Chapter 10

Conflicts between motives are rare.

False

The fact that consumers need to attribute cause underlies an area of research known as cognitive theory.

False

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____.

a need for uniqueness

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?

belongingness

Among Toyota owners, reliability is a brand personality trait associated with ______.

competence

Beyond projective techniques, a popular tool for identifying motives is _____?

laddering

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.

motivation

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?

need for objectification

"Get the best deals!" is an example of a ______ ad.

promotion-focused

Which of the following is NOT a core trait in the Five-Factor Model of personality?

reliability

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

stimulation

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 all of the above

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.

False

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning. (T/F)

False

Affective preservation motives include the need for tension reduction, teleological needs, need for expression, and need for ego defense.

False

Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality. (T/F)

False

Marketers create needs.

False

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

False

Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking.

False

Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking. (T/F)

False

____ motives emphasize the individual as striving to maintain equilibrium.

Preservation-oriented

According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction.

True

Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand.

True

Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself.

True

Motives that are known and freely admitted are called primary motives. (T/F)

True

Need for stimulation is an active, external motive. (T/F)

True

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

True

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.

an assertion

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 _____.

autonomy

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.

b and c 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

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 _____.

consumer ethnocentrism

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

consumer ethnocentrism

Regulatory focus theory suggests that ____.

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

Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive.

ego-defense

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?

esteem

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?

extroversion

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

independence

Since latent motives often are less than completely socially desirable, _____ are frequently used.

indirect appeals

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

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 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?

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.

latent

Which term is often used interchangeably with the term "motivation"?

need

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

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 _____.

need for expression

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

need for objectification

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 _____.

need for tension reduction

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?

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?

openness to experience

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.

physiological

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

Which of the following is (are) designed to provide information on latent motives?

projective techniques

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?

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

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 _____.

to categorize

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?

utilitarian need