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

Sam usually buys products based on the price, packaging, or whether he liked the person who endorsed the product in a commercial. Which of the following best describes Sam?

Which trait refers to the degree to which consumers enjoy engaging in effortful cognitive information processing?

The positivity of an individual's self-concept is called _____.

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

Which approach to personality focuses on specific consumer traits as motivators of various consumer behaviors?

Juan is a consumer researcher interested in understanding the complexity of each individual consumer. He focuses on the total person and the uniqueness of his or her psychological makeup instead of on individual traits or how they can be studied across multiple consumers. Which perspective is Juan embracing?

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

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

Explain self-congruency theory and its relevance to consumer behavior.

In the VALS classification of consumers, Thinkers _____.

The study of symbols and their meaning is referred to as _____.

Materialism is seen as consisting of three separate dimensions: possessiveness, nongenerosity, and envy.

Which of the following is a group in the VALS2 classification?

With the multiple-trait approach, researchers are interested in trait scores on numerous traits as potential predictors of consumer behavior.

As a general statement, broad traits tend to be better predictors of individual behaviors than are specific traits.

The hierarchical approach to personality allows consumer researchers to better understand the uniqueness of the individual consumer by combining information on traits, goals, and even consumer life stories in order to gain a better understanding of the complexities of the human personality.

Which approach to personality inquiry assumes that personality traits exist at varying levels of abstractions?

Some consumers that came from humble beginnings but increased their economic worth are very possessive of their possessions and may not be willing to share with others. Which trait does this best describe?

In the psychoanalytic approach to personality, which principle implies that the ego seeks to satisfy the id within the constraints of society?

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