P & B chap 10

modeling

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

expression

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

brand personality

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

independence

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

ego-defense

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

emotions

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

demand

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

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.

gratification shopping

When asked why she likes to shop, Melanie replied that it relaxes her, and she looks at is as a personal reward. This is an example of which hedonic shopping motive?

motive

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

distraction

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

feeling

Which of the following is NOT considered an emotional dimension?

Is the outcome of the behavior temporary or permanent?

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

- adventure shopping - social shopping - gratification shopping - idea shopping (all of the above)

Which of the following is a hedonic shopping motive related to McGuire's typology?

Preservation-oriented

____ motives emphasize the individual as striving to maintain equilibrium.

passive and external

A consumer's need for reinforcement is _____.

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 _____.

dominance

After experiencing a major earthquake in California, Tina often felt powerless and helpless. This caused her to be fearful and anxious, which sometimes made her panicked. Which dimension of emotions is Tina experiencing?

an assertion

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

cognition

Maslow's hierarchy of needs includes all EXCEPT which of the following?

growth

Which motives emphasize development?

reliability

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

length of the ad

Which of the following is NOT an advertising tactic used to communicate brand personality?

self-actualization

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?

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 _____.

stimulation

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

need to categorize

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?

user imagery

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?

affiliation

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

third-person technique

Angie was participating in a market research study. The researcher gave her a shopping list and asked Angie to describe the type of person who would go shopping with this list. This is an example of which motivation research technique?

serenity

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

excitement

Consumers have described Apple's iPod products, such as the MP3 music player and the new video 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?

extroversion

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?

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 _____.

openness to experience

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?

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 _____.

physiological

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

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?

approach-approach

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

latent

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?

teleological need

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?

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) _____.

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 _____.

cognition

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 _____.

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?

- All humans acquire a similar set of motives through genetic endowment and social interaction. - Some motives are more basic or critical than others. - The more basic motives must be satisfied to a minimum level before other motives are activated. - As the basic motives become satisfied, more advanced motives come into play.

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

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.

manifest motives

Motives that are known and freely admitted are called _____.

analysis and use

Nicholas is examining consumers' responses for themes and key concepts, which is referred to as content analysis. Which type of motivation research technique is Nicholas using?

approach-avoidance

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?

self-actualization

One factor motivating U.K. travelers is learning. Which of Maslow's needs is this most related to?

esteem

One factor motivating U.K. travelers is status. Which of Maslow's needs is this most related to?

construction technique

One motivation research technique known as the cartoon technique has consumers fill in the words or thoughts of one of the characters in a cartoon drawing. Which type of technique is this?

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 _____.

an association technique

Raymond is conducting motivation research. He gives consumers a list of words, and they are asked to respond to the list with the first word that comes to mind. This is an example of _____.

need for expression

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 _____.

safety

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

need for tension reduction

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 _____.

motivation

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

to attribute causation

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

attribution theory

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

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?

instability

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

need for objectification

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

belongingness

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

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?

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?

self-actualization

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

esteem

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

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

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

story completion

Which of the following is NOT a construction technique of motivate research?

Emotions are often triggered by environmental events.

Which of the following is a characteristic associated with emotions?

- story completion - picture response - analysis and use - word association

Which of the following is a motivation research technique?

Involvement

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

need for objectification

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

- ruggedness - excitement - sincerity - competence (all of the above)

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

- They are more likely to pay attention to relevant marketing messages. - They are more likely to engage in analytical reasoning to process and learn new information. - They are more likely to seek out information from numerous sources prior to a decision. - They are more likely to act as opinion leaders. (all of the above)

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

projective techniques

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

personality

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

need for attribution

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

need

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

affect

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

consumer ethnocentrism

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

sincerity

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

Personality

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

Affective

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