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1. Products are rarely a part of self-expression for consumers.
a.
True
b.
False
ANSWER:
False
2. Brands are vehicles for consumers to express themselves.
a.
True
b.
False
ANSWER:
True
3. The five-factor model approach is universally accepted by all researchers.
a.
True
b.
False
ANSWER:
False
4. The trait approach takes an idiographic approach to personality.
a.
True
b.
False
ANSWER:
False
5. Consumers with a low need for cognition tend to be influenced heavily by the quality of the arguments in an
advertisement.
a.
True
b.
False
ANSWER:
False
6. Low body esteem can result in a number of negative behaviors and attitudes.
a.
True
b.
False
ANSWER:
True
7. Hierarchical approaches begin with the assumption that all personality traits are specific.
a.
True
b.
False
ANSWER:
False
8. Consumer and organizational identification illustrate the important role that products and organizations can play in the
expression of the self.
a.
True
b.
False
ANSWER:
True
9. Conspicuous consumption represents the tendency of a consumer to engage in bargaining behaviors when making
purchases.
a.
True
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b.
False
ANSWER:
False
10. Consumers are not likely to form an opinion about employees who have tattoos and piercings.
a.
True
b.
False
ANSWER:
True
11. Lifestyles are completely determined by a person’s personality.
a.
True
b.
False
ANSWER:
False
12. Psychographic analysis reveals that all consumers of certain demographic have the exact same tastes.
a.
True
b.
False
ANSWER:
False
13. The prediction of individual behavior tends to be weaker with the multiple-trait approach.
a.
True
b.
False
ANSWER:
False
14. 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.
a.
True
b.
False
ANSWER:
True
15. The psychoanalytic approach to personality was proposed by B. F. Skinner.
a.
True
b.
False
ANSWER:
False
16. A trait is a product symbol that a consumer identifies with strongly.
a.
True
b.
False
ANSWER:
False
17. In the context of self-concepts, the possible self represents the various possessions that a consumer owns that help him
form perceptions about himself.
a.
True
b.
False
ANSWER:
False
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18. Personality traits do not influence behavior.
a.
True
b.
False
ANSWER:
False
19. Material possessions play an important part in self-expression.
a.
True
b.
False
ANSWER:
True
20. Consumers use products as symbols to convey their self-concepts to others.
a.
True
b.
False
ANSWER:
True
21. Broad traits tend to be better predictors of individual behaviors than specific traits.
a.
True
b.
False
ANSWER:
False
22. 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.
a.
True
b.
False
ANSWER:
True
23. The motivational research era was successful, and it spawned many compelling consumer behavior guidelines for
marketing actions.
a.
True
b.
False
ANSWER:
False
24. The VALS (Values and Lifestyles) approach classifies consumers into 66 different segments as descriptors of
individual households.
a.
True
b.
False
ANSWER:
False
25. Psychographic techniques use qualitative methods that can be used in developing lifestyle profiles.
a.
True
b.
False
ANSWER:
False
26. Lower materialism scores are typically found among younger consumers.
a.
True
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b.
False
ANSWER:
False
27. The idiographic approach in trait research focuses on consumers’ individual traits.
a.
True
b.
False
ANSWER:
False
28. For consumers having very strong ties to brands, the task of self-expression through product ownership is one of
identity maintenance and communication.
a.
True
b.
False
ANSWER:
True
29. 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.
a.
True
b.
False
ANSWER:
False
30. Kate always buys low-priced products regardless of quality. This consumer behavior trait signifies value
consciousness.
a.
True
b.
False
ANSWER:
False
31. Consumer lifestyles are very useful in identifying viable market segments.
a.
True
b.
False
ANSWER:
True
32. Organizational identification occurs when a consumer is able to identify an organization’s logo.
a.
True
b.
False
ANSWER:
False
33. Value consciousness refers to the extent to which material goods are important in a consumer’s life.
a.
True
b.
False
ANSWER:
False
34. AIO statements are used in psychographic analysis to divide consumers into groups based on the resources available
to them.
a.
True
b.
False
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ANSWER:
False
35. The concepts of consumer personality, lifestyles, and the self-concept are often referred to as individual difference
variables.
a.
True
b.
False
ANSWER:
True
36. Which of the following is a dimension of materialism?
a.
Bargaining proneness
b.
Envy
c.
Value consciousness
d.
Frugality
ANSWER:
b
37. 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
ANSWER:
d
38. Which of the following traits is a component of the five-factor model approach?
a.
Conscientiousness
b.
Impulsivity
c.
Disagreeableness
d.
Frugality
ANSWER:
a
39. 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
ANSWER:
c
40. 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
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c.
possible self
d.
extended self
ANSWER:
d
41. _____ is closely associated with a tendency to retain control and ownership over possessions.
a.
Materialism
b.
Innovativeness
c.
Frugality
d.
Competitiveness
ANSWER:
a
42. _____ 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
ANSWER:
d
43. 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.
ANSWER:
b
44. 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
ANSWER:
a
45. 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.
ANSWER:
a
46. The term _____ refers to observable, statistical aspects of populations, including such factors as age, gender, or
income.
a.
psychographics
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b.
semiotics
c.
traits
d.
demographics
ANSWER:
d
47. 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
ANSWER:
b
48. 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
ANSWER:
c
49. 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.
ANSWER:
a
50. 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.
ANSWER:
b
51. 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
ANSWER:
a
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
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Deanne exhibit?
a.
Innovativeness
b.
Conspicuous consumption
c.
Value consciousness
d.
Downshifting
ANSWER:
b
53. 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.
ANSWER:
d
54. 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
ANSWER:
a
55. 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
ANSWER:
b
56. 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
ANSWER:
d
57. 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
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b.
Innovativeness
c.
Conscientiousness
d.
Competitiveness
ANSWER:
b
58. 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.
ANSWER:
c
59. 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
ANSWER:
b
60. _____ 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
ANSWER:
c
61. 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
ANSWER:
a
62. 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
ANSWER:
a
63. In the context of the approach to personality research, with the _____, the focus of a researcher is on one particular
trait.
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a.
hierarchical approach
b.
idiographic approach
c.
single-trait approach
d.
multiple-trait approach
ANSWER:
c
64. 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.
ANSWER:
a
65. 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
ANSWER:
b
66. 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.
ANSWER:
a
67. 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
ANSWER:
a
68. 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
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ANSWER:
c
69. 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
ANSWER:
a
70. 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
ANSWER:
b
71. 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
ANSWER:
c
72. 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.
ANSWER:
d
73. The id primarily operates on a(n) _____.
a.
pleasure principle
b.
reality principle
c.
evolutionary principle
d.
reciprocity principle
ANSWER:
a
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74. 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.
ANSWER:
a
75. _____ 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
ANSWER:
c
76. 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
ANSWER:
b
77. _____ 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
ANSWER:
c
78. 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.
ANSWER:
c
79. Which of the following brand personality dimensions characterizes a brand that markets its luxury car highlighting its
lustrous and elegant features?
a.
Excitement
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b.
Competence
c.
Ruggedness
d.
Sophistication
ANSWER:
d
80. 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
ANSWER:
b
81. The degree to which a consumer is open to new ideas and quick to buy new products, services, or experiences soon
after they are introduced is referred to as _____.
a.
materialism
b.
competitiveness
c.
possessiveness
d.
innovativeness
ANSWER:
d
82. _____ represents the tendency for consumers to focus on making progress and accomplishing more in less time.
a.
Conspicuous Consumption
b.
Trait Superstition
c.
Trait Vanity outlook
d.
Productivity Orientation
ANSWER:
d
83. Which of the following best describes the ideal self?
a.
It refers to how consumers currently perceive themselves
b.
It represents the image that consumers would like others to have about them.
c.
It refers to how consumers would like to perceive themselves.
d.
It refers to the beliefs that consumers have about how they are seen by others.
ANSWER:
c
84. _____ refers to a distinguishable characteristic that describes one’s tendency to act in relatively consistent manner.
a.
A trait
b.
Motivation
c.
An impulse
d.
Intuition
ANSWER:
a
85. _____ is a lifestyle analysis technique that uses 66 different segments as descriptors of individual households, which
are ranked according to socioeconomic variables.
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a.
VALS
b.
CPM
c.
GIS
d.
PRIZM
ANSWER:
d
86. Claudia reads publications such as The Wall Street Journal and other reputed dailies, and perceives herself to be
knowledgeable about current affairs. Which of the following self-concepts is best reflected in Claudia’s perception of
herself as a knowledgeable person?
a.
The possible self
b.
The ideal self
c.
The social self
d.
