Chapter 10 Consumer Behavior

emotions

Strong, relatively uncontrollable feelings that affect our behavior are known as _____. A) motivations B) personality C) emotions D) perceptions E) needs

distraction

Which emotion would be classified under the "arousal" dimension of emotion? A) duty B) distraction C) guilt D) shame E) disgust

modeling

A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. A) modeling B) independence C) causation D) ego-defense E) none of the above

expression

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____. A) ego-defense B) affiliation C) modeling D) expression E) cues

passive and external

A consumer's need for reinforcement is _____. A) active and internal B) active and external C) passive and internal D) passive and external E) active and passive

a need for uniqueness

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____. A) consumer ethnocentrism B) a need for cognition C) a need for uniqueness D) extroversion E) agreeableness

to categorize

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 _____. A) for modeling B) for assertion C) for consistency D) to categorize E) none of the above

brand personality

A set of human characteristics that become associated with a brand is referred to as _____. A) brand image B) brand equity C) brand leverage D) brand personality E) brand positioning

stimulation

A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive. A) expression B) reinforcement C) stimulation D) affiliation E) none of the above

independence

An advertisement theme of "do your own thing" is most likely to be based on a need for _____. A) affiliation B) modeling C) consistency D) independence E) none of the above

affiliation

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation. A) tension reduction B) affiliation C) modeling D) expression E) none of the above

an assertion

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need. A) a modeling B) a consistency C) an affiliation D) an assertion E) attribution of causality

ego defense

Consumers who purchase only popular brands because of insecurity, are most likely influenced by the _____ motive. A) causation B) assertion C) consistency D) ego-defense E) none of the above

physiological

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives. A) safety B) self-actualization C) physiological D) belongingness E) esteem

cognitive

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? A) affective B) preservation C) growth D) cognitive E) self-actualization

approach approach

In which type of motivational conflict must a consumer choose between two attractive alternatives? A) approach-approach B) positive-positive C) win-win D) avoidance-avoidance E) primary-primary

physiological

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? A) security B) self-actualization C) physiological D) belongingness E) esteem

cognition

Maslow's hierarchy of needs includes all EXCEPT which of the following? A) cognition B) physiological C) safety D) belongingness E) esteem

all of the above

Maslow's hierarchy of needs is based on which premise? A) All humans acquire a similar set of motives through genetic endowment and social interaction. B) Some motives are more basic or critical than others. C) The more basic motives must be satisfied to a minimum level before other motives are activated. D) As the basic motives become satisfied, more advanced motives come into play. E) all of the above

latent

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives. A) manifest B) hidden C) secondary D) latent E) unacceptable

manifest motives

Motives that are known and freely admitted are called _____. A) manifest motives B) latent motives C) objective motives D) acceptable motives E) primary motives

self actualization

One factor motivating U.K. travelers is learning. Which of Maslow's needs is this most related to? A) physiological B) safety C) belongingness D) esteem E) self-actualization

esteem

One factor motivating U.K. travelers is status. Which of Maslow's needs is this most related to? A) physiological B) safety C) belongingness D) esteem E) self-actualization

laddering

One type of motivation research involves showing consumers a product or brand and asking them to name all the benefits that possession or use of that product might provide. Then for each benefit mentioned, the respondent is asked to identify further benefits that the named benefit provides, and this is repeated for each round of benefits until the consumer can no longer identify additional benefits. This technique is known as _____. A) laddering B) probing C) questioning D) third-party techniques E) story completion

safety

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs. A) safety B) self-actualization C) physiological D) belongingness E) esteem

motivation

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. A) motivation B) personality C) emotion D) perception E) needs

to attribute causation

The tendency of many consumers to discount claims made by sales people and ads is related to the need _____. A) for ego defense B) for focus C) for assertion D) to attribute causation E) none of the above

attribution theory

The tendency of many consumers to discount claims made by sales people can be explained in part by _____. A) contrast theory B) assimilation theory C) classical conditioning D) attribution theory E) none of the above

demand

The willingness to buy a particular product or service is known as _____. A) a need B) a want C) demand D) motivation E) an attitude

