Chapter 10 Consumer Behavior

True or false: Demand is the same as motive.

False. Demand is caused by a need or motive, but it is not the motive.

Which multitrait theory is most commonly used by marketers?

Five-Factor Model

What are two of the premises for Maslow's hierarchy of needs?

Genetic endowment and social interaction enable all humans to achieve a similar set of motives. Some motives are more critical or basic than other motives.

What two criteria did McGuire use to divide motivation into four main categories?

Is the mode of motivation cognitive or affective? Is the motive focused on preservation of the status quo or on growth?

How can user imagery communicate brand personality to the consumer?

It shows the typical user's traits, activities, and emotions.

Which of these consumers is expressing a latent motive?

Jenni chose her wedding dress because secretly she felt it made her look sexy.

On Mother's Day, the local floral shop advertises it's services by promoting the idea that sending flowers to mom will show her how much you care and she will love you for it. Which affective growth motive does this relate to?

Need for affiliation

Match McGuire's affective growth motives (in the left column) to their characteristics (in the right column).

Need for assertion: This is active and internal. Need for affiliation: This is active and external. Need for identification: This is passive and internal. Need for modeling: This is passive and external.

Which cognitive preservation motive is a company taking into account when they use a well-known spokesperson in their advertising to make their product appear more credible?

Need for attribution

American consumers are more likely to express the need for independence and individuality. Which cognitive growth motive does this reflect?

Need for autonomy

A company that promotes their athletic socks for their ability to control sweat and odor are basing their promotion on which affective preservation motive?

Need for tension reduction

Which of these consumers is demonstrating the cognitive growth motive of the need for stimulation?

Terence is tired of using the same shampoo so decides to switch to a new brand while shopping at the store.

According to some researchers, what are the three basic dimensions that underlie all emotions?

pleasure, arousal, and dominance

Match the dimensions that underlie emotions (in the left column) to the emotions that fall under them (in the right column).

pleasure: affection, gratitude, serenity, faith, duty, and competence arousal: interest, surprise, involvement, contempt, distraction, and déjà vu dominance: helplessness, conflict, sadness, fear, guilt, and skepticism

Match the types of motives in regulatory focus theory (in the left column) to their descriptions (in the right column).

promotion-focused motives: These motives are related to consumers' hopes and aspirations and center on a desire for growth and development. prevention-focused motives: These motives are related to consumers' obligations and sense of duties and center on a desire for safety and security.

Motivation is considered the

reason for behavior.

Which theory states that consumers react differently to situations depending on which broad set of motives is most important to them?

regulatory focus theory

In the context of consumer coping, an individual's ability to skillfully use emotional information to achieve a desirable consumer outcome is known as

consumer emotional intelligence.

Classical conditioning in advertising can affect emotions because

consumers have repeated exposure to a positive emotion-eliciting ad.

Which type of consumers are better at perceiving, facilitating, understanding, and managing emotional information?

consumers with high emotional intelligence

The way consumers think and behave in reaction to a stress-inducing situation in order to reduce stress and achieve more desired positive emotions is known as

coping.

The five basic traits within the Five-Factor Model are based on traits formed by what two things?

early learning genetics

What do marketers use to enhance the attention, attraction, and maintenance capabilities of advertisements?

emotional content

Intense and relatively uncontrolled feelings that affect an individual's behavior are known as _____

emotions

The strong, relatively uncontrolled feelings that affect behavior are called

emotions

Consumers high in _____ are more likely to be conservative, reject foreign-made products, and be less open to other cultures.

ethnocentrism

In the consumer context, relationship marketers are increasingly seeking to arouse the emotion of _____ which refers to emotional appreciation for benefits received.

gratitude

What is typically associated with increased consumer gratitude toward a firm?

greater sales and positive word of mouth

One premise that Maslow based his hierarchy of needs on is

some motives are more basic or critical than others.

A motivational state caused by consumer perceptions that an advertisement, product, or brand is relevant or interesting is known as

involvement.

Karla buys Slim-Fit Jeans because she likes the way they fit. Her reasoning is an example of a _____ motive.

manifest

Match the types of consumer motives (in the left column) to the kinds of appeals marketers make to them (in the right column).

manifest motives: Direct appeals latent motives: Indirect appeals

Match the types of motives (in the left column) to their descriptions (in the right column).

manifest motives: These are motives that are known to a consumer and are freely admitted by the consumer. latent motives: These are motives that are unknown to a consumer or are such that the consumer is reluctant to admit them.

Involvement is significant to marketers because

many consumer behaviors are influenced by it.

McGuire's classification system organizes motivational theories into _____ categories.

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Jordana and Heidi's refrigerator stopped working. They either have to buy an expensive new one or pay an exorbitant amount to get their current refrigerator repaired--but they would rather take a vacation with their savings. Which motivation conflict are they facing?

Avoidance-avoidance

What three conclusions have researchers reached about brand personality?

Brand personalities are often the basis for a long-term relationship with the brand. Brand personalities create expectations about key brand characteristics. Consumers readily assign human characteristics to brands.

