Chapter 6: Personality, Lifestyles, and the Self-Concept
TRUE/FALSE
1. (T/F) Personality traits do not influence behavior.
2. (T/F) The psychoanalytic approach to personality was proposed by B. F. Skinner.
3. (T/F) According to the psychoanalytic approach, the id differs from the ego in that the id focuses on utilitarian
value.
4. (T/F) The superego works in accordance with the pleasure principle.
5. (T/F) The idiographic approach in trait research focuses on individual traits.
6. (T/F) Kate always buys low-priced items regardless of quality. This consumer behavior trait signifies value
consciousness.
7. (T/F) Material possessions play an important part in self-expression.
8. (T/F) High self-monitors are not sensitive to the opinions of others.
9. (T/F) Brand personality refers to human characteristics that can be associated with a brand.
10. (T/F) All consumers have a single self-concept.
MULTIPLE CHOICE
1.
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
2.
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
3.
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.
4.
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
5.
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
6.
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
7.
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
8.
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.
9.
_____ refer(s) to the ways consumers live and spend their time and money.
a. Lifestyles
b. Demographics
c. Personality
d. Psychographics
e. Geodemographics
10.
Which of the following best describes the ideal self?
a. It represents the various possessions that a consumer owns that help him form perceptions
about himself.
b. It represents the image that a consumer would like others to have about him or her.
c. It refers to how a consumer would like to perceive himself.
d. It refers to the beliefs that a consumer has about how he or she is perceived by others.
e. It refers to how a consumer currently perceives him- or herself.