SPMT 370 Unit 2 Test Waltemeyer Questions With Complete Solutions

SPMT 370 Unit 2 Test Waltemeyer Questions With Complete Solutions Consumer Personality - Correct Answer the totality of thoughts, emotions, intentions, tendencies and behaviours that a person consistently exhibits as they adapt to the environment Personality Qualities - Correct 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 - Correct Answer distinguishable characteristic that describes one's tendency to act in a relatively consistent manner Brand Personality - Correct Answer human characteristics associated with a brand Brand Personality appeal - Correct Answer A brand's ability to appeal to consumers based on the human characteristics associated with it formation of brand personality - Correct Answer Brand needs: -Clarity (Strong, Credible) -Favorability (Likability) -Originality (different, innovative) Self-concept - Correct 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 - Correct Answer self-concept If self-concept is similar - Correct Answer positive mirroring and reinforcement = attraction = more likely to have, or become interested in the brand/product if self-concept is dissimilar - Correct Answer less attraction= less likely to have, or become interested in the brand Similarity attraction paradigm - Correct Answer we are attracted to, and more comfortable around, those who are similar to us