. They are tolerant and empathetic

Answer 1

They are acquisitive and materialistic. They aspire to what they see as the symbols of success, both in terms of possessions and experiences

Question 2

Social character research identifies:

A) UK lifestyle segments which include the Aimless and the Social Rester
B) Inner-other directedness
C) Multiple selves
D) Undesired self

Answer 2

Inner-other directedness

Question 3

Which of the following is NOT an example of a life style segment?

A) I buy clothes for comfort, not for style
B) Using this brand is consistent with how I see myself in different situations
C) I dress to please myself
D) I like to do a lot when I am on holiday

Answer 3

Using this brand is consistent with how I see myself in different situations

Question 4

Which of the following best describes Self-Image Congruence?

A) It is a subjective experience generated during a psychological comparison in which a product or brand user image interacts with a consumer's self concept
B) It is a subjective feeling that a consumer develops once he has used the product
C) It is a subjective feeling that consumers develop when they see celebrities endorsing a popular brand
D) It is a subjective experience in which consumer life style interacts with consumer's personality type

Question 5

The effects of self-image congruence are likely to be stronger for which type of products?

A) Products that are conspicuous in nature and are publicly consumed (e.g. cars and jeans)
B) Products that are less conspicuous in nature and are privately consumed (e.g. soap and underwear)
C) Products that are purchased less often by consumers
D) Products that require high levels of advertising expenditure

Question 6

Graeff (1996) conducted an experiment among 100 consumers to test what?

A) Whether TV commercials were more popular than print advertising
B) Whether consumers admired the role models used in advertising or not
C) Whether TV ads generated a positive attitude towards the brand or not
D) Whether advertising messages could be used to activate a person's self-concept and whether this activation had any effect on product evaluations and attitudes towards brands

Question 7

Which of the following correctly describes the finding reported by Graeff (1996)?

A) Activating consumer self-concept through advertisements had a significant effect and led to the generation of more favourable attitudes towards the brand and the advertisement
B) Affective involvement with the advertisement went up when consumers watched TV commercial
C) TV commercials were more popular than print advertising
D) Consumers did not admire the role models used in advertising

Question 8

Which of the following is NOT an example of a Self-Image Congruence statement?

A) This product (brand X) is consistent with how do I see myself (in situation X)
B) Using this product (in situation X) suggests that I am an expert shopper
C) People similar to me use this product (brand X in situation X)
D) This product (brand X) is a mirror image of me (in situation X)

Question 9

Which of the following are brand personality dimensions identified by Aaker (1997)?

A) Sincerity, expertise, competence, sophistication and ruggedness
B) Sincerity, excitement, expertise, sophistication and ruggedness
C) Sincerity, excitement, competence, sophistication and ruggedness
D) Sincerity, excitement, competence, expertise and ruggedness

Question 10

Personality is a function of what?

A) Innate drives, learned motives and experience
B) Lifestyle, learned motives and experience
C) Cognitive drives, learned motives and attitudes
D) External drives, learned expertise and experience

Question 11

Which is of the following correctly Big Five Personality Factors?

A) Thrill seeking, novelty seeking, quality conscious, social and aggressive
B) Social, calm, charitable, quality conscious and friendly
C) Extrovert, introvert, variety seeking, calm and aggressive
D) Extraversion, openness, agreeableness, conscientiousness and emotional stability

Question 12

Which is of the following correctly describes a recreational shopper?

A) Someone who has a tendency to seek pleasure, fun, recreation and entertainment out of shopping
B) Someone who is social, calm, and enjoys shopping in the company of others
C) Someone who is an extrovert and seeks quality brands when shopping around
D) Someone who is actively looking for value for money and hence is after bargains

Question 13

Individualism is manifested in what?

A) Individualism is manifested in media, neighbourhoods, global travel and global food consumption
B) Individualism is manifested in improved relations among peer groups, parent-child relations and school life experiences
C) Individualism is manifested in greater pluralism within society, evident in the high street where pluralism in clothing styles is observable
D) Individualism is manifested in climate change, political and domestic structures

Question 14

According to the UK lifestyle typology, a social resister is someone who is uninvolved and alienated, is aggressive towards the system and is resentful of its failure to provide employment.

Question 15

Aggression, honesty, anxiety, independence and sociability are examples of personality traits.

Question 16

Compliant individuals are anxious to be with others, to receive love, recognition, help and guidance.

Question 17

Sincerity, excitement, competence, sophistication and social character are five brand personality dimensions identified by Aaker (1997).

Question 18

Consumers can make attributions about the brand's personality (its inner characteristics) on the basis of behaviours and actions performed by the brand.

Question 19

Consumers with low levels of self-monitoring behave more according to their own beliefs and attitudes, and are less influenced by the perceived or actual approval of their social environment.

Question 20

According to Rosenberg (1979), self-concept refers to all of the subjective thoughts and feelings that a person has about himself or herself as a brand.

Question 21

The notion of multiple selves means self-relevant thoughts and feelings can change once you change the social context or situation.

Question 22

According to Belk (1988), material possessions can become part of ourselves when we are able to exercise some degree of control and power over them.

Question 23

Self-image congruence is important because research has shown that it affects a consumer brand preferences, brand evaluations, purchase intentions, attitudes toward brands and customer satisfaction.

Question 24

Consumer decision making styles may be defined as a mental orientation characterising a consumer's approach to financial decisions.

Question 25

Social network sites such as Facebook connects people with friends and others who work, study and live around them.

Question 26

Self image congruence is based on the idea of a fit between how consumers see themselves in relation to a typical brand user's image, which in turn reflects a person-to-person fit.

Question 27

What is lifestyle and why is it important?

Question 28

What is the difference between traditional lifestyle and contemporary lifestyle?

Question 29

What is VALS?

Question 30

Describe self-actualizing consumers.

Question 31

What is meant by Taylor Nelson's Lifestyle Typology?

Question 32

Describe esteem seekers.

Question 33

Describe some lifestyle segments that could be relevant to the purchase of instant breakfast food.

Question 34

What is meant by personality?

Question 35

What is meant by psychoanalytic theory?

Question 36

What is meant by the trait theory of personality?

Question 37

Provide a marketing application of trait theory.

Question 38

What is meant by the type theory of personality?

Question 39

What is brand personality?

Question 40

Explain self-monitoring.

Question 41

What is meant by multiple selves?

Question 42

What is symbolic interactionism?

Question 43

How do you measure self-image congruence?

Question 44

Explain different motives underlying self-image congruence?

Question 45

What is meant by Big Five personality factors?