Exam 5: Personality and Consumer Behavior

Kyle is a senior in high school and is preparing to apply to colleges.He sees himself going to a 4-year college or university and majoring in biology.Kyle's self image as a future biology major is best described as his ________.

For a geographical association to be beneficial for a brand,the location must be real and reflect where the product is actually made.

According to Karen Horney,________ individuals desire independence,self-reliance,and self-sufficiency.

How receptive a person is to new experiences is known as ________.

According to Freud's theories,we are driven to action by the internal forces of the ________ and constrained by the external forces of the ________,while the ________ represents the individual's conscious choices of conformity and nonconformity with social standards in meeting one's biogenic needs.

In reference to social character,________ consumers tend to rely on their own values or standards in evaluating new products and are more likely to be consumer innovators.

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's social character would best be described as ________.

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,what kind of consumer behavior does Viva's slogan encourage?

When describing consumer innovativeness,the term "global innovativeness" refers to ________.

What is use innovativeness in the context of variety-novelty seeking personalities? Give an example.