Exam 4: Personality and self-concept

Ideal social self-image refers to how consumers feel others see them.

Personality is consistent and enduring, reflects individual differences, and is subject to change.

Of the different types of self-image discussed, the one which would be of the most value to marketers because it provides consumers with a realistic opportunity to change the 'self' would be the:

In the study of personality, there are three important properties which are of central importance. Describe all three properties and explain why they are so important for marketing and consumer researchers to understand.

Trait theory is different from the Freudian and neo-Freudian movements mainly because it is:

The following are examples of variety-seeking behaviour except:

Marketers who position their products or services as providing an opportunity to belong or to be appreciated by others in a group or social setting would seem to be guided by Horney's characterisation of the ______ individual.

Ideal self-image is how consumers would like others to see them.

Inner-directed consumers tend to look to family members for direction on what is right or wrong.

Explain how two cognitive personality traits - 'visualisers vs verbalisers' and 'need for cognition' - have been useful in understanding consumer behaviour.

Marketers are interested in understanding how personality influences consumption behaviour. For this reason, marketing practitioners must learn all they can about _____, as these consumers are more likely to try new products, services or practices.

For household products, consumers are more likely to select brands guided by their _____, whereas for socially enhancing or conspicuous products, they are likely to be guided by their _____.

Research has found that those with a(n) _____ locus of control engage in greater and more complex information-search when assessing products.

What is consumer innovativeness and consumer dogmatism? Why is it so important for marketing practitioners to learn about consumer innovators?

Visualisers are more likely than verbalisers to join a book club.

Karen Horney, a neo-Freudian theorist, proposed that individuals are classified into three personality groups. These are:

Freud's psychoanalytic theory was used to examine the link between snack-food perceptions and personality traits. It turns out that potato chips are associated with the following personality traits:

Freud constructed his theory based on all of the following except:

In Freudian theory, the warehouse of primitive and impulsive drives is the:

Serious collectors of Barbie dolls, Pokémon toys or Dr Who memorabilia are all displaying a form of: