Question 1

Explain the ways in which Freudian psychoanalytic theory of personality has had an impact on marketing.

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Question 2

What is consumer innovativeness and consumer dogmatism? Why is it so important for marketing practitioners to learn about consumer innovators?

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Question 3

Extended self refers to the enhancement of people's views of themselves on the basis of their personalities.

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Extended self refers to the concept that individuals define their identities in part through the external objects, people, and places with which they have a connection, not just based on their personalities.

Question 4

Compare and contrast fixated consumption behaviour and compulsive consumption behaviour and give examples of each.

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Question 5

What is meant by self-image? Identify and describe the four main self-image constructs. What is 'expected self-image' and why is it especially valuable to marketers?

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Question 6

Explain how two cognitive personality traits - 'visualisers vs verbalisers' and 'need for cognition' - have been useful in understanding consumer behaviour.

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Question 7

What is meant by brand personality? How is this concept useful in brand management?

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Question 8

In the study of personality, there are three important properties which are of central importance. Describe all three properties and explain why they are so important for marketing and consumer researchers to understand.

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Question 9

Ideal self-image is how consumers would like others to see them.

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Ideal self-image is how consumers see themselves or would like to see themselves, not necessarily how they want others to see them.

Question 10

Consumers may think of products as having personalities, which can in turn affect how consumers perceive those products.

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This statement is true. Consumers often assign personalities or human-like characteristics to products based on their design, branding, packaging, and other factors. These personality traits can influence consumer perceptions and purchasing decisions. For example, a sports car may be perceived as adventurous and daring, while an SUV may be seen as practical and family-oriented.

Question 11

Explain 'trait theory' and describe one of its most influential models, the 'Big Five'. In what way does 'trait theory' differ from previous Freudian and neo-Freudian theories of personality?

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Question 12

What is consumer ethnocentrism? Cite some examples. In relation to consumer ethnocentrism, what is the CETSCALE?

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Question 13

Unlike fixated consumption behaviour, compulsive consumption lies within the realm of normal behaviour.

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Compulsive consumption is actually considered an abnormal behaviour, as it often leads to negative consequences such as financial issues, relationship problems and health concerns.

Question 14

Fred is suspicious of all software programs developed in Africa. Fred is exhibiting a personality trait known as consumer ethnocentrism.

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Consumer ethnocentrism is a trait in which the consumer has a belief that products made in their own country or culture are superior to those made in other countries or cultures. In this case, Fred is exhibiting consumer ethnocentrism by being suspicious of software programs developed in Africa.

Question 15

If a consumer displays 'multiple selves', this means that they play different social roles in different settings.

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When a consumer displays multiple selves, it means they behave differently and exhibit different social roles in different settings, such as behaving differently at work compared to when with friends or family.

Question 16

Cosmetics are examples of products aimed at consumers wishing to alter their self.

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Cosmetics are generally used to enhance or modify a person's appearance, which can alter their self-perception.

Question 17

Identify and briefly explain the three types of variety seeking activities. Which of the three is particularly relevant to technological products and why?
-1. Exploratory purchase behaviour
2. 	Vicarious exploration
3. 	Use-innovativeness

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Question 18

Ideal social self-image refers to how consumers feel others see them.

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Ideal social self-image refers to how consumers would like others to see them, not necessarily how they feel others currently see them.

Question 19

Consumer ethnocentrism can only be found in Asia.

Accepted Answer

Consumer ethnocentrism can be found in many countries around the world, not just in Asia. Consumer ethnocentrism refers to the tendency for consumers to prefer products and brands that are produced in their own country, and to view foreign products as inferior or even threatening. This phenomenon is influenced by a variety of factors, including nationalism, cultural identity, and economic factors. While consumer ethnocentrism may be more prevalent in some countries than in others, it is not limited to any particular region or continent.

Quiz 4: Personality and self-concept