CH 10 Motivation, Personality, and Emotion

__________ motives deal with the need to reach satisfying feeling states and to obtain personal goals.

Affective

Which of the following is true regarding consumers who are highly involved in a specific product category?

All of these choices are correct.

Which of the following is a characteristic associated with emotions?

Emotions are often triggered by environmental events.

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning. T/F

FALSE

Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality.

FALSE

Marketers create needs. T/F

FALSE

Which of the following is not used to classify McGuire's psychological motives?

Is the outcome of the behavior temporary or permanent?

__________ is an individual's characteristic response tendencies across similar situations.

Personality

__________ motives emphasize the individual as striving to maintain equilibrium.

Preservation-oriented

Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself. T/F

TRUE

Personality is an individual's characteristic response tendencies across similar situations. T/F

TRUE

In which type of motivational conflict must a consumer choose between two attractive alternatives?

approach-approach

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?

belongingness

A set of human characteristics that become associated with a brand is referred to as

brand personality.

Which emotion would be classified under the "arousal" dimension of emotion?

distraction

Consumer ability to effectively cope with stressful situations relates to the concept of

emotional intelligence.

Consumers have described Apple's iPod products, such as the iPod Touch and the new HomePod player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod?

excitement

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. What is this called?

expressive support seeking

Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly?

extroversion

Since latent motives often are less than completely socially desirable, __________ are frequently used.

indirect appeals

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

instability

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

involvement

When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's __________ motives.

manifest

Motives that are known and freely admitted are called

manifest motives.

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

motive

Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n)

motive.

Which set of motives deals with our need to determine who or what causes the things that happen to us?

need for attribution

Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes?

need for ego defense

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?

need for objectification

Which of the following is a type of cognitive preservation motive?

need for objectification

Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her

need for tension reduction.

A consumer's need for reinforcement is

passive and external.

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

personality

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered __________ motives.

physiological

Raymond is conducting motivation research. He is using __________, which are designed to provide information on latent motives.

projective techniques

"Get the best deals!" is an example of a __________ ad.

promotion-focused

In regulatory focus theory, __________ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations.

promotion-focused

Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?

serenity

Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?

sincerity

Maslow's hierarchy of needs is based on which premise?

All of these choices are correct.

Affective preservation motives include the need for tension reduction, teleological needs, need for expression, and need for ego defense. T/F

FALSE

Conflicts between motives are rare. T/F

FALSE

Emotions are rarely accompanied by cognitive thought. T/F

FALSE

Motives that are known and freely admitted are called primary motives. T/F

FALSE

Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking. T/F

FALSE

The fact that consumers need to attribute cause underlies an area of research known as cognitive theory. T/F

FALSE

According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction. T/F

TRUE

Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand. T/F

TRUE

Laddering is a popular tool for identifying latent motives. T/F

TRUE

Need for stimulation is an active, external motive. T/F

TRUE

Which of the following is false regarding how emotional responses to advertising influence consumer behavior?

While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting

a need for uniqueness.

Consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need.

an assertion

In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning?

cognitive

The willingness to buy a particular product or service is known as

demand

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for

expression.

Which of the following is not considered an emotional dimension?

feeling

Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Erin?

openness to experience

Which of the following is (are) designed to provide information on latent motives?

projective techniques

For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this appealing?

self-actualization

The tendency of many consumers to discount claims made by sales people and ads is related to the need

to attribute causation.

A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need

to categorize.

Which of the following is considered a dimension of brand personality?

All of these choices are correct.

Consumers who purchase only popular brands because of insecurity are most likely influenced by the __________ motive.

ego-defense

Beyond projective techniques, a popular tool for identifying motives is __________?

laddering, means-end chain, benefit chain

A substantial amount of brand switching when the current brand is satisfactory may be explained by the __________ motive.

stimulation

Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's?

teleological need

Which term is used to refer to the liking/disliking aspect of a specific feeling?

affect

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on __________ motivation.

affiliation

Kevin is shy and doesn't really like to be around others. Most of the others from his high school that went to the same college he did got involved in student organizations, such as fraternities and sororities, business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for

affiliation.

Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing?

approach-avoidance

The tendency of many consumers to discount claims made by sales people can be explained in part by

attribution theory.

An advertisement theme of "do your own thing" is most likely to be based on a need for

autonomy

Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for

autonomy.

Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for

cognition.

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

consumer ethnocentrism

Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting

consumer ethnocentrism.

Regulatory focus theory suggests that

consumers will react differently depending on which broad set of motives is most salient.

Strong, relatively uncontrollable feelings that affect our behavior are known as

emotions.

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?

esteem

Old Navy shoppers find the brand to be joyful due to its colorful clothing and spirited advertising. The brand personality trait best associated with Old Navy is

excitement.

Which motives emphasize development?

growth

James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive?

latent

A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation.

modeling

The energizing force that activates behavior and provides purpose and direction to that behavior is known as

motivation

Which term is often used interchangeably with the term "motivation"?

need

Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Shelby's

need for expression.

Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive?

need to categorize

While any given advertisement for a product may focus on only one or a few purchasing motives, the

overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market.

Many victims of hurricane Katrina were left without their homes, food, and water—basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals?

physiological

Two prominent sets of motives under regulatory focus theory are termed

promotion and prevention.

Which of the following is not a core trait in the Five-Factor Model of personality?

reliability

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' __________ needs.

safety

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?

self-actualization

Banana Republic is promoting high-end accessories in its "The Company We Keep" collection. This may help consumers recognize Banana Republic's personality dimension as __________?

sophistication

Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality?

user imagery

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?

utilitarian need