Chapter 10 MKT
1. 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.
Answer: A
45. Motives that are known and freely admitted are called A. manifest motives. B. latent motives. C. objective motives. D. acceptable motives. E. primary motives.
Answer: A
24. 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
Answer: C
49. 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
Answer: C
6. Which term is often used interchangeably with the term "motivation"? A. personality B. emotion C. need D. perception E. feeling
Answer: C
34. 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.
Answer: D
37. 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 these choices are correct.
Answer: D
13. 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
Answer: E
50. Beyond projective techniques, a popular tool for identifying motives is __________? A. laddering B. means-end chain C. benefit chain D. latent listing E. laddering, means-end chain, benefit chain
Answer: E
7. 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 these choices are correct.
Answer: E
18. __________ motives emphasize the individual as striving to maintain equilibrium. A. Cognitive B. Affective C. Preservation-oriented D. Growth E. Leveling
Answer: C
30. 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 these choices are correct
Answer: C
40. 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 these choices are correct.
Answer: B
14. 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
Answer: B
28. 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.
Answer: D
29. 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. autonomy. E. None of these choices are correct.
Answer: D
38. 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.
Answer: D
11. 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
Answer: A
4. 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
Answer: A
43. 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 these choices are correct.
Answer: A
5. 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.
Answer: A
8. Maslow's hierarchy of needs includes all except which of the following? A. cognition B. physiological C. safety D. belongingness E. esteem
Answer: A
15. 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
Answer: B
17. __________ 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
Answer: B
2. 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
Answer: B
21. 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
Answer: B
31. 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
Answer: B
42. 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? A. need for stimulation B. need for identification C. need or objectification D. teleological need E. need for expression
Answer: B
46. 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. A. latent B. manifest C. acceptable D. primary E. identifiable
Answer: B
10. 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
Answer: C
26. 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
Answer: C
3. Strong, relatively uncontrollable feelings that affect our behavior are known as A. motivations. B. personality. C. emotions. D. perceptions. E. needs.
Answer: C
32. 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
Answer: C
33. 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.
Answer: C
44. 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.
Answer: C
9. 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
Answer: C
12. 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
Answer: D
16. 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
Answer: D
19. Which motives emphasize development? A. cognitive B. affective C. preservation-oriented D. growth E. advancement
Answer: D
20. 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?
Answer: D
22. The tendency of many consumers to discount claims made by sales people and ads is related to the need A. for ego defense. B. for focus. C. for assertion. D. to attribute causation. E. None of these choices are correct
Answer: D
23. The tendency of many consumers to discount claims made by sales people can be explained in part by A. contrast theory. B. assimilation theory. C. classical conditioning. D. attribution theory. E. None of these choices are correct.
Answer: D
25. 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 these choices are correct.
Answer: D
27. 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
Answer: D
36. 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
Answer: D
39. 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
Answer: D
41. 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 A. categorization. B. consistency. C. autonomy. D. affiliation. E. modeling.
Answer: D
47. 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
Answer: D
48. 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? A. manifest B. hidden C. secondary D. latent E. social
Answer: D
35. 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.
Answer: E