Ch 10

____is an individual's characteristic response tendencies across similar situations.

Personality

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

Safety

In which type of motivational conflict must a consumer choose between two attractive alternatives?

approach-approach

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?

approach-avoidance

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

belongingness

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

brand personality

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

esteem

Consumers have described Apple's iPod products, such as the MP3 music player and the new video 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?

excitement

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 of the following is NOT an advertising tactic used to communicate brand personality?

length of the ad

When asked why he bought a specific automobile, Jeremy replied that it has good gas mileage, is rated one the best cars in terms of safety, and was in his price range. These reasons reflect Jeremy's _____ motives.

manifest

Motives that are known and freely admitted are called

manifest motives

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

projective techniques

Which of the following is considered a dimension of brand personality?

ruggedness, excitement, sincerity, & competence

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?

self-actualization

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

sincerity

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?

user imagery