CB ch 10

"Get the best deals!" is an example of a ______ ad. A. prevention-focusedB. promotion-focusedC. negativeconsequenceD. positivereinforcementE. decisionmaking

B

Consumers have described Apple's products as imaginative and up-to-date. The brand is also considered daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes Apple? A. sincerityB. excitementC. competenceD. sophisticationE. ruggedness

B

Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives. strategicmanipulationtechniques projectivetechniques latentlabelingtechniques marketingusertechniques manifest techniques

B

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? A. safetyB. self-actualizationC. physiologicalD. belongingnessE. esteem

B

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? A. motivationB. personalityC. emotionD. perceptionE. needs

B

Which set of motives deals with our need to determine who or what causes the things that happen to us? A. needforconsistencyB. needforattributionC. needtocategorizeD. needforobjectificationE. needforautonomy

B

Which motives emphasize development? A. cognitiveB. affectiveC. preservation-orientedD. growthE. advancement

D

A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. A. modelingB. independenceC. causationD. ego-defenseE. noneoftheabove

A

In which type of motivational conflict must a consumer choose between two attractive alternatives? A. approach-approachB. positive-positiveC. win-winD. avoidance-avoidanceE. primary-primary

A

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. motiveB. personalitytraitC. emotionD. perceptionE. feeling

A

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 _____. A. cognitionB. affectionC. ethnocentrismD. uniquenessE. acceptance

A

Maslow's hierarchy of needs includes all EXCEPT which of the following? A. cognitionB. physiologicalC. safetyD. belongingnessE. esteem

A

Motives that are known and freely admitted are called _____. A. manifest motivesB. latentmotivesC. objectivemotivesD. acceptablemotivesE. primarymotives

A

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

A

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? A. motiveB. personalityC. emotionD. perceptionE. feeling

A

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A. involvement B. needC. wantD. desire E. action

A

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation. A. tensionreduction B. affiliationC. modelingD. expression E. noneoftheabove

B

Because latent motives often are less than completely socially desirable, _____ are frequently used. affect appeals indirect appeals latent appeals direct appeals crossreferencingappeals

B

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. safetyB. self-actualizationC. physiologicalD. belongingnessE. esteem

B

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 _____. A. stubbornnessB. consumerethnocentrismC. sincerityD. consumerculturalismE. patriotism

B

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. needforstimulationB. teleologicalneedC. utilitarianneedD. needfortensionreductionE. needforobjectification

B

Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing? A. approach-approachB. approach-avoidanceC. avoidance-avoidanceD. acceptable-unacceptableE. unacceptable-acceptable

B

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 is in a moderate price range. These reasons reflect Jeremy's _____ motives. A. latentB. manifestC. acceptableD. primaryE. identifiable

B

Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted? A. needforstimulationB. needforidentificationC. needforobjectificationD. teleologicalneedE. needforexpression

B

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. A. CognitiveB. AffectiveC. Preservation-orientedD. Advancement-orientedE. Safety-oriented

B

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____. A. consumerethnocentrism B. aneedforcognitionC. aneedforuniqueness D. extroversion E. agreeableness

C

A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive. A. expressionB. reinforcementC. stimulationD. affiliationE. noneoftheabove

C

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. needforconsistency B. needforattributionC. needtocategorizeD. need for objectification E. needforautonomy

C

Among Toyota owners, reliability is a brand personality trait associated with ______. A. imageB. safetyC. competenceD. advertisingE. word-of-mouth

C

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives. A. safetyB. self-actualizationC. physiologicalD. belongingnessE. esteem

C

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. securityB. self-actualizationC. physiologicalD. belongingnessE. esteem

C

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. needforattributionB. needforautonomyC. needfortensionreductionD. needforreinforcementE. needformodeling

C

Strong, relatively uncontrollable feelings that affect our behavior are known as _____. A. motivationsB. personalityC. emotionsD. perceptionsE. needs

C

The willingness to buy a particular product or service is known as _____. A. aneedB. awantC. demandD. motivationE. anattitude

C

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. teleologicalneedB. needfortensionreductionC. utilitarian needD. needforautonomyE. needforidentification

C

Two prominent sets of motives under regulatory focus theory are termed _____. A. approachandlatentB. excessandmanifestC. promotionandpreventionD. acuteandchronicE. motivateandconflict

