CH 10

In which type of motivational conflict must a consumer choose between two attractive alternatives? A. approach-approach B. positive-positive C. win-win D. avoidance-avoidance E. primary-primary

A. approach-approach

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. cognition. B. affection. C. ethnocentrism. D. uniqueness. E. acceptance.

A. cognition

Maslow's hierarchy of needs includes all except which of the following? A. cognition B. physiological C. safety D. belongingness E. esteem

A. cognition

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? A. extroversion B. instability C. agreeableness D. openness to experience E. conscientiousness

A. extroversion

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. need C. want D. desire E. action

A. involvement

Motives that are known and freely admitted are called A. manifest motives. B. latent motives. C. objective motives. D. acceptable motives. E. primary motives.

A. manifest motives

A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation. A. modeling B. independence C. causation D. ego-defense E. None of these choices are correct.

A. modeling

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. motivation

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. motive. B. personality trait. C. emotion. D. perception. E. feeling.

A. motive

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? A. motive B. personality C. emotion D. perception E. feeling

A. motive

In regulatory focus theory, __________ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations. A. promotion-focused B. latent-focused C. manifest-focused D. prevention-focused E. All of these choices are correct.

A. promotion-focused

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' __________ needs. A. safety B. self-actualization C. physiological D. belongingness E. esteem

A. safety

Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent? A. sincerity B. excitement C. competence D. sophistication E. ruggedness

A. sincerity

__________ motives deal with the need to reach satisfying feeling states and to obtain personal goals. A. Cognitive B. Affective C. Preservation-oriented D. Advancement-oriented E. Safety-oriented

B. Affective

Which term is used to refer to the liking/disliking aspect of a specific feeling? A. emotion B. affect C. hedonic D. cognition E. valence

B. affect

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on __________ motivation. A. tension reduction B. affiliation C. modeling D. expression E. None of these choices are correct.

B. affiliation

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-approach B. approach-avoidance C. avoidance-avoidance D. acceptable-unacceptable E. unacceptable-acceptable

B. approach-avoidance

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. stubbornness. B. consumer ethnocentrism. C. sincerity. D. consumer culturalism. E. patriotism.

B. consumer ethnocentrism

Which emotion would be classified under the "arousal" dimension of emotion? A. duty B. distraction C. guilt D. shame E. disgust

B. distraction

Consumer ability to effectively cope with stressful situations relates to the concept of A. message filtering. B. emotional intelligence. C. rage reduction. D. anger management. E. consumer support.

B. emotional intelligence

Consumers have described Apple's iPod products, such as the iPod Touch and the new HomePod player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod? A. sincerity B. excitement C. competence D. sophistication E. ruggedness

B. excitement

Since latent motives often are less than completely socially desirable, __________ are frequently used. A. affect appeals B. indirect appeals C. latent appeals D. direct appeals E. cross referencing appeals

B. indirect appeals

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy? A. introversion B. instability C. sulkiness D. conscientiousness E. agreeableness

B. instability

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. A. latent B. manifest C. acceptable D. primary E. identifiable

B. manifest

Which set of motives deals with our need to determine who or what causes the things that happen to us? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy

B. need for attribution

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? A. need for stimulation B. need for identification C. need or objectification D. teleological need E. need for expression

B. need for identification

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? A. motivation B. personality C. emotion D. perception E. needs

B. personality

Raymond is conducting motivation research. He is using __________, which are designed to provide information on latent motives. A. strategic manipulation techniques B. projective techniques C. latent labeling techniques D. marketing user techniques E. manifest techniques

B. projective techniques

"Get the best deals!" is an example of a __________ ad. A. prevention-focused B. promotion-focused C. negative consequence D. positive reinforcement E. decision-making

B. promotion-focused

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. safety B. self-actualization C. physiological D. belongingness E. esteem

B. self-actualization

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? A. safety B. self-actualization C. physiological D. belongingness E. esteem

B. self-actualization

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. need for stimulation B. teleological need C. utilitarian need D. need for tension reduction E. need for objectification

B. teleological need

Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality? A. celebrity endorsers B. user imagery C. pace of the ad D. media outlet E. All of these choices are correct.

