Chapter 10 Consumer Behavior Final

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

b. approach-avoidance

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 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 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

_____ is an individual's characteristic response tendencies across similar situations. a. Motivation b. Emotion c. Empathy d. Personality e. Involvement

d. Personality

Which motives emphasize development? a. cognitive b. affective c. preservation-oriented d. growth e. Advancement

d. growth

Beyond projective techniques, a popular tool for identifying motives is _____. a. laddering b. means-end chain c. benefit chain d. latent listing e. A,b,c

e. A,b,c

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

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 the above

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

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

_____ 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

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 the above

b. affiliation

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 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

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

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 the above

b. user imagery

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

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

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

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 the above

d. attribution theory

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

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

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. independence e. none of the above

d. independence

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 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 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 the above

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 the above

e. all of the above

Which of the following is considered a dimension of brand personality? a. ruggedness b. excitement c. sincerity d. competence e. all of the above

e. all of the above

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 the above

e. all of the above