chapter 10

Beyond projective techniques, a popular tool for identifying motives is _____. A. laddering B. means-end chain C. benefit chain D. latent listing E. A, B, and C

A, B, and C

Maslow's hierarchy of needs is based on which premise? A. All humans acquire a similar set of motives through genetic endowment and social interaction. B. Some motives are more basic or critical than others. C. The more basic motives must be satisfied to a minimum level before other motives are activated. D. As the basic motives become satisfied, more advanced motives come into play. E. All of the above are premises within Maslow's hierarchy.

All of the above are premises within Maslow's hierarchy.

Among Toyota owners, reliability is a brand personality trait associated with ______. A. image B. safety C. competence D. advertising E. word-of-mouth

competence

Which of the following is NOT considered an emotional dimension? A. pleasure B. arousal C. dominance D. feeling E. All of the above are emotional dimensions.

feeling

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives. A. safety B. self-actualization C. physiological D. belongingness E. esteem

physiological

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. safety B. self-actualization C. physiological D. belongingness E. esteem

self-actualization

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? A. need for stimulation B. teleological need C. utilitarian need D. need for tension reduction E. need for objectification

teleological need

_____ is an individual's characteristic response tendencies across similar situations. A. Motivation B. Emotion C. Empathy D. Personality E. Involvement

Personality

The willingness to buy a particular product or service is known as _____. A. a need B. a want C. demand D. motivation E. an attitude

demand

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 is in a moderate price range. These reasons reflect Jeremy's _____ motives. A. latent B. manifest C. acceptable D. primary E. identifiable

manifest

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 _____. A. need for attribution B. need for autonomy C. need for tension reduction D. need for reinforcement E. need for expression

need for expression

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 _____. A. need for attribution B. need for autonomy C. need for tension reduction D. need for reinforcement E. need for modeling

need for tension reduction

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? A. affective B. preservation C. growth D. cognitive E. self-actualization

cognitive

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? A. safety B. self-actualization C. physiological D. belongingness E. esteem

esteem

Consumers have described Apple's products as imaginative and up-to-date. The brand is also considered daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes Apple? A. sincerity B. excitement C. competence D. sophistication E. ruggedness

excitement

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. This is called _____. A. dominance B. helplessness C. active coping D. expressive support seeking E. avoidance

expressive support seeking

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? A. extroversion B. instability C. agreeableness D. openness to experience E. conscientiousness

extroversion

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. A. Cognitive B. Affective C. Preservation-oriented D. Advancement-oriented E. Safety-oriented

Affective

Which of the following is TRUE regarding consumers who are highly involved in a specific product category? A. They are more likely to pay attention to relevant marketing messages. B. They are more likely to engage in analytical reasoning to process and learn new information. C. They are more likely to seek out information from numerous sources prior to a decision. D. They are more likely to act as opinion leaders. E. All of the above are true.

All of the above are true.

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____. A. advertising campaign should focus more on manifest motives because they always have a stronger influence on purchase decisions B. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives C. advertising campaign needs to cover all the important purchase motives of the target market D. A and B E. B and C

B and C

Which of the following is a characteristic associated with emotions? A. Emotions occur independently from physiological changes. B. Emotions are not associated with behaviors. C. Emotions involve objective feelings. D. Emotions are often triggered by environmental events. E. All of the above are associated with emotions.

Emotions are often triggered by environmental events.

Which of the following is NOT used to classify McGuire's psychological motives? A. Is the mode of motivation cognitive or affective? B. Is the motive focused on preservation of the status quo or on growth? C. Is this behavior actively initiated or in response to the environment? D. Is the outcome of the behavior temporary or permanent? E. Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

Is the outcome of the behavior temporary or permanent?

____ motives emphasize the individual as striving to maintain equilibrium. A. Cognitive B. Affective C. Preservation-oriented D. Growth E. Leveling

Preservation-oriented

Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior? A. Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself. B. Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities. C. While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages. D. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. E. Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high-involvement way.

