SPMT 370 Exam 2 (2025/2026) – Consumer Behavior, Brand Personality & Memory Systems | Full A+ Verified Q&A Set

SPMT 370 Exam 2 2025/2026 Exam
Questions and Correct Answers | New
Update



Personality - 🧠 ANSWER ✔✔Totality of thoughts, emotions, intentions,

tendencies, and behaviors that a person consistently exhibits as they adapt

to the environment


Personality distinct qualities - 🧠 ANSWER ✔✔-unique to an individual


-conceptualized as a combination of a specific trait

-traits are relatively stable and interact with situations to influence behavior


Trait approach to personality - 🧠 ANSWER ✔✔the approach in personality

research that focuses on consumer traits as motivators of various

consumer behaviors


Five-Factor Model - 🧠 ANSWER ✔✔-extroversion: talkative


-Agreeableness: cooperative

-openness: creative


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, -stability: calm

conscientiousness: precise


Personality traits examined in CB research - 🧠 ANSWER ✔✔-Risk-taking


-Value consciousness

-Materialism

-Competitiveness

-Need for cognition


Brand image - 🧠 ANSWER ✔✔combination of associations that consumers

make with a particular brand


Brand Personality - 🧠 ANSWER ✔✔the "human" characteristics that are

associated with brand.

Represents opportunities for companies to differentiate their products

provides marketers with opportunities to build strong brand relationships

with consumers


Formation of brand image/personality - 🧠 ANSWER ✔✔-Clarity


-Favorability


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