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Consumer Behavior 101 Practice Test: Personality and Consumer Behavior
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Personality is a complex and multi-dimensional concept that influences consumer behavior. It is a combination of traits, characteristics, and patterns of thinking that distinguish individuals from one another.  Personality influences consumer behavior in many ways, including: Brand preferences, Impulsive buying, Political consumer behavior, Purchasing behavior, Media choice, Innovation, Segmentation, Fear, Social influence, Product choice, Opinion leadership, Risk taking, and Attitude change.  Businesses can use their understanding of personality traits to create targeted marketing... Show more
Consumer Behavior 101 Practice Test: Personality and Consumer Behavior
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25 Questions

1. Exploratory purchase behavior, vicarious exploration, and use innovativeness are types of ________.
2. 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 ________.
3. 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.
4. Materialistic consumers are out of control and their actions may have damaging consequences to them and those around them.
5. According to Karen Horney, aggressive individuals desire to excel and win admiration.
6. The ________ consists of traits or characteristics that an individual believes it is his or her duty or obligation to possess.
7. 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.
8. Consumers who have strong links to particular brands see such brands as representing an aspect of themselves.
9. ________ is how consumers see actually see themselves, whereas ________ refers to how consumers would like to see themselves.
10. Recent research using Karen Horney's CAD theory found that ________ personalities tend to prefer name-brand products.
11. Dogmatism, social character, and optimum stimulation level are personality traits that have been useful in measuring consumer materialism.
12. ________ are people who are open to new ideas and are often among the first to try new products, services, or practices.
13. Someone who prefers to follow instructive diagrams would be considered a ________, whereas someone who would prefer to read instructive text would be considered a ________.
14. 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.
15. ________ have been shown to tend to display and share their involvement in their purchases with others who have a similar interest.
16. ________ 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.
17. 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 ________.
18. Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ________.
19. Any brand personality, as long as it is strong and favorable, will strengthen a brand.
20. Consumers who are low in dogmatism are more likely to ________.
21. In the study of personality, three distinct properties are of central importance. These are that ________.
22. Researchers who apply Freud's theories to the study of consumer personality believe that ________.
23. High self-monitors might be more prone to employ a self-altering product in order to enhance their ideal social self-image.
24. According to Freud's theories, the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion.
25. A(n) ________ is defined as 'any distinguishing, relatively enduring way in which one individual differs from another',personality "

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