Deck 5: Personality and Consumer Behavior

Question 1

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

A) how the individual alleviates feelings of anxiety
B) how well the individual deals with crises experienced during development
C) how the individual seeks rewarding relationships with others
D) how the individual avoids feelings of inferiority
E) how the individual develops the ideal social self-image

Answer 1

B

Question 2

According to Freud's theories,the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion.

A) superego
B) id
C) ego
D) super-id
E) self-image

Answer 2

A

Question 3

Researchers who apply Freud's theories to the study of consumer personality believe that ________.

A) consumer behavior is an effort on behalf of individuals to overcome feelings of inferiority
B) social relationships are fundamental to the formation and development of personality
C) people continuously attempt to establish significant and rewarding relationships with others
D) consumers are primarily unaware of their true reasons for their purchasing behavior
E) behavior is largely driven by a desire to conquer feelings of anxiety

Answer 3

D

Question 4

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

A) compliant
B) subversive
C) aggressive
D) detached
E) obtrusive

Question 5

Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality.

A) social relationships
B) conscious decision-making processes
C) efforts to avoid anxiety
D) efforts to overcome inferiority
E) unconscious needs or drives

Question 6

The mother who comments about her teenage son that her child "has been impulsive from the day he was born," is supporting the contention that personality ________.

A) is enduring
B) can change
C) reflects individual differences
D) is more apparent in childhood than adulthood
E) develops as a result of social circumstances

Question 7

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.

A) ego; id; superego
B) superego; ego; id
C) id; ego; superego
D) ego; superego; id
E) id; superego; ego

Question 8

How can marketers use an understanding of consumers' personalities to market their products?

A) Marketers can rely on consistent consumption behavior over time because consumers' personalities are consistent over time.
B) Marketers can change consumers' personalities to conform to their products.
C) Marketers can attempt to appeal to the relevant traits inherent in their target group of consumers.
D) Marketers can use an understanding of consumers' personalities to create consumer needs.
E) In creating marketing messages, marketers can accurately presume that consumers' personalities constitute the single factor that influences how consumers behave.

Question 9

According to Freud's theories,the ________ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.

A) ego
B) id
C) super-id
D) self-image
E) superego

Question 10

According to Freud's theories,the ________ functions as an internal monitor that helps balance the impulses stimulated by biogenic needs and the constraints applied by the sociocultural setting.

A) super-id
B) self-image
C) ego
D) superego
E) id

Question 11

The convergence in personality characteristics of men and women provides evidence that ________.

A) personality is consistent and enduring
B) personality develops from social interactions
C) personality stereotypes may change over time
D) personality is the result of an individual's desire to conquer feelings of anxiety
E) personality develops from the way individuals deal with crises during their development

Question 12

Recent research using Karen Horney's CAD theory found that ________ personalities tend to prefer name-brand products.

A) submissive
B) aggressive
C) detached
D) compliant
E) subversive

Question 13

Consumer research using Karen Horney's CAD theory found that ________ personalities were less likely to be brand loyal and more likely to try different brands.

A) submissive
B) aggressive
C) detached
D) compliant
E) subversive

Question 14

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 ________.

A) is consistent
B) reflects individual differences
C) can change
D) is more apparent in childhood than in adulthood
E) is enduring

Question 15

Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ________.

A) ego
B) self-image
C) superego
D) id
E) super-id

Question 16

Neo-Freudian theorists believe that ________.

A) consumption situations are extensions of the consumer's personality
B) human drives are largely unconscious
C) social relationships are fundamental to the formation and development of personality
D) consumers are primarily unaware of their true reasons for making decisions
E) consumer purchases are a reflection of an individual's personality

Question 17

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

A) role
B) self-image
C) individuality
D) personality
E) status

Question 18

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

A) unconscious needs and drives are at the heart of human motivation
B) people continuously attempt to establish significant and rewarding relationships with others
C) human beings are seeking to attain various rational goals, which he called style of life
D) personality is measured in terms of specific psychological characteristics called traits
E) personality is largely impacted by child-parent relationships and the individual's desire to conquer feelings of anxiety

Question 19

The emphasis in the definition of personality is on inner characteristics,which are ________.

