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 ________.
A) role
B) self-image
C) individuality
D) personality
E) status
Answer: D
Diff: 1 Page Ref: 118
Skill: Concept
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
Objective: 5.1: Understand how personality reflects consumers' inner differences

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
Answer: A
Diff: 3 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences

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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
Diff: 2 Page Ref: 118
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences

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
consumers.
D) Marketers can use an understanding of consumers' personalities to create consumer needs.
E) In creating marketing messages, marketers can accurately presume that consumers'
personalities constitute the single factor that influences how consumers behave.
Answer: C
Diff: 3 Page Ref: 119
AACSB: Reflective Thinking
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences

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 ________.
A) is consistent
B) reflects individual differences
C) can change
D) is more apparent in childhood than in adulthood
E) is enduring
Answer: C
Diff: 2 Page Ref: 119
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences

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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
Diff: 3 Page Ref: 119
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences

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
Diff: 1 Page Ref: 119
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 needs
for which the individual seeks immediate satisfaction without concern for the specific means of
satisfaction.
A) ego
B) id
C) super-id
D) self-image
E) superego
Answer: B
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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10) Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the
________.
A) ego
B) self-image
C) superego
D) id
E) super-id
Answer: D
Diff: 2 Page Ref: 119
AACSB: Analytic Skills
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

11) According to Freud's theories, the ________ is responsible for ensuring that the individual
satisfies needs in a socially acceptable fashion.
A) superego
B) id
C) ego
D) super-id
E) self-image
Answer: A
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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
sociocultural setting.
A) super-id
B) self-image
C) ego
D) superego
E) id
Answer: C
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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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 meeting
one's biogenic needs.
A) ego; id; superego
B) superego; ego; id
C) id; ego; superego
D) ego; superego; id
E) id; superego; ego
Answer: E
Diff: 3 Page Ref: 119
AACSB: Analytic Skills
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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
Diff: 1 Page Ref: 120
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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
Answer: D
Diff: 2 Page Ref: 121
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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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
Diff: 2 Page Ref: 121
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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
Diff: 3 Page Ref: 121
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

18) According to Karen Horney, ________ individuals desire independence, self-reliance, and
self-sufficiency.
A) compliant
B) subversive
C) aggressive
D) detached
E) obtrusive
Answer: D
Diff: 2 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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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.
A) submissive
B) aggressive
C) detached
D) compliant
E) subversive
Answer: C
Diff: 3 Page Ref: 122
AACSB: Analytic Skills
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

20) Recent research using Karen Horney's CAD theory found that ________ personalities tend to
prefer name-brand products.
A) submissive
B) aggressive
C) detached
D) compliant
E) subversive
Answer: D
Diff: 3 Page Ref: 122
AACSB: Analytic Skills
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

21) The orientation of trait theory is primarily ________.

A) empirical
B) qualitative
C) subjective
D) extroverted
E) interpretive
Answer: A
Diff: 2 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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22) Trait theory is different from the Freudian and neo-Freudian movements mainly because
________.
A) it is very recent
B) it is primarily quantitative
C) it is primarily qualitative
D) it is a very old theory
E) it is more subjective
Answer: B
Diff: 3 Page Ref: 122
AACSB: Analytic Skills
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

23) A(n) ________ is defined as "any distinguishing, relatively enduring way in which one
individual differs from another."
A) personality
B) individuality
C) uniqueness
D) trait
E) characteristic
Answer: D
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism
Answer: B
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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25) The likelihood of a consumer accepting or rejecting foreign-made products is known as
________.
A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism
Answer: A
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism
Answer: E
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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
Diff: 2 Page Ref: 122
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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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 participants
B) consumer followers
C) consumer innovators
D) consumer pathfinders
E) consumer activists
Answer: C
Diff: 1 Page Ref: 123
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

29) 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.
A) consumer advocate groups
B) consumer reports
C) consumer innovators
D) laggards
E) early majority consumers
Answer: C
Diff: 3 Page Ref: 124
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

30) When describing consumer innovativeness, the term "global innovativeness" refers to
________.
A) a pattern of actions or responses that indicate early acceptance of change and adoption of
innovations
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 category
Answer: C
Diff: 2 Page Ref: 125
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
E) Dogmatism
Answer: E
Diff: 2 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

