Chapter 5 part 2

Question 1

What do you understand by the term brand personality? Why might a brand exploit this?

Answer 1

• The attribution of personality-like traits to a brand
• Provides an emotional identity to a brand and induces an emotional response towards the brand
• Any brand personality will strengthen a brand – leads to more favourable attitudes, brand loyalty, differentiation and higher purchase intentions

Question 2

What is product anthropomorphism?

Answer 2

• The attribution of human like characteristics to a product

Question 3

Explain the brand personification process

Answer 3

• Recast consumers perception of brand’s attributes for a human-like character
• Uses a framework with some characteristics: Sincerity, excitement, ruggedness, sophistication, competence

Question 4

Product personality and gender:

Answer 4

• The assigning of gender is consistent with the marketplace reality that products and services are viewed by consumers as having gender

Question 5

Product personality and geography:

Answer 5

• By associating a product with a place, consumers associate a region with the brand

Question 6

Product personality and colour:

Answer 6

• Colour can have a personality connotation – red = exciting; black = sophisticated

Question 7

What is the relevance of self and self-image in consumer context?

Answer 7

Consumers tend to purchase products and services whose images or personalities relate to their own self-image.

Question 8

Can one have multiple selves?

Answer 8

• A single consumer acts differently with different people and in different situations
• A consumer takes on different social roles and thus marketers can target these different selves

Question 9

What is the makeup of the self-image?

Answer 9

• Result of one’s background and experience

* Via relationships with other people – parents initially

Question 10

What are the different self-images

Answer 10

o Actual – how consumers see themselves
o Ideal – how consumers want to see themselves
o Social – how consumers feel others see them
o Ideal social – how consumers want others to see them
o Expected – In the future
o Ought-to – traits that are in their duty to possess

Question 11

Explain the concept of extended self

Answer 11

Possessions can extend themselves in several ways:
• Actually – do things they wouldn’t be able to do otherwise
• Symbolically – feels better
• Status
• Immortality – leaving possessions to younger generation
• Magical powers

Question 12

How can products alter the self

Answer 12

Products can express individualism by:
•	Creating new self
•	Maintaining existing self
•	Extending the self
•	Conforming