C

Which of the following is a type of cognitive preservation motive? A. needfortensionreduction B. teleologicalneedC. needforobjectification D. needforstimulation E. needforegodefense

C

Which of the following is(are) designed to provide information on latent motives? perceptual mapping regressionanalysis projectivetechniques conjoint analysis multivariateanalyses

C

Which term is often used interchangeably with the term "motivation"? A. personalityB. emotionC. needD. perceptionE. feeling

C

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A. needforaffiliationB. needforuniquenessC. consumerethnocentrismD. agreeablenessE. introversion

C

____ motives emphasize the individual as striving to maintain equilibrium. A. CognitiveB. AffectiveC. Preservation-orientedD. GrowthE. Leveling

C

A consumer's need for reinforcement is _____. A. activeandinternalB. activeandexternalC. passiveandinternalD. passiveandexternalE. activeandpassive

D

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 modelingB. forassertionC. forconsistencyD. tocategorizeE. noneoftheabove

D

A set of human characteristics that become associated with a brand is referred to as _____. A. brandimageB. brandequityC. brandleverageD. brandpersonalityE. brandpositioning

D

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need. A. a modelingB. aconsistencyC. anaffiliationD. anassertionE. attributionofcausality

D

Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive. A. causationB. assertionC. consistencyD. ego-defenseE. noneoftheabove

D

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. egodefense C. expressionD. autonomy E. assertion

D

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. affectiveB. preservationC. growthD. cognitiveE. self-actualization

D

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 were 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. hiddenC. secondary D. latent E. social

D

Kevin is shy and doesn't really like to be around others. Most of the others from his high school who 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. autonomyD. affiliation E. modeling

D

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. hiddenC. secondary D. latent E. unacceptable

D

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

D

The tendency of many consumers to discount claims made by salespeople can be explained in part by _____. contrast theory assimilationtheory classicalconditioning attributiontheory noneoftheabove

D

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? A. needforconsistencyB. needforattributionC. needtocategorizeD. needforobjectificationE. needforautonomy

D

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? A. safetyB. self-actualizationC. physiologicalD. belongingnessE. esteem

D

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. needforcognitionB. needforexpressionC. needforreinforcementD. needforegodefenseE. needforidentitypreservation

D

Which of the following is NOT used to classify McGuire's psychological motives? Isthemodeofmotivationcognitiveoraffective? Isthemotivefocusedonpreservationofthestatusquoorongrowth? Isthisbehavioractivelyinitiatedorinresponsetotheenvironment? Istheoutcomeofthebehaviortemporaryorpermanent? Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

D

Which of the following is a characteristic associated with emotions? Emotionsoccurindependentlyfromphysiologicalchanges. Emotions are not associated with behaviors. Emotionsinvolveobjectivefeelings. Emotionsareoftentriggeredbyenvironmentalevents. All of the above are associated with emotions.

D

Beyond projective techniques, a popular tool for identifying motives is _____. laddering means-endchain benefit chain latent listing A,B,andC

E

Maslow's hierarchy of needs is based on which premise? All humans acquire a similar set of motives through genetic endowment and social interaction. Some motives are more basic or critical than others. Themorebasicmotivesmustbesatisfiedtoaminimumlevelbeforeothermotivesareactivated. As the basic motives become satisfied, more advanced motives come into play. All of the above are premises within Maslow's hierarchy.

E

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. needforattributionB. needforautonomyC. needfortensionreductionD. needforreinforcementE. needforexpression

E

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? A. safetyB. self-actualizationC. physiologicalD. belongingnessE. esteem

E

Which of the following is TRUE regarding consumers who are highly involved in a specific product category? Theyaremorelikelytopayattentiontorelevantmarketingmessages. They are more likely to engage in analytical reasoning to process and learn new information. They are more likely to seek out information from numerous sources prior to a decision. They are more likely to act as opinion leaders. Alloftheabovearetrue.

E

Which of the following is considered a dimension of brand personality? A. ruggednessB. excitementC. sincerityD. competenceE. alloftheabove

E

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____. advertisingcampaignshouldfocusmoreonmanifestmotivesbecausetheyalwayshaveastronger influence on purchase decisions overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives advertising campaign needs to cover all the important purchase motives of the target market AandB BandC

E

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

FALSE

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

FALSE

Conflicts between motives are rare.

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

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

FALSE

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

TRUE

Need for stimulation is an active, external motive.

TRUE

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

TRUE