58) The likelihood of a consumer accepting or rejecting foreign-made products is known as
________.
A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism
59) When describing consumer innovativeness, the term “global innovativeness” 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
C) a tendency for innovativeness to exist independent of any context
D) a high degree of rigidity that an individual displays toward the unfamiliar
E) a tendency for innovativeness to exist within a very specific domain or product category
60) Renee likes to try on some of the newest clothes each season to see how she looks in the
styles, and prefers to buy clothes that are very unusual. Renee is best described as ________.
A) having a high optimum stimulation level
B) highly dogmatic
C) highly ethnocentric
D) having a low optimum stimulation level
E) minimally ethnocentric
61) “Buy American” and “Keep America Working” are both taglines used by companies to
attract the ________ consumer.
A) dogmatic
B) ethnocentric
C) innovative
D) variety-seeking
E) compulsive
62) The notion of ________ suggests that consumers attribute various descriptive personality-
like traits or characteristics to different brands.
A) brand personality
B) consumer dogmatism
C) consumer innovation
D) consumer need for cognition
E) sensation seeking
63) ________ is communicating human features of the product in advertising.
A) Brand zealotry
B) Extended self
C) Sophistication
D) Color
E) Brand personification
64) Which of the following is NOT one of the five underlying dimensions of brand personality?
A) sophistication
B) excitement
C) popularity
D) affection
E) cosmopolitanism
65) ________ is how consumers actually see themselves, whereas ________ refers to how
consumers would like to see themselves.
A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image
66) ________ reflects how consumers would like to see themselves, whereas ________ refers to
how consumers would like others to see them.
A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image
67) Jenna buys a pair of sought-after, vintage Levi jeans to enrich her self-image. Which of the
following is NOT one of the ways the possession of the vintage jeans might be viewed as an
extension of the self?
A) ideally
B) actually
C) symbolically
D) by conferring status or rank
E) by feelings of immortality
68) Consumers use ________ to attempt to express new versions of themselves and/or to take on
the appearances of other types of people.
A) brand personification
B) anthropomorphism
C) vanity
D) status
E) self-altering products
69) The type of self-image that characterizes the way consumers see themselves is ________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
70) The type of self-image that characterizes the way consumers would like to see themselves is
________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
71) The type of self-image that characterizes the way consumers feel others see them is
________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
72) The type of self-image that characterizes the way consumers would like others to see them is
________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
73) In the WEIGHT LOSS MINI CASE, Gloria sees herself as being a bit heavy. This is Gloria’s
________.
A) social self-image
B) “ought-to” self
C) extended self
D) expected self-image
E) actual self-image
74) In the WEIGHT LOSS MINI CASE, “fun and welcoming” describes the local gym’s
________.
A) brand personification
B) dogmatism
C) brand personality
D) expected self-image
E) extended self
75) In the WEIGHT LOSS MINI CASE, Gloria is particularly excited to try new and different
group exercise classes. Gloria is probably best described as ________.
A) highly ethnocentric
B) highly dogmatic
C) inner-directed
D) novelty seeking
E) high in her need for cognition
76) In the FURNITURE MINI CASE, by encouraging consumers to remain loyal to the brands
to which their parents were loyal, Andrews Mountain is appealing to consumers with low
________.
A) dogmatism
B) ethnocentricity
C) need for cognition
D) inner-directedness
E) need for uniqueness
77) In the FURNITURE MINI CASE, Andrews Mountain Furniture is most likely to appeal to
consumers who are ________ and value tradition over novelty.
A) low in ethnocentricity
B) low in dogmatism
C) high in dogmatism
D) sensation seekers
E) novelty seekers
78) In the NAIL POLISH MINI CASE, Jenny wants a bottle of Revlon Berry Bon Bon nail
polish to match her new sweater. This is an example of a ________.
A) generic goal
B) general goal
C) needs-driven goal
D) product-specific goal
E) subjective goal
79) In the NAIL POLISH MINI CASE, Patti wants to paint her nails in order to be more
attractive. This is an example of a(n) ________ goal
A) negative
B) avoidance objects
C) utilitarian
D) approach objects
E) prevention-focused
80) In the WEIGHT LOSS MINI CASE, the desire to be attractive to women is Peter’s
________.
A) goal
B) target
C) tension
D) motivation
E) need
81) In the WEIGHT LOSS MINI CASE, Peter’s motivation is in a(n) ________ direction.
