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Q:
Richard is a very social person who loves to mingle with others. He enjoys talking to people and makes friends effortlessly. Which of the following personality traits does Richard display in this instance?
a. Competitiveness
b. Materialism
c. Conscientiousness
d. Introversion
e. Extroversion
Q:
_____ refers to the tendency of consumers to take excessive pride in themselves, including their appearance and accomplishments.
a. Trait vanity
b. Trait anxiety
c. Innovativeness
d. Frugality
e. Competitiveness
Q:
Which of the following is true about consumer behavior traits?
a. Low self-monitors care deeply about what others think and say about their behaviors.
b. Consumers with low need for cognition tend to think carefully about products, problems, and even marketing messages.
c. Consumers with high need for cognition tend to be influenced by things like an endorser's attractiveness and cues that are not central to a message.
d. Low self-monitors tend to care more about the functionality of products.
e. High self-monitors are not sensitive to the opinions of others.
Q:
Carla Miller, a wealthy socialite and interior designer, belongs to an elite community comprising of the rich and the famous of New York City. She is seen wearing only high-end designer clothing and accessories that speak of her high social status, as she cares about what others think of her. She likes to present herself perfectly in social situations and is seen only in the company of the elite. Which of the following traits can be associated with Carla's behavior?
a. Low self-monitoring
b. Low need for cognition
c. High frugality
d. High self-monitoring
e. Low self-esteem
Q:
Deanne is married to a very wealthy attorney and she wants everyone to know that. She drives an expensive car, wears designer clothing, and diamond jewelry. In doing so, which of the following traits does Deanne exhibit?
a. Audience effect
b. Conspicuous consumption
c. Self-monitoring
d. Downshifting
e. Innovativeness
Q:
Which of the following best describes conspicuous consumption?
a. It refers to the conscious decision to reduce one's material consumption.
b. It refers to the tendency of a consumer to engage in bargaining behaviors while making purchases.
c. It refers to the tendency of a consumer to exhibit restraint while making purchase decisions and using resources.
d. It refers to the tendency of consumers to focus on maximizing what is received from a transaction as compared to what is given.
e. It refers to a tendency of the wealthy to flaunt their material possessions as a way of displaying their social class.
Q:
Bob spends most of his leisure time playing online games. He feels happy and satisfied only after he "beats" his online friends in a game. Which consumer behavior trait does Bob display?
a. Innovation
b. Frugality
c. Materialism
d. Competitiveness
e. Need for cognition
Q:
Which of the following instances indicates the presence of competitiveness?
a. When a consumer attempts to display superiority over others by openly flaunting exclusive products, especially publicly-visible products
b. When consumers engage in bargaining while making purchases
c. When consumers reduce their material consumption
d. When consumers exhibit restraint while purchasing items other than basic provisions
e. When consumers redeem grocery coupons at retail outlets
Q:
Which of the following traits can be defined as an enduring tendency to strive to be better than others?
a. Competitiveness
b. Innovativeness
c. Agreeableness
d. Value consciousness
e. Impulsiveness
Q:
Sam recently bought a new cologne just because his favorite football star had endorsed it. In doing so, which of the following traits did Sam display?
a. High innovativeness
b. High frugality
c. Low need for cognition
d. High materialism
e. Low competitiveness
Q:
Which of the following is a characteristic of consumers with low need for cognition?
a. They tend to be influenced by things like an endorser's attractiveness and cues that are not central to a message.
b. They tend to think carefully about products, problems, and even marketing messages.
c. They tend to be influenced heavily by the quality of the arguments in an advertisement.
d. They tend to have more negative consumer attitudes and purchase intentions when presented with humorous ads.
e. They exhibit more negative attitudes and purchase intentions towards brands that are advertised using sexual imagery.
Q:
Carol Bates, a young, dynamic, and affluent banker, likes to shop online and try out new products. She likes to keep herself updated about the latest products introduced in the market. She is usually the first among her friends to buy the latest gadgets. Which of the following traits best describes Carol?
a. Possessiveness
b. Innovativeness
c. Frugality
d. Agreeableness
e. Extroversion
Q:
The degree to which a consumer is open to new ideas and quick to buy new products, services, or experiences early in their introduction is referred to as consumer _____.
a. materialism
b. frugality
c. value consciousness
d. innovativeness
e. competitiveness
Q:
Which of the following refers to downshifting?
a. The conscious decision to reduce one's material consumption
b. The resentment that arises as a result of another's belongings, and a desire to acquire similar possessions
c. The tendency for a consumer to engage in bargaining behaviors when making purchases
d. The tendency for consumers to take excessive pride in themselves, including their appearance and accomplishments.
e. The tendency of an individual to retain control and ownership over his possessions
Q:
Which of the following is a dimension of materialism?
a. Bargaining proneness
b. Envy
c. Value consciousness
d. Frugality
e. Generosity
Q:
Some consumers tend to be very possessive about their possessions, and may not be willing to share them with others. Which trait does this best describe?
a. Innovativeness
b. Value consciousness
c. Materialism
d. Frugality
e. Trait vanity
Q:
_____ refers to the extent to which material goods are important in a consumer's life.
a. Materialism
b. Value consciousness
c. Trait vanity
d. Self-monitoring
e. The need for cognition
Q:
Danielle is a very careful shopper, and is keen on maximizing the value of every transaction she makes. She uses coupons whenever possible, and purchases items on sale to save money. However, she is likely to pay more for a product if she thinks that it is the best one to meet her or her family's needs. Which consumer behavior trait does Danielle display?
a. Materialism
b. Value consciousness
c. Competitiveness
d. Innovativeness
e. Trait Vanity
Q:
In which of the following instances does value consciousness occur?
a. When consumers display a tendency to retain control and ownership over possessions
b. When consumers reduce their material consumption
c. When consumers flaunt their material possessions as a way of displaying their social class
d. When consumers engage in bargaining behaviors when making purchases
e. When consumers pay close attention to the resources that they devote to transactions and to the benefits that they receive
Q:
Which of the following represents the tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given?
a. Materialism
b. Self-monitoring
c. Frugality
d. Bargaining proneness
e. Value consciousness
Q:
A researcher studies consumer characteristics such as materialism, innovativeness, and the need for cognition together with their impact on the purchasing behavior of consumers. Which of the following refers to the approach to studying personality that the researcher is using in this instance?
a. Motivational research
b. Trait approach
c. BCG matrix analysis
d. Porter's five forces analysis
e. Personology approach
Q:
A team of researchers in a marketing research company is interested in examining a combination of consumer traits and the total effect of those traits on individual buying behavior. According to these researchers, the prediction of individual behavior tends to be stronger with the _____ approach.
a. nomothetic
b. single-trait
c. value
d. universal
e. multiple-trait
Q:
With the _____ approach, the focus of the researcher is on one particular trait.
a. hierarchical approach
b. personology approach
c. single-trait approach
d. self-congruency approach
e. idiographic approach
Q:
Stan is a marketing intern who has been asked to conduct a consumer behavior research for a fashion designer. The designer wants him to focus on a few selected customers who only buy customized products from the designer. Stan goes about his research by interacting with each customer to know more about their psychological makeup. In this instance, which of the following perspectives is Stan embracing?
a. Utilitarian perspective
b. Self-congruency perspective
c. Nomothetic perspective
d. Idiographic perspective
e. Universal perspective
Q:
Which of the following is true of the idiographic approach?
a. It focuses on the individual traits that can be studied across multiple consumers.
b. It focuses on a single trait that is common across all consumers.
c. It focuses on the complexity of each individual consumer.
d. It examines combinations of traits and the effect of each individual trait.
e. The trait approach takes an idiographic approach to personality.
Q:
The _____ focuses on the total person and the uniqueness of his or her psychological makeup.
a. hedonic perspective
b. nomothetic perspective
c. universal perspective
d. utilitarian perspective
e. idiographic perspective
Q:
Some consumer researchers focus on one specific trait, such as conscientiousness, that exists across a number of consumers, to predict the adoption rate of new products. This is an application of which of the following approaches to studying consumer traits?
a. Idiographic perspective
b. Nomothetic perspective
c. Nominal perspective
d. Cognitive perspective
e. Ethical perspective
Q:
Which of the following refers to a "variable-centered" approach that focuses on particular variables, or traits, that exist across a number of consumers?
a. Deontological perspective
b. Hedonic perspective
c. Nomothetic perspective
d. Idiographic perspective
e. Utilitarian perspective
Q:
_____ refers to a distinguishable characteristic that describes one's tendency to act in relatively consistent manner.
a. A trait
b. Motivation
c. An impulse
d. Self-concept
e. Intuition
Q:
Which of the following approaches to personality focuses on distinguishable consumer characteristics that describe one's tendency to act in a relatively consistent manner?
a. Trait approach
b. Motivational approach
c. Psychoanalytic approach
d. Utilitarian approach
e. Hedonic approach
Q:
According to the psychoanalytic approach to personality, which of the following principles implies that the ego seeks to satisfy the id within the constraints of society?
a. Pleasure principle
b. Reality principle
c. Motivation principle
d. Hedonic principle
e. Personology principle
Q:
The ego differs from the id in that the ego:
a. focuses on immediate gratification.
b. operates on the pleasure principle.
c. focuses on hedonic value.
d. works against the superego by motivating behavior that goes against societal norms and expectations.
e. focuses on resolving the conflicts between the id and the superego.
Q:
Carl restricts himself to social drinking because he feels that drinking too much alcohol is not socially acceptable. According to the psychoanalytic approach, which of the following motivates him to match societal norms and expectations?
a. Id
b. Value consciousness
c. Superego
d. The need for cognition
e. Materialism
Q:
According to the psychoanalytic approach to personality, the superego:
a. focuses on pleasure-seeking and immediate gratification.
b. works against the id by motivating behavior that matches societal norms and expectations.
c. focuses on resolving the conflicts between the id and the ego.
d. operates on the benefit principle.
e. attempts to balance the desires of the id with the constraints of, and expectations found in, the ego.
Q:
The _____ principle motivates a person to focus on maximizing pleasure and minimizing pain.
a. self-actualization
b. reality
c. benefit
d. utilitarian
e. pleasure
Q:
According to the psychoanalytic approach to personality, which of the following focuses on pleasure-seeking and immediate gratification?
a. The id
b. The ego
c. The superego
d. The social self
e. The actual self
Q:
According to the famous psychologist _____, human behavior is influenced by an inner struggle between various systems within the personality system. This approach is commonly referred to as the psychoanalytic approach to personality.
a. B. F. Skinner
b. Ivan Pavlov
c. Abraham Maslow
d. Sigmund Freud
e. Karl Jung
Q:
In which of the following approaches are behaviors and tendencies assessed over time?
a. Utilitarian approach
b. Aggregation approach
c. Capability approach
d. Perceptual mapping approach
e. Factor analysis approach
Q:
Which of the following statements is true regarding personality?
a. Personality traits are the same across all individuals.
b. Personality fails to explain why a particular behavior provides great value to one consumer but none to another.
c. Personality can be conceptualized as a set of acquired habits.
d. Personality traits are relatively stable and interact with situations to influence behavior.
e. It is possible to predict the exact behavior of a consumer simply by knowing a specific personality trait possessed by him.
Q:
Jenny is shy and afraid to speak to other people. She avoids going out with her friends and colleagues, preferring to read a book on her own rather than interacting with others. These emotions and behaviors that Jenny exhibits comprise her _____.
a. brand personality
b. personality
c. demographic characteristics
d. self-awareness
e. self-esteem
Q:
_____ is the totality of thoughts, emotions, intentions, tendencies, and behaviors that a person exhibits consistently as he or she adapts to his or her environment.
a. Brand personality
b. Demographics
c. Personality
d. Self-awareness
e. Self-esteem
Q:
Descriptions of how individual consumers differ according to specific trait or patterns of behavior are called _____.
a. individual difference variables
b. active variables
c. dependent variables
d. behavioral variables
e. socioeconomic variables
Q:
When consumers feel very close to organizations, organizational identification is said to be present.
