1. What methods and problems exist for measuring the personality types of our consumers or consumer segments?

2. How might personality be expected to relate to consumers’ behavior toward our offerings and making efforts?

3. How might the field of psychographic research benefit our marketing activities?

4. In what areas does it appear reasonable to expect consumers’ self-concept to be related to their behavior toward our offering?

5. Does the real self or ideal self-appear to be more useful in understanding our consumers’ behavior?

6. How might we practically determine the extent of congruence between consumers’ self-image and their image of our offerings?