SPMT 370 WALTMYER UNIT 1 EXAM SCRIPT
2026 COMPLETE QUESTIONS AND
SOLUTIONS GRADED A+
◉ Personality Qualities.
Answer: -personality is unique to an indvidual
-personality can be conceptualized as a combination of specific traits
or characteristics
-personality traits are relatively stable and interact with situations
to influence behavior
◉ Trait.
Answer: distinguishable characteristic that describes one's tendency
to act in a relatively consistent manner
◉ Brand Personality.
Answer: human characteristics associated with a brand
◉ Brand Personality appeal.
Answer: A brand's ability to appeal to consumers based on the
human characteristics associated with it
,◉ formation of brand personality.
Answer: Brand needs:
-Clarity (Strong, Credible)
-Favorability (Likability)
-Originality (different, innovative)
◉ Self-concept.
Answer: totality of thoughts and feelings that an individual has
about himself or herself (includes self-image)
◉ Consumer's use "_________" to compare themselves to people in
ads.
Answer: self-concept
◉ If self-concept is similar.
Answer: positive mirroring and reinforcement = attraction = more
likely to have, or become interested in the brand/product
◉ if self-concept is dissimilar.
Answer: less attraction= less likely to have, or become interested in
the brand
◉ Similarity attraction paradigm.
, Answer: we are attracted to, and more comfortable around, those
who are similar to us
◉ self-congruency theory.
Answer: Proposes that much of consumer behavior can be explained
by the congruence (match) between a consumer's self-concept and
the image of typical users of a focal product.
◉ How do marketers use self congruency theory?.
Answer: by segmenting markets into groups of consumers who
perceive high self-concept congruence with product user image
◉ Attitude.
Answer: the relatively enduring overall evaluations of objects,
products, services, issues, or people
◉ ABC approach to attitudes.
Answer: an approach that suggests that attitudes encompass and
influence ones Affect (feelings, behavior (actions), and cognitions
(beliefs, thoughts) toward and object, product, service, or person
◉ hierarchy of effects.
Answer: the attitude approach that suggests that affect, behavior,
and cognitions form in a sequential order
2026 COMPLETE QUESTIONS AND
SOLUTIONS GRADED A+
◉ Personality Qualities.
Answer: -personality is unique to an indvidual
-personality can be conceptualized as a combination of specific traits
or characteristics
-personality traits are relatively stable and interact with situations
to influence behavior
◉ Trait.
Answer: distinguishable characteristic that describes one's tendency
to act in a relatively consistent manner
◉ Brand Personality.
Answer: human characteristics associated with a brand
◉ Brand Personality appeal.
Answer: A brand's ability to appeal to consumers based on the
human characteristics associated with it
,◉ formation of brand personality.
Answer: Brand needs:
-Clarity (Strong, Credible)
-Favorability (Likability)
-Originality (different, innovative)
◉ Self-concept.
Answer: totality of thoughts and feelings that an individual has
about himself or herself (includes self-image)
◉ Consumer's use "_________" to compare themselves to people in
ads.
Answer: self-concept
◉ If self-concept is similar.
Answer: positive mirroring and reinforcement = attraction = more
likely to have, or become interested in the brand/product
◉ if self-concept is dissimilar.
Answer: less attraction= less likely to have, or become interested in
the brand
◉ Similarity attraction paradigm.
, Answer: we are attracted to, and more comfortable around, those
who are similar to us
◉ self-congruency theory.
Answer: Proposes that much of consumer behavior can be explained
by the congruence (match) between a consumer's self-concept and
the image of typical users of a focal product.
◉ How do marketers use self congruency theory?.
Answer: by segmenting markets into groups of consumers who
perceive high self-concept congruence with product user image
◉ Attitude.
Answer: the relatively enduring overall evaluations of objects,
products, services, issues, or people
◉ ABC approach to attitudes.
Answer: an approach that suggests that attitudes encompass and
influence ones Affect (feelings, behavior (actions), and cognitions
(beliefs, thoughts) toward and object, product, service, or person
◉ hierarchy of effects.
Answer: the attitude approach that suggests that affect, behavior,
and cognitions form in a sequential order
