MKT 374 - Chapter 4
When describing consumer innovativeness, the term global innovativeness refers to _______.
a tendency for innovativeness to exist independent of any context.
____ is how consumers see actually see themselves, wheras _____ refers to how consumers would like to see themselves
actual self image; ideal self image
highly dogmatic consumers tend to be more receptive to ads for new products or services that contain ____.
an appeal from an authoritative figure
Consumers who ______ are more likely to be responsive to the part of an ad that is rich in product-related information or detailed description.
are high in need for cognition
The notion of ____ suggests that consumers attribute various descriptive personality like traits or characteristics to different brands
brand personality
A _____ tries to recast consumers' perception of the attributes of a product or services into a human like characteristics
brand personification
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 ______.
can change
Recent research using Karen Horney's CAD theory found that _____ personalities tend to prefer name-bran products.
compliant
The likelihood of consumer accepting or rejecting foreign-made products is known as
consumer ethnocentrism
how receptive a person is to new experiences is known as ______.
consumer innovativeness
Personality trait research that tries to predict how ____ will respond to certain new products or services is especially important to marketers given that these consumers are often critical to the success or failure of new products.
consumer innovators
_____ are people who are open to new ideas and are often among the first to try new products, services, or practices
consumer innovators
The degree of a consumers attachment to worldly possessions is known as ______.
consumer materialism
Researchers who apply Freud's theories to the study of consumer personality believe that _____.
consumers are primarily unaware of their true reasons for their purchasing behavior
According to Karen Horney, ______ individuals desire independence, self-reliance, and self-sufficiency.
detached
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.
detached
_____ refers to the degree of open-minded ness that individuals display toward the unfamiliar and toward information that is contrary to their own established beliefs.
dogmatism
According to Freud's theories, the _____ functions as an internal monitor that helps balance the impulse stimulated by biogenic needs and the constraints applied but the sociocultural setting
ego
The orientation of trait theory is primarily
empirical
Buy American and Keep America Working are both tag lines used by companies to attract the _____ consumer
ethnocentric
Which of the following is true of consumer ethnocentrism?
ethnocentrism has been found to vary by consumer and product.
Kyle is a senior in high school and is preparing to apply for colleges. He sees himself going to a four year university and majoring in biology. Kyle's self image as a future biology major is best described as his _____.
expected self image
Kyle is an enthusiastic golf player and likes to shop on eBay for used golf clubs so he can try out different clubs for a while, then resell them if he doesn't like them. This is known as _____.
exploratory purchase behavior
Serious collectors of Barbie dolls, Beanie Babies, and Zippos are all displaying a form of ______.
fixated consumption behavior
Renee likes to try on some of the newest clothes each season to see how she looks in the styles, and prefers to buy the clothes that are very unusual. Renee is best described as _____.
having a high optimum stimulation level
Research has found that ____ are linked with greater willingness to take risks and to be innovative
high optimum stimulation levels
Trait researchers have found that it is generally most realistic to expect personality to be linked to _____.
how consumers make their choices
According to Freudian theory, and adult's personality is determined by ______.
how well the individual deals with crises experienced during development
Alfred Adler a non-Freudian theorist, believed that ____.
human beings are seeking to attain various rational goals, which he called style of life.
According to Freud's theories, the ______ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.
id
Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ______.
id
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 of conformity and nonconformity with social standards in meeting one's biogenic needs.
id; superego; ego
In reference to social character, ____ consumers tend to rely on their own values or standards in evaluating new products and are more likely to be consumer innovators.
inner-directed
Low levels of which of the following traits typically characterize a consumer innovator
inner-directedness
Individuals develop their self-image through ______.
interactions with people
A 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 ___.
is enduring
Trait theory is different from the Freudian and neo-Freudian movements mainly because _____.
it is primarily quantitative
How can marketers use an understanding of consumers' personalities to market their products?
marketers can attempt to appeal to the relevant traits inherent in their target group of consumers.
Which of the following describes a materialistic consumer?
materialistic people especially value acquiring and showing off possessions.
The idea that consumers have ____ reflects the observation that healthy or normal people are likely to display a somewhat different personality in each of a number of different situations or social roles.
multiple selves
_______ measures a person's craving for or enjoyment of thinking
need for cognition
_____ consumers tend to be more responsive to advertising appeals that are based on social or group affiliations, rather that the informational content of an ad.
other-directed
The _____ consist of traits or characteristics that an individual believes it is his or her duty or obligation to possess.
ought-to self
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment compose an individual's ________.
personality
The convergence in personality characteristics of men and women provides evidence that ________.
personality stereotypes may change over time
consumers who are low in dogmatism are more likely to ______.
prefer innovative products
other-directed consumers prefer ads that contain _____.
scenes of social acceptance
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 _____.
sensation seeking
Neo-Freudian theorist believe that_______.
social relationships are fundamental to the formation and development of personality
According to Freud's theories, the ____ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion.
superego
Which of the following characteristics is typical or fixated consumers?
they dedicate a considerable amount of discretionary time and money to searching out the product or object.
A(n) ______ is defined as "any distinguishing, relatively enduring way which one individual differs from another."
trait
Sigmund Freud's psychoanalytical theory of personality is built on the premise that _____ are at the heart of human motivation and personality.
unconscious needs or drive
Exploratory purchases behavior, vicarious exploration, and use innovativeness are types of _____.
variety seeking
George subscries 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 _____.
vicarious exploration
_____ have been shown to tend to display and share their involvement in their purchases with others who have similar interest.
Fixated cost
In the study of personality, three distinct properties are of central importance. These are that _______.
Personality reflects individual differences, is consistent and enduring, and can change
The emphasis in the definition of personality is on inner characteristics, which are_________.
Those characteristics that distinguish one individual from others.
Someone who prefers to follow instructive diagrams would be considered a ______, wheras someone who would prefer to read instructive text would be considered a _______.
Visualizer; verbalizer
