Consumers Behaviour 3.3
12) 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
17) 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
19) 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
24) In a Freudian interpretation, what is the function of the ego? A) The ego is a system that mediates between the id and the superego. B) The ego determines an individual's degree of self-involvement. C) The ego operates on the pleasure principle and is constantly seeking psychological dominance and enjoyment. D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans.
A
25) In a Freudian interpretation, which of the following is most closely associated with the pleasure principle? A) the id B) the ego C) the superego D) the anti-ego
A
32) According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities
A
34) 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) archetype theory
A
36) Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision? A) the id B) the superego C) the anti-ego D) the ego
A
4) 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
9) 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
10) Goals can be considered positive or negative. This is an expression of a goal's ________. A) direction B) valence C) strength D) dissonance
B
13) 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
15) 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
18) 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
20) 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
26) Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases. A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior
B
36) An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odor. What part of the Freudian system is this ad appealing to? A) the id B) the superego C) the anti-ego D) the ego
B
38) According to motivational research, when a woman wears long white gloves with her evening gown and then removes those gloves in front of her date, she most likely has which of the following motives? A) disalienation B) eroticism C) magic-mystery D) status
B
39) Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________. A) consumption motives B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id
B
41) Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality? A) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations. B) Personality is a person's unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments. C) Personality is a hypothetical construct that grows stronger with age. Hannah will likely be extroverted for the rest of her life. D) Hannah's behavior on a weekend night is due to Freudian problems with her superego.
B
5) 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
6) Early work on motivation ascribed behavior to ________, a view that is now largely discredited. A) economics B) instinct C) psychogenics D) cognitive factors
B
1) ________ refers to the process that causes people to behave as they do. A) Sentiment B) Acculturation C) Motivation D) Consumerism
C
11) ________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another. A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory
C
14) 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
22) ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. A) Lifestyle B) Belief system C) Personality D) Self-concept
C
28) In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle
C
33) Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ________. A) ego B) id C) personality traits D) animism
C
37) Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy? A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett
C
7) ________ 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
16) 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
2) When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. A) goals B) need C) desire D) motivation
D
21) A ________ is a belief that some condition is preferable to its opposite. A) need B) want C) goal D) value
D
23) Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society? A) Maslow B) Jung C) Reisman D) Freud
D
27) Most Freudian applications in marketing relate to the product's ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism
D
29) Motivational research relies on ________ individual consumers. A) psychographic profiles of B) Jungian analysis of C) behavioral targeting of D) depth interviews of
D
3) In the motivation process, the desired end state is the consumer's ________. A) drive B) need state C) benefit D) goal
D
30) 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
31) Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________. A) Patriarch B) Sage C) Troubadour D) Warrior
D
35) Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory—and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version. A) dynamics B) position C) logo D) equity
D
40) L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products. A) dynamics B) animism C) parity D) equity
D
8) Which of the following IS NOT a biogenic need? A) the need for food B) the need for shelter C) the need for water D) the need for achievement
D
