consumer behavior chapter 5 practice

Wants are a combination of ________.

A) personal factors B) cultural factors C) A and B ......is the correct answer C*

Explain the term "affect."

Affect indicates that many of our decisions are driven by our emotional responses to products.

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

An approach-approach conflict

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?

An approach-avoidance conflict

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

Approach-avoidance conflict

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience?

Drive theory

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

Drive theory

Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior?

Expectancy theory

Which of the following is NOT a biological explanation of motivation?

Expectancy theory

________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior.

Expectancy theory

When a woman buys expensive jewelry, which of the following needs is most likely being expressed?

Hedonic

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored?

Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.

What is the most important thing a marketing practitioner can learn from Maslow's theory?

Most people must first have their basic needs met before they will be motivated by higher needs.

________ refer(s) to the processes that lead people to behave as they do.

Motivation

Describe the motivation process.

Motivation refers to the processes that cause people to behave as they do. It occurs when a NEED is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that DRIVES the consumer to attempt to reduce or eliminate the need. Needs may be utilitarian or hedonic. In either case, a discrepancy exists between the consumer's present state and some ideal state; this gulf creates a state of tension. Satisfying needs can be done in any of several ways, depending upon the consumer's cultural upbringing. Once the GOAL is attained, tension is reduced and the motivation recedes—for the time being.

Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test?

Murray

Who identified a set of 20 psychogenic needs?

Murray

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

Self-actualization needs

Explain the expectancy theory.

The expectancy theory states that expectations of achieving desirable outcomes (positive incentives) rather than being pushed from within motivate our behavior.

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

The hierarchy is often culture-bound.

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling?

The motivation process

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?

The need for affiliation

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

The theory of cognitive dissonance

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

Trait theory

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs?

Utilitarian needs

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.

achievement

Motivation that is driven by raw emotions is called ________.

affect

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________.

affiliation

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.

approach-approach conflict

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

approach-avoidance conflict

Products that command fierce loyalty, devotion and even worship by consumers are called ________.

cult products

A goal-oriented theory, which attempts to reduce or eliminate an unpleasant state and return to homeostasis, is called the expectancy theory. T/F

false

A want is the particular form of consumption used to restore homeostasis. T/F

false

Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with the expectancy theory. T/F

false

Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance). T/F

false

Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car. T/F

false

Motivation explains the strength of behavior, but not its direction. T/F

false

Personal and social factors combine to create wants. T/F

false

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions. T/F

false

Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers. T/F

false

In the motivation process, the desired end state is the consumer's ________.

goal

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"—Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________.

hedonic

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit.

inertia

Sally always buys Coca-Cola out of habit, which is an example of ________.

inertia

Person, object, and situational factors are the three types of influences that determine a person's level of ________.

involvement

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.

magnitude of the tension

When M&M's put consumers' names and faces on their candy, this is an example of ________.

mass customization

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

motivation

The degree to which a person is willing to expend energy to reach a specific need is called ________.

motivation direction ( direction is the key word)

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.

one must first satisfy basic needs before moving to higher order needs

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

physiological

A clothing store made the proper decision when they targeted women with a high need for achievement for their line of business suits. T/F

true

A degree of arousal is called a drive. T/F

true

A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict. T/F

true

A goal has valence, which means it can be positive or negative. T/F

true

Abraham Maslow developed the hierarchy of needs theory. T/F

true

Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement claiming that the perfume is "as individual as you are." T/F

true

Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example illustrates a person choosing to meet utilitarian needs. T/F

true

Involvement can be seen as the motivation to process information about products or services that consumers believe will help solve a problem or achieve a goal. T/F

true

Maslow's hierarchy of needs implies that the order of needs is fixed. T/F

true

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. T/F

true

Product involvement refers to a consumer's level of interest in a product. T/F

true

Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus. T/F

true

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. T/F

true

The term "dissonance" means tension. T/F

true

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. T/F

true

When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs. T/F

true

Goals can be considered positive or negative. This is an expression of a goal's ________.

valence

List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a product that fits each need form.

•Physiological—Product: medicines, staple items, generics. • Safety—Product: insurance, alarm systems, retirement investments. • Belongingness—Product: clothing, grooming products, clubs, and drinks. • Esteem needs—Products: cars, furniture, credit cards, stores, country clubs, and liquors. • Self-actualization—Products: hobbies, travel, and education.