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

Materialism tends to differ among generations, with lower materialism scores typically being found among younger consumers.

Which of the following statements does NOT accurately describe personality?

Consumers have a single self-concept.

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

Which term refers to the degree to which a consumer is open to new ideas and buying new products, services, or experiences early in their introduction?

Which perspective on personality focuses on specific consumer characteristics as motivators of various consumer behaviours?

Which statement best describes Thinkers in the context of the VALS classification of consumers?

Danielle is a very careful shopper and has a tendency to focus on getting the most for her money. She bids for items on eBay, 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 is Danielle exhibiting?

According to the psychoanalytic approach to personality, which element works largely in accordance with the reality principle?

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

Which trait represents the tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given?

According to the psychoanalytic approach to personality, the ego focuses on hedonic value.

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

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 it is only a small group of customers. And it's not the celebrities seen so often flaunting designer fashions because they get the garb for free in return for the publicity they generate for designers. No, it is women like Ana, who purchased a $24,000 Balmain mini-dress 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. According to consumer researchers, which trait are these consumers high on?

Mary doesn't have much money, but she expresses herself through producing crafts for her friends and family. Which VALS group best describes Mary?

Which self-concept refers to how a consumer would like to perceive himself?

The VALS group called "Believers" are self-expressive consumers who tend to be young, impulsive, and enthusiastic.

Name and describe the eight VALS groups and discuss which one best describes you.

What is the term for the study of symbols and their meaning?

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