32) Highly dogmatic consumers tend to be more receptive to ads for new products or services
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
Answer: D
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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
Diff: 2 Page Ref: 126
AACSB: Reflective Thinking
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
Answer: E
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

35) 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.
A) inner-directed
B) other-directed
C) dogmatic
D) ethnocentric
E) unique
Answer: A
Diff: 2 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

36) Low levels of which of the following traits typically characterizes a consumer innovator?
A) novelty seeking
B) sensation seeking
C) optimum stimulation levels
D) inner-directedness
E) need for uniqueness
Answer: D
Diff: 3 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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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) Inner-directed
B) Other-directed
C) Novelty-seeking
D) Sensation-seeking
E) Dogmatic
Answer: B
Diff: 2 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

38) Research has found that ________ are linked with greater willingness to take risks, and to be
innovative.
A) low sensation seeking scores
B) high optimum stimulation levels
C) low novelty seeking scores
D) high ethnocentricity
E) high need for cognition
Answer: B
Diff: 2 Page Ref: 127
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

39) Renee likes to try on some of the newest clothes each season to see how she looks in the
styles, and prefers to buy clothes that are very unusual. Renee is best described as ________.
A) having a high optimum stimulation level
B) highly dogmatic
C) highly ethnocentric
D) having a low optimum stimulation level
E) minimally ethnocentric
Answer: A
Diff: 2 Page Ref: 128
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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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
Answer: B
Diff: 3 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

41) Exploratory purchase behavior, vicarious exploration, and use innovativeness are types of
________.
A) sensation seeking
B) social character
C) variety seeking
D) innovativeness
E) optimum stimulation level
Answer: C
Diff: 3 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

42) 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
________.
A) vicarious exploration
B) use innovativeness
C) exploratory purchase behavior
D) sensation seeking
E) dogmatism
Answer: C
Diff: 2 Page Ref: 128
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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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
________.
A) vicarious exploration
B) novelty seeking
C) need for cognition
D) innovativeness
E) need for uniqueness
Answer: A
Diff: 1 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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

A) Optimum stimulation level
B) Novelty seeking
C) Need for cognition
D) Innovativeness
E) Need for uniqueness
Answer: C
Diff: 1 Page Ref: 129
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

45) Consumers who ________ are more likely to be responsive to the part of an ad that is rich in
product-related information or detailed description.
A) are highly ethoncentric
B) are other-directed
C) have a high need for uniqueness
D) have a low optimal stimulation level
E) are high in need for cognition
Answer: E
Diff: 2 Page Ref: 129
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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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
B) innovator; verbalizer
C) visualizer; innovator
D) visualizer; verbalizer
E) verbalizer; innovator
Answer: D
Diff: 3 Page Ref: 129
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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
Diff: 2 Page Ref: 131
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

48) ________ have been shown to tend to display and share their involvement in their purchases
with others who have a similar interest.
A) Compulsive consumers
B) Fixated consumers
C) Highly ethnocentric consumers
D) Inward-directed consumers
E) Dogmatic consumers
Answer: B
Diff: 2 Page Ref: 132
AACSB: Analytic Skills
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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49) Which of the following characteristics is typical of fixated consumers?
A) Their purchase decisions are heavily dependent upon convenience.
B) They are only mildly interested in the particular object or product category.
C) They are very guarded about displaying their purchases.
D) Their consumption pattern is considered abnormal behavior.
E) They dedicate a considerable amount of discretionary time and money to searching out the
product or object.
Answer: E
Diff: 3 Page Ref: 132
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

50) Serious collectors of Barbie dolls, Beanie Babies, and Zippos are all displaying a form of
________.
A) dogmatic consumption
B) fixated consumption behavior
C) variety seeking behavior
D) novelty seeking behavior
E) ethnocentric consumption
Answer: B
Diff: 2 Page Ref: 132
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

51) "Buy American" and "Keep America Working" are both tag-lines used by companies to
attract the ________ consumer.
A) dogmatic
B) ethnocentric
C) innovative
D) variety-seeking
E) compulsive
Answer: B
Diff: 2 Page Ref: 136
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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52) Which of the following is true of consumer ethnocentrism?
A) Consumers who are highly ethnocentric tend to evaluate foreign-made products for their
extrinsic characteristics
B) Ethnocentrism has been found to vary by country and product.
C) Marketers successfully target ethnocentric consumers by stressing the foreign origin of their
products in their promotional appeals.
D) Consumers who are nonethnocentric are likely to feel that it is inappropriate or wrong to
purchase foreign-made products.
E) Consumers that have the most knowledge about a product are more strongly influenced by
country-of-origin perceptions than consumers who know little about the product.
Answer: B
Diff: 3 Page Ref: 136
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

53) The notion of ________ suggests that consumers attribute various descriptive personality-
like traits or characteristics to different brands.
A) brand personality
B) consumer dogmatism
C) consumer innovation
D) consumer need for cognition
E) sensation seeking
Answer: A
Diff: 1 Page Ref: 138
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

54) A ________ tries to recast consumers' perception of the attributes of a product or service into
a human-like character.
A) brand personality
B) brand personification
C) consumer innovation
D) consumer need for cognition
E) sensation seeking device
Answer: B
Diff: 1 Page Ref: 140
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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55) 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.
A) consistent personalities
B) an expected self
C) extended selves
D) an ideal self-image
E) multiple selves
Answer: E
Diff: 2 Page Ref: 145
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

56) Individuals develop their self-images through ________.

A) the establishment of their socioeconomic status
B) the satisfaction of their primary needs
C) interactions with people
D) the biological aging process
E) experiences with particular brands
Answer: C
Diff: 2 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

57) ________ is how consumers see actually see themselves, whereas ________ refers to how
consumers would like to see themselves.
A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image
Answer: B
Diff: 3 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

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58) ________ reflects how consumers would like to see themselves, whereas ________ refers to
how consumers would like others to see them.
A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image
Answer: A
Diff: 3 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

59) Kyle is a senior in high school and is preparing to apply to colleges. He sees himself going
to a 4-year college or university and majoring in biology. Kyle's self image as a future biology
major is best described as his ________.
A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) multiple self
Answer: D
Diff: 2 Page Ref: 146
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

60) The ________ consists of traits or characteristics that an individual believes it is his or her
duty or obligation to possess.
A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) multiple self
Answer: B
Diff: 2 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

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WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Years
resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her
local gym chain that specializes in women's fitness. The advertisement suggests that the chain is
fun and welcoming - a place where women can work out comfortably with friends, in contrast to
the potentially intimidating environments at other gyms. After consulting a few friends, she
decides to join. She is particularly excited to try the various group classes the gym offers, many
of which she has never heard of before.

61) In the WEIGHT LOSS MINI CASE, Gloria sees herself as being a bit heavy. This is Gloria's
________.
A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) actual self-image
Answer: E
Diff: 2 Page Ref: 146
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

62) In the WEIGHT LOSS MINI CASE, "fun and welcoming" describes the local gym's
________.
A) brand personification
B) dogmatism
C) brand personality
D) expected self-image
E) extended self
Answer: C
Diff: 2 Page Ref: 138
Skill: Application
Objective: 5.4: Understand how marketers seek to create brand personalities-like traits

63) In the WEIGHT LOSS MINI CASE, Gloria's social character would best be described as
________.
A) other-directed
B) dogmatic
C) sensation seeking
D) innovative
E) ethnocentric
Answer: A
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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64) In the WEIGHT LOSS MINI CASE, the more slender self that Gloria is working toward is
Gloria's ________.
A) social self-image
B) ideal social self-image
C) projective self-image
D) expected self-image
E) actual self-image
Answer: D
Diff: 2 Page Ref: 146
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

65) In the WEIGHT LOSS MINI CASE, Gloria is particularly excited to try new and different
group exercise classes. Gloria is probably best described as ________.
A) highly ethnocentric
B) highly dogmatic
C) inner-directed
D) novelty seeking
E) high in her need for cognition
Answer: D
Diff: 2 Page Ref: 128
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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TEQUILA MINI CASE: Viva Beverages has recently launched its own brand of tequila under the
slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night
club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent
is serving drinks. She approaches him and the following interaction ensues:
WOMAN: What can I do for you?
MAN: I don't know, something different.
WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and
whispers into MAN's ear)
MAN: I never have, but I'd like to ...
(WOMAN serves MAN a Viva Tequila)

