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

Which of the following classifies consumers into eight distinct segments based on resources available to the consumer,as well as three primary motivations?

THE DESIGNER CLOTHES SCENARIO Fashion weeks in New York, Paris, and Milan featuring haughty supermodels strutting up and down the ramp generate a lot of attention for designers, especially if the collection is unique or unorthodox. But who buys these clothes? Apparently, only a small group of customers, as the celebrities seen so often flaunting designer clothing get these outfits for free in return for the publicity they generate for designers. This small group of customers comprise of women like Anna, Cindy, and Christine. Anna purchased a Balmain mini dress worth $24,000 and several other outfits because, as she stated, "I buy what I love." On the other hand, Cindy, an art enthusiast, purchased an Alexander McQueen jacket priced over $11,000. To her an apparel, besides being a work of art, also helps her form perceptions about herself. Christine, who attends high society events almost every night, wears any dress only once and in case she is attending more than one social event, changes several times in the course of a single evening. For these women, their clothing is an expression of themselves and how they want people to see them. -Refer to The Designer Clothes Scenario.Expensive designer clothes are possessions that are very important to women like Anna,Cindy,and Christine.Which of the following consumer behavior traits are these consumers displaying?

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

Personality helps explain why a particular behavior provides great value to one consumer but none to another.

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

According to the psychoanalytic approach to personality,the superego:

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

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

Which of the following statements about self-concept is true?

The trait approach takes an idiographic approach to personality.

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?

Define brand personality and explain its significance.

Which of the following best describes the ideal self?

The psychoanalytic approach to personality was proposed by B.F.Skinner.

All consumers have a single self-concept.

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

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

_____ refer(s)to the ways consumers live and spend their time and money.

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

Which of the following is true about consumer behavior traits?