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. consumer ethnocentrism B. a need for cognition C. a need for uniqueness D. extroversion E. agreeableness

a need for uniqueness

Which term is used to refer to the liking/disliking aspect of a specific feeling? A. emotion B. affect C. hedonic D. cognition E. valence

affect

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation. A. tension reduction B. affiliation C. modeling D. expression E. none of the above

affiliation

Kevin is shy and doesn't really like to be around others. Most of the others from his high school who 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 _____. A. categorization B. consistency C. autonomy D. affiliation E. modeling

affiliation

Which of the following is Toyota doing to fix its image problem? A. a recall information page on its website B. a "safety first" ad campaign C. increased spending on technology and safety D. star safety system made standard on every vehicle E. all of the above

all of the above

Which of the following is considered a dimension of brand personality? A. ruggedness B. excitement C. sincerity D. competence E. all of the above

all of the above

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need. A. a modeling B. a consistency C. an affiliation D. an assertion E. attribution of causality

an assertion

In which type of motivational conflict must a consumer choose between two attractive alternatives? A. approach-approach B. positive-positive C. win-win D. avoidance-avoidance E. primary-primary

approach-approach

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? A. approach-approach B. approach-avoidance C. avoidance-avoidance D. acceptable-unacceptable E. unacceptable-acceptable

approach-avoidance

The tendency of many consumers to discount claims made by salespeople can be explained in part by _____. A. contrast theory B. assimilation theory C. classical conditioning D. attribution theory E. none of the above

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 _____. A. objectification B. ego defense C. expression D. autonomy E. assertion

autonomy

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? A. safety B. self-actualization C. physiological D. belongingness E. esteem

belongingness

A set of human characteristics that become associated with a brand is referred to as _____. A. brand image B. brand equity C. brand leverage D. brand personality E. brand positioning

brand personality

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 _____. A. cognition B. affection C. ethnocentrism D. uniqueness E. acceptance

cognition

Maslow's hierarchy of needs includes all EXCEPT which of the following? A. cognition B. physiological C. safety D. belongingness E. esteem

cognition

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 _____. A. stubbornness B. consumer ethnocentrism C. sincerity D. consumer culturalism E. patriotism

consumer ethnocentrism

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A. need for affiliation B. need for uniqueness C. consumer ethnocentrism D. agreeableness E. introversion

consumer ethnocentrism

Regulatory focus theory suggests that ____. A. consumers will react differently depending on which broad set of motives is most inconspicuous B. when prevention-focused motives are less salient, consumers seek to avoid negative outcomes C. when promotion-focused motives are less salient, consumers seek to gain positive outcomes D. consumers will react differently depending on which broad set of motives is most salient E. when promotion-focused motives are most salient, consumers are less eager and less risk-seeking decision makers

consumers will react differently depending on which broad set of motives is most salient

Which emotion would be classified under the "arousal" dimension of emotion? A. duty B. distraction C. guilt D. shame E. disgust

distraction

Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive. A. causation B. assertion C. consistency D. ego-defense E. none of the above

ego-defense

Consumer ability to effectively cope with stressful situations relates to the concept of _______. A. message filtering B. emotional intelligence C. rage reduction D. anger management E. consumer support

emotional intelligence

Strong, relatively uncontrollable feelings that affect our behavior are known as _____. A. motivations B. personality C. emotions D. perceptions E. needs

emotions

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____. A. ego-defense B. affiliation C. modeling D. expression E. cues

expression

Which motives emphasize development? A. cognitive B. affective C. preservation-oriented D. growth E. advancement

growth

An advertisement theme of "do your own thing" is most likely to be based on a need for _____. A. affiliation B. modeling C. consistency D. independence E. none of the above

independence

Because latent motives often are less than completely socially desirable, _____ are frequently used. A. affect appeals B. indirect appeals C. latent appeals D. direct appeals E. cross referencing appeals

indirect appeals

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy? A. introversion B. instability C. sulkiness D. conscientiousness E. agreeableness

instability

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A. involvement B. need C. want D. desire E. action