66) In the TEQUILA MINI CASE, the advertisement would most accurately be described as
appealing to which of the following Freudian elements of the personality?
A) super-id
B) ego
C) self-image
D) superego
E) id
Answer: E
Diff: 2 Page Ref: 119
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

67) In the TEQUILA MINI CASE, setting the advertisement in a trendy bar full of people
enjoying themselves together is designed to appeal to which of the following social character
personality traits?
A) other-directedness
B) dogmatism
C) ethnocentricity
D) inner-directedness
E) innovativeness
Answer: A
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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68) In the TEQUILA MINI CASE, what kind of consumer behavior does Viva's slogan
encourage?
A) ethnocentricity
B) dogmatism
C) consumer innovativeness
D) consumer satisfaction
E) consumer uniqueness
Answer: C
Diff: 3 Page Ref: 125
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

69) In the TEQUILA MINI CASE, when the man asks for "something different," he is engaging
in ________.
A) vicarious exploration
B) perceptual mapping
C) ethnocentricity
D) exploratory purchase behavior
E) use innovativeness
Answer: D
Diff: 3 Page Ref: 128
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

70) In the TEQUILA MINI CASE, the bartender in the Viva advertisement is intended to suggest
that Viva Vodka is trendy and foreign. What type of consumer would respond best to this
element of the advertisement?
A) consumers high in dogmatism
B) consumers low in optimum stimulation level
C) consumers who are predominantly verbalizers
D) consumers low in ethnocentricity
E) consumers with a low need for uniqueness
Answer: D
Diff: 3 Page Ref: 135
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings
in eastern North Carolina. Andrews has been in business for 150 years and its advertising
emphasizes the company's long history of production and sales in the United States. It also
encourages cross-generational brand loyalty within families by suggesting to adults should buy
the same furniture that their parents had in their homes.

71) In the FURNITURE MINI CASE, Andrews Mountain's advertising emphasizes that its
furnishings are all "Made in America." This is designed to appeal to people with high ________.
A) need for cognition
B) ethnocentricity
C) innovativeness
D) optimum stimulation levels
E) variety seeking behavior
Answer: B
Diff: 2 Page Ref: 135
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

72) In the FURNITURE MINI CASE, the name of the furniture company is an attempt to create
a strong ________ for the brand in the minds of consumers.
A) brand personification
B) superego
C) self-image
D) geographical association
E) brand personality
Answer: D
Diff: 1 Page Ref: 143
Skill: Application
Objective: 5.4: Understand how marketers seek to create brand personalities-like traits

73) In the FURNITURE MINI CASE, by encouraging consumers to remain loyal to the brands
to which their parents were loyal, Andrews Mountain is appealing to consumers with low
________.
A) dogmatism
B) ethnocentricity
C) need for cognition
D) inner-directedness
E) need for uniqueness
Answer: E
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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74) In the FURNITURE MINI CASE, Andrews Mountain's advertisements are dominated by
pictures of the furniture, and attempt to convey a feeling for its quality and style through these
photographs. This is in an attempt to appeal to ________
A) verbalizers
B) innovators
C) visualizers
D) fixated consumers
E) sensation seekers
Answer: C
Diff: 3 Page Ref: 129
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

75) In the FURNITURE MINI CASE, Andrews Mountain Furniture is most likely to appeal to
consumers who are ________ and value tradition over novelty.
A) low in ethnocentricity
B) low in dogmatism
C) high in dogmatism
D) sensation seekers
E) novelty seekers
Answer: C
Diff: 3 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

76) Theorists agree that social relationships and environmental influences are what shape human
personality.
Answer: FALSE
Diff: 1 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences

77) If each person were different in terms of all personality traits, it would be impossible to
group consumers into segments on the basis of personality.
Answer: TRUE
Diff: 2 Page Ref: 118
AACSB: Reflective Thinking
Skill: Application
Objective: 5.1: Understand how personality reflects consumers' inner differences

78) Marketers are able to change consumers' personalities to conform to their products.
Answer: FALSE
Diff: 1 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences
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79) The fact that consumers' personalities are consistent means that their behavior is always
consistent.
Answer: FALSE
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences

80) An individual's personality changes only in response to major life events, such as marriage or
the birth of a child.
Answer: FALSE
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences

81) According to Freud, the superego acts to restrain or inhibit the impulsive forces of the id.
Answer: TRUE
Diff: 2 Page Ref: 119
AACSB: Analytic Skills
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

82) Researchers who apply Freud's psychoanalytic theory to the study of consumer personality
tend to see consumer purchases as a reflection and an extension of the consumer's personality.
Answer: TRUE
Diff: 2 Page Ref: 121
Skill: Application
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

83) According to Karen Horney, aggressive individuals desire to excel and win admiration.
Answer: TRUE
Diff: 3 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

84) It is generally more realistic to expect personality to be linked to the purchase or

consumption of a broad product category rather than a specific brand.
Answer: TRUE
Diff: 2 Page Ref: 123
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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85) Dogmatism, social character, and optimum stimulation level are personality traits that have
been useful in measuring consumer materialism.
Answer: FALSE
Diff: 2 Page Ref: 124
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

86) People who are high in dogmatism are more likely to prefer innovative products to
established or traditional alternatives.
Answer: FALSE
Diff: 2 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

87) Inner-directed consumers tend to rely on their own values or standards in evaluating new
products and are likely to be consumer innovators.
Answer: TRUE
Diff: 1 Page Ref: 126
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

88) When consumers are asked to explain their choices, but are not concerned about being
criticized by others, they are more receptive to making unique choices.
Answer: TRUE
Diff: 1 Page Ref: 126
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

89) Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek rest
or relief.
Answer: FALSE
Diff: 2 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

90) Consumers with a high need for variety tend to search for marketers that provide a diverse
product line.
Answer: TRUE
Diff: 1 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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91) Variety seekers often use price promotions as low-cost ways to try different brands over
time.
Answer: TRUE
Diff: 2 Page Ref: 128
AACSB: Analytic Skills
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

92) The extent of consumer materialism is more or less the same from country to country.
Answer: FALSE
Diff: 3 Page Ref: 132
AACSB: Multicultural and Diversity
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

93) Materialistic consumers are out of control and their actions may have damaging
consequences to them and those around them.
Answer: FALSE
Diff: 2 Page Ref: 133
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

94) Fixated and compulsive consumption are in the realm of abnormal behavior.
Answer: FALSE
Diff: 3 Page Ref: 132
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

95) Consumers who have little knowledge about a product are more strongly influenced by
country-of-origin perceptions than consumers with high knowledge about a product.
Answer: FALSE
Diff: 1 Page Ref: 136
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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96) Any brand personality, as long as it is strong and favorable, will strengthen a brand.
Answer: TRUE
Diff: 2 Page Ref: 138
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

97) For a geographical association to be beneficial for a brand, the location must be real and
reflect where the product is actually made.
Answer: FALSE
Diff: 2 Page Ref: 143
AACSB: Reflective Thinking
Skill: Concept
Objective: 5.4: Understand how marketers seek to create brand personalities-like traits

98) Consumers who have strong links to particular brands see such brands as representing an
aspect of themselves.
Answer: TRUE
Diff: 2 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

99) The expected self and the "ought-to" self provide consumers with a realistic opportunity to
change the self, and thus are valuable to marketers as a guide to designing and promoting
products.
Answer: TRUE
Diff: 3 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

100) High self-monitors might be more prone to employ a self-altering product in order to
enhance their ideal social self-image.
Answer: TRUE
Diff: 2 Page Ref: 149
AACSB: Reflective Thinking
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

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101) "Personality reflects individual differences." Discuss this statement.
Answer: Because the inner characteristics that constitute an individual's personality are a unique
combination of factors, no two individuals are exactly alike. Nevertheless, many individuals may
be similar in terms of a single personality factor and not in terms of others. Personality is useful
in terms of reflecting individual differences because it enables marketers to categorize consumers
into different groups on the basis of one or even several traits, and build a marketing campaign
around those traits.
Diff: 1 Page Ref: 118
Skill: Concept
Objective: 5.1: Understand how personality reflects consumers' inner differences

102) Talk about Freud's psychoanalytic theory of personality. How do the three systems he
proposed interact?
Answer: Sigmund Freud's psychoanalytic theory of personality is a cornerstone of modern
psychology. It was built on the premise that unconscious needs and drives, especially sexual and
biological, are at the heart of human motivation and personality.

