Purchasing and Buying Behavior

Maslow's hierarchy of needs is based on which premise? All humans acquire a similar set of motives through generic 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

All of these choices are correct

T/F - Conflicts between motives are rare.

False

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

affect

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

affective

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

affiliation

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

an assertion

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

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

belonginess

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

brand personality

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

emotional intelligence

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

esteem

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

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.

latent

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

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

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 of the following is a type of cognitive preservation motive?

need for objectification

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

A consumer's need for reinforcement is

passive and external

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

__________ motives emphasize the individual as striving to maintain equilibrium.

preservation-orientation

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

projective techniques

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

projective techniques

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

promotion-focused

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

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

self-actualization

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

serenity

Which of the following is true regarding consumers who are highly involved in a specific product category? They are more likely to pay attention to relevant marketing messages They are more likely to engage in analytical reasoning to precess 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 these choices are correct

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

False

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

False

T/F - Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality.

False

T/F - Marketers create needs

False

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

False

T/F - 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.

True

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

True

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

True

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

True

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

True

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

affective

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

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

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

ego-defense

Which of the following is a characteristic associated with emotions?

emotions are often triggered by environmental events

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

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

instability

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

laddering, means-end chain, benefit chain

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

length of the ad

Which need results in the consumer's playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted?

need for identification

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

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

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

safety

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

sincerity

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 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

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

emotions

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

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

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

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

personality