chapter 10

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

Affective

Which of the following is a characteristic associated with emotions?

Emotions are often triggered by environmental events.

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

Personality

__________ motives emphasize the individual as striving to maintain equilibrium.

Preservation-oriented

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.

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting

a need for uniqueness.

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

affect

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.

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

an assertion

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

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

attribution theory.

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.

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

brand personality.

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

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

cognition.

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?

cognitive

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

consumer ethnocentrism.

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

demand.

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

emotional intelligence.

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

emotions.

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

esteem

Consumers have described Apple's iPod products, such as the iPod Touch and the new HomePod 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?

excitement

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. What is this called?

expressive support seeking

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

instability

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

involvement

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

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

length of the ad

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.

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)

motive.

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

need

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

need for attribution

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

need for expression.

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.

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

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

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.

A consumer's need for reinforcement is

passive and external.

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

personality

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

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

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

reliability

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

serenity

Banana Republic is promoting high-end accessories in its "The Company We Keep" collection. This may help consumers recognize Banana Republic's personality dimension as __________?

sophistication

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

stimulation

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?

user imagery