A) those characteristics of an individual that are not readily apparent to others
B) those characteristics which individuals try to hide from others
C) those characteristics that distinguish one individual from others
D) those characteristics that make one individual similar to others
E) those characteristics that constitute the individual's ideal self-image

Question 20

In the study of personality,three distinct properties are of central importance.These are that ________.

A) personality reflects individual differences, personality is consistent and enduring, and personality can change
B) personality reflects similarities between individuals, personality is consistent and enduring, and personality can change
C) personality reflects individual differences, personality is consistent and enduring, and personality does not change
D) personality reflects similarities between individuals, personality is consistent and enduring, and personality does not change
E) personality reflects individual differences, personality is inconsistent and fleeting, and personality can change

Question 21

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

A) it is very recent
B) it is primarily quantitative
C) it is primarily qualitative
D) it is a very old theory
E) it is more subjective

Question 22

Trait researchers have found that it is generally most realistic to expect personality to be linked to ________.

A) consumer preference for specific brands
B) consumers' biogenic needs
C) how consumers make their choices
D) the effectiveness of the interaction between the id, ego, and superego
E) how aware consumers are of their true reasons for buying what they buy

Question 23

Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain ________.

A) text focusing on the benefits of the product or service
B) visually provocative themes
C) appeals to nationalism
D) an appeal from an authoritative figure
E) scenes of social acceptance

Question 24

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

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism

Question 25

Other-directed consumers prefer ads that contain ________.

A) text focusing on the benefits of the product or service
B) visually provocative themes
C) appeals to nationalism
D) an appeal from an authoritative figure
E) scenes of social acceptance

Question 26

The degree of a consumer's attachment to "worldly possessions" is known as ________.

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism

Question 27

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

A) low sensation seeking scores
B) high optimum stimulation levels
C) low novelty seeking scores
D) high ethnocentricity
E) high need for cognition

Question 28

The likelihood of a consumer accepting or rejecting foreign-made products is known as ________.

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism

Question 29

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

A) consumer participants
B) consumer followers
C) consumer innovators
D) consumer pathfinders
E) consumer activists

Question 30

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 ________.

A) having a high optimum stimulation level
B) highly dogmatic
C) highly ethnocentric
D) having a low optimum stimulation level
E) minimally ethnocentric

Question 31

A trait characterized by the need for varied,novel,and complex sensations and experience,and the willingness to take physical and social risks for the sake of such experience,is known as ________.

A) optimum stimulation level
B) sensation seeking
C) variety-novelty seeking
D) need for uniqueness
E) need for cognition

Question 32

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.

A) inner-directed
B) other-directed
C) dogmatic
D) ethnocentric
E) unique

Question 33

The orientation of trait theory is primarily ________.

A) empirical
B) qualitative
C) subjective
D) extroverted
E) interpretive

Question 34

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.

A) consumer advocate groups
B) consumer reports
C) consumer innovators
D) laggards
E) early majority consumers

Question 35

A(n)________ is defined as "any distinguishing,relatively enduring way in which one individual differs from another."

A) personality
B) individuality
C) uniqueness
D) trait
E) characteristic

Question 36

________ 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.

A) Inner-directed
B) Other-directed
C) Novelty-seeking
D) Sensation-seeking
E) Dogmatic

Question 37

Low levels of which of the following traits typically characterizes a consumer innovator?

A) novelty seeking
B) sensation seeking
C) optimum stimulation levels
D) inner-directedness
E) need for uniqueness

Question 38

________ refers to the degree of open-mindedness that individuals display toward the unfamiliar and toward information that is contrary to their own established beliefs.

