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

Which self-concept refers to how a consumer currently perceives him- or herself?

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

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

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.

Carol Bates,a young,dynamic,and affluent banker,likes to shop online and try out new products.She likes to keep herself updated about the latest products introduced in the market.She is usually the first among her friends to buy the latest gadgets.Which of the following traits best describes Carol?

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

Demographics refer to the way consumer lifestyles are measured.

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.

Kenneth enrolled in a graduate school to study entrepreneurship because he wanted to become a successful entrepreneur and start his own business venture in a few years' time.Which of the following types of self-concepts played the greatest role in Kenneth's decision to enroll in graduate school?

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

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.

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

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?

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

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 _____.

Which of the following is true of the idiographic approach?

THE BILLIONAIRE LIFESTYLE SCENARIO Philip, Joe and Ralph are all part of a billionaire's club in their city. They are all in their mid-40s, but with remarkably successful careers, they became billionaires within a very short period of time. Philip, the CEO of his own real-estate venture, started out as a dynamic entrepreneur who managed to make huge profits within two years of starting his business venture. He believes in living life luxuriously and lavishly. Joe, the CEO of an event management company, shares the same thought. Joe and Philip splurge on the latest cars and electronic gadgets in the market. They buy designer clothes, shoes and watches. They party at the best clubs in the city and are known to order customized suits for themselves from some of the best designers around the world. They also have a passion for traveling. They take time off from their work and visit exotic locations around the world, stay in the best hotels, and eat at expensive restaurants. But not all billionaires are like Philip and Joe; Ralph, the CEO of a chain of luxury hotels, used to be materialistic like the others. These days, he is no longer interested in living a lavish life and is rather keen on reducing his material consumption. He prefers living a simple life with his family, and rarely indulges himself like he used to do earlier. He feels that being too materialistic can not only lead to financial distress in the future, but also create problems in his personal life. Instead of partying like the others, he is often seen at charity events making donations. He wants to be known primarily for his contributions to the society and not for having an extravagant lifestyle. -Refer to The Billionaire Lifestyle Scenario.Philip and Joe buy the latest and the most expensive cars in the market.They also splurge on designer clothes,shoes and watches.In doing so,which of the following consumer behavior traits are they displaying?

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

Psychographic analysis involves surveying consumers using _____,which are used to gain an understanding of consumers' activities,interests,and opinions.

Mary thinks of herself as a warm,caring person.She is happy and content with her life and believes that others enjoy her company.These thoughts and feelings that Mary has about herself comprise her _____.