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

Some consumer researchers have focused on one specific trait, such as innovativeness, to predict the adoption rate of new products. This one trait has been used to describe how quickly new products will be adopted by consumers. Focusing on this one trait, innovativeness, is an application of which approach to studying consumer traits?

Maxine is in her early twenties and imagines herself as the first female president of the United States. Which self-concept does this represent?

Self-matching 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.

A consumer researcher concentrates on understanding distinguishable characteristics that describe a consumer's tendency to act in an relatively consistent manner. For example, she studies consumer characteristics such as materialism, innovativeness, and need for cognition and their impact on consumers' purchase behavior. Which approach to studying personality is this researcher using?

All of the following are typical brand personality dimensions EXCEPT _____.