A) Novelty seeking
B) Sensation seeking
C) Optimum level of stimulation
D) Need for cognition
E) Dogmatism

Question 39

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

A) prefer established products
B) approach the unfamiliar defensively and with considerable discomfort and uncertainty
C) respond to celebrities and experts in new-product advertising
D) prefer innovative products
E) be reluctant to accept information that is contrary to their own established beliefs

Question 40

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

A) a pattern of actions or responses that indicate early acceptance of change and adoption of innovations
B) a high level of demonstrated consumer ethnocentrism
C) a tendency for innovativeness to exist independent of any context
D) a high degree of rigidity that an individual displays toward the unfamiliar
E) a tendency for innovativeness to exist within a very specific domain or product category

Question 41

Serious collectors of Barbie dolls,Beanie Babies,and Zippos are all displaying a form of ________.

A) dogmatic consumption
B) fixated consumption behavior
C) variety seeking behavior
D) novelty seeking behavior
E) ethnocentric consumption

Question 42

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

A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image

Question 43

Which of the following is true of consumer ethnocentrism?

A) Consumers who are highly ethnocentric tend to evaluate foreign-made products for their extrinsic characteristics
B) Ethnocentrism has been found to vary by country and product.
C) Marketers successfully target ethnocentric consumers by stressing the foreign origin of their products in their promotional appeals.
D) Consumers who are nonethnocentric are likely to feel that it is inappropriate or wrong to purchase foreign-made products.
E) Consumers that have the most knowledge about a product are more strongly influenced by country-of-origin perceptions than consumers who know little about the product.

Question 44

A ________ tries to recast consumers' perception of the attributes of a product or service into a human-like character.

A) brand personality
B) brand personification
C) consumer innovation
D) consumer need for cognition
E) sensation seeking device

Question 45

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

A) dogmatic
B) ethnocentric
C) innovative
D) variety-seeking
E) compulsive

Question 46

Which of the following characteristics is typical of fixated consumers?

A) Their purchase decisions are heavily dependent upon convenience.
B) They are only mildly interested in the particular object or product category.
C) They are very guarded about displaying their purchases.
D) Their consumption pattern is considered abnormal behavior.
E) They dedicate a considerable amount of discretionary time and money to searching out the product or object.

Question 47

The notion of ________ suggests that consumers attribute various descriptive personality-like traits or characteristics to different brands.

A) brand personality
B) consumer dogmatism
C) consumer innovation
D) consumer need for cognition
E) sensation seeking

Question 48

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 ________.

A) vicarious exploration
B) use innovativeness
C) exploratory purchase behavior
D) sensation seeking
E) dogmatism

Question 49

George subscribes to Hotrod Magazine and likes reading articles about custom cars and daydreaming about how cool it would be to own and drive one.This behavior is known as ________.

A) vicarious exploration
B) novelty seeking
C) need for cognition
D) innovativeness
E) need for uniqueness

Question 50

________ measures a person's craving for or enjoyment of thinking.

A) Optimum stimulation level
B) Novelty seeking
C) Need for cognition
D) Innovativeness
E) Need for uniqueness

Question 51

Someone who prefers to follow instructive diagrams would be considered a ________,whereas someone who would prefer to read instructive text would be considered a ________.

A) verbalizer; visualizer
B) innovator; verbalizer
C) visualizer; innovator
D) visualizer; verbalizer
E) verbalizer; innovator

Question 52

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 ________.

A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) multiple self

Question 53

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

A) sensation seeking
B) social character
C) variety seeking
D) innovativeness
E) optimum stimulation level

Question 54

The ________ consists of traits or characteristics that an individual believes it is his or her duty or obligation to possess.

A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) multiple self

Question 55

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.

A) consistent personalities
B) an expected self
C) extended selves
D) an ideal self-image
E) multiple selves

Question 56

________ is how consumers see actually see themselves,whereas ________ refers to how consumers would like to see themselves.

