Exam 6: Personality, Lifestyles, and the Self-Concept

The superego works against the ego by motivating behaviour that matches societal norms and expectations.

The motivational research era proved very successful in developing compelling, practical consumer behaviour theories and guidelines for marketing actions.

Deanne is married to a very wealthy attorney and she wants everyone to know that. She drives an expensive car, wears designer clothes, and is always adorned with diamond jewellery. What is Deanne exhibiting?

Innovativeness refers to the degree to which a consumer tends to be open to new ideas and buying new products, services, or experiences early in their introduction.

Cosmopolitan Elites is an example of one of the VALS subgroups.

Hank is a researcher engaged in the study of symbols and their meanings. In a consumer context, he looks at company logos and what they mean to consumers. What is this study called?

Define personality and describe three distinct qualities exhibited by personality.

Brand personalities can be described across five dimensions: competence, excitement, ruggedness, sincerity, and sophistication.

Which perspective is a "variable-centred" approach that focuses on particular variables, or traits, that exist across a number of consumers?

Personality traits have been shown to be strong predictors of consumer behaviour.

Which principle motivates a person to focus on maximizing pleasure and minimizing pain?

Which term refers to the totality of thoughts and feelings that an individual has about him- or herself?

Understanding consumers is very important for marketers. But not all consumers are alike. For example, some consumers learn better through written words, while others prefer images. Some are frugal, while others are free-spenders. Which term refers to these traits that differ among consumers?

Which of the following is NOT a typical brand personality dimension?

Which of the following is a relatively new approach to researching consumers that combines personality theory and motivation?

There are only a few personality traits that are relevant to consumer research.

Which term refers to a distinguishable characteristic that describes one's tendency to act in a relatively consistent manner?

Explain why lifestyles are important to the study of consumer behaviour and describe how consumer lifestyles are measured.

Which term refers to the descriptions of how individual consumers differ according to specific traits or patterns of behaviour?

Which attribute reflects a tendency for consumers to take excessive pride in themselves, including their appearance and accomplishments?