Chapter 2 - Motivation, Affect, and Values Consumer Behavior

The degree to which a person is willing to expend energy to reach a specific need is called ________. A) motivation direction B) motivation path C) motivation scheme D) motivation strength

A) motivation direction

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? A) Safety needs B) Belongingness needs C) Ego needs D) Self-actualization needs

D) Self-actualization needs

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? A) Sentiment needs B) Biogenic needs C) Hedonic needs D) Utilitarian needs

D) Utilitarian needs

Describe the motivation process.

Motivation refers to the processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. Needs may be utilitarian or hedonic. In either case, a discrepancy exists between the consumer's present state and some ideal state; this gulf creates a state of tension. Satisfying needs can be done in any of several ways, depending upon the consumer's cultural upbringing. Once the goal is attained, tension is reduced and the motivation recedes—for the time being.

Explain the expectancy theory.

The expectancy theory states that expectations of achieving desirable outcomes (positive incentives) rather than being pushed from within motivate our behavior.

_________________ uniquely define a culture. a. Core values b. Basic needs c. A system of wants d. Attitudes

a. Core values

Some products command fierce loyalty and devotion from consumers. Examples of these products might include Apple computers, Beanie Babies, Harley-Davidson motorcycles, or Krispy Kreme donuts. Which of the following terms best describes products such as those above that command fierce loyalty and devotion? a. Habit products. b. Core value products. c. Cult products. d. Laddering products.

c. Cult products.

According to Maslow's hierarchy of needs, a consumer expressing the feeling that "I can create something of beauty in my garden" would be satisfying the need for: a. Safety. b. Social. c. Esteem. d. Self-Actualization.

c. Esteem.

The term "dissonance" means tension.

true

What type of conflict exists when we desire a goal but wish to avoid it at the same time? A) Approach-avoidance conflict B) Approach-approach conflict C) Avoidance-avoidance conflict D) Direction-valence conflict

A) Approach-avoidance conflict

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) Trait theory B) Collective unconscious theory C) Freudian theory D) Social conflict theory

A) Trait theory

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict

A) approach-approach conflict

When Christians adopted the winter solstice festival as their celebration of the birth of Jesus, they integrated a foreign influence and assigned it new meaning. This process is called ________. A) creolization B) hedonic adaptation C) narrative transportation D) globalized consumption

A) creolization

Which of the following is characterized by a sense of playfulness, a distorted sense of time, and mental enjoyment of the activity for its own sake? A) flow state B) homeostasis C) cognitive dissonance D) inertia

A) flow state

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game 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 ________. A) hedonic B) utilitarian C) biological D) learned

A) hedonic

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit. A) inertia B) flow C) formation D) actualization

A) inertia

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it. A) magnitude of the tension B) direction of the tension C) expectancy D) reinforcement

A) magnitude of the tension

Jeff's favorite quote is "He who dies with the most toys, wins". If Jeff really thinks like this, he is expressing a concept known as ________. A) materialism B) realism C) egotism D) relativism

A) materialism

Milton Rokeach identified a set of ________. A) terminal values B) core values C) crescive values D) cultural values

A) terminal values

Explain the term "affect."

Affect indicates that many of our decisions are driven by our emotional responses to products.

________ is/are a norm that controls basic behaviors such as who does household chores. A) Values B) Custom C) Conventions D) More

B) Custom

________ performances are where the message itself is a form of entertainment. A) Ad target B) Spectacle C) Encoding D) Decoding

B) Spectacle

An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system? A) BrandAsset Archetypes B) VALS2TM C) RISC D) PRIZM NE

B) VALS2TM

Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________. A) mass customization marketing B) consumer-generated content C) performance marketing D) mobile marketing

B) consumer-generated content

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________. A) safety B) physiological C) belongingness D) esteem

B) physiological

Goals can be considered positive or negative. This is an expression of a goal's ________. A) direction B) valence C) strength D) dissonance

B) valence

Wants are a combination of ________. A) personal factors B) cultural factors C) A and B D) none of the above

C) A and B

________ suggests that expectations of achieving desirable outcomes—positive incentives— rather than being pushed from within motivate our behavior. A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis

C) Expectancy theory

________ refer(s) to the processes that lead people to behave as they do. A) Goals B) Cues C) Motivation D) Directing

C) Motivation

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? A) The theory is wrong. B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs. C) The hierarchy is often culture-bound. D) Psychogenic needs overwhelm biogenic needs.

C) The hierarchy is often culture-bound.

________ 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. A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory

C) The theory of cognitive dissonance

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. A) affiliation B) control C) achievement D) uniqueness

C) achievement

When M&M's put consumers' names and faces on their candy, this is an example of ________. A) mass marketing B) mass consumer needs C) mass customization D) mass distribution

C) mass customization

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume? A) Security B) Eroticism C) Disalienation D) Individuality

D) Individuality

What is the most important thing a marketing practitioner can learn from Maslow's theory? A) Safety needs are more important than social needs. B) Maslow's hierarchy scheme of needs has been found to be universal and applies equally in all cultures. C) Maslow's theory is theoretical and has been very difficult to actually apply in practice. D) Most people must first have their basic needs met before they will be motivated by higher needs.

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

Motivation that is driven by raw emotions is called ________. A) effect B) hedonic C) utility D) affect

D) affect

The segment of consumers called LOHAS is most closely associated with the value of ________. A) cosmopolitanism B) hedonism C) materialism D) conscientious consumerism

D) conscientious consumerism

People all over the world share the ideal of a material lifestyle and value well-known transnational brands that symbolize prosperity. This trend is part of a(n) ________. A) creolization B) hedonic adaptation C) narrative transportation D) globalized consumption ethic

D) globalized consumption ethic

In the motivation process, the desired end state is the consumer's ________. A) drive B) need state C) benefit D) goal

D) goal

A want is the particular form of consumption used to restore homeostasis.

False

Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance).

False

Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car.

False

Motivation explains the strength of behavior, but not its direction.

False

Personal and social factors combine to create wants.

False

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

False

When companies team up and promote two or more items this is called product complementary.

False

Explain the concept of involvement and its relationship to motivation.

Involvement is a person's perceived relevance of an object based on his or her inherent needs, values, and interests. We use the word object in the generic sense to refer to a product (or a brand), an advertisement, or a purchase situation. Consumers find involvement in these objects. Involvement is a motivational construct; different antecedents can trigger it. These factors can be something about the person, something about the object, or something about the situation. -------------------------- Involvement reflects how motivated we are to process information. To the degree that you feel knowing more about a product will help you to achieve some goal, you'll be motivated to pay attention to information about it. As our involvement with a product increases, we devote more attention to ads related to the product, we exert more cognitive effort to understand these ads, and we focus more attention on the product-related information in the ads.

Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example illustrates a person choosing to meet utilitarian needs.

True

Maslow's hierarchy of needs implies that the order of needs is fixed.

True

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.

True

Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus.

True

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal.

True

The theory of cognitive dissonance 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.

True

Sam Philpot has just arrived in Hong Kong. He is anxious about his six-month assignment in this most "international" of international cities. However, Sam's company wants to help Sam learn about his "new" culture. In order to do this, Sam has had Chinese language lessons, will be living with a local Chinese couple, and is receiving special instruction from a Chinese tutor. The cultural learning that Sam is going through is best described as being a process called: a. Acculturation. b. Feng Sui. c. Dynamism. d. Enculturation.

a. Acculturation.

________________ focuses on biological needs that produce unpleasant states of arousal. a. Expectancy theory b. Drive theory c. Emotional theory d. Cognitive theory

b. Drive theory

When a person has a need, a certain amount of tension is created since the need is, at present, unfulfilled. This tension produces an urgency to reduce the tension. The degree of arousal to reduce tension is called: a. a need. b. a drive. c. a goal. d. a benefit.

b. a drive.

If decisions are made out of habit because the consumer lacks the motivation to consider other alternatives, a state of _______________ exists. a. involvement b. inertia c. demand decline d. repressed action

b. inertia

The _______________ is a scale used to measure terminal and instrumental values. a. Likert Scale b. Means-end Chain c. Rokeach Value Survey d. New World Teen Study

c. Rokeach Value Survey

According to a New World Teen Study, the ____________ segment responds to sensory stimulation, are driven by their desire to have fun, friends, irreverence, and sensation, and are stereotyped as "devil-may-care" attitudes. a. Upholders b. Boot-strappers c. World Savers d. Thrills and chills

d. Thrills and chills

A(n) ____________________ approach assumes that very specific product attributes are linked at levels of increasing abstraction to terminal values. a. abstraction model b. value dynamic model c. goals clarification model d. means-end chain model

d. means-end chain model

A need that is directed toward a desire to achieve some functional or practical benefit is called a(n): a. learned need. b. hedonic need. c. biological need. d. utilitarian need.

d. utilitarian need.

