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The Psychology of Consumer Identity and Self-Concept

Description: This quiz tests your understanding of the psychology of consumer identity and self-concept, including how consumers' identities and self-concepts influence their consumption behaviors and how marketing strategies can be tailored to target specific consumer identities.
Number of Questions: 15
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Tags: consumer psychology identity self-concept consumption behavior marketing strategies
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Which of the following is NOT a core aspect of consumer identity?

  1. Self-image

  2. Social identity

  3. Brand identity

  4. Material possessions

Show answer
Correct Option: C
Explanation:

Brand identity is a concept related to marketing and branding, not to consumer identity.

According to self-concept theory, consumers' self-concepts are:

  1. Fixed and unchanging

  2. Dynamic and evolving

  3. Based solely on their material possessions

  4. Independent of their social interactions

Show answer
Correct Option: B
Explanation:

Self-concept theory posits that consumers' self-concepts are constantly evolving and being shaped by their experiences, interactions, and cultural context.

Which of the following is an example of a consumer's actual self-concept?

  1. The person they aspire to be

  2. The person they believe others perceive them to be

  3. The person they truly are, regardless of how others perceive them

  4. The person they portray themselves to be on social media

Show answer
Correct Option: C
Explanation:

A consumer's actual self-concept refers to their true, authentic self, independent of how others perceive them or how they present themselves to the world.

Which of the following is an example of a consumer's ideal self-concept?

  1. The person they are content with being

  2. The person they strive to become

  3. The person they believe others expect them to be

  4. The person they portray themselves to be on social media

Show answer
Correct Option: B
Explanation:

A consumer's ideal self-concept represents their aspirations and goals for who they want to be in the future.

According to self-discrepancy theory, consumers experience psychological discomfort when there is a gap between their:

  1. Actual self-concept and ideal self-concept

  2. Actual self-concept and social self-concept

  3. Ideal self-concept and social self-concept

  4. All of the above

Show answer
Correct Option: D
Explanation:

Self-discrepancy theory proposes that consumers experience psychological discomfort when there is a discrepancy between any of these three aspects of their self-concept.

Which of the following is an example of a product-related self-discrepancy?

  1. Buying a luxury car to impress others, even though it's beyond one's financial means

  2. Buying a practical car that meets one's needs, even though it's not the most stylish

  3. Buying a car that one genuinely loves and that reflects their true self

  4. None of the above

Show answer
Correct Option: A
Explanation:

A product-related self-discrepancy occurs when a consumer purchases a product that is inconsistent with their self-concept, often to impress others or fulfill societal expectations.

Which of the following is an example of a consumption ritual?

  1. Drinking coffee in the morning to wake up

  2. Eating a special meal on a holiday

  3. Going to the gym regularly to stay fit

  4. Buying a new outfit for a special occasion

Show answer
Correct Option: B
Explanation:

Consumption rituals are symbolic behaviors that consumers engage in to mark special occasions, express their cultural identity, or connect with others.

According to symbolic interactionism theory, consumers' self-concepts are:

  1. Shaped solely by their interactions with others

  2. Innate and unchanging

  3. Based solely on their material possessions

  4. A combination of innate factors and social interactions

Show answer
Correct Option: D
Explanation:

Symbolic interactionism theory posits that consumers' self-concepts are shaped by their interactions with others, as well as by their innate characteristics and experiences.

Which of the following is an example of a consumer tribe?

  1. A group of people who share a common interest in a particular brand

  2. A group of people who share a common cultural identity

  3. A group of people who share a common political ideology

  4. A group of people who share a common religious belief

Show answer
Correct Option: A
Explanation:

Consumer tribes are groups of consumers who share a strong affinity for a particular brand and identify with its values and lifestyle.

Which of the following is an example of a brand community?

  1. A group of people who share a common interest in a particular brand

  2. A group of people who share a common cultural identity

  3. A group of people who share a common political ideology

  4. A group of people who share a common religious belief

Show answer
Correct Option: A
Explanation:

Brand communities are groups of consumers who share a strong affinity for a particular brand and actively engage with each other to share their experiences, knowledge, and passion for the brand.

Which of the following is an example of a brand personality?

  1. Extroverted

  2. Reliable

  3. Luxurious

  4. All of the above

Show answer
Correct Option: D
Explanation:

Brand personality refers to the human-like characteristics that consumers attribute to a brand, such as extroverted, reliable, or luxurious.

Which of the following is an example of a brand archetype?

  1. The Innocent

  2. The Explorer

  3. The Sage

  4. All of the above

Show answer
Correct Option: D
Explanation:

Brand archetypes are universal symbols and characters that represent deep-seated human desires and motivations, such as The Innocent, The Explorer, or The Sage.

Which of the following is an example of a lifestyle brand?

  1. Nike

  2. Apple

  3. Starbucks

  4. All of the above

Show answer
Correct Option: D
Explanation:

Lifestyle brands are brands that consumers perceive as reflecting their values, aspirations, and lifestyle choices.

Which of the following is an example of a psychographic segmentation variable?

  1. Age

  2. Gender

  3. Income

  4. Values

Show answer
Correct Option: D
Explanation:

Psychographic segmentation variables are psychological characteristics that are used to segment consumers into groups with similar values, attitudes, and lifestyles.

Which of the following is an example of a behavioral segmentation variable?

  1. Age

  2. Gender

  3. Income

  4. Purchase history

Show answer
Correct Option: D
Explanation:

Behavioral segmentation variables are observable behaviors that consumers exhibit, such as their purchase history, usage patterns, and brand loyalty.

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