CB Chapter 4 Motivation and Global Values

A

"Flow state" is an optimal experience characterized by all of the following except ____________. A. a sense of youthfulness B. mental enjoyment of the activity for its own sake C. a match between the challenge at hand and one's skills D. a distorted sense of time

A

A new cell phone plan through Koodo is marketed by highlighting that it helps the individual stay connected with friends and family. This is an example of targeting consumers with a high______________. A. need for affiliation B. need for uniqueness C. need for power D. need for achievement

A

After its market research revealed that consumers are often torn between buying an energy efficient vehicle and buying a larger SUV, Ford introduced a new hybrid version of its large SUV, Escape. This is an example of ____________________. A. resolving an approach-approach conflict B. appealing to the need for uniqueness C. resolving an avoid-approach conflict D. appealing to the need for achievement

A

Carol has just received an invitation to her boss's son's wedding. She does not really have a close relationship with her boss and has never met his son, which makes purchasing the wedding gift somewhat tricky. This is an example of a_____________ involvement. A. purchase situation B. message-response C. product response D. mass customization

B

Consumer goals have "valence," which means that they may or may not exert influence on the consumer. A. True B. False

D

Consumers are more likely to achieve goals when they set goals that are SMART, meaning _______, _______, _______, _______ and ________. A. Specific, Management, Achievement, Relevant, Time-bound B. Sustainable, Management, Achievement, Relevant, Time-bound C. Sustainable, Meaningful, Attainable, Realistic, Time-bound D. Specific, Measurable, Attainable, Realistic, Time-bound

A

Envy is a negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension. As the phrase "keeping up with the Joneses" suggests, consumers often experience envy. It has been suggested that two distinct types can emerge. Which of the following is the best example of benign envy? A. Normand has been looking at flat screen TV's. He wants the best at any cost. Nothing is too good for his family. B. Melanie missed the registration deadline for the Tai-Chi class. Not wanting to fall behind, she decided to purchase several DVDs on the martial art and practice at home. C. Ted's friends decided to join a wine club that sends out six new labels from different vineyards every two months. Ted pooh-poohed the idea. He didn't need a club to make wine selections for him. D. Ever since his brother Jose got his new company car, Emmanuel has been on the lookout for a new car for himself. He is willing to trade off some of the luxuries of his brother's sedan for a more sporty car.

B

In an effort to enhance __________, Procter & Gamble is going so far as to create a new medium by printing trivia questions and answers on its Pringles' snack chips using ink made of blue or red food colouring. A. consumer attachment B. message-response involvement C. consumer recall D. product involvement

A

Incidental brand exposure, such as seeing an advertisement, can activate consumer goals. A. True B. False

B

Jennifer has been afraid to go to the dentist since she was a child. Now that her tooth is hurting her and she needs a root canal, she is experiencing what type of motivational conflict? A. An avoidance-avoidance conflict B. An approach-avoidance conflict C. An approach-approach conflict D. A needs-avoidance conflict

C

Maria likes to fly to Mexico between the Christmas and New Year holiday. Maria takes pride in saving money and so she will select the lowest priced fare, even if it requires that she leave at 6:00 am in the morning or take multiple flights to reach her destination. Maria's behaviour is a good example of which theory of motivation? A. drive theory B. need-versus-want theory C. expectancy theory D. cognitive dissonance

B

Moods involve temporary positive or negative affective states accompanied by moderate levels of arousal. Moods tend to be diffuse and are not necessarily linked to a particular affect-arousing event. _______________ (happiness, anger, fear, etc.), in contrast to moods, tend to be more intense and are often related to a specific triggering event. A. Evaluations B. Emotions C. Valence D. Reactions

B

Most theories that explain why people behave the way they do, share the basic idea that people have some finite amount of energy that must be directed toward certain goals. Which of the following describes the difference between the two basic theoretical categories that account for motivational strength? A. Drive theory suggests that behaviour is largely pulled by expectations of achieving desirable outcomes, rather than pushed from within. Expectancy theory is driven by honest and sincere messages that tell the truth. B. Drive theory focuses on biological needs that produce unpleasant states of arousal. Expectancy theory suggests that behaviour is largely pulled by expectations of achieving desirable outcomes, rather than pushed from within. C. Drive theory focuses on psychological needs that produce unpleasant states of arousal. Expectancy theory focuses on the positive reinforcement obtained through particular actions. D. The driving principles of Drive theory are friends, fun, family, and low expectations. Expectancy theory focuses on biological needs that produce unpleasant states of arousal.