_____ refers to an individual difference in consumers' propensity to be biased against the purchase of foreign products.

Consumer ethnocentrism

The willingness to purchase a particular product or service is known as _____, and it is created by marketers.

Demand

What is an effect of advertisements that elicit positive emotions?

They increase brand preference.

True or false: When consumers have repeated exposure to positive emotion-eliciting advertisements they may show an increase in brand preference. This would be an example of classical conditioning.

True. Classical conditioning occurs with the repeated pairing of positive emotion with a brand name resulting in a positive affect.

True or false: Marketers design and position many products to reduce the arousal of unpleasant emotions.

True. Since few people like to feel powerless, sad, or humiliated, marketers often position their ads to prevent or reduce the arousal of unpleasant emotions.

Bedrock is a famous wrestler who stars in advertisements for a company's all-terrain vehicle brand in order to lend a rugged image to the brand. In this example, Bedrock is a(n)

celebrity endorser.

Lila is frustrated with the customer service worker because he won't answer her questions and refuses to listen to her concerns. She decides it's best to tell him she will go into the store and try to solve the issue face-to-face and hangs up the phone. What coping mechanism did Lila use?

active

What are the three broad types of coping used in response to negative emotions arising out of stressful situations?

active coping avoidance expressive support seeking

As a cognitive growth motive, the need for autonomy is considered both _____ and _____.

active; internal

Allyson is craving Italian food, but she only has money for either a pizza or lasagna, both of which are equally appealing to her. Which motivational conflict is she facing?

approach-approach conflict

Match the types of motivational conflicts faced by consumers (in the left column) to their descriptions (in the right column).

approach-approach conflict: This is faced by a consumer who must choose between two attractive alternatives. approach-avoidance conflict: This is faced by a consumer making a purchase choice with both positive and negative consequences. avoidance-avoidance conflict: This is faced by a consumer who must choose between two undesirable alternatives.

One common mechanism consumers used to cope with negative emotions triggered by a marketing situation is

avoidance.

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

brand personality.

How do celebrity endorsers build brand personality?

by transferring their characteristics and meanings to the brand

After seeing the ad for new running shoes, Joanie thought she should probably replace her shoes. The ad represents the _____ in this situation.

motive

Match McGuire's affective growth motives (in the left column) to their descriptions (in the right column).

need for assertion: the need for success, power, admiration, accomplishment, dominance, and esteem. need for affiliation: the need to develop satisfying and mutually beneficial relationships with others. need for identification: the need to play various roles and increase the significance of adopted roles. need for modeling: the need to base behavior on others, which explains conformity within reference groups.

Match McGuire's cognitive growth motives (in the left column) to their descriptions (in the right column).

need for autonomy matches: people's need for independence and individuality. need for stimulation: people's need for variety and difference. teleological need: people's need to match their current situation with an image of a desired outcome or end state. utilitarian need: people's need to acquire useful skills and information from situations that they view as opportunities.

An individual difference in consumers' propensity to engage in and enjoy thinking is reflected in their

need for cognition.

Match McGuire's cognitive preservation motives (in the left column) to their characteristics (in the right column).

need for consistency: This is active and internal. need for attribution: This is active and external. need to categorize: This is passive and internal. need for objectification: This is passive and external.

Match McGuire's cognitive preservation motives (in the left column) to their descriptions (in the right column).

need for consistency: people's need to have all facets of themselves uniform with one another, with a common motive being cognitive dissonance need for attribution: people's need to determine what or who causes the things that happen to them need to categorize: people's need to organize the vast array of experiences and information they encounter in a meaningful and manageable way need for objectification: people's need for observable symbols and cues that enable them to infer what they know and feel.

Match McGuire's affective preservation motives (in the left column) to their characteristics (in the right column).

need for tension reduction: This is active and internal. need for expression: This is active and external. need for ego defense: This is passive and internal. need for reinforcement: This is passive and external.

Match McGuire's affective preservation motives (in the left column) to their descriptions (in the right column).

need for tension reduction: the need to lower arousal in order to effectively manage stress and tension need for expression: the need to communicate one's identity to others through one's actions need for ego defense: the need to protect one's identity and self-concept when one gets threatened need for reinforcement: the need to act in certain ways that have been rewarded in the past in similar situations

While motivations make consumer behavior goal directed and purposeful, _____ further guides and directs behaviors chosen to accomplish goals in various situations.

personality

An individual's characteristic response tendencies across similar situations is known as

personality.

In the context of emotion reduction as a product, why are food and alcohol often consumed harmfully?

to reduce stress

CHANGE, an apparel company, specializes in manufacturing men's formal suits. CHANGE presents its brand by creating advertisements that show individuals wearing CHANGE suits in a professional setting. Which element has CHANGE used to communicate its brand personality?

user imagery

In the context of single-trait approach, people with a high need for cognition prefer

verbal information.

What two things need to be considered by marketers for a target market with multiple motives?

whether a motive is latent or manifes. the extent to which more than one motive is significant.