Exam 5: Personality and Consumer Behavior

Consumers who have strong links to particular brands see such brands as representing an aspect of themselves.

Fixated and compulsive consumption are in the realm of abnormal behavior.

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment compose an individual's ________.

Dogmatism,social character,and optimum stimulation level are personality traits that have been useful in measuring consumer materialism.

Inner-directed consumers tend to rely on their own values or standards in evaluating new products and are likely to be consumer innovators.

Materialistic consumers are out of control and their actions may have damaging consequences to them and those around them.

WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Years resolution to lose 10 pounds by Memorial Day.She receives a postcard in the mail from her local gym chain that specializes in women's fitness.The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms.After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before. -In the WEIGHT LOSS MINI CASE,Gloria is particularly excited to try new and different group exercise classes.Gloria is probably best described as ________.

________ reflects how consumers would like to see themselves,whereas ________ refers to how consumers would like others to see them.

Trait theory is different from the Freudian and neo-Freudian movements mainly because ________.

Stacy notes that,after her freshman year of college,her daughter is more mature and is willing to listen to points of view other than those with which she agrees.This supports the contention that personality ________.

TEQUILA MINI CASE: Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar.A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues: WOMAN: What can I do for you? MAN: I don't know, something different. WOMAN: Well, have you ever tried ...(WOMAN looks both ways, then leans across the bar and whispers into MAN's ear) MAN: I never have, but I'd like to ... (WOMAN serves MAN a Viva Tequila) -In the TEQUILA MINI CASE,the bartender in the Viva advertisement is intended to suggest that Viva Vodka is trendy and foreign.What type of consumer would respond best to this element of the advertisement?

Other-directed consumers prefer ads that contain ________.

Consumers who ________ are more likely to be responsive to the part of an ad that is rich in product-related information or detailed description.

The extent of consumer materialism is more or less the same from country to country.

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 ________.

The orientation of trait theory is primarily ________.

Kyle is an enthusiastic golf player and likes to shop on eBay for used golf clubs so he can try out different clubs for a while,then resell them if he doesn't like them.This is known as ________.

Exploratory purchase behavior,vicarious exploration,and use innovativeness are types of ________.

According to Freudian theory,an adult's personality is determined by ________.

Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek rest or relief.