A desired end state, that applies to many different cultures is called a core value.

false

A goal-oriented theory, which attempts to reduce or eliminate an unpleasant state and return to homeostatsis, is called the expectancy theory.

false

Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with the expectancy theory.

false

Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers.

false

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? A) An approach-approach conflict B) An approach-avoidance conflict C) An avoidance-avoidance conflict D) An orientation conflict

A) An approach-approach conflict

Which of the following is NOT a biological explanation of motivation? A) Expectancy theory B) Drive theory C) Homeostasis process D) Instinct

A) Expectancy theory

When a woman buys expensive jewelry, which of the following needs is most likely being expressed? A) Hedonic B) Utilitarian C) Rational D) Biogenic

A) Hedonic

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? A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors. B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations. C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant. D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved customers.

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

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________. A) one must first satisfy basic needs before moving to higher order needs B) the need for power is one of the most fundamental needs C) advertisers who appeal to the need for achievement before other needs are more successful D) most needs are about equal for the average person

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

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts? A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition. B) 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. C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies. D) Approach-approach conflicts are very confusing to resolve intellectually, but approach- avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning.

B) 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? A) Fact-and-find theory B) Drive theory C) Emotional theory D) Theory of cognitive dissonance

B) Drive theory

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A) Instinct theory B) Drive theory C) Expectancy theory D) Need theory

B) Drive theory

Power distance, individualism, and uncertainty avoidance are some of the values measured by ________. A) the Rokeach Value Survey B) Hofstede's Cultural Dimensions C) Maslow's Hierarchy of Needs D) the List of Values Scale

B) Hofstede's Cultural Dimensions

________ uncovers consumer's associations between specific attributes and the general consequences. A) List of values scale B) Laddering C) Means-end-chain model D) Terminal value

B) Laddering

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 Appreciation Test? A) McClelland B) Murray C) Maslow D) Herzberg

B) Murray

Who identified a set of 20 psychogenic needs? A) McClelland B) Murray C) Maslow D) Zaichkowsky

B) Murray

________ 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. A) Expectancy theory B) The theory of cognitive dissonance C) Value theory D) Choice theory

B) The theory of cognitive dissonance

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 ________. A) achievement B) affiliation C) power D) uniqueness

B) affiliation

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) ________. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict

B) approach-avoidance conflict

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. A) fuzzy B) cult C) consumer-generated D) LOHAS

B) cult

Products that command fierce loyalty, devotion and even worship by consumers are called ________. A) routine products B) cult products C) staple products D) specialty products

B) cult products

Person, object, and situational factors are the three types of influences that determine a person's level of ________. A) enculturation B) involvement C) values D) needs

B) involvement

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? A) Drive theory B) Instinct theory C) Expectancy theory D) Theory of cognitive dissonance

C) Expectancy theory

The VALS2TM group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change. A) Believers B) Strugglers C) Innovators D) Makers

C) Innovators

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? A) The goal process B) The directionality process C) The motivation process D) The involvement process

C) The motivation process

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? A) The need for power B) The need for uniqueness C) The need for affiliation D) The need for safety

C) The need for affiliation

Products and services can be made and sold across international borders. A product marketed by focusing on the variations across cultures is marketed according to a(n) ________ perspective. A) etonic B) etic C) emic D) generic

C) emic

Sally always buys Coca-Cola out of habit, which is an example of ________. A) routine buying B) low passion C) inertia D) flow state

C) inertia

An etic perspective on culture is best described as ________. A) experiential B) sentimental C) objective D) subjective

C) objective

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? A) A cognitive dissonance conflict B) An approach-approach conflict C) An avoidance-avoidance conflict D) An approach-avoidance conflict

D) An approach-avoidance conflict

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. A) homeostasis B) want C) desire D) motivation

D) Motivation

There are a variety of need states or need forms described in the text. Characterize and discuss psychogenic needs, utilitarian needs, and hedonic needs.

