Personality

Question 1

Personality defined

Answer 1

the inner physcological characteristics that both determin and refelct how a person responds to his or her enviornment

Question 2

Nature of personality (individual differences, consistent and enduring and personality can change)

Answer 2

individual personality-no two individuals are exactly are alike

personality can change based on marriage death

Question 3

Freudian theory

Answer 3

a thoery of personality and motivation developed by sigman frued

unconsoius needs and drives, like sex

Question 4

Neo-Freudian theory

Answer 4

disagree with freud instead social relationships are essiential to the development of a personality

Question 5

Trait theory

Answer 5

a quantitative focus on the measurements of specif phsycological characteristics

Question 6

Consumer innovativeness vs. consumer dogmatism

Answer 6

Consumer innovativeness- the degree as to which consumers are receptive to new procudes, new services or new practices

consumer dogmatism- perosonality trait that measure the degree of reigitity vs openness about how people feel about things that are contratary to their consumer beliefs

Question 7

Optimum stimulation level

Answer 7

high- linked to greater risks to try new products, innovative

low osl- are more conservative

Question 8

Sensation seeking (variety or novelty seeking)

Answer 8

variety or novelty seeking-

similiar to osl they seek complex sensations and experiences and willingness to take social risks

Question 9

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Cognitive personality factors ( need for cognition, visualizers vs. verbalizers)

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Answer 9

measures a persons cravings for enjoying thinkning

Question 10

Fixed vs. compulsive consumption behavior

Answer 10

fixed behavior- are passionate aout their products and are passionate about products

compulsive cnsumption behavior- abnormal behavior out of control exaple- gambling drug addiction, alcoholism

Question 11

Consumer ethnocentrism vs. cosmopolitanism

Answer 11

Consumer ethnocentrism- predisostion of accepting / rejecting foiegn made products

cosmopolitanism- open to every product reguardless where it is made

Question 12

Brand personality

Answer 12

emotional idenitity of brand

nike and athletes

Question 13

Service personality traits (table 5.10)

Answer 13

see image

Question 14

Brand personification

Answer 14

giving human like charactisitcis to the brand

Question 15

Self- image (actual, ideal, social, expected, ought to, extended)

Answer 15

actual- how consumers see themselves

ideal- would like to see themselves

social- how they feel others see them

expected- how consumers expect to see themselves in the future

extended- inter relationship between consumers self images and their possesions