The actual self
ANSWER:
d
87. Mary thinks of herself as a warm, caring person. She is content with her life and believes that others enjoy her
company. These thoughts and feelings that Mary has about herself comprise her _____.
a.
body esteem
b.
self-congruence
c.
self-concept
d.
need for cognition
ANSWER:
c
88. Jenny is a value-conscious consumer. Which of the following behaviors is she most likely to exhibit?
a.
She is likely to make sure she maximizes what she receives from a transaction.
b.
She is unlikely to redeem coupons that she gets from department stores.
c.
She is likely to flaunt her material possessions as a way of displaying social class.
d.
She is unlikely to engage in bargaining when making purchases.
ANSWER:
a
89. Which of the following statements is true about consumer lifestyles?
a.
They are considered an important manifestation of social stratification.
b.
They are not influenced by culture, groups, and individual processes.
c.
They remain consistent across cultures.
d.
They refer to personality traits that are not context specific.
ANSWER:
a
90. _____ represents the tendency for consumers to focus on maximizing what is received from a transaction as compared
to what is given.
a.
Materialism
b.
Innovativeness
c.
Value consciousness
d.
Bargaining proneness
ANSWER:
c
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Personality and lifestyles are closely related topics. Lifestyles can be referred to as context-specific
personality traits. The term psychographics refers to the way consumer lifestyles are measured. These
91. What is the relationship between consumer identity and product ownership?
ANSWER:
Answers will vary. Beyond consumer–product congruity, some consumers view brands much more intensely.
Given the many ways in which consumers use and display brands, some researchers suggest that brands are
used to express and validate consumer identity. For these consumers, the task of self-expression through
product ownership is one of identity maintenance and communication. This occurs when the consumer
believes that the brand expresses his or her identity. When there is congruency between a consumer’s values
and the values of a brand, consumer identification is strengthened. This finding highlights how congruency
theory plays a role in consumer identification.
92. Explain the symbolic interactionism approach.
ANSWER:
Answers will vary. Consumers are motivated to act in accordance with their self-concepts. As such,
consumers often use products as ways of revealing their self-concepts to others. According to a symbolic
interactionism perspective, consumers agree on the shared meaning of products and symbols. These symbols
can become part of the self-concept if the consumer identifies with them strongly. An important field of
study that relates to the symbolic interactionism approach is semiotics. Semiotics refers to the study of
symbols and their meanings. As we have stated, consumers use products as symbols to convey their self-
concepts to others. In this sense, products are an essential part of self-expression.
93. What is demographics?
ANSWER:
Answers will vary. Demographics refer to observable, statistical aspects of populations, including such
factors as age, gender, or income. It is very different from either lifestyles or psychographics. The study of
demographics is known as demography. Demographic variables include age, ethnicity, family size,
occupation, and sometimes income. Demographics can be used in conjunction with psychographic analysis
and it can be used to help locate and understand lifestyle segments. Failing to consider psychographic
measures leads to the trap of assuming that all consumers of a certain demographic have the exact same
tastes.
94. Describe the role of self-concept in consumer behavior and explain the various types of self-concepts.
ANSWER:
Answers will vary. The term self-concept refers to the totality of thoughts and feelings that an individual has
about himself or herself. It can be thought of as the way a person defines or gives meaning to his or her own
identity, as in a type of self-schema. A consumer will have a number of “concepts” about himself or herself
that may emerge over time and surface in different social situations.Consumers are motivated to act in
accordance with their self-concepts. As such, consumers often use products as ways of revealing their self-
concepts to others. According to a symbolic interactionism perspective, consumers agree on the shared
meaning of products and symbols. These symbols can become part of the self-concept if the consumer
identifies with them strongly.The different types of self-concepts are:a. Actual self: It refers to how
consumers currently perceive themselves (that is, who I am).b. Ideal self: It refers to how consumers would
like to perceive themselves (that is, who I would like to be in the future).c. Social self: It refers to the belief
that consumers have about how they are seen by others. It is also called the “looking-glass” self because it
denotes the image that a consumer has when he or she looks into the mirror and imagines how others see him
or her.d. Ideal social self: It represents the image that a consumer would like others to have about him or
her.e. Possible self: It presents an image of what the consumer could become.f. Extended self: It represents
the various possessions that a consumer owns that helps him or her form perceptions about himself or
Answers will vary. Consumer lifestyles refer to the ways consumers live and spend their time and money.
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reason, personality researchers often advocate an aggregation approach in which behaviors and tendencies
techniques use quantitative methods that can be used in developing lifestyle profiles. Psychographic analysis
involves surveying consumers using AIO statements, which are used to gain an understanding of consumers’
activities, interests, and opinions. Consumer segments very often contain consumers with similar lifestyles,
and several classification schemes have identified lifestyle segments. For example, VALS (Values and
Lifestyles) classifies consumers into eight segments based on resources available to the consumer and three
primary motivations (ideal motivation, achievement motivation, and self-expression motivation). PRIZM
(Potential Rating Index by ZIP Market) uses a geodemographic technique that combines data on consumer
expenditures and socioeconomic variables with geographic information in order to identify commonalities in
consumption patterns of households in various regions.
96. Explain the relationship between a consumer’s self-concept and body presentation.
ANSWER:
Answers will vary. The issue of self-concept in consumer behavior has several practical implications. The
term self-esteem refers to the positivity of an individual’s self-concept. The effect of advertising on
consumers’ self-esteem is an important consumer research topic and one that has often been overlooked.
Body esteem refers to the positivity with which people hold their body image. Low body esteem can result in
a number of negative behaviors and attitudes.Because of the many ways consumers compare themselves to
others, it is easy to understand why many medical procedures that promise to improve consumers’
perceptions of their bodies are now available. Women tend to have more procedures than men, but more and
more men are opting for cosmetic surgery.Body piercings and other forms of body decorations, such as
tattoos, represent other methods of promoting one’s self-concept. The growth in body art suggests that new
attitudes about the body’s role in self-presentation are emerging. While body piercings are popular forms of
self-expression and are frequently used as innocent methods of self-expression, research also indicates that
the use of piercings can sometimes be associated with increased levels of drug and alcohol use, unprotected
sexual activity, trait anxiety, and depression. Consumers also form impressions of employees who have
tattoos and piercings, and these perceptions may impact how they view organizations with such employees.
For consumers, body piercings and tattoos have become more popular than ever.
97. How do consumers identify with organizations?
ANSWER:
Answers will vary. Consumers form close associations with companies and organizations. When consumers
feel very close to organizations, organizational identification is said to be present. For consumers, the
organization becomes a vehicle for self-expression, and for organizations, consumer loyalty and commitment
become quite strong. Identifying with an organization also helps consumers to forge stronger social
identities. Consumer and organizational identification illustrate the important role that products and
organizations can play in the expression of the self.
98. Define personality and describe the distinct qualities exhibited by personality.
ANSWER:
Answers will vary. Personality is the totality of thoughts, emotions, intentions, tendencies, and behaviors that
a person exhibits consistently as he or she adapts to the environment. Personality exhibits a number of
distinct qualities, including:a. Personality is unique to an individual. Personality helps distinguish consumers
based on the specific characteristics each exhibits. Consumers differ in personalities, although some
characteristics, or traits, may be shared across individuals.b. Personality can be conceptualized as a
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ANSWER:
Answers will vary. Brand personality refers to human characteristics that can be associated with a brand.
Brand personalities can be described across five dimensions including competence, excitement, ruggedness,
sincerity, and sophistication. Brand personalities represent opportunities for companies to differentiate their
products. Accordingly, a brand’s personality may be viewed as a part of its overall image. Brand personalities
also provide marketers with opportunities to build strong brand relationships with consumers, especially
when they have an understanding of their customer’s personality. The brand personality concept has proven
to be valuable for both consumer researchers and marketers alike. However, current research reveals that
understanding a brand’s personality is not enough. Rather, the appeal of the brand’s personality should be
considered. Brand personality appeal refers to a brand’s ability to appeal to consumers based on the human
characteristics associated with it. A brand’s personality should be perceived as having strong degrees of
favorability, originality, and clarity. When consumers view a brand’s personality in these terms, they are
more likely to purchase the brand in question.The brand personality concept is especially important when
one considers that consumers, to a certain extent, have relationships with brands, and that personality traits
are important in the formation and maintenance of these relationships.
100. Explain the hierarchical approach to personality traits.
ANSWER:
Answers will vary. Hierarchical approaches to personality begin with the assumption that personality traits
exist at varying levels of abstraction. That is, some traits are specific (bargaining proneness), and others are
more broad (extroversion). Specific traits refer to tendencies to behave in very well-defined situations. Broad
traits refer to tendencies to behave across many different situations. As a general statement, specific traits
tend to be better predictors of individual behaviors than broad traits. A number of researchers have argued
for the existence of these hierarchies, with many suggesting that abstract traits influence more specific traits
in a hierarchical fashion.