MKTG 4410 CHAPTER 10

passive and external

A consumer's need for reinforcement is _____.

brand personality

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

stimulation

A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive.

competence

Among Toyota owners, reliability is a brand personality trait associated with ______

independence

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

indirect appeals

Because latent motives often are less than completely socially desirable, _____ are frequently used.

emotional intelligence

Consumer ability to effectively cope with stressful situations relates to the concept of _______

ego-defense

Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive.

physiological

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.

cognitive

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?

cognition

Maslow's hierarchy of needs includes all EXCEPT which of the following?

All of the above are premises within Maslow's hierarchy.

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

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

manifest motives

Motives that are known and freely admitted are called _____

safety

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

emotions

Strong, relatively uncontrollable feelings that affect our behavior are known as _____

attribution theory

The tendency of many consumers to discount claims made by salespeople can be explained in part by _____.

demand

The willingness to buy a particular product or service is known as _____

Personality

____ is an individual's characteristic response tendencies across similar situations.

Affective

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.