Based on this theory, Freud proposes that human personality consists of three interacting
systems: the id, the superego, and the ego. The id is the warehouse of primitive and impulsive
drives, such as hunger, thirst and sex, for which individuals seek immediate satisfaction. The
superego is the individual's internal expression of society's moral and ethical codes of conduct.
Its role is to see that individuals satisfy their needs in a socially acceptable fashion. The ego is
the conscious control. It functions as an internal monitor that attempts to balance the impulsive
demands of the id and the sociocultural constraints of the superego.
Diff: 3 Page Ref: 119-120
AACSB: Analytic Skills
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

103) What did Karen Horney, a neo-Freudian theorist, propose with respect to personality?
Answer: Karen Horney focused on the impact of parent-child relationships and the individual's
desire to conquer feelings of anxiety. She proposed the CAD theory, in which she stated that
individuals can be classified into three personality groups: compliant, aggressive, and detached.

Complaint personalities are those who move towards others. Aggressive individuals are those
who move against others. Detached personalities are those who move away from others.
Diff: 1 Page Ref: 122
Skill: Concept
Objective: 5.2: Understand how Freudian, neo-Freudian, and trait theories explore the influence
of personality on consumers' attitudes and behavior

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104) What is consumer innovativeness, and how does it relate to personality and consumer
behavior?
Answer: Consumer innovators are those consumers who are likely to be first to try new
products, services and practices. Those with a high level of innovativeness are of major concern
and interest to marketers because they many times determine the success or failure of new
products, especially new product categories.
Diff: 2 Page Ref: 124-125
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

105) How do inner-directed people differ from other-directed people? How does that implicate
marketers?
Answer: Inner directed consumers tend to rely on their own values or standards in evaluating
new products and are more likely to be innovators. Other directed consumers tend to look to
others for direction on what is right or wrong; they are less likely to be innovators.

Marketers need to attract inner-directed people with ads that stress product features and personal
benefits, whereas other-directed people prefer ads that feature an approving social environment
and social acceptance.
Diff: 2 Page Ref: 126
AACSB: Reflective Thinking
Skill: Application
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

106) What is use innovativeness in the context of variety-novelty seeking personalities? Give an
example.
Answer: Use innovativeness means using an already established and adopted product in a new
or novel way. This trait is particularly relevant to technology products in which there are many
features and options that may be creatively utilized. Here, the student may offer a variety of
examples.
Diff: 2 Page Ref: 128
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

107) What are some general characteristics of materialistic people?

Answer: Materialistic people value acquiring possessions and showing them off. They are
particularly self-centered and selfish; they seek lifestyles full of possessions and hope for greater
happiness and satisfaction by acquiring more possessions.
Diff: 2 Page Ref: 130
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

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108) What is consumer ethnocentrism? Cite some examples.
Answer: It is a predisposition to accept (or reject) foreign made products. Consumers who are
highly ethnocentric are likely to feel that it is inappropriate or wrong to purchase foreign made
products for many reasons, mainly economic, but also for political and social reasons.

A student may offer a variety of examples mentioned in the text or others from personal
experience.
Diff: 1 Page Ref: 135
Skill: Concept
Objective: 5.3: Understand how personality reflects consumers' responses to product and
marketing messages

109) A variety of different self-images have been recognized in consumer behavior. Talk about
three kinds of self-image.
Answer: First, the actual self-image is how a consumer sees themselves in reality. Second, the
ideal self image is how consumers would like to see themselves. Third, the social self-image is
how consumers feel others see them.

The student may offer other types of self-image.

Diff: 1 Page Ref: 146
Skill: Concept
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

110) Identify the ways in which possessions can extend the self.
Answer: Much human emotion can be connected to valued possessions. In such cases,
possessions are considered extensions of the self. Possessions can extend the self in a number of
ways: (1) actually, by allowing the person do to things that otherwise would be very difficult or
impossible to accomplish; (2) symbolically, by making the person feel better or "bigger"; (3) by
conferring status or rank; (4) by bestowing feelings of immortality by leaving valued possessions
to young family members; and (5) by endowing with magical powers.
Diff: 2 Page Ref: 148-149
Skill: Application
Objective: 5.5: Understand how the products and services that consumers use enhance their self-
images

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