20 MCQ

1.-immediate gratification =pleasure principle

-mediates between the id and the superego

= reality principle

-person's conscience

= internalizes society's rules

A.

Freudian Theory:

B.

Actual self:

C.

Chapter Summary

D.

Brand equity:

2. social or other groups A.

Group:

B.

Family:

C.

Individual:

D.

Community:

3. The tendency to attribute human characteristics to objects or animals

A cartoon character or mythical creation as if it were a

person and even assume that it has human feelings A.

Anthropomorphism

B.

Chapter Summary

C.

Symbolic interactionism

D.

Trait Theory

4. our conception of how we would like to be A.

Ideal self:

B.

Actual self:

C.

Family:

D.

Community:

5. Individual:

Family:

Community: A.

The Levels of the Extended Self

B.

Self-image congruence model:

C.

The Big Five (Neo-Personality Inventory)

D.

A self-fulfilling prophecy comes into play

6.refers to the positivity of a person's selfconcept.

People with low self-esteem expect that they will not perform very well, and they will try to avoid

embarrassment, failure, and rejection.

a recent study: individuals who are made to feel powerful spend more money on themselves ("because I'm worth

it!")

vs. those who experience a feeling of powerlessness spend more on others than on themselves.

A.

Impression management

B.

Self-esteem

C.

Self-esteem advertising:

D.

Freudian Theory:

7.Exemplar of appearance

"What is beautiful is good" stereotype

Favorable physical features:

Attractive faces

Good health and youth

Balance/symmetry

Feminine curves/hourglass body shape

"Strong" male features

Preferences for some genetic features are genetic rather than cultural.

A.

Self-esteem

B.

Ideals of Beauty

C.

Freudian Theory:

D.

Brand equity:

8.a consumer's subjective evaluation of his physical

self. As with a person's overall self-concept, this image is not necessarily accurate.

A.

A person with different social roles

B.

Body cathexis:

C.

People who have an incomplete self-definition complete

the identity by acquisition.

D.

Body image:

9.because "signals" influence

the individual's actual behavior. A.

A self-fulfilling prophecy comes into play

B.

Self-image congruence model:

C.

Actual self:

D.

A consumer's personality influences the way he responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

10. Personality: a person's unique psychological makeup

A.

A product that creates and communicates a distinctive

brand personality ->

B.

A consumer's personality influences the way he responds to marketing stimuli, but efforts to use this information in marketing contexts

meet with mixed results.

C.

Brand personality:

D.

A self-fulfilling prophecy comes into play

11. Self-concept as an influence on behavior

The role of products in defining self-concept.

People's personalities influence their buying choices.

Brands have personalities.

The way we think about our bodies influences self-esteem.

Body mutilation is a way we decorate our bodies. A.

Freudian Theory:

B.

Ideals of Beauty

C.

Chapter Summary

D.

Products can:

12.set of traits people attribute to a product as if it were a person

A.

Ideal self:

B.

Brand personality:

C.

Identity marketing:

D.

Impression management

13.consumption patterns

A.

Self-image congruence model:

B.

Products often define

C.

The Levels of the Extended Self

D.

Inference of personality based on

14.The quantitative measurement of personality traits: identifiable characteristics that define a person

Traits relevant to consumer behavior:

Innovativeness

Materialism

Self-consciousness

Need for cognition

Frugality

Problems with trait theory in consumer research

-It is simply hard to predict consumer behavior based on personality

-Not sufficiently valid or reliable scale A.

Self-esteem

B.

Freudian Theory:

C.

Trait Theory

D.

Brand equity:

15. a person's selfconcept. A.

Inference of personality based on

B.

Individual:

C.

Products often define

D.

Identity marketing:

16.neighborhood or

town where you live A.

Community:

B.

Actual self:

C.

Individual:

D.

Family:

17.Individuals choose products when their attributes match some aspect of the self.

-When brands use their personalities to relate to consumers, they are assuming that people express themselves with their brand choices.

-Congruency between consumers and their preferred brands

-From concrete relationships ("I own it") to abstract relationships ("It is like me")

A.

The Levels of the Extended Self

B.

Self-image congruence model

C.

MBTI (Myers-Briggs Type Indicator)

D.

Self-image congruence model:

18. The most widely recognized approach to measuring personality traits

-Openness to experience

-Conscientiousness

-Extroversion

-Agreeableness

-Neuroticism A.

The Big Five (Neo-Personality Inventory)

B.

Learning Objectives

C.

Impression management

D.

looking-glass self:

19.-Tradition

-Elitism

-Conspicuousness

-Eccentricity

-Sensuality A.

The Levels of the Extended Self

B.

The Big Five of Luxury Brand Personality

C.

The Big Five (Neo-Personality Inventory)

D.

Working on the Body

20.products

provide remedy to low self-esteem A.

Self-image congruence model

B.

Self-image congruence model:

C.

The Levels of the Extended Self

D.

Self-esteem advertising: