Test bank consumer behavior, 10e schiffmankanuk)

A is enduring B can change C reflects individual differences D is more apparent in childhood than adulthood E develops as a result of social circumstances Answer: A Diff: 2 Page Ref: 118

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Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 5 Personality and Consumer Behavior

1) The inner psychological characteristics that both determine and reflect how a person responds

to his or her environment compose an individual's

Objective: 5.1: Understand how personality reflects consumers' inner differences

2) The emphasis in the definition of personality is on inner characteristics, which are .A) those characteristics of an individual that are not readily apparent to others

B) those characteristics which individuals try to hide from others

C) those characteristics that distinguish one individual from others

D) those characteristics that make one individual similar to others

E) those characteristics that constitute the individual's ideal self-image

Answer: C

Diff: 3 Page Ref: 118

AACSB: Reflective Thinking

Skill: Concept

3) In the study of personality, three distinct properties are of central importance These are that

A) personality reflects individual differences, personality is consistent and enduring, and

personality can change

B) personality reflects similarities between individuals, personality is consistent and enduring, and personality can change

C) personality reflects individual differences, personality is consistent and enduring, and

personality does not change

D) personality reflects similarities between individuals, personality is consistent and enduring, and personality does not change

E) personality reflects individual differences, personality is inconsistent and fleeting, and

personality can change

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4) The mother who comments about her teenage son that her child "has been impulsive from the day he was born," is supporting the contention that personality

A) is enduring

B) can change

C) reflects individual differences

D) is more apparent in childhood than adulthood

E) develops as a result of social circumstances

Answer: A

Skill: Application

5) How can marketers use an understanding of consumers' personalities to market their products?A) Marketers can rely on consistent consumption behavior over time because consumers'

personalities are consistent over time

B) Marketers can change consumers' personalities to conform to their products

C) Marketers can attempt to appeal to the relevant traits inherent in their target group of

Skill: Application

6) Stacy notes that, after her freshman year of college, her daughter is more mature and is willing

to listen to points of view other than those with which she agrees This supports the contention that personality

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7) The convergence in personality characteristics of men and women provides evidence that

A) personality is consistent and enduring

B) personality develops from social interactions

C) personality stereotypes may change over time

D) personality is the result of an individual's desire to conquer feelings of anxiety

E) personality develops from the way individuals deal with crises during their development Answer: C

Skill: Application

8) Sigmund Freud's psychoanalytic theory of personality is built on the premise that are at the heart of human motivations and personality

A) social relationships

B) conscious decision-making processes

C) efforts to avoid anxiety

D) efforts to overcome inferiority

E) unconscious needs or drives

Answer: E

Skill: Concept

Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence

of personality on consumers' attitudes and behavior

9) According to Freud's theories, the is a conceptualization of the basic biogenic needsfor which the individual seeks immediate satisfaction without concern for the specific means of satisfaction

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10) Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the

AACSB: Analytic Skills

Skill: Application

11) According to Freud's theories, the is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion

12) According to Freud's theories, the functions as an internal monitor that helps balance the impulses stimulated by biogenic needs and the constraints applied by the

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13) According to Freud's theories, we are driven to action by the internal forces of the and constrained by the external forces of the , while the represents the individual's conscious choices of conformity and nonconformity with social standards in meetingone's biogenic needs

A) ego; id; superego

Skill: Concept

14) According to Freudian theory, an adult's personality is determined by

A) how the individual alleviates feelings of anxiety

B) how well the individual deals with crises experienced during development

C) how the individual seeks rewarding relationships with others

D) how the individual avoids feelings of inferiority

E) how the individual develops the ideal social self-image

Answer: B

Skill: Concept

15) Researchers who apply Freud's theories to the study of consumer personality believe that

A) consumer behavior is an effort on behalf of individuals to overcome feelings of inferiority B) social relationships are fundamental to the formation and development of personality

C) people continuously attempt to establish significant and rewarding relationships with others D) consumers are primarily unaware of their true reasons for their purchasing behavior

E) behavior is largely driven by a desire to conquer feelings of anxiety

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16) Neo-Freudian theorists believe that

A) consumption situations are extensions of the consumer's personality

B) human drives are largely unconscious

C) social relationships are fundamental to the formation and development of personality

D) consumers are primarily unaware of their true reasons for making decisions

E) consumer purchases are a reflection of an individual's personality

Answer: C

Skill: Concept

17) Alfred Adler, a neo-Freudian theorist, believed that

A) unconscious needs and drives are at the heart of human motivation

B) people continuously attempt to establish significant and rewarding relationships with others C) human beings are seeking to attain various rational goals, which he called style of life

D) personality is measured in terms of specific psychological characteristics called traits

E) personality is largely impacted by child-parent relationships and the individual's desire to conquer feelings of anxiety

Answer: C

Skill: Concept

18) According to Karen Horney, individuals desire independence, self-reliance, and self-sufficiency

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19) Consumer research using Karen Horney's CAD theory found that personalities were less likely to be brand loyal and more likely to try different brands

Skill: Application

20) Recent research using Karen Horney's CAD theory found that personalities tend toprefer name-brand products

Skill: Application

21) The orientation of trait theory is primarily

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22) Trait theory is different from the Freudian and neo-Freudian movements mainly because

Skill: Concept

23) A(n) is defined as "any distinguishing, relatively enduring way in which one individual differs from another."

24) How receptive a person is to new experiences is known as

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25) The likelihood of a consumer accepting or rejecting foreign-made products is known as

26) The degree of a consumer's attachment to "worldly possessions" is known as A) consumer ethnocentrism

27) Trait researchers have found that it is generally most realistic to expect personality to be linked to

A) consumer preference for specific brands

B) consumers' biogenic needs

C) how consumers make their choices

D) the effectiveness of the interaction between the id, ego, and superego

E) how aware consumers are of their true reasons for buying what they buy

Answer: C

Skill: Concept

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28) are people who are open to new ideas and are often among the first to try new products, services, or practices

A) consumer advocate groups

B) a high level of demonstrated consumer ethnocentrism

C) a tendency for innovativeness to exist independent of any context

D) a high degree of rigidity that an individual displays toward the unfamiliar

E) a tendency for innovativeness to exist within a very specific domain or product categoryAnswer: C

Skill: Concept

Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages

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31) refers to the degree of open-mindedness that individuals display toward the unfamiliar and toward information that is contrary to their own established beliefs

A) Novelty seeking

B) Sensation seeking

C) Optimum level of stimulation

D) Need for cognition

A) text focusing on the benefits of the product or service

B) visually provocative themes

C) appeals to nationalism

D) an appeal from an authoritative figure

E) scenes of social acceptance

33) Consumers who are low in dogmatism are more likely to

A) prefer established products

B) approach the unfamiliar defensively and with considerable discomfort and uncertainty C) respond to celebrities and experts in new-product advertising

D) prefer innovative products

E) be reluctant to accept information that is contrary to their own established beliefs

Answer: D

Skill: Application

Objective: 5.3: Understand how personality reflects consumers' responses to product and marketing messages

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34) Other-directed consumers prefer ads that contain

A) text focusing on the benefits of the product or service

B) visually provocative themes

C) appeals to nationalism

D) an appeal from an authoritative figure

E) scenes of social acceptance

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37) consumers tend to be more responsive to advertising appeals that are based on social or group affiliations, rather than the informational content of an ad.

A) low sensation seeking scores

B) high optimum stimulation levels

C) low novelty seeking scores

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40) A trait characterized by the need for varied, novel, and complex sensations and experience, and the willingness to take physical and social risks for the sake of such experience, is known as

A) optimum stimulation level

B) sensation seeking

C) variety-novelty seeking

D) need for uniqueness

E) need for cognition

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43) George subscribes to Hotrod Magazine and likes reading articles about custom cars and daydreaming about how cool it would be to own and drive one This behavior is known as .

44) measures a person's craving for or enjoyment of thinking

A) Optimum stimulation level

C) have a high need for uniqueness

D) have a low optimal stimulation level

E) are high in need for cognition

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46) Someone who prefers to follow instructive diagrams would be considered a , whereas someone who would prefer to read instructive text would be considered a A) verbalizer; visualizer

47) Which of the following describes a materialistic consumer?

A) Materialistic people tend to find that owning many possessions does not provide them any greater personal satisfaction

B) Materialistic people especially value acquiring and showing off possessions

C) Materialistic people prefer a simple, uncluttered lifestyle

D) Materialistic people are particularly selfless and thoughtful of others

E) Materialistic people place relationships with others at the center of their lives

Answer: B

Skill: Concept

Objective: 5.3: Understand how personality reflects consumers' responses to product and

marketing messages

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