Exam 5: Personality and Consumer Behavior

FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company's long history of production and sales in the United States. It also encourages cross-generational brand loyalty within families by suggesting to adults should buy the same furniture that their parents had in their homes. -In the FURNITURE MINI CASE,Andrews Mountain's advertising emphasizes that its furnishings are all "Made in America." This is designed to appeal to people with high ________.

Identify the ways in which possessions can extend the self.

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 advertisement would most accurately be described as appealing to which of the following Freudian elements of the personality?

Talk about Freud's psychoanalytic theory of personality.How do the three systems he proposed interact?

Theorists agree that social relationships and environmental influences are what shape human personality.

"Buy American" and "Keep America Working" are both tag-lines used by companies to attract the ________ consumer.

Research has found that ________ are linked with greater willingness to take risks,and to be innovative.

Consumers with a high need for variety tend to search for marketers that provide a diverse product line.

________ consumers tend to be more responsive to advertising appeals that are based on social or group affiliations,rather than the informational content of an ad.

If each person were different in terms of all personality traits,it would be impossible to group consumers into segments on the basis of personality.

Individuals develop their self-images through ________.

________ are people who are open to new ideas and are often among the first to try new products,services,or practices.

Alfred Adler,a neo-Freudian theorist,believed that ________.

According to Karen Horney,aggressive individuals desire to excel and win admiration.

According to Freud,the superego acts to restrain or inhibit the impulsive forces of the id.

The fact that consumers' personalities are consistent means that their behavior is always consistent.

The idea that consumers have ________ reflects the observation that healthy or normal people are likely to display a somewhat different personality in each of a number of different situations or social roles.

Consumers who are low in dogmatism are more likely to ________.

Personality trait research that tries to predict how ________ will respond to certain new products or services is especially important to marketers given that these consumers are often critical to the success or failure of new products.

Any brand personality,as long as it is strong and favorable,will strengthen a brand.