exam2 chp10

an inner force that stimulates and compels a behavioral response and provides direction to that response is

a motive

a consumer's propensity to pursue differentness realtive to others through the acquisition, utilization, and disposition of consumer goods is exhibiting ______

a need for uniqueness

beyong projective techniques, a popular tool for identifying motives is ______-

a, b. and c

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

affect

___________ motives deals with the needs to reach satisfying feeling states and to obtain personal goals

affective

an advertising theme such as "serve pepsi to your friends, they'll move you for it." is most likely based on _________ motivation

affiliation

kevin is she 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 fraternitites and sororities, business organizations, and religious groups, but keven didn't join anything. kevin has a low need for

affiliation

maslows hierarchy of needs is based on which premise

all of the above

when communicating brand personality, executional factors go beyond the core message to include how it is communicated using

all of the above

which of the following is considered a dimension of brand personality

all of the above

which of the following is true regarding consumers who are highly involved ina specific product category

all of the above

consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need

an assertion

in which type of motivational conflict must a consumer chose 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

the tendency of many consumers to discount claims made by advertising messages can be explained by

attribution theory

the tendency of many consumers to discount claims made by salespeople can be explained in part by

attribution theory

elizabeth is 15 years ole and is asking her parents for more freedom. she wants to make more os the decisions that affect her. this is an example of

autonomy

which need in maslows 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

lori reads three newpapers 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 crosswork puzzles and do other types of word games. lori has a high need for _________

cognition

maslow's hierarchy of needs includes all except which of the following

cognition

in mcguires classification of motives, which ones focus on the persons needs for being adaptively oriented toward the environment and achieving a sense of meaning

cognitive

gwen lives in dijon, france. to her, french wine is the only wine worth drinking, and she would never consider drinking wine from cali. gwen is exhibiting

consumer ethnocentrism

thrait reflects an individual difference in consumer's propensity to be biased against the purchase on foriegn products

consumer ethnocentrism

regulatory focuse theory suggests that

consumers will react differently depending on which broad set of motives is most salient

the willingness to buy a particular product or service is known as

demand

which emotion would be classified inder the arousal dimension of emotion

distraction

consumers who purchase only popular brands because of insecurity are most likely influences by the _______ motive

ego defense

consumer ability to effectively cope with stressful situation related to the concept of ____________

emotional intelligence

strong, relatively incontrollable feelings that affect our behavior are known as

emotions

which of the following is a characteristic associated with emotions

emotions are often triggered by environmental events

which of maslows needs reflects individuals desires for status, superiority, self respect, and prestige

esteem

Old navy shoppers find the brand to by joyful due to its colorful clothing and spirited advertising. the brand personality trait best associated with Old Navy is

excitement

consumers have describes 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 traditiona media models. based on this description, which dimention of brand personality best describes the ipod

excitement

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for

expression

a consumer who buys a mercedes benz because she feels it communicates her image to others is saisfying a need for

expression

after a very negative service encounter, sam vents his emotions and seeks emotional and problem-focused assistance from others. this is called __________

expressive support seeking

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?

extroversion

affective motives focus on the person's needs for being adaptively oriented toward the environment and achieving a sense of meaning

false

affective preservation motives include the need for tension reduction, telelogical needs, need for expression, and need for ego defense

false

conflict between motives are rare

false

emotions are rarely accompanied by cognitive thought

false

extroversion, instability, agreeableness, opennes to experience, and conscientiousness are dimensions of brand personality

false

laddering is a popular tool for identifying latent motives

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

brand image is a set of human characteristics that become associated with a brand

false BRAND PERSONALITY is a set of human characteristics....

the need for uniqueness is the trait that reflects an individual difference in consumer's propensity to be biased againt the purchase of foreign products

false CONSUMER ETHNOCENTRISM is the trait that reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products

perceptual mapping techniques are designed to provide information on latent motives

false PROJECTIVE TECHNIQUES are designed to provide information on latent motives

the length of an ad is a useful advertising tactic for communicating brand personality

false the length of an ad is NOT a useful....

