Deck 6: Personality,lifestyles,and the Self-Concept

Question 1

Personality traits do not influence behavior.

Answer 1

False
Personality traits are relatively stable and interact with situations to influence behavior.

Question 2

Downshifting refers to a conscious decision to reduce one's material consumption.

Answer 2

True

Question 3

Consumers with a high degree of innovativeness tend to engage in effortful cognitive information processing;they also tend to think carefully about products,problems,and even marketing messages.

Answer 3

False
Consumers with a high need for cognition tend to exhibit these behaviors.

Question 4

The prediction of individual behavior tends to be weaker with the multiple-trait approach.

Question 5

The goal of the nomothetic perspective is to find common personality traits that can be studied across people.

Question 6

Lower materialism scores are typically found among younger consumers.

Question 7

Kate always buys low-priced items regardless of quality.This consumer behavior trait signifies value consciousness.

Question 8

The trait approach takes an idiographic approach to personality.

Question 9

The idiographic approach in trait research focuses on individual traits.

Question 10

The superego focuses on resolving the conflicts between the id and ego.

Question 11

Symbolism refers to the extent to which material goods are important in a consumer's life.

Question 12

A trait is a product symbol that a consumer identifies with strongly.

Question 13

Each individual has a unique personality.

Question 14

The aggregation approach to studying personality measures behavior over time.

Question 15

Personality helps explain why a particular behavior provides great value to one consumer but none to another.

Question 16

The superego works in accordance with the pleasure principle.

Question 17

The psychoanalytic approach to personality was proposed by B.F.Skinner.

Question 18

John gives away his old furniture to the poor and the needy whenever he buys new ones.Hence,it can be safely concluded that John is a highly materialistic consumer.

Question 19

Material possessions play an important part in self-expression.

Question 20

According to the psychoanalytic approach,the id differs from the ego in that the id focuses on utilitarian value.

Question 21

High self-monitors are not sensitive to the opinions of others.

Question 22

Sara is married to an English media baron.She drives an expensive Lexus,wears designer clothing,and sends her children to an exclusive private school to display her family's social class to others.Sara's tendency to flaunt her material possessions as a way of displaying her social class can be described as conspicuous consumption.

Question 23

Hierarchical approaches begin with the assumption that all personality traits are specific.

Question 24

Brand personality refers to human characteristics that can be associated with a brand.

Question 25

The competitiveness trait can be defined as an enduring tendency to strive to be better than others.

Question 26

Broad traits tend to be better predictors of individual behaviors than specific traits.

Question 27

PRIZM combines demographic and behavioral information in a manner that enables marketers to better understand and target their customers.

Question 28

The personology approach combines personality theory and motivation.

Question 29

Psychographic techniques use quantitative methods that can be used in developing lifestyle profiles.

Question 30

AIO statements are used in psychographic analysis to divide consumers into groups based on the resources available to them.

Question 31

Failing to consider psychographic measures leads to the flawed assumption that all consumers of a certain demographic have different tastes.

Question 32

Geodemographic techniques combine data on consumer expenditures and socioeconomic variables with geographic information.

Question 33

Lifestyles are completely determined by personality.

Question 34

Self-concept refers to the totality of thoughts and feelings that an individual has about him- or herself.

Question 35

Conspicuous consumption represents the tendency of a consumer to engage in bargaining behaviors when making purchases.

Question 36

Demographics refer to the way consumer lifestyles are measured.

Question 37

The VALS 2 approach classifies consumers into 66 distinct segments.

Question 38

Consumer lifestyles are the same across cultures.

Question 39

"Baby Boomers" are those consumers who were born between 1981 and 1995.

Question 40

The five-factor model approach is universally accepted by all researchers.

Question 41

According to the psychoanalytic approach to personality,the superego:

A)focuses on pleasure-seeking and immediate gratification.
B)works against the id by motivating behavior that matches societal norms and expectations.
C)focuses on resolving the conflicts between the id and the ego.
D)operates on the benefit principle.
E)attempts to balance the desires of the id with the constraints of,and expectations found in,the ego.

Question 42

Carl restricts himself to social drinking because he feels that drinking too much alcohol is not socially acceptable.According to the psychoanalytic approach,which of the following motivates him to match societal norms and expectations?

A)Id
B)Value consciousness
C)Superego
D)The need for cognition
E)Materialism

Question 43

Descriptions of how individual consumers differ according to specific trait or patterns of behavior are called _____.

A)individual difference variables
B)active variables
C)dependent variables
D)behavioral variables
E)socioeconomic variables

Question 44

Tattoos are means of promoting one's self-concept.

Question 45

The _____ principle motivates a person to focus on maximizing pleasure and minimizing pain.

A)self-actualization
B)reality
C)benefit
D)utilitarian
E)pleasure

Question 46

According to the psychoanalytic approach to personality,which of the following focuses on pleasure-seeking and immediate gratification?

A)The id
B)The ego
C)The superego
D)The social self
E)The actual self

Question 47

When consumers feel very close to organizations,organizational identification is said to be present.

Question 48

Jenny is shy and afraid to speak to other people.She avoids going out with her friends and colleagues,preferring to read a book on her own rather than interacting with others.These emotions and behaviors that Jenny exhibits comprise her _____.

A)brand personality
B)personality
C)demographic characteristics
D)self-awareness
E)self-esteem

Question 49

Self-awareness refers to the positivity of an individual's self-concept.

Question 50

All consumers have a single self-concept.

Question 51

For consumers having very strong ties to brands,the task of self-expression through product ownership is one of identity maintenance and communication.

Question 52

In which of the following approaches are behaviors and tendencies assessed over time?

A)Utilitarian approach
B)Aggregation approach
C)Capability approach
D)Perceptual mapping approach
E)Factor analysis approach

Question 53

Sandra is a tennis enthusiast.She is also an avid collector of sports memorabilia,and a frequent attendee to auctions where she buys items owned by the tennis stars of yesteryears.In this instance,Sandra expresses her ideal social self through her purchasing behavior.

Question 54

Body piercings are popular forms of self-expression.

Question 55

According to the famous psychologist _____,human behavior is influenced by an inner struggle between various systems within the personality system.This approach is commonly referred to as the psychoanalytic approach to personality.

A)B.F.Skinner
B)Ivan Pavlov
C)Abraham Maslow
D)Sigmund Freud
E)Karl Jung

Question 56

Cindy,an overweight teenager,feels pressurized as all her friends at school are slim.So she binges on fast-food and then throws up after her meals.Unhappy with her body image,she often ends up being rude to her classmates.These negative behaviors indicate that Cindy has low body esteem.

Question 57

The structural-functional theory proposes that much of consumer behavior can be explained by the match between a consumer's self-concept and the image of typical users of a focal product.

Question 58

Which of the following statements is true regarding personality?

A)Personality traits are the same across all individuals.
B)Personality fails to explain why a particular behavior provides great value to one consumer but none to another.
C)Personality can be conceptualized as a set of acquired habits.
D)Personality traits are relatively stable and interact with situations to influence behavior.
E)It is possible to predict the exact behavior of a consumer simply by knowing a specific personality trait possessed by him.

Question 59

According to the idiographic perspective,consumers agree on the shared meaning of products and symbols.

Question 60

_____ is the totality of thoughts,emotions,intentions,tendencies,and behaviors that a person exhibits consistently as he or she adapts to his or her environment.

A)Brand personality
B)Demographics
C)Personality
D)Self-awareness
E)Self-esteem

Question 61

Some consumer researchers focus on one specific trait,such as conscientiousness,that exists across a number of consumers,to predict the adoption rate of new products.This is an application of which of the following approaches to studying consumer traits?

A)Idiographic perspective
B)Nomothetic perspective
C)Nominal perspective
D)Cognitive perspective
E)Ethical perspective

Question 62

Which of the following refers to downshifting?

A)The conscious decision to reduce one's material consumption
B)The resentment that arises as a result of another's belongings,and a desire to acquire similar possessions
C)The tendency for a consumer to engage in bargaining behaviors when making purchases
D)The tendency for consumers to take excessive pride in themselves,including their appearance and accomplishments.
E)The tendency of an individual to retain control and ownership over his possessions

Question 63

Some consumers tend to be very possessive about their possessions,and may not be willing to share them with others.Which trait does this best describe?

A)Innovativeness
B)Value consciousness
C)Materialism
D)Frugality
E)Trait vanity

Question 64

Which of the following refers to a "variable-centered" approach that focuses on particular variables,or traits,that exist across a number of consumers?

