Chapter 6 1.What is meant by the term \"personality\"? What are the major qualit

Question

Chapter 6 1.What is meant by the term "personality"? What are the major qualities of personality? What does it meant that personality is unique to the individual? 2.Describe the trait approach to studying consumer personality. What is meant by nomothetic and idiographic approaches? 3. Based on what you've read in this chapter, do you think that you possess a strong degree of self-monitoring? What types of advertisements would be most effective for people who do have a high degree of this trait? 4. What are the distinctions between lifestyles, psychographics, and demographics? How can consumer researchers use information based on these concepts? S. Discuss the various types oflves" that consumer researchers have identified? Of these, which one or two are you most aware of daily? How do they affect your behavior? 6. What is the basic premise of Self-Congruency Theory as it applies to consumer behavior? Do you believe that this is an important theory for consumer behavior research? Why or why not? 7.Describe the concept of "consumer identity." Do products help you to express your identities? If so, which products? Chapter 7 . What is meant by the term "consumer attitudes?" Why do you think attitudes play such an important roles in consumer behavlor? 2. Describe the ABC approach to consumer attitudes. 3. Describe the 4 functions of attitudes. 4. What is meant by the hierarchy of effects? Differentiate between high-involvement, lov-involvement, experiential, and behavioral influence hierarchies. S. Describe the components of the ATO model. 6. Describe the Theory of Reasoned Action. In what situations do you think the approach would apply most effectively to a consumer situation? .Explain Balance Theory.

Explanation / Answer

1) It is the distinguishing quality or characteristics that are the embodiment of an individual's. Major qualities of personality are conscientiousness, extraversion, neuroticism, agreeableness and openness. Personality is made up of a number of underyling traits. Since this combination of characteristic is unique to the individual, the personality is unique

2)The trait approach to personality is the approach in personality research that focus on certain consumer traits as motivators of various consumer behaviors. Idiographic is the study of an individual, it is the approach to personality that focuses on understanding the complexity of each individual consumer. Nomothetic is the study of groups, it is a variable-centered approach to personality that focuses on particular traits that exist across a number of people

3) I believe that I posses a low degree of self monitoring since I do not care about what others think of me, I do what I feel is right and wear clothes that I like. For people with strong degree of self monitoring, Image based advertisement could be most effective.

4) Lifestyle is the manner in which a consumer leads his life and spends time and money to achieve the same. Psychographic focuses on collecting and analyzing slightly more intangible characteristics that that of demographics. The parameters are interest, habits, emotions, attitudes and preferences. Demographics focuses on defining consumers by factors such as age, gender, income, marital status etc.

With these information consumer researchers can infer not only what product/service the customer might buy but also why would they buy it offering an insight into the factors that drive consumer behavior

5)The various types of selves are

i) Self image: Every individual does self assessment and forms opinion about himself/herself. He/she sees himself/herself as an ideal and based on this he/she acts out his/her behavior

ii)Self concept: It comprises of 2 components- Actual self, which is an individual's perception of who he/she is and Ideal self, which is an individual's perception of what he/she wants to become.

Multiple selves: Situational factors determine whether the actual self or the ideal self will come into play

iii) Brand Personality: It is a set of characteristics of a human being that gets associated with a brand. Based on their understanding, human beings ascribe certain traits to a brand

Consumer purchase is a reflection of his personality. They generally buy those product which matches their personality. Self concept is an important theory for consumer research because when the customer wants to relate the personality of the product/service to his/her own personality, actual self comes into picture and when he tries to match the product/service with the brand/personality that he aspires to posses, ideal self comes into picture. Multiple selves would have application in market segmentation. The concept of self helps the consumer researcher to understand, predict and direct the purchase decision of the consumer

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