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

The superego works in accordance with the pleasure principle.

_____ refers to the tendency of consumers to take excessive pride in themselves,including their appearance and accomplishments.

Lifestyles are completely determined by personality.

_____ refers to a distinguishable characteristic that describes one's tendency to act in relatively consistent manner.

Kate always buys low-priced items regardless of quality.This consumer behavior trait signifies value consciousness.

Some consumer researchers focus on one specific trait,such as conscientiousness,that exists across a number of consumers,to predict the adoption rate of new products.This is an application of which of the following approaches to studying consumer traits?

Sally is a research student who has chosen to conduct a consumer behavior research for her doctoral thesis.Believing that consumers often use products to convey their self-concepts to others,she studies luxury brands,logos,and products to find out what they mean to consumers.Which of the following best describes this field of study?

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

Broad traits tend to be better predictors of individual behaviors than specific traits.

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

The prediction of individual behavior tends to be weaker with the multiple-trait approach.

The VALS 2 approach classifies consumers into 66 distinct segments.

Carla Miller,a wealthy socialite and interior designer,belongs to an elite community comprising of the rich and the famous of New York City.She is seen wearing only high-end designer clothing and accessories that speak of her high social status,as she cares about what others think of her.She likes to present herself perfectly in social situations and is seen only in the company of the elite.Which of the following traits can be associated with Carla's behavior?

The five-factor model approach is universally accepted by all researchers.

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

Which of the following is true about consumer lifestyles?

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 mostly wear designer outfits,watches,and shoes.They also buy the latest and the most expensive cars and electronic gadgets.If Philip and Joe were to engage in flaunting their material possessions as a way of displaying their social class,such a tendency could be described as _____.

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

Failing to consider psychographic measures leads to the flawed assumption that all consumers of a certain demographic have different tastes.

Which of the following approaches to personality focuses on distinguishable consumer characteristics that describe one's tendency to act in a relatively consistent manner?