C

On the NikeId website, consumers can customize their own sneakers by choosing the style and colour of their shoes. This type of customization is one way to enhance__________. A. cognitive dissonance B. message-response involvement C. product involvement D. consumer attachment

A

Perhaps the best way to boost consumers' involvement with marketing messages they see and hear is to let them make the messages. Since 2006, Doritos has utilized this type of approach with their "Crash the Super Bowl" campaign, in which they hold a contest for the best _________________ commercial which is then aired during the NFL Super Bowl. A. consumer-generated B. consumer-evaluated C. mass-marketed D. mass-customized

C

Researchers find that moods are often used as a source of information when evaluating an object. That is, the consumer says to herself, "If I feel happy, I must like this camera I am considering purchasing." If the consumer realizes that her positive mood is due to some other source, such as the upbeat music playing in the background, mood ___________________. A. will increase product involvement B. will create a conflict C. is less likely to bias her judgments D. is more likely to bias her judgments

D

Slow Cow has recently been introduced in the marketplace. As opposed to the "energy drinks" such as RedBull and Jolt, Slow Cow falls in the "anti-energy" beverage product category. A recent TV ad spot shows company employees working late at night trying to meet a deadline, when a colleague enters the board rooming with servings of Slow Cow. Everyone laughs, saying that they need something to wake them up, not slow them down. In response, the colleague shares that this drink, while promoting relaxation, will also improve focus and concentration. The employees take a drink of the product, remark on how good it tastes, and are seen being productive and calm. This ad attempts to create a _________ for the new product. A. drive B. need for uniqueness C. psychogenic need D. want

A

The levels of need contained in Maslow's hierarchy are (from top to bottom): A. self-actualization, ego needs, belongingness, safety, physiological B. safety, ego needs, belongingness, self-actualization, physiological C. physiological, safety, ego needs, belongingness, self-actualization D. self-actualization, belongingness, ego needs, safety, physiological

D

The personalization of products and services for individual customers at a mass production price is known as _____________________. A. mass segmentation B. mass involvement C. mass personalization D. mass customization

A

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A. Drive theory B. Goal theory C. Motivational theory D. Expectancy theory

B

When Motor Trend magazine named the 2010 Subaru Outback its "2010 Sport Utility of the Year", they explained that the Outback won by "melding the multi-mission prowess of true SUVs with the driving refinement, fuel-frugality, and easy access of wagons and sedans." Subaru dealerships had the article mounted and displayed on sales desks and in the show rooms. This publicity served to appeal to consumers' _____________ needs. A. psychogenic B. utilitarian C. hedonic D. biogenic

B

When consumers come close to achieving their goals, they tend to work harder as the end-goal gets within their grasp. A. True B. False

B

Whether a consumer's need is utilitarian or hedonic, marketers try to offer products and services that reduce the ________, which drives consumers to attempt to reduce or eliminate that need. A. situation B. state of tension C. degree of personal involvement D. goal

D

Which of the following is NOT true for Maslow's need hierarchy? A. The theory says, in effect, that satisfaction does not motivate behaviour; dissatisfaction does. B. Maslow's need hierarchy predicts that higher-order needs become the driving force behind human behaviour as the consumer's lower-level needs are satisfied. C. Sometimes certain behaviours satisfy two needs at once. D. We need to satisfy one level of need totally before the next level of need motivates our behaviour.

A

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviours conflict with one another. A. The theory of cognitive dissonance B. Drive theory C. Motivational theory D. Mass customization