A)Deontological perspective
B)Hedonic perspective
C)Nomothetic perspective
D)Idiographic perspective
E)Utilitarian perspective

Question 65

In which of the following instances does value consciousness occur?

A)When consumers display a tendency to retain control and ownership over possessions
B)When consumers reduce their material consumption
C)When consumers flaunt their material possessions as a way of displaying their social class
D)When consumers engage in bargaining behaviors when making purchases
E)When consumers pay close attention to the resources that they devote to transactions and to the benefits that they receive

Question 66

With the _____ approach,the focus of the researcher is on one particular trait.

A)hierarchical approach
B)personology approach
C)single-trait approach
D)self-congruency approach
E)idiographic approach

Question 67

A researcher studies consumer characteristics such as materialism,innovativeness,and the need for cognition together with their impact on the purchasing behavior of consumers.Which of the following refers to the approach to studying personality that the researcher is using in this instance?

A)Motivational research
B)Trait approach
C)BCG matrix analysis
D)Porter's five forces analysis
E)Personology approach

Question 68

Which of the following approaches to personality focuses on distinguishable consumer characteristics that describe one's tendency to act in a relatively consistent manner?

A)Trait approach
B)Motivational approach
C)Psychoanalytic approach
D)Utilitarian approach
E)Hedonic approach

Question 69

According to the psychoanalytic approach to personality,which of the following principles implies that the ego seeks to satisfy the id within the constraints of society?

A)Pleasure principle
B)Reality principle
C)Motivation principle
D)Hedonic principle
E)Personology principle

Question 70

Which of the following represents the tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given?

A)Materialism
B)Self-monitoring
C)Frugality
D)Bargaining proneness
E)Value consciousness

Question 71

The _____ focuses on the total person and the uniqueness of his or her psychological makeup.

A)hedonic perspective
B)nomothetic perspective
C)universal perspective
D)utilitarian perspective
E)idiographic perspective

Question 72

Danielle is a very careful shopper,and is keen on maximizing the value of every transaction she makes.She uses coupons whenever possible,and purchases items on sale to save money.However,she is likely to pay more for a product if she thinks that it is the best one to meet her or her family's needs.Which consumer behavior trait does Danielle display?

A)Materialism
B)Value consciousness
C)Competitiveness
D)Innovativeness
E)Trait Vanity

Question 73

The ego differs from the id in that the ego:

A)focuses on immediate gratification.
B)operates on the pleasure principle.
C)focuses on hedonic value.
D)works against the superego by motivating behavior that goes against societal norms and expectations.
E)focuses on resolving the conflicts between the id and the superego.

Question 74

Stan is a marketing intern who has been asked to conduct a consumer behavior research for a fashion designer.The designer wants him to focus on a few selected customers who only buy customized products from the designer.Stan goes about his research by interacting with each customer to know more about their psychological makeup.In this instance,which of the following perspectives is Stan embracing?

A)Utilitarian perspective
B)Self-congruency perspective
C)Nomothetic perspective
D)Idiographic perspective
E)Universal perspective

Question 75

Which of the following is true of the idiographic approach?

A)It focuses on the individual traits that can be studied across multiple consumers.
B)It focuses on a single trait that is common across all consumers.
C)It focuses on the complexity of each individual consumer.
D)It examines combinations of traits and the effect of each individual trait.
E)The trait approach takes an idiographic approach to personality.

Question 76

_____ refers to the extent to which material goods are important in a consumer's life.

A)Materialism
B)Value consciousness
C)Trait vanity
D)Self-monitoring
E)The need for cognition

Question 77

A team of researchers in a marketing research company is interested in examining a combination of consumer traits and the total effect of those traits on individual buying behavior.According to these researchers,the prediction of individual behavior tends to be stronger with the _____ approach.

A)nomothetic
B)single-trait
C)value
D)universal
E)multiple-trait

Question 78

The degree to which a consumer is open to new ideas and quick to buy new products,services,or experiences early in their introduction is referred to as consumer _____.

A)materialism
B)frugality
C)value consciousness
D)innovativeness
E)competitiveness

Question 79

Which of the following is a dimension of materialism?

A)Bargaining proneness
B)Envy
C)Value consciousness
D)Frugality
E)Generosity

Question 80

_____ refers to a distinguishable characteristic that describes one's tendency to act in relatively consistent manner.

A)A trait
B)Motivation
C)An impulse
D)Self-concept
E)Intuition