Question 1

Which of the following is a dimension of materialism?

Accepted Answer

A)   greed
B)   envy
C)   value consciousness
D)   vain
E)   generosity B

Question 2

The VALS2 group called "Believers" are self-expressive consumers who tend to be young, impulsive, and enthusiastic.

Accepted Answer

A) True 
 B)False  False

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

The ego works largely in accordance with the normative principle, which means it seeks to satisfy the id within the constraints of society.

Accepted Answer

A) True 
 B)False

Question 5

Skinner's psychoanalytic approach to personality suggests that personality results from a struggle between inner motivations and societal pressure to follow rules and expectations.

Accepted Answer

A) True 
 B)False

Question 6

When Honda first introduced the Odyssey, it's offering in the mini-van category, it was promoted as the "Honda of mini-vans." Honda was building off of its reputation for marketing reliable and dependable automobiles. Which brand personality dimension does this illustrate?

Accepted Answer

A)   excitement
B)   competence
C)   sophistication
D)   ruggedness
E)   sincerity

Question 7

Which consumer research utilized tools such as depth interviews and focus groups to improve understanding of inner motives and needs?

Accepted Answer

A)   psychological research
B)   reality research
C)   hedonic research
D)   motivational research
E)   trait research

Question 8

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.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)   Personality
B)   Lifestyle
C)   Self-concept
D)   Self-esteem
E)   Semiotics

Question 10

It is often useful to look at demographic variables, such as age, income, and education, by ZIP codes. Combining demographic data with geographic information such as zip codes is an example of using a _____ technique.

Accepted Answer

A)   graphical
B)   multi-trait
C)   resource allocation
D)   behavioral
E)   geodemographic

Question 11

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, only a small group of customers, and it's not the celebrities seen so often flaunting designer fashions because they get these garbs for free in return for the publicity they generate for designers. No, it's women like Ana, who purchased a $24,000 Balmain minidress 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. Cindy's behavior of wearing a different designer outfit each evening and often changing multiple times in one evening can be described as _____ because some may see this as flaunting her material possessions.

Accepted Answer

A)   hedonic consumption
B)   consumer misbehavior
C)   trait vanity
D)   "basking in reflected glory"
E)   conspicuous consumption

Question 12

Describe the trait approach to personality and compare and contrast the nomothetic and idiographic approaches and single- and multiple-trait approaches.

Accepted Answer

The answer of Describe the trait approach to personality and...

Question 13

Which trait may be defined as an enduring tendency to strive to be better than others?

Accepted Answer

A)   competitiveness
B)   innovativeness
C)   materialistic
D)   conspicuous
E)   impulsiveness

Question 14

Lynlee bought a specific brand of coffee maker because there was a $30 mail-in rebate. She gave it to her daughter as a gift and sent the rebate form and a copy of her receipt. A few weeks later, she got a card in the mail saying her rebate request could not be honored because she did not send the UPC symbol from the box. Unfortunately, her daughter had already thrown the box out and there was no way for Lynlee to get the $30 back. Lynlee was so frustrated with herself because she does stuff like that all the time. Which trait in the five-factor model is Lynlee exhibiting a low tendency toward?

Accepted Answer

A)   extroversion
B)   agreeableness
C)   openness to experience
D)   stability
E)   conscientiousness

Question 15

_____ are observable, statistical aspects of populations including such factors as age, gender, or income.

Accepted Answer

A)   Psychographics
B)   Strata
C)   Parametrics
D)   Identifiers
E)   Demographics

Question 16

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

Accepted Answer

A)   id
B)   ego
C)   superego
D)   trait
E)   self-concept

Question 17

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

Accepted Answer

A)   actual self
B)   possible self
C)   ideal self
D)   extended self
E)   social self

Question 18

PRIZM is a consumer classification system that uses _____ different segments.

Accepted Answer

A)   8
B)   10
C)   25
D)   66
E)   132

Question 19

"Baby Boomers" are those consumers who were born between the years of 1981-1995.

Accepted Answer

A) True 
 B)False

Question 20

Understanding consumers is very important for marketers. But not all consumers are alike. For example, some consumers learn better through written words, while others prefer images. Some are frugal, while others are free-spenders. These traits that differ among consumers are referred to as _____.

Accepted Answer

A)   demographics
B)   psychographics
C)   personality variances
D)   individual difference variables
E)   self-concept variation

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

Which of the following is a dimension of materialism?

The VALS2 group called "Believers" are self-expressive consumers who tend to be young, impulsive, and enthusiastic.

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

The ego works largely in accordance with the normative principle, which means it seeks to satisfy the id within the constraints of society.

Skinner's psychoanalytic approach to personality suggests that personality results from a struggle between inner motivations and societal pressure to follow rules and expectations.

When Honda first introduced the Odyssey, it's offering in the mini-van category, it was promoted as the "Honda of mini-vans." Honda was building off of its reputation for marketing reliable and dependable automobiles. Which brand personality dimension does this illustrate?

Which consumer research utilized tools such as depth interviews and focus groups to improve understanding of inner motives and needs?

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.

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

It is often useful to look at demographic variables, such as age, income, and education, by ZIP codes. Combining demographic data with geographic information such as zip codes is an example of using a _____ technique.

Describe the trait approach to personality and compare and contrast the nomothetic and idiographic approaches and single- and multiple-trait approaches.

Which trait may be defined as an enduring tendency to strive to be better than others?

_____ are observable, statistical aspects of populations including such factors as age, gender, or income.

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

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

PRIZM is a consumer classification system that uses _____ different segments.

"Baby Boomers" are those consumers who were born between the years of 1981-1995.

Understanding consumers is very important for marketers. But not all consumers are alike. For example, some consumers learn better through written words, while others prefer images. Some are frugal, while others are free-spenders. These traits that differ among consumers are referred to as _____.