Chapter 10 quiz review

Regulatory focus theory suggests that

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

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.

manifest

__________ is an individual's characteristic response tendencies across similar situations.

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?

physiological

Raymond is conducting motivation research. He is using __________, which are designed to provide information on latent motives.

projective techniques

Two prominent sets of motives under regulatory focus theory are termed...

promotion and prevention

"Get the best deals!" is an example of a __________ ad. (a customers hopes and aspirations)

promotion-focused

Which of the following is a characteristic associated with emotions?

Emotions are often triggered by environmental events.

need for tension reduction

affective preservation

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on __________ motivation.

affiliation

The willingness to buy a particular product or service is known as...

demand

Which of the following is not considered an emotional dimension?

feeling

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

involvement

A consumer's need for reinforcement is...

passive and external

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?

self-actualization

Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?

serenity

The tendency of many consumers to discount claims made by sales people and ads is related to the need...

to attribute causation

An advertisement theme of "do your own thing" is most likely to be based on a need for...

autonomy

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

cognition

Which emotion would be classified under the "arousal" dimension of emotion?

disctraction

Motives that are known and freely admitted are called...

manifest motives

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

motive

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?

need for ego defense

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?

need for identification

Which of the following is a type of cognitive preservation motive?

need for objectification

A substantial amount of brand switching when the current brand is satisfactory may be explained by the __________ motive.

stimulation

affective motives

the need to reach satisfying feeling states and to obtain personal goals