Question 1

_____ involves assigning both human form and human traits to non-humans.

Accepted Answer

A)  Brand personification 
B)  Brand anthropomorphism 
C)  Brand dimensionality 
D)  Brand diversification 
E)  Brand extension 
A)  Brand personification 
B)  Brand anthropomorphism 
C)  Brand dimensionality 
D)  Brand diversification 
E)  Brand extension

Question 2

Positioning brand images to be consistent with consumers' self-concepts can be seen in how marketers segment markets.

Accepted Answer

A) True 
 B)False

Question 3

Brand personality refers to the set of human characteristics associated with the brand.

Accepted Answer

A) True 
 B)False

Question 4

Research shows that high self-monitors exhibit greater attitude-behavior consistency than low self-monitors.

Accepted Answer

A) True 
 B)False

Question 5

When trying to ingratiate oneself, one should never be self-deprecating.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements about loved objects is false?

Accepted Answer

A)  The objects that people "love" exert a strong influence on their self-concept. 
B)  Love is the most common word that consumers use to describe their feelings about their possessions. 
C)  Only a few possessions over a consumer's lifetime achieve the status of love. 
D)  Research shows that loved objects can help resolve internal psychological conflicts. 
E)  Research shows that loved objects can help resolve psychological role conflicts. 
A)  The objects that people "love" exert a strong influence on their self-concept. 
B)  Love is the most common word that consumers use to describe their feelings about their possessions. 
C)  Only a few possessions over a consumer's lifetime achieve the status of love. 
D)  Research shows that loved objects can help resolve internal psychological conflicts. 
E)  Research shows that loved objects can help resolve psychological role conflicts.

Question 7

Consumers who are low in need for cognition and high in need for humor respond more favorably to humorous advertising appeals than those high in need for cognition and low in need for humor.

Accepted Answer

A) True 
 B)False

Question 8

_____ is the process of creating desirable images for others so we can control how others treat us.

Accepted Answer

A)  Public actual self-concept 
B)  The extended self 
C)  Brand anthropomorphism 
D)  Impression management 
E)  Self-monitoring 
A)  Public actual self-concept 
B)  The extended self 
C)  Brand anthropomorphism 
D)  Impression management 
E)  Self-monitoring

Question 9

Flattery, when it is part of impression management, is always insincere.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is not one of the basic traits in the Aaker's model of brand personality?

Accepted Answer

A)  Surgency 
B)  Emotional stability 
C)  Intellect 
D)  Agreeableness 
E)  None of the above are included in the model. 
A)  Surgency 
B)  Emotional stability 
C)  Intellect 
D)  Agreeableness 
E)  None of the above are included in the model.

Question 11

According to your readings, people often employ several tactics to help manage impressions and images that others have about them. Which of the following is not one of those tactics?

Accepted Answer

A)  Appearance management 
B)  Ingratiation 
C)  Aligning activities 
D)  Self-evaluation 
E)  All of the above are correct. 
A)  Appearance management 
B)  Ingratiation 
C)  Aligning activities 
D)  Self-evaluation 
E)  All of the above are correct.

Question 12

Most everyone in the U.S. is high in need for humor.

Accepted Answer

A) True 
 B)False

Question 13

It is inherently pleasing to be liked by others.

Accepted Answer

A) True 
 B)False

Question 14

Need for cognitive closure measures an individual's natural tendency to engage in and enjoy thinking and intellectual activities.

Accepted Answer

A) True 
 B)False

Question 15

A person's personality includes cognitive, affective, and behavioral tendencies.

Accepted Answer

A) True 
 B)False

Question 16

People rarely have strong self-schemas about themselves.

Accepted Answer

A) True 
 B)False

Question 17

Some level of self-monitoring is inherent in all social situations.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following regarding brand personality is false?

Accepted Answer

A)  Brand personality is a set of human characteristics associated with a brand. 
B)  Brand personality is typically formed on the basis of a brand's typical user or typical usage situation. 
C)  Consumers extract cultural meaning from the brands they purchase. 
D)  Brand personality usually includes demographic characteristics, such as sex, age, and social class. 
E)  Consumers shape brand personality, but brand personality does not shape consumers. 
A)  Brand personality is a set of human characteristics associated with a brand. 
B)  Brand personality is typically formed on the basis of a brand's typical user or typical usage situation. 
C)  Consumers extract cultural meaning from the brands they purchase. 
D)  Brand personality usually includes demographic characteristics, such as sex, age, and social class. 
E)  Consumers shape brand personality, but brand personality does not shape consumers.

Question 19

Craig wants to run for class president, but feels he needs incredible luck to win. He feels like it might not be in his destiny so he is reluctant to run. Craig most likely:

Accepted Answer

A)  has a low level of self-monitoring 
B)  has a high level of self-esteem 
C)  has a high level of self-monitoring 
D)  has an external locus of control 
E)  has an internal locus of control 
A)  has a low level of self-monitoring 
B)  has a high level of self-esteem 
C)  has a high level of self-monitoring 
D)  has an external locus of control 
E)  has an internal locus of control

Question 20

A sense of humor, cheerfulness, and optimism are all examples of _____, and represent tendencies to behave a certain way in certain situations.

Accepted Answer

A)  traits 
B)  role identities 
C)  extended self 
D)  self-esteem 
E)  locus of control 
A)  traits 
B)  role identities 
C)  extended self 
D)  self-esteem 
E)  locus of control

_____ involves assigning both human form and human traits to non-humans.

Positioning brand images to be consistent with consumers' self-concepts can be seen in how marketers segment markets.

Brand personality refers to the set of human characteristics associated with the brand.

Research shows that high self-monitors exhibit greater attitude-behavior consistency than low self-monitors.

When trying to ingratiate oneself, one should never be self-deprecating.

Which of the following statements about loved objects is false?

Consumers who are low in need for cognition and high in need for humor respond more favorably to humorous advertising appeals than those high in need for cognition and low in need for humor.

_____ is the process of creating desirable images for others so we can control how others treat us.

Flattery, when it is part of impression management, is always insincere.

Which of the following is not one of the basic traits in the Aaker's model of brand personality?

According to your readings, people often employ several tactics to help manage impressions and images that others have about them. Which of the following is not one of those tactics?

Most everyone in the U.S. is high in need for humor.

It is inherently pleasing to be liked by others.

Need for cognitive closure measures an individual's natural tendency to engage in and enjoy thinking and intellectual activities.

A person's personality includes cognitive, affective, and behavioral tendencies.

People rarely have strong self-schemas about themselves.

Some level of self-monitoring is inherent in all social situations.

Which of the following regarding brand personality is false?

Craig wants to run for class president, but feels he needs incredible luck to win. He feels like it might not be in his destiny so he is reluctant to run. Craig most likely:

A sense of humor, cheerfulness, and optimism are all examples of _____, and represent tendencies to behave a certain way in certain situations.

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 11: The Role of Personality and Self-Concept

_____ involves assigning both human form and human traits to non-humans.

Positioning brand images to be consistent with consumers' self-concepts can be seen in how marketers segment markets.

Brand personality refers to the set of human characteristics associated with the brand.

Research shows that high self-monitors exhibit greater attitude-behavior consistency than low self-monitors.

When trying to ingratiate oneself, one should never be self-deprecating.

Which of the following statements about loved objects is false?

Consumers who are low in need for cognition and high in need for humor respond more favorably to humorous advertising appeals than those high in need for cognition and low in need for humor.

_____ is the process of creating desirable images for others so we can control how others treat us.

Flattery, when it is part of impression management, is always insincere.

Which of the following is not one of the basic traits in the Aaker's model of brand personality?

According to your readings, people often employ several tactics to help manage impressions and images that others have about them. Which of the following is not one of those tactics?

Most everyone in the U.S. is high in need for humor.

It is inherently pleasing to be liked by others.

Need for cognitive closure measures an individual's natural tendency to engage in and enjoy thinking and intellectual activities.

A person's personality includes cognitive, affective, and behavioral tendencies.

People rarely have strong self-schemas about themselves.

Some level of self-monitoring is inherent in all social situations.

Which of the following regarding brand personality is false?

Craig wants to run for class president, but feels he needs incredible luck to win. He feels like it might not be in his destiny so he is reluctant to run. Craig most likely:

A sense of humor, cheerfulness, and optimism are all examples of _____, and represent tendencies to behave a certain way in certain situations.

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters