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

The hierarchical approach to personality allows consumer researchers to better understand the uniqueness of the individual consumer by combining information on traits, goals, and even consumer life stories in order to gain a better understanding of the complexities of the human personality.

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. Ana, Cindy, and Christine are sophisticated women with high self-esteem and they use clothing to express themselves. Image is important to them. Into which VALS group would these consumers likely be classified?

Which perspective focuses on the total person and the uniqueness of his or her psychological makeup rather than focusing on one trait across many individuals?

Which self-concept represents the image that a consumer would like others to have about him or her?

Which trait refers to the degree to which consumers enjoy engaging in effortful factual information processing?

A trait is defined as a distinguishable characteristic that describes one's tendency to act in a relatively consistent manner.

Lifestyles are completely determined by personality.

Which approach to personality inquiry assumes that personality traits exist at varying levels of abstractions?

The unidimensional approach in trait research focuses on one particular trait.

The ethnicity of Canada is changing and it is expected that diversity will continue to grow in the years to come.

Today's marketers pay attention to consumers like Bev, a 55-year-old professional female from Halifax, who has high household income and spending potential. Which demographic age group does Bev represent?

The aggregation approach is an approach to studying personality in which behaviour is assessed at a number of points in time.

Mary thinks of herself as a warm, caring person. She is happy with herself and believes others like her. Which of the following comprises these thoughts and feelings Mary has about herself?

The external self refers to the beliefs that a consumer has about how he or she is seen by others.

Hierarchical approaches to personality assume that some personality traits are more prevalent than others.

Which trait represents a tendency for consumers to make unintended purchases?

What is the term for the positivity of an individual's self-concept?

Symbology is the study of symbols and their meanings.

When he is not at work, Matthew is best described as a young, urban professional who leads an active lifestyle by cycling and playing tennis three times a week. Which term best describes this consumer lifestyle?

Geodemographic techniques combine data on consumer expenditures and socioeconomic variables with geographic information in order to identify commonalities in consumption patterns of households in various regions.