SPMT 370 Unit 2 Test Waltemeyer questions and
answers Fully Solved 100%
Consumer Personality - ANSWER the totality of thoughts, emotions, intentions, tendencies and
behaviours that a person consistently exhibits as they adapt to the environment
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
1) high involvement (standard learning)
2)Low involvement
3)experiential
4)behavioral influence
answers Fully Solved 100%
Consumer Personality - ANSWER the totality of thoughts, emotions, intentions, tendencies and
behaviours that a person consistently exhibits as they adapt to the environment
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
1) high involvement (standard learning)
2)Low involvement
3)experiential
4)behavioral influence