the need for ego defense is a type of cognitive preservation motive

false the need for OBJECTIFICATION is a type of cognitive presentation motive

which of the following is not considered an emotional dimension

feeling

which motives emphasize development

growth

an advertisement theme of "do your own thing" is most likely to be based on a need for

independence

since latent motives are less than completely socially desireable, __________ are frequently used

indirect appeals

which core trait in the five-factor model of personality is manifested by an individual being moody, temperamental, and touchy

instability

which of the following is a motivation state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

involvement

which of the following if NOT used to classify McGuires psychological motives

is the outcome of the behavior temporary or permanent

james begges his mother to buy him some hig-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 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 firends represents what type of motive

latent

motives that are either unknown to the consumer or are such taht 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 milage, is rated one of the best cars in terms of safety, and was in a moderate price range. these reasons affect jeremy's _________ motives

manifest

motives that are known and freely admitted are called

manifest motives

a consumer who buys a product because a close friend bought one may be fulfilling ________ motivation

modeling

a consumer who buys a product because a close friend bought one may be fulfilling a ________ motivation

modeling

the energizing force that activates behavior and provides purpose and direction to that behavior is known as

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 him hunger. this inner force that is compelling him to search for food is known as a

motive

which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response

motive

which term is oftern used interchangibly with the term motive

need

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

need for attribution

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

need for ego defense

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

need for expression

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

need for identification

which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know

need for objectification

which of the following is a type of cognitive preservation motive

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

need for tension reduction

adam was working on a term paper and was exposed to so much information that we devised a classification system.....

need to categorize

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

openness to experience

while any given advertisement for a product may focus on only one or a few purchasing motives, the _______

overall campaign shou attempt to position ..... & advertising campaign needs to cover all the important purchase....

a consumers need for reinforcement is

passive and external

________ is an individual;s characteristic response tendencies across similar situations

personality

which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations

personality

in maslows hierarchy of noods, food, water, sleep, and to an expent, sex, are considered ________ motives

physiological

many victims of hurricane katrina were left without their homes, food, water, etc. based on maslows hierarchy of needs, which motives were activated for these individuals

physiological

_______ motives emphasize the individual as striving to maintain equilibrium

preservation oriented

raymond is conducting motivation research. he is using___________, which are designed to provide information on latent motives

projective techniques

which of the following is designed to provide information of latent motives

projective techniques

two prominent sets of motives under regulatory focus theory are termed

promotion and prevention

"get the best deals" is an example of a _________ ad

promotion focused

in regulatory focus theory, _________ motives resolve around a desire for growth and development and are related to consumers' hopes and aspirations.

promotion_focused

which of the following is not a core trait in the five-factor model of personality

reliability

smoke detectors, preventive medicines, insurance, retirement investments, seat belts, ect... are all examples of products to satisfy consumers' _________ needs

safety

for years, the US army ran an advertising campaign with the tagline, be all you can be to which of maslows needs is this appealing

self actualization

which of maslows needs involves the desire for self fulfillment, to become all that one is capable of becoming

self-actualization

in maslow's need hierarchy, the need to become all that one is capable of becoming isq

self-actualizatoin

barbara is an individual who usually feels restful, serene, comfortable, and soothed. which emotion is barbara experiencing

serenity

whole foods supermarkets have been described as down-to earth, honest, wholesome, and cheerful. which dimension of brand personality does this represent

sincerity

banana republic is promoting high-end accessories in its " the company we keep" collectiong. this may help consumers recognize banana republics personality dimension as __________?

sophistication

a substantial amount of brand switching when the current brand is satisfactory may be explained by the _______ motive

stimulation

karem went to a movie and was disapointed because the main characted died, she prefers happy endings to movies... this movie was in contrast with which need of karens

teleological need

the essence of emotion is

the subjecting feelings generated

the tendency of many consumers to discount claims made by salespeople and asd is related to the need

to attribute causation

a consumers tendency to initially react to a new product is though it were the same as similar existing products is more likely to be based on a need

to categorize

according to Maslow, all humans acquire a similar set of motives through generic endowment and social enteraction

true

celebrity endorsers are often a useful way to personify a brand sinct the characteristics and meanings of the celebrity can be transferred to the brand

true

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

true

instability is manifested by an individual being moody, temperamental, and touchy

true

motives that are known and freely admitted are called manifest motives

true

need for simulation is an active, external motive

true

personality is an individual's characteristic response tendencies across similar situations

true

theories based on a utilitarian need view the consumer as a problem solver who approaches situation as opportunities to aquire useful information or new skills

true

advertisements for BC headache powders usually show blue collar workers using this product to obtain fast pain relief caused by their job. which advertising tactic is BC using to communicate its brand personality

user imagery

theories based on which need view the consumer is a problem solver who approaches situation as opportunities to acquire useful information or new skills

utilitarian need

which of the following is false regarding how emotional responses to advertising influence consumer behavior

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