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

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

A relatively new approach to researching consumers, which combines personality theory and motivation is the _____ approach.

Researchers for one company are interested in examining a combination of consumer traits and the total effect of the collection of traits in influencing consumers to purchase their products instead of focusing on one particular trait. These researchers believe that the prediction of individual behavior will be stronger by using this approach. This approach is called a _____.

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

Danielle is a very careful shopper and has a tendency to focus on getting the most for her money. She uses coupons whenever she can and purchases items on sale to save money. However, she will pay more for a brand if she thinks it is the best one to meet her and her family's needs. Which trait best describes Danielle?

Stan really wants to drink more beer to get really drunk, but part of his personality is stopping him because he knows that this is not socially acceptable behavior. According to the psychoanalytic approach to personality, which element of his personality is motivating him to match societal norms and expectations?

All of the following are primary motivations examined in the VALS classification of consumer lifestyles EXCEPT _____.

Margo likes to shop online, try new products, and seek information about products. She is usually the first among her friends to buy new electronic products. Which trait best describes Margo?

Describe the psychoanalytic approach to personality and how is has been applied in consumer research. Has this approach been useful for understanding consumer behavior? Explain.

Consumer lifestyles refer to the ways consumers live and spend their time and money.

The relationship between consumer and brand has been described in terms of _____.

Typical variables in the study of demography include age, ethnicity, income, family size, and occupation.

Lifestyles are completely determined by personality.

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

DESIGNER CLOTHES SCENARIO Fashion weeks in New York, Paris, and Milan featuring haughty supermodels strutting up and down the runway generate a lot of attention for designers, especially if the fashions are bizarre. But who buys these clothes? Apparently, only a small group of customers, and it's not the celebrities seen so often flaunting designer fashions because they get these garbs for free in return for the publicity they generate for designers. No, it's women like Ana, who purchased a $24,000 Balmain minidress and several other items because, as she stated, "I buy what I love." Cindy, an art enthusiast, purchased an Alexander McQueen jacket priced over $11,000 because she sees her clothing as art and herself as the curator of the collection. Christine, who attends events almost every night, only wears an item once and often changes several times in a single evening if she is attending more than one event. For these women, their clothing is an expression of themselves and how they want people to see them. -Refer to Designer Clothes Scenario. Designer clothes are possessions that are very important to these women. Consumer researchers would conclude that these consumers are high on which trait?

Define personality and describe three distinct qualities exhibited by personality.

Which of the following is a trait examined in consumer behavior research?

The id in the psychoanalytic approach to personality focuses on pleasure-seeking and immediate gratification.

The five-factor model (FFM) proposes that five dominant traits are found in the human personality: extroversion, frugality, impulsiveness, anxiety, and conscientiousness.

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