B. user imagery

__________ motives emphasize the individual as striving to maintain equilibrium. A. Cognitive B. Affective C. Preservation-oriented D. Growth E. Leveling

C. Preservation-oriented

Which of the following is false regarding how emotional responses to advertising influence consumer behavior? A. Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself. B. Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities. C. While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages. D. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. E. Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high- involvement way.

C. While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting A. consumer ethnocentrism. B. a need for cognition. C. a need for uniqueness. D. extroversion. E. agreeableness.

C. a need for uniqueness

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A. need for affiliation B. need for uniqueness C. consumer ethnocentrism D. agreeableness E. introversion

C. consumer ethnocentrism

The willingness to buy a particular product or service is known as A. a need. B. a want. C. demand. D. motivation. E. an attitude.

C. demand

Strong, relatively uncontrollable feelings that affect our behavior are known as A. motivations. B. personality. C. emotions. D. perceptions. E. needs.

C. emotions

Old Navy shoppers find the brand to be joyful due to its colorful clothing and spirited advertising. The brand personality trait best associated with Old Navy is A. image. B. safety. C. excitement. D. advertising. E. word-of-mouth.

C. excitement

Which of the following is not an advertising tactic used to communicate brand personality? A. celebrity endorsers B. user imagery C. length of the ad D. tone of the ad E. type of media outlet

C. length of the ad

Which term is often used interchangeably with the term "motivation"? A. personality B. emotion C. need D. perception E. feeling

C. need

Which of the following is a type of cognitive preservation motive? A. need for tension reduction B. teleological need C. need for objectification D. need for stimulation E. need for ego defense

C. 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 A. need for attribution. B. need for autonomy. C. need for tension reduction. D. need for reinforcement. E. need for modeling.

C. 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? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy

C. need to categorize

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered __________ motives. A. safety B. self-actualization C. physiological D. belongingness E. esteem

C. 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? A. security B. self-actualization C. physiological D. belongingness E. esteem

C. physiological

Which of the following is (are) designed to provide information on latent motives? A. perceptual mapping B. regression analysis C. projective techniques D. conjoint analysis E. multivariate analyses

C. projective techniques

Two prominent sets of motives under regulatory focus theory are termed A. approach and latent. B. excess and manifest. C. promotion and prevention. D. acute and chronic. E. motivate and conflict.

C. promotion and prevention

Which of the following is not a core trait in the Five-Factor Model of personality? A. extroversion B. instability C. reliability D. openness to experience E. conscientiousness

C. reliability

A substantial amount of brand switching when the current brand is satisfactory may be explained by the __________ motive. A. expression B. reinforcement C. stimulation D. affiliation E. none of these choices are correct

C. stimulation

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. teleological need B. need for tension reduction C. utilitarian need D. need for autonomy E. need for identification

C. utilitarian need

Which of the following is a characteristic associated with emotions? A. Emotions occur independently from physiological changes. B. Emotions are not associated with behaviors. C. Emotions involve objective feelings. D. Emotions are often triggered by environmental events. E. All of these choices are correct.

D. Emotions are often triggered by environmental events.

Which of the following is not used to classify McGuire's psychological motives? A. Is the mode of motivation cognitive or affective? B. Is the motive focused on preservation of the status quo or on growth? C. Is this behavior actively initiated or in response to the environment? D. Is the outcome of the behavior temporary or permanent? E. Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

D. Is the outcome of the behavior temporary or permanent?

__________ is an individual's characteristic response tendencies across similar situations. A. Motivation B. Emotion C. Empathy D. Personality E. Involvement

D. Personality

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

D. affiliation

Consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need. A. a modeling B. a consistency C. an affiliation D. an assertion E. attribution of causality

D. an assertion

The tendency of many consumers to discount claims made by sales people can be explained in part by A. contrast theory. B. assimilation theory. C. classical conditioning. D. attribution theory. E. None of these choices are correct.

D. attribution theory

An advertisement theme of "do your own thing" is most likely to be based on a need for A. affiliation. B. modeling. C. consistency. D. autonomy. E. None of these choices are correct.

D. autonomy

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. ego defense. C. expression. D. autonomy. E. assertion.

