Chapter 5

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience?

Drive Theory

Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior?

Expectancy Theory

________ suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behavior.

Expectancy theory

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored?

Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.

What is the most important thing a marketing practitioner can learn from Maslow's theory?

Most people must first have their basic needs met before they will be motivated by higher needs.

________ refer(s) to the processes that lead people to behave as they do.

Motivation

Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Apperception Test?

Murray

Who identified a set of 20 psychogenic needs?

Murray

Wants are a combination of ________.

Personal and Cultural Factors

________ performances are where the message itself is a form of entertainment.

Spectacle

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

The hierarchy is often culture-bound.

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling?

The motivation process

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

The theory of cognitive dissonance

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

Trait theory

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.

achievement

Motivation that is driven by raw reactions is called ________.

affect

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________.

affiliation

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

an approach-approach conflict

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?

an approach-avoidance conflict

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.

approach-approach conflict

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

approach-approach conflict

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

approach-avoidance conflict

Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________.

consumer-generated content

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

cult

Products that command fierce loyalty, devotion and even worship by consumers are called ________.

cult products

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

drive theory

Which of the following is not a biological explanation of motivation?

expectancy theory

In the motivation process, the desired end state is the consumer's ________.

goal

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"-Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are

hedonic

When a woman buys expensive jewelry, which of the following needs is most likely being expressed?

hedonic

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit.

inertia

Sally always buys Coca-Cola out of habit, which is an example of ________.

inertia

Person, object, and situational factors are the three types of influences that determine a person's level of ________.

involvement

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.

magnitude of the tension

When M&M's put consumers' names and faces on their candy, this is an example of ________.

mass customization

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

motivation

The degree to which a person is willing to expend energy to reach a specific need is called ________.

motivational direction

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.

one must first satisfy basic needs before moving to higher order needs

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

physiological

Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior?

purchase situation involvement

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

self-actualization

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?

the need for affiliation

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs?

utilitarian needs

Goals can be positive or negative. This is an expression of a goal's ________.

valence