Consumer Behavior Chapter 3

____ are universally recognized idea and behavioral patterns A. Archetypes B. compliant C. Detached D. Aggressive

A. Archetypes

Match.com and eharmony.com measure identifiable personal characteristics called ____ A. Personality traits B. Personality image C. Personality matches D. Ego matches

A. Personality traits

____ occurs when symbolic meanings of different products relate to one another; they frequently used together and are part of same lifestyle. A. Product complementarity B. Brand personalities C. Product co branding D. Anthropomorphism

A. Product complementarity

If products take on masculine or feminine attributes, they are said to be ________. A. Sex typed B. Androgynous C. Sexy D. Sexually explicit

A. Sex typed

What are important to know in order for marketers to be able to predict consumer behavior? A. All of the above B. Economic conditions C. Social conditions D. Personality traits

A. all of the above

Which of the following is a level of a people extended self A. Family level B. All of the above C. Individual level D. Community level

B. All of the above

The geico gecko and the Kellogg's Tony the Tiger are examples of what? A. Brand arrogance B. Anthropomorphism C. Brand positioning D. Branded people

B. Anthropomorphism

AIO surgery's help measure A. Heavy users B. Lifestyles C. Demographics D. Personality

B. Lifestyles

___ are the use of psychological sociological and anthropological factors to determine how the market is segmented by the propensity of groups within the market to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium. A. Promotion segmentations B. Psychographics C. Lifestyle D. AIO measures

B. Psychographics

Lifestyle marketing takes the position that people express their personalities through the wya they ____ A. Choose their fashion of clothing and hairstyles B. Spend their leisure time and disposable income C. Spend money on music and movies D. Buy products for gifts and for themselves

B. Spend their leisure time and disposable income

The ideal self is a persons conception of how she ____ A. Adapts to play different roles B. Would like to be C. Imagines other think of her D. Realistically thinks she is

B. Would like to be

Marketers use results from AIO surveys to ________. A) define target markets B) create a new view of the market C) position a product D) all of the above

D. All of the above

Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car. A. Archetype B. Repositioned C. Branded D. Anthropomorphized

D. Anthropomorphized

____ refers to a persons unique psychological makeup and how it consistently influences the way a person responds to his/her environment A. Mirror image B. Self image C. Consumer image D. Archetype

D. Archetype

T/F Self image congruence models say that we choose products when attributes are opposite of the self

False

T/F The ideal self is a reference to our more realistic appraisals of the qualities we have and don't have

False

T/F Brand personality is a set of traits people attribute to a product as if it was a person

True

T/F Every time Tim goes to bat in his baseball game, he rubs the charm on the necklace that his professional baseball player uncle gave him. This charm has never failed to help him get a good hit. The charm has become part of Tim's extended self.

True

T/f A consumer is attached to an object to the extent that she relies upon it to maintain her self concept

True