D. autonomy

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? A. safety B. self-actualization C. physiological D. belongingness E. esteem

D. belongingness

A set of human characteristics that become associated with a brand is referred to as A. brand image. B. brand equity. C. brand leverage. D. brand personality. E. brand positioning.

D. brand personality

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. affective B. preservation C. growth D. cognitive E. self-actualization

D. cognitive

Regulatory focus theory suggests that A. consumers will react differently depending on which broad set of motives is most inconspicuous. B. when prevention-focused motives are less salient, consumers seek to avoid negative outcomes. C. when promotion-focused motives are less salient, consumers seek to gain positive outcomes. D. consumers will react differently depending on which broad set of motives is most salient. E. when promotion-focused motives are most salient, consumers are less eager and less risk-seeking decision makers.

D. 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. A. causation B. assertion C. consistency D. ego-defense E. None of these choices are correct.

D. ego-defense

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for A. ego-defense. B. affiliation. C. modeling. D. expression. E. cues.

D. expression

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. What is this called? A. dominance B. helplessness C. active coping D. expressive support seeking E. avoidance

D. expressive support seeking

Which of the following is not considered an emotional dimension? A. pleasure B. arousal C. dominance D. feeling E. All of these choices are emotional dimensions.

D. feeling

Which motives emphasize development? A. cognitive B. affective C. preservation-oriented D. growth E. advancement

D. growth

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? A. manifest B. hidden C. secondary D. latent E. social

D. 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. A. manifest B. hidden C. secondary D. latent E. unacceptable

D. latent

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. need for cognition B. need for expression C. need for reinforcement D. need for ego defense E. need for identity preservation

D. need for ego defense

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy

D. need for objectification

A consumer's need for reinforcement is A. active and internal. B. active and external. C. passive and internal. D. passive and external. E. active and passive.

D. passive and external

The tendency of many consumers to discount claims made by sales people and ads is related to the need A. for ego defense. B. for focus. C. for assertion. D. to attribute causation. E. None of these choices are correct.

D. 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 A. for modeling. B. for assertion. C. for consistency. D. to categorize. E. None of these choices are correct.

D. to categorize

Maslow's hierarchy of needs is based on which premise? A. All humans acquire a similar set of motives through genetic endowment and social interaction. B. Some motives are more basic or critical than others. C. The more basic motives must be satisfied to a minimum level before other motives are activated. D. As the basic motives become satisfied, more advanced motives come into play. E. All of these choices are correct.

E. All of these choices are correct

Which of the following is considered a dimension of brand personality? A. ruggedness B. excitement C. sincerity D. competence E. All of these choices are correct.

E. All of these choices are correct.

Which of the following is true regarding consumers who are highly involved in a specific product category? A. They are more likely to pay attention to relevant marketing messages. B. They are more likely to engage in analytical reasoning to process and learn new information. C. They are more likely to seek out information from numerous sources prior to a decision. D. They are more likely to act as opinion leaders. E. All of these choices are correct.

E. All of these choices are correct.

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? A. safety B. self-actualization C. physiological D. belongingness E. esteem

E. esteem

Beyond projective techniques, a popular tool for identifying motives is __________? A. laddering B. means-end chain C. benefit chain D. latent listing E. laddering, means-end chain, benefit chain

E. laddering, means-end chain, benefit chain

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. need for attribution. B. need for autonomy. C. need for tension reduction. D. need for reinforcement. E. need for expression.

E. need for expression

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? A. extroversion B. introversion C. instability D. agreeableness E. openness to experience

E. openness to experience

While any given advertisement for a product may focus on only one or a few purchasing motives, the A. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions. 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. D. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions and overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. E. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market.

E. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market

Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? A. faith B. desire C. joy D. gratitude E. serenity

E. serenity

Banana Republic is promoting high-end accessories in its "The Company We Keep" collection. This may help consumers recognize Banana Republic's personality dimension as __________? A. cognitive B. safety C. excitement D. pleasure E. sophistication

E. sophistication

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

F

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

F

Conflicts between motives are rare.

F

Emotions are rarely accompanied by cognitive thought.

F

Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality.

F

Marketers create needs.

F

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

F

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

F

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

F

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

T

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.

T

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

T

Laddering is a popular tool for identifying latent motives.

T

Need for stimulation is an active, external motive.

T

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

T