Psychogenic needs are acquired in the process of becoming a member of a culture. These include the need for status, power, affiliation, and so on. Psychogenic needs reflect the priorities of a culture, and their effect on behavior will vary in different environments. The satisfaction of utilitarian needs implies that consumers will emphasize the objective, tangible attributes of a product, such as miles per gallon in a car; the amount of fat, calories, and protein in a cheeseburger; and the durability of a pair of blue jeans. Hedonic needs are subjective and experiential; consumers may rely on a product to meet their needs for excitement, self-confidence, fantasy, and so on.

Explain the theory of cognitive dissonance. Then create an example that illustrates the theory. Be sure that your example illustrates the phenomena that occur within the confines of the theory.

The theory of cognitive dissonance 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 conflict arises when choosing between two alternatives may be resolved through a process of cognitive dissonance reduction in which people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension. A state of dissonance occurs when there is psychological inconsistency between two or more beliefs or behaviors.

A degree of arousal is called a drive.

True

A goal has valence, which means it can be positive or negative.

True

Abraham Maslow developed the hierarchy of needs theory.

True

Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement claiming that the perfume is "as individual as you are."

True

It is known that consumers differ in their level of involvement with a product message. Marketers use attention-getting factors to ensure that a message gets through the clutter that constantly bombards the consumer's senses. Name the techniques cited in the text that can be used to enhance the consumer's motivations to process product information and increase their involvement. Be specific in your comments and descriptions.

a. Appeal to consumers' hedonic needs (e.g., ads using sensory appeals generate higher levels of attention). b. Use novel stimuli in a commercial, such as unusual cinematography, sudden silences, or unexpected movements. c. Use prominent stimuli, such as loud music and fast action, to capture attention in commercials. In print formats, larger ads increase attention. Also, viewers took longer at full-color pictures than at black-and-white. d. Include celebrity endorsers in commercials to generate higher interest. e. Develop a bond (i.e., brand loyalty) by maintaining an ongoing relationship with consumers.

Every culture has a set of values that it imparts to its members. These values would be called: a. core values. b. belief values. c. inherited values. d. communal values.

a. core values.

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. This is called: a. motivation direction. b. motivation path. c. motivation scheme. d. motivation strength.

a. motivation direction.

Personal and cultural factors combine to create a(n) _________, which is one manifestation of a need. a. want b. belief c. attitude d. value

a. want

There appear to be several strategies for increasing involvement on the part of the consumer with his or her product choices. Which of the following techniques would be the best fit for those strategies? a. Appeal to the consumers' sense of price. b. Appeal to the consumers' hedonic needs. c. Appeal to the consumers' sense of safety. d. Appeal to the consumers' sense of intelligence.

b. Appeal to the consumers' hedonic needs.

Samantha Jones just bought a new sports car that certainly exceeded her need for transportation and travel. Now she is experiencing doubt about the good sense of her purchase. She probably let her emotions prevail rather than her good economic sense. She goes to several friends seeking support and confirmation that she made the right decision. Every one of her friends told what she really wanted to hear—"Go for it, girl!" Which of the following theories most closely explains what Samantha has experienced? a. Expectancy theory. b. The theory of cognitive dissonance. c. Value theory. d. Choice theory.

b. The theory of cognitive dissonance.

Frances wishes that she had some new clothes. The more that she looks in her closet, the more she realizes that it has been months since she has treated herself to any new dresses or casual wear. The degree of arousal to "go shop" Frances is experiencing is called a: a. path choice. b. drive. c. benefit. d. goal.

b. drive.

According to psychologist Milton Rokeach, ___________ are illustrated by the following terms—ambitious, cheerful, clean, honest, or self-controlled a. terminal values b. instrumental values c. necessity values d. masculine values

b. instrumental values

A person's perceived relevance of an object based on their inherent needs, values, and interests is best described as being: a. motivation. b. involvement. c. value. d. decision-making.

b. involvement.

If Americans state or endorse the idea that they prefer "a society which is very competitive, but in which everybody has an equal chance of success," they are demonstrating their culture's _________________. a. chief structure. b. value system. c. expectations. d. psychographic characteristics.

b. value system.

What sets one culture's values apart from another's is the relative importance or ranking of these universal values. This set of rankings constitutes a culture's: a. socialization system. b. value system. c. cohort system. d. consumption system.

b. value system.