utilitarian need

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills? A) teleological need B) need for tension reduction C) utilitarian need D) need for autonomy E) need for identification

manifest

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. A) latent B) manifest C) acceptable D) primary E) identifiable

motive

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? A) motive B) personality C) emotion D) perception E) feeling

instability

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy? A) introversion B) instability C) sulkiness D) conscientiousness E) agreeableness

growth

Which motives emphasize development? A) cognitive B) affective C) preservation-oriented D) growth E) advancement

need for objectification

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy

belongingness

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? A) safety B) self-actualization C) physiological D) belongingness E) esteem

need for ego defense

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? A) need for cognition B) need for expression C) need for reinforcement D) need for ego defense E) need for identity preservation

need for identification

Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted? A) need for stimulation B) need for identification C) need or objectification D) teleological need E) need for expression

self actualization

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? A) safety B) self-actualization C) physiological D) belongingness E) esteem

esteem

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? A) safety B) self-actualization C) physiological D) belongingness E) esteem

story completion

Which of the following is NOT a construction technique of motivate research? A) cartoon techniques B) analysis and use C) story completion D) picture response E) third-person techniques

reliability

Which of the following is NOT a core trait in the Five-Factor Model of personality? A) extroversion B) instability C) reliability D) openness to experience E) conscientiousness

length of the ad

Which of the following is NOT an advertising tactic used to communicate brand personality? A) celebrity endorsers B) user imagery C) length of the ad D) tone of the ad E) type of media outlet

feeling

Which of the following is NOT considered an emotional dimension? A) pleasure B) arousal C) dominance D) feeling E) all of the above are emotional dimensions

emotions are often triggered by environmental events

Which of the following is a characteristic associated with emotions? A) Emotions occur independently from physiological changes. B) Emotions are not associated with behaviors. C) Emotions involve objective feelings. D) Emotions are often triggered by environmental events. E) all of the above

all of the above

Which of the following is a hedonic shopping motive related to McGuire's typology? A) adventure shopping B) social shopping C) gratification shopping D) idea shopping E) all of the above

all of the above

Which of the following is a motivation research technique? A) story completion B) picture response C) analysis and use D) word association E) all of the above

involvement

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A) involvement B) need C) want D) desire E) action

need for objectification

Which of the following is a type of cognitive preservation motive? A) need for tension reduction B) teleological need C) need for objectification D) need for stimulation E) need for ego defense

all of the above

Which of the following is considered a dimension of brand personality? A) ruggedness B) excitement C) sincerity D) competence E) all of the above

all of the above

Which of the following is true regarding consumers who are highly involved in a specific product category? A) They are more likely to pay attention to relevant marketing messages. B) They are more likely to engage in analytical reasoning to process and learn new information. C) They are more likely to seek out information from numerous sources prior to a decision. D) They are more likely to act as opinion leaders. E) all of the above

projective techniques

Which of the following is(are) designed to provide information on latent motives? A) perceptual mapping B) regression analysis C) projective techniques D) conjoint analysis E) multivariate analyses

personality

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? A) motivation B) personality C) emotion D) perception E) needs

need for attribution

Which set of motives deals with our need to determine who or what causes the things that happen to us? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy

need

Which term is often used interchangeably with the term "motivation"? A) personality B) emotion C) need D) perception E) feeling

affect

Which term is used to refer to the liking/disliking aspect of a specific feeling? A) emotion B) affect C) hedonic D) cognition E) valence

consumer ethnocentrism

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A) need for affiliation B) need for uniqueness C) consumer ethnocentrism D) agreeableness E) introversion

preservation oriented

____ motives emphasize the individual as striving to maintain equilibrium. A) Cognitive B) Affective C) Preservation-oriented D) Growth E) Leveling

personality

_____ is an individual's characteristic response tendencies across similar situations. A) Motivation B) Emotion C) Empathy D) Personality E) Involvement

affective

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. A) Cognitive B) Affective C) Preservation-oriented D) Advancement-oriented E) Safety-oriented