Chapter 10

An inner force that stimulates and compels a behavioral response and provides direction to that response is

- A motive - Motivation helps answer the question of why consumers engage in specific behavior

When communicating brand personality, executional factors go beyond the core message to include "how" it is communicated using

- All of these - Marketers manage and communicate brand personality using executional factors such as tone, media, pace and logo

The tendency of many consumers to discount claims made by advertising messages can be explained in part by

- Attribution Theory - The Attribution theory means that consumers explain the cause of a favorable or unfavorable outcome to themselves or to some outside force

A consumer who buys a Mercedes-benz because she feels it communicates her image to others is satisfying a need for

- Expression - A consumer who purchases a certain brand of automobile because she feels it communicates to others is satisfying a need for expression

Brand image is a set of human characteristics that become associated with a brand

- False - Brand personality is a set of human characteristics that become associated with a brand

The need for uniqueness is the trait that reflects an individual difference in consumer's propensity to be biased against the purchase of foreign products

- False - Consumer ethnocentrism is the trait that reflects an individual difference in consumer's propensity to be biased against the purchase of foreign products

Perceptual mapping techniques are designed to provide information on latent motives

- False - Projective mapping techniques are designed to provide information on latent motives

The length of an ad is a useful advertising tactic for communicating brand personality

- False - The length of an ad is not useful advertising tactic for communicating brand personality

The need for ego defense is a type of cognitive preservation motive

- False - The need for objectification is a type of cognitive presentation motive

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

- Modeling - The need for modeling reflects a tendency to base behavior on that of others

In Maslow's need hierarchy, the need to become all that one is capable of becoming is

- Self- Actualization - Self-Actualization needs involve the desire for self-fullfillment, to become all that one is capable of becoming

The essence of emotion is

- The subjective feelings generated - Subjective feelings are what we generally refer to when we think of emotions

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

- True - Consumers may approach ads and sales people as a source of learning for future decisions as well as for the current one

Motives that are known and freely admitted are called manifest motives

- True - Motives that conform to a society's prevailing value system are more likely to be manifest than those are in conflict with such values

Instability (a core trait in the Five-Factor Model of Personality) is manifested by an individual being moody, temperamental, and touchy

- True - The instability core trait is manifested by an individual being moody, temperamental and touchy