CH 10 BB

Which term is used to refer to the liking/disliking aspect of a specific feeling?

affect

A set of human characteristics that become associated with a brand is referred to as

brand personality

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

consumer ethnocentrism

Strong, relatively uncontrollable feelings that affect our behavior are known as

emotions

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

indirect appeals

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

A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation.

modeling

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

need

Which set of motives deals with our need to determine who or what causes the things that happen to us?

need for attribution

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

personality

__________ motives emphasize the individual as striving to maintain equilibrium.

preservation eriented

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

projective beliefs

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' __________ needs.

safety

Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?

sincerity

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

stimulation

__________ motives deal with the need to reach satisfying feeling states and to obtain personal goals.

affective motives

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

affiliation

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

laddering means of change benefit change

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