Roberta is trying to decide on a new pair of shoes. After reviewing many types of shoes, Roberta chooses a pair that would be practical for work or casual wear. Though the pair of shoes is not the most stylish among those on the shelf, the pair will not go out of style soon and will have longer wearability. Roberta has just chosen a product based on which of the following theories of motivation? a. Drive theory. b. Homeostasis. c. Expectancy theory. d. Attitude theory.

c. Expectancy theory.

Henry Murray developed a set of 20 psychogenic needs (such as autonomy, defendance, and even play) that result in specific behaviors. Murray's need structure serves as the basis for which of the following well-known and widely used personality tests? a. Ink Blot Test. b. Myers/Briggs Test. c. Thematic Appreciation Technique (TAT). d. The "lie detector" test.

c. Thematic Appreciation Technique (TAT).

All of the following are said to be core values of the American culture EXCEPT: a. freedom. b. youthfulness. c. consensus-oriented. d. materialism.

c. consensus-oriented.

A good illustration of a terminal value would be: a. ambition. b. cheerfulness. c. family security. d. cleanliness.

c. family security.

Vanna is anxiously watching the jeweler appraise the engagement ring that Chad recently gave her. She knows that it might not be proper to go behind Chad's back and have the ring appraised but she wants to insure it (and she really wants to know just "how much" Chad loves her). Attaching abstract values such as love to concrete attributes such as size and clarity of the stone is a process called: a. escalating value. b. blending. c. laddering. d. disassociation.

c. laddering.

Beliefs are taught to us by parents, friends, and teachers. These groups are called: a. influencers. b. social guardians. c. socialization agents. d. change agents.

c. socialization agents.

Which of the following conflict theories is best explained by the phrase "caught between a rock and a hard place?" a. Approach-approach conflict. b. Approach-avoidance conflict. c. Approach-desire conflict. d. Avoidance-avoidance conflict.

d. Avoidance-avoidance conflict.

________________ is a state of goal-oriented behavior, which attempts to reduce or eliminate an unpleasant state and return to a balanced one. a. Homogeneity b. Expectancy theory c. Gestalt d. Homeostasis

d. Homeostasis

All of the following would be considered to be among the antecedents of involvement with respect to person factors EXCEPT: a. needs. b. importance. c. values. d. demographics.

d. demographics.

When a mother and father teach their children about their own culture, they are carrying the children through a process known as: a. acculturation. b. maturation. c. dynamism. d. enculturation.

d. enculturation.

If a consumer values possessions for their status and appearance-related meanings, they would be called a(n): a. environmentalist. b. consumptionist. c. capitalist. d. materialist.

d. materialist.

According to Maslow's hierarchy of needs, the highest order of needs is: a. safety. b. physiological. c. esteem. d. self-actualization.

d. self-actualization.

A ________________ is a belief that some condition is preferable to its opposite. a. moral b. need c. want d. value

d. value

A clothing store made the proper decision when they targeted women with a high need for achievement for their line of business suits.

true

A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict.

true

A good example of a cult product is an Apple computer.

true

Involvement can be seen as the motivation to process information about products or services that consumers believe will help solve a problem or achieve a goal.

true

Product involvement refers to a consumer's level of interest in a product.

true

The theory of cognitive dissonance 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.

true

When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs.

true

Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

• Approach-approach conflict—A choice between two desirable alternatives. • Approach-avoidance conflict—Involves a choice in which some aspects of the product are positive and others are negative. • Avoidance-avoidance conflict—Involves a choice between two negative alternatives. Generally, each time the consumer is faced with making choices, the dissonance that is created can potentially keep the consumer from feeling fulfilled in his or her decision. In each case, marketers should provide additional information the consumer can use to justify the choice he or she made: • In approach-approach conflicts, marketing communications should emphasize (a) "no-lose" and/or "win either way" message(s). • In approach-avoidance conflicts, messages should accentuate the positive aspects and either downplay the negative or provide some additional counterbalancing information about the choices. • In avoidance-avoidance conflicts, messages should emphasize the need for making a choice and link it to some other more attractive value held by the consumer.

List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a product that fits each need form.

• Physiological—Product: medicines, staple items, generics. • Safety—Product: insurance, alarm systems, retirement investments. • Belongingness—Product: clothing, grooming products, clubs, and drinks. • Esteem needs—Products: cars, furniture, credit cards, stores, country clubs, and liquors. • Self-actualization—Products: hobbies, travel, and education.