Q:
For consumers having very strong ties to brands, the task of self-expression through product ownership is one of identity maintenance and communication.
Q:
The structural-functional theory proposes that much of consumer behavior can be explained by the match between a consumer's self-concept and the image of typical users of a focal product.
Q:
Body piercings are popular forms of self-expression.
Q:
Tattoos are means of promoting one's self-concept.
Q:
Cindy, an overweight teenager, feels pressurized as all her friends at school are slim. So she binges on fast-food and then throws up after her meals. Unhappy with her body image, she often ends up being rude to her classmates. These negative behaviors indicate that Cindy has low body esteem.
Q:
Self-awareness refers to the positivity of an individual's self-concept.
Q:
Sandra is a tennis enthusiast. She is also an avid collector of sports memorabilia, and a frequent attendee to auctions where she buys items owned by the tennis stars of yesteryears. In this instance, Sandra expresses her ideal social self through her purchasing behavior.
Q:
All consumers have a single self-concept.
Q:
According to the idiographic perspective, consumers agree on the shared meaning of products and symbols.
Q:
Self-concept refers to the totality of thoughts and feelings that an individual has about him- or herself.
Q:
Failing to consider psychographic measures leads to the flawed assumption that all consumers of a certain demographic have different tastes.
Q:
"Baby Boomers" are those consumers who were born between 1981 and 1995.
Q:
Demographics refer to the way consumer lifestyles are measured.
Q:
PRIZM combines demographic and behavioral information in a manner that enables marketers to better understand and target their customers.
Q:
Geodemographic techniques combine data on consumer expenditures and socioeconomic variables with geographic information.
Q:
The VALS 2 approach classifies consumers into 66 distinct segments.
Q:
AIO statements are used in psychographic analysis to divide consumers into groups based on the resources available to them.
Q:
Psychographic techniques use quantitative methods that can be used in developing lifestyle profiles.
Q:
Consumer lifestyles are the same across cultures.
Q:
Lifestyles are completely determined by personality.
Q:
Brand personality refers to human characteristics that can be associated with a brand.
Q:
The personology approach combines personality theory and motivation.
Q:
Broad traits tend to be better predictors of individual behaviors than specific traits.
Q:
Hierarchical approaches begin with the assumption that all personality traits are specific.
Q:
The five-factor model approach is universally accepted by all researchers.
Q:
High self-monitors are not sensitive to the opinions of others.
Q:
Conspicuous consumption represents the tendency of a consumer to engage in bargaining behaviors when making purchases.
Q:
Sara is married to an English media baron. She drives an expensive Lexus, wears designer clothing, and sends her children to an exclusive private school to display her family's social class to others. Sara's tendency to flaunt her material possessions as a way of displaying her social class can be described as conspicuous consumption.
Q:
The competitiveness trait can be defined as an enduring tendency to strive to be better than others.
Q:
Consumers with a high degree of innovativeness tend to engage in effortful cognitive information processing; they also tend to think carefully about products, problems, and even marketing messages.
Q:
Downshifting refers to a conscious decision to reduce one's material consumption.
Q:
Material possessions play an important part in self-expression.
Q:
John gives away his old furniture to the poor and the needy whenever he buys new ones. Hence, it can be safely concluded that John is a highly materialistic consumer.
Q:
Lower materialism scores are typically found among younger consumers.
Q:
Symbolism refers to the extent to which material goods are important in a consumer's life.
Q:
Kate always buys low-priced items regardless of quality. This consumer behavior trait signifies value consciousness.
Q:
The prediction of individual behavior tends to be weaker with the multiple-trait approach.