A) negative
B) subjective
C) positive
D) objective
E) intrinsic
82) In the WEIGHT LOSS MINI CASE, Peter’s goal is best described as a(n) ________.
A) approach object
B) ideal
C) biogenic need
D) avoidance object
E) ought object
83) In the WEIGHT LOSS MINI CASE, when Peter decides that he prefers fruit to potato chips
with his lunch, this is an example of a(n) ________.
A) approach goal
B) substitute goal
C) avoidance goal
D) biogenic goal
E) primary goal
84) In the WEIGHT LOSS MINI CASE, after several weeks of exercising, Peter is still not
seeing the desired results and decides that he is just too busy to go to the gym enough, and that
his employer is really to blame for his failure to lose weight. Which of the following defense
mechanisms has Peter demonstrated?
A) rationalization
B) projection
C) repression
D) aggression
E) withdrawal
85) When L’Oreal appeals to self-esteem with the tagline, “Because you’re worth it,” they are
appealing to physiological needs.
86) Marketers can take advantage of people’s frustrations by portraying their products as means
to resolve a particular set of frustrations.
87) When the Kaplan Bar Review course tells prospective law students they can “conquer the
bar” or achieve a goal by taking the Kaplan course, they are trying to trigger a product-specific
goal.
88) According to Maslow, individuals seek to satisfy higher-level needs before lower-level needs
emerge.
89) According to Maslow, once a lower-level need is met, it never becomes dominant again.
90) The achievement need suggests that behavior is strongly influenced by the desire for
friendship, acceptance, and belonging.
91) Murray’s Psychogenic Needs includes power, affiliation, and achievement.
92) Researchers usually rely on a combination of various research techniques to try to establish
the presence and strength of various motives.
93) As consumption becomes technology driven, marketers have become more interested in
individuals who post comments online.
94) Bloggers influence other consumers, because people perceive both positive and negative
reviews from other consumers as more credible information than advertisements.
95) Marketers are able to change consumers’ personalities to conform to their products.
96) According to Freud, the superego acts to restrain or inhibit the impulsive forces of the id.
97) Compliant individuals are those who move against others; they desire to excel and win
admiration.
98) Personality traits are characteristics that set people apart from one another.
99) People who are high in dogmatism are more likely to prefer innovative products to
established or traditional alternatives.
100) Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek rest
or relief.
101) The extent of consumer materialism is more or less the same from country to country.
102) Variety seeking measures a person’s craving for or enjoyment of thinking.
103) Examples of compulsive consumption include eating disorders, shopping, gambling, and
alcoholism.
104) Coca-Cola is associated with the color red, which connotes excitement.
105) Consumers who have strong links to particular brands see such brands as representing an
aspect of themselves.
106) People who are preoccupied with their self-worth and have a negative view of people (high
anxiety and high avoidance) prefer exciting brand personalities, while those with high anxiety
and a favorable view of people prefer sincere brand personalities.
107) Incorporating personality traits into websites’ designs can generate more favorable attitudes
from visitors and more clicks.
108) Harley-Davidson motorcycle owners who go so far as getting Harley tattoos and VW Beetle
owners who give their cars names and stroke them with affection are examples of brand zealots.
109) Physical vanity is excessive concern or inflated view of one’s personal achievements.
110) How do motivations drive consumer behavior?
111) Give an example of a generic goal, and an example of a product-specific goal.
112) Discuss the theory that Abraham Maslow formulated with regard to human needs. Identify
the advantages and disadvantages of Maslow’s hierarchy-of-needs theory.
113) Talk about Freud’s psychoanalytic theory of personality. How do the three systems he
proposed interact?
114) What did Karen Horney, a neo-Freudian theorist, propose with respect to personality?
115) What is consumer innovativeness, and how does it relate to personality and consumer
behavior?
116) What are some general characteristics of materialistic people?
117) What is consumer ethnocentrism? Cite some examples.
118) A variety of different self-images have been recognized in consumer behavior. Talk about
four kinds of self-image.
119) Identify the ways in which possessions can extend the self.