MKTG 371 Chapter 5
According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________. A) one must first satisfy basic needs before moving to higher order needs B) the need for power is one of the most fundamental needs C) advertisers who appeal to the need for achievement before other needs are more successful D) most needs are about equal for the average person
A
Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"—Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________. A) hedonic B) utilitarian C) biological D) learned
A
Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit. A) inertia B) flow C) formation D) actualization
A
Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored? A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors. B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations. C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant. D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved customers.
A
Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict
A
The degree to which a person is willing to expend energy to reach a specific need is called ________. A) motivation direction B) motivation path C) motivation scheme D) motivation strength
A
What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) Trait theory B) Collective unconscious theory C) Freudian theory D) Social conflict theory
A
What type of conflict exists when we desire a goal but wish to avoid it at the same time? A) Approach-avoidance conflict B) Approach-approach conflict C) Avoidance-avoidance conflict D) Direction-valence conflict
A
When a woman buys expensive jewelry, which of the following needs is most likely being expressed? A) Hedonic B) Utilitarian C) Rational D) Biogenic
A
Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it. A) magnitude of the tension B) direction of the tension C) expectancy D) reinforcement
A
Which of the following is NOT a biological explanation of motivation? A) Expectancy theory B) Drive theory C) Homeostasis process D) Instinct
A
) ________ performances are where the message itself is a form of entertainment. A) Ad target B) Spectacle C) Encoding D) Decoding
B
According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________. A) safety B) physiological C) belongingness D) esteem
B
Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________. A) mass customization marketing B) consumer-generated content C) performance marketing D) mobile marketing
B
Goals can be considered positive or negative. This is an expression of a goal's ________. A) direction B) valence C) strength D) dissonance
B
If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________. A) achievement B) affiliation C) power D) uniqueness
B
Person, object, and situational factors are the three types of influences that determine a person's level of ________. A) enculturation B) involvement C) values D) needs
B
Products that command fierce loyalty, devotion and even worship by consumers are called ________. A) routine products B) cult products C) staple products D) specialty products
B
Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience? A) Fact-and-find theory B) Drive theory C) Emotional theory D) Theory of cognitive dissonance
B
Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict
B
The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product. A) fuzzy B) cult C) consumer-generated D) LOHAS
B
What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A) Instinct theory B) Drive theory C) Expectancy theory D) Need theory
B
Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test? A) McClelland B) Murray C) Maslow D) Herzberg
B
Who identified a set of 20 psychogenic needs? A) McClelland B) Murray C) Maslow D) Zaichkowsky
B
Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts? A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition. B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected. C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies. D) Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning.
B
________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. A) Expectancy theory B) The theory of cognitive dissonance C) Value theory D) Choice theory
B
An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. A) affiliation B) control C) achievement D) uniqueness
C
Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior? A) Drive theory B) Instinct theory C) Expectancy theory D) Theory of cognitive dissonance
C
Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior? A) Product involvement B) Price involvement C) Purchase situation involvement D) Message involvement
C
Sally always buys Coca-Cola out of habit, which is an example of ________. A) routine buying B) low passion C) inertia D) flow state
C
Wants are a combination of ________. A) personal factors B) cultural factors C) A and B D) none of the above
C
When M&M's put consumers' names and faces on their candy, this is an example of ________. A) mass marketing B) mass consumer needs C) mass customization D) mass distribution
C
________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory
C
________ refer(s) to the processes that lead people to behave as they do. A) Goals B) Cues C) Motivation D) Directing
C
________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis
C
What is the most important thing a marketing practitioner can learn from Maslow's theory? A) Safety needs are more important than social needs. B) Maslow's hierarchy scheme of needs has been found to be universal and applies equally in all cultures. C) Maslow's theory is theoretical and has been very difficult to actually apply in practice. D) Most people must first have their basic needs met before they will be motivated by higher needs.
D
Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? A) Safety needs B) Belongingness needs C) Ego needs D) Self-actualization needs
D
A want is the particular form of consumption used to restore homeostasis. T/F
FALSE
Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with the expectancy theory. T/F
FALSE
Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance). T/F
FALSE
Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car. T/F
FALSE
Motivation explains the strength of behavior, but not its direction. T/F
FALSE
Personal and social factors combine to create wants. T/F
FALSE
Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions. T/F
FALSE
Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers. T./F
FALSE
A clothing store made the proper decision when they targeted women with a high need for achievement for their line of business suits. T./F
TRUE
A degree of arousal is called a drive. T/F
TRUE
A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict. T/F
TRUE
A goal has valence, which means it can be positive or negative. T/F
TRUE
A good example of a cult product is an Apple computer.
TRUE
Abraham Maslow developed the hierarchy of needs theory. T/F
TRUE
Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement claiming that the perfume is "as individual as you are." T/F
TRUE
Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example illustrates a person choosing to meet utilitarian needs. T/F
TRUE
Involvement can be seen as the motivation to process information about products or services that consumers believe will help solve a problem or achieve a goal. T/F
TRUE
Maslow's hierarchy of needs implies that the order of needs is fixed. T/F
TRUE
Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. T/F
TRUE
Product involvement refers to a consumer's level of interest in a product. T/F
TRUE
Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus. T/F
TRUE
The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. T/F
TRUE
The term "dissonance" means tension. T/F
TRUE
The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another .T/F
TRUE
The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. T/F
TRUE
When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs. T/F
TRUE
Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision? A) An approach-approach conflict B) An approach-avoidance conflict C) An avoidance-avoidance conflict D) An orientation conflict
A
A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs? A) The theory is wrong. B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs. C) The hierarchy is often culture-bound. D) Psychogenic needs overwhelm biogenic needs.
C
In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist? A) The need for power B) The need for uniqueness C) The need for affiliation D) The need for safety
C
Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? A) The goal process B) The directionality process C) The motivation process D) The involvement process
C
) In the motivation process, the desired end state is the consumer's ________. A) drive B) need state C) benefit D) goal
D
Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing? A) A cognitive dissonance conflict B) An approach-approach conflict C) An avoidance-avoidance conflict D) An approach-avoidance conflict
D
In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? A) Sentiment needs B) Biogenic needs C) Hedonic needs D) Utilitarian needs
D
Motivation that is driven by raw emotions is called ________. A) effect B) hedonic C) utility D) affect
D
When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. A) homeostasis B) want C) desire D) motivation
D
A desired end state, that applies to many different cultures is called a core value. T/F
FALSE
A goal-oriented theory, which attempts to reduce or eliminate an unpleasant state and return to homeostatsis, is called the expectancy theory. T/F
FALSE
