Austin Is an Account Manager for the Music Production Company

question 37

Multiple Choice

Austin is an account manager for the music production company, Live Nation, and has always been an avid musician and music enthusiast. Austin is responsible for working with one of their major clients, State Farm Insurance, who is a major sponsor of various music festivals such as the Coachella Valley Music and Arts Festival, Bonnaroo, Lollapalooza, and Bumbershoot. In his free time, Austin plays guitar in a band and enjoys performing at open mic nights or the occasional gig. His job and his hobbies mesh so well that he doesn't even feel like work is "work"-it's more recreation to Austin since he enjoys the music industry so much. Austin's passion for music and his view of himself as a musician influences his purchasing choices of products and brands. Austin's ________ influences his purchasing decisions as he seeks to purchase items that reflect or enhance his persona.

• A) self-concept
• B) roles
• C) consumer socialization
• D) reference groups

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Definitions:

Reflective Analysis

A method of examining and evaluating one's own beliefs, thoughts, and actions, often to improve personal effectiveness or understanding.

Planning

The process of making detailed strategies or arrangements for achieving specific goals or tasks in the future.

Instrumental Leadership

A leadership style focused on achieving goals through clear directives, task structuring, and performance feedback.

Intrinsically Satisfying

An activity or outcome that is rewarding or fulfilling in itself, not because of any external reward it might bring.