Personality and its Implication

Question 1

Multitrait approach

Answer 1

Five-factor model : openness, agreeableness, extraversion, instability, conscientiousness

Question 2

single trait approach

Answer 2

Ethnocentrism : biased against the purchase of foreign products
Need for Cognition : enjoy thinking
Uniqueness : pursue differentness relative to others

Question 3

brand personality

Answer 3

sincerity, excitement, competence, sophistication, and rudggedness

Question 4

Three important advertising tactics

Answer 4

celebrity endorsers, user imagery, executional factors