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

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. What is reflected by Cindy's perception of herself as a curator of an art collection?

Which type of consumer research uses tools such as in-depth interviews and focus groups to improve understanding of inner motives and needs?

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

Paul is always the one in a group who wants to have the most fun. He buys things he doesn't have the money for and just puts them on his credit card. He rarely thinks about the consequences of his actions because he just focuses on the pleasure he'll realize by doing it. According to the psychoanalytic approach to personality, which of the following is primarily driving Paul's behaviour?

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

Self-matching theory proposes that much of consumer behaviour can be explained by the match between a consumer's self-concept and the image of typical users of a focal product.

Conspicuous consumption represents the tendency for a consumer to engage in bargaining behaviours when making purchases.

Which of the following is NOT a criticism of the trait approach to studying personality?

Bob plays videogames all the time. He's not satisfied until he "beats" his online buddies in a game. This behaviour implies that Bob is high on which trait?

Each individual has a unique personality.

The id in the psychoanalytic approach to personality focuses on pleasure-seeking and immediate gratification.

Name and describe five of the several traits examined in consumer research that describe you and how they influence your consumption behaviour.

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. Which approach to studying consumer traits focuses on one trait?

Which two kinds of information does PRIZM combine in a manner that enables marketers to better understand and target their customers?

Which term refers to the finding that consumers who experience significant life events at approximately the same age are greatly influenced by the events?

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

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. Some may see Cindy's behaviour of wearing a different designer outfit each evening and often changing multiple times in one evening as flaunting her material possessions. Which term would be used by these observers to describe Cindy's behaviour?

Describe the role of self-concept in consumer behaviour and describe your actual self, your ideal self, your social self, your ideal social self, your possible self, and your extended self.

Tammy is married to a doctor, so she drives an expensive Lexus, wears designer clothing, and sends her children to an exclusive private school to display their social class to others. Tammy is exhibiting conspicuous consumption.

The competitiveness trait is defined as an enduring tendency to strive to be better than others.