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 were 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? A. manifest B. hidden C. secondary D. latent E. social

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. A. manifest B. hidden C. secondary D. latent E. unacceptable

latent

Which of the following is NOT an advertising tactic used to communicate brand personality? A. celebrity endorsers B. user imagery C. length of the ad D. tone of the ad E. type of media outlet

length of the ad

Motives that are known and freely admitted are called _____. A. manifest motives B. latent motives C. objective motives D. acceptable motives E. primary motives

manifest motives

A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. A. modeling B. independence C. causation D. ego-defense E. none of the above

modeling

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. A. motivation B. personality C. emotion D. perception E. needs

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) _____. A. motive B. personality trait C. emotion D. perception E. feeling

motive

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? A. motive B. personality C. emotion D. perception E. feeling

motive

Which term is often used interchangeably with the term "motivation"? A. personality B. emotion C. need D. perception E. feeling

need

Which set of motives deals with our need to determine who or what causes the things that happen to us? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy

need for attribution

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? A. need for cognition B. need for expression C. need for reinforcement D. need for ego defense E. need for identity preservation

need for ego defense

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? A. need for stimulation B. need for identification C. need for objectification D. teleological need E. need for expression

need for identification

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy

need for objectification

Which of the following is a type of cognitive preservation motive? A. need for tension reduction B. teleological need C. need for objectification D. need for stimulation E. need for ego defense

need for objectification

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? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy

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? A. extroversion B. introversion C. instability D. agreeableness E. openness to experience

openness to experience

A consumer's need for reinforcement is _____. A. active and internal B. active and external C. passive and internal D. passive and external E. active and passive

passive and external

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? A. motivation B. personality C. emotion D. perception E. needs

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? A. security B. self-actualization C. physiological D. belongingness E. esteem

physiological

Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives. A. strategic manipulation techniques B. projective techniques C. latent labeling techniques D. marketing user techniques E. manifest techniques

projective techniques

Which of the following is(are) designed to provide information on latent motives? A. perceptual mapping B. regression analysis C. projective techniques D. conjoint analysis E. multivariate analyses

projective techniques

Two prominent sets of motives under regulatory focus theory are termed _____. A. approach and latent B. excess and manifest C. promotion and prevention D. acute and chronic E. motivate and conflict

promotion and prevention

"Get the best deals!" is an example of a ______ ad. A. prevention-focused B. promotion-focused C. negative consequence D. positive reinforcement E. decision making

promotion-focused

In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations. A. promotion-focused B. latent-focused C. manifest-focused D. prevention-focused E. all of the above

promotion-focused

Which of the following is NOT a core trait in the Five-Factor Model of personality? A. extroversion B. instability C. reliability D. openness to experience E. conscientiousness

reliability

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs. A. safety B. self-actualization C. physiological D. belongingness E. esteem

safety

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? A. safety B. self-actualization C. physiological D. belongingness E. esteem

self-actualization

Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? A. faith B. desire C. joy D. gratitude E. serenity

serenity

Whole Foods supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent? A. sincerity B. excitement C. competence D. sophistication E. ruggedness

sincerity

A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive. A. expression B. reinforcement C. stimulation D. affiliation E. none of the above

stimulation

The tendency of many consumers to discount claims made by salespeople and ads is related to the need _____. A. for ego defense B. for focus C. for assertion D. to attribute causation E. none of the above

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 _____. A. for modeling B. for assertion C. for consistency D. to categorize E. none of the above

to categorize

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? A. celebrity endorsers B. user imagery C. pace of the ad D. media outlet E. all of the above

user imagery

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills? A. teleological need B. need for tension reduction C. utilitarian need D. need for autonomy E. need for identification

utilitarian need