A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image

Question 57

________ have been shown to tend to display and share their involvement in their purchases with others who have a similar interest.

A) Compulsive consumers
B) Fixated consumers
C) Highly ethnocentric consumers
D) Inward-directed consumers
E) Dogmatic consumers

Question 58

Which of the following describes a materialistic consumer?

A) Materialistic people tend to find that owning many possessions does not provide them any greater personal satisfaction.
B) Materialistic people especially value acquiring and showing off possessions.
C) Materialistic people prefer a simple, uncluttered lifestyle.
D) Materialistic people are particularly selfless and thoughtful of others.
E) Materialistic people place relationships with others at the center of their lives.

Question 59

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

A) are highly ethoncentric
B) are other-directed
C) have a high need for uniqueness
D) have a low optimal stimulation level
E) are high in need for cognition

Question 60

Individuals develop their self-images through ________.

A) the establishment of their socioeconomic status
B) the satisfaction of their primary needs
C) interactions with people
D) the biological aging process
E) experiences with particular brands

Question 61

An individual's personality changes only in response to major life events,such as marriage or the birth of a child.

Question 62

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.

Question 63

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

Question 64

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,the more slender self that Gloria is working toward is Gloria's ________.

A) social self-image
B) ideal social self-image
C) projective self-image
D) expected self-image
E) actual self-image

Question 65

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,by encouraging consumers to remain loyal to the brands to which their parents were loyal,Andrews Mountain is appealing to consumers with low ________.

A) dogmatism
B) ethnocentricity
C) need for cognition
D) inner-directedness
E) need for uniqueness

Question 66

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,the name of the furniture company is an attempt to create a strong ________ for the brand in the minds of consumers.

A) brand personification
B) superego
C) self-image
D) geographical association
E) brand personality

Question 67

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?

A) super-id
B) ego
C) self-image
D) superego
E) id

Question 68

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 ________.

A) need for cognition
B) ethnocentricity
C) innovativeness
D) optimum stimulation levels
E) variety seeking behavior

Question 69

Marketers are able to change consumers' personalities to conform to their products.

Question 70

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,when the man asks for "something different," he is engaging in ________.

A) vicarious exploration
B) perceptual mapping
C) ethnocentricity
D) exploratory purchase behavior
E) use innovativeness

Question 71

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 advertisements are dominated by pictures of the furniture,and attempt to convey a feeling for its quality and style through these photographs.This is in an attempt to appeal to ________

A) verbalizers
B) innovators
C) visualizers
D) fixated consumers
E) sensation seekers

Question 72

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 ________.

A) other-directed
B) dogmatic
C) sensation seeking
D) innovative
E) ethnocentric

Question 73

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

Question 74

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 ________.

A) highly ethnocentric
B) highly dogmatic
C) inner-directed
D) novelty seeking
E) high in her need for cognition

Question 75

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 Furniture is most likely to appeal to consumers who are ________ and value tradition over novelty.

A) low in ethnocentricity
B) low in dogmatism
C) high in dogmatism
D) sensation seekers
E) novelty seekers

Question 76

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 sees herself as being a bit heavy.This is Gloria's ________.

A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) actual self-image

Question 77

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,setting the advertisement in a trendy bar full of people enjoying themselves together is designed to appeal to which of the following social character personality traits?

A) other-directedness
B) dogmatism
C) ethnocentricity
D) inner-directedness
E) innovativeness

Question 78

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?

A) ethnocentricity
B) dogmatism
C) consumer innovativeness
D) consumer satisfaction
E) consumer uniqueness

Question 79

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?

A) consumers high in dogmatism
B) consumers low in optimum stimulation level
C) consumers who are predominantly verbalizers
D) consumers low in ethnocentricity
E) consumers with a low need for uniqueness

Question 80

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,"fun and welcoming" describes the local gym's ________.

A) brand personification
B) dogmatism
C) brand personality
D) expected self-image
E) extended self