MKG 310: CH. 10

Maslow's hierarchy of needs is based on which premise?

-All humans acquire a similar set of motives through genetic endowment and social interaction. -Some motives are more basic or critical than others. -The more basic motives must be satisfied to a minimum level before other motives are activated. -As the basic motives become satisfied, more advanced motives come into play.

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.

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

affect

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 _____.

autonomy

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 _____.

cognition

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?

cognitive

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

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 product because a close friend bought one may be fulfilling a _____ motivation.

modeling

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

motive

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

need for attribution

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

projective techniques

Two prominent sets of motives under regulatory focus theory are termed _____.

promotion and prevention

Which of the following is NOT a core trait in the Five-Factor Model of personality?

reliability

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

ruggedness excitement sincerity competence