CH. 2

______________ occurs when a given behavior is seen as both desirable and undesirable because it satisfies some needs but fails to satisfy others. a. Approach-avoidance conflict b. Approach-approach conflict c. Opposing-sided contradiction d. Open-sided contradiction e. Avoidance contradiction

a. Approach-avoidance conflict

__________ influence how much effort consumers put into searching for information, how they make choices, how they form attitudes, and what they remember. a. Motivation, ability, and opportunity b. Motivation and persistence c. Ability and persistence d. Risk and persistence e. Risk, ability, and persistence

a. Motivation, ability, and opportunity

Novices are able to process information more extensively when the information is stated in terms of a. benefits. b. discrete units of information rather than chunking of information. c. attitudes. d. beliefs. e. attributes.

a. benefits.

Before buying a PC, Nathan read computer magazines daily and knew all of the different types of components. This is best thought of as an example of a. cognitive involvement. b. felt motivation. c. cognitive agitation. d. affective elaboration. e. elaborative cognition.

a. cognitive involvement.

Jonathan loves Turtle Car Wax. He uses it on his vehicles and when someone notices his car he always engages in a conversation about his favorite car wax. Jonathan has what is known as a(n) ____________ with Turtle Car Wax. a. felt involvement b. model involvement c. accurate involvement d. socialized involvement e. outcome involvement

a. felt involvement

One way to increase the likelihood that consumers will process a message is by suggesting that the product or service will a. fulfill a need, value, or goal. b. increase a consumer's safety needs. c. be able to create new affect. d. increase a consumer's functional needs. e. increase a consumer's processing of the message.

a. fulfill a need, value, or goal.

Consumers with a(n) ___________ are likely to be highly involved in activities like reading, solving puzzles, and playing games that are mentally taxing. a. high need for cognition b. high optimum stimulation level c. low need for cognition d. low need for conation e. affectively oriented personality

a. high need for cognition

Consumers can be involved with many different entities so it is important to identify the a. object of involvement. b. person behind the involvement. c. specific emotions elicited by the involvement. d. type of brands in the product category. e. level of brand loyalty

a. object of involvement.

Chris wants to buy a new car. He saw a commercial for Honda and has decided that he would like to test-drive a Honda Accord. He is probably motivated by the commercial because the information was a. personally relevant. b. presented in a humorous way. c. risky. d. moderately inconsistent with his prior attitudes about Honda. e. based on knowledge and experience.

a. personally relevant.

The most basic level of Maslow's needs is a. physiological needs. b. egoistic needs. c. safety. d. social needs. e. self-actualization.

a. physiological needs.

All of the following are types of perceived risk identified by researchers except a. uncertainty risk. b. performance risk. c. financial risk. d. physical risk. e. social risk.

a. uncertainty risk.

______________ occurs when an individual faces the task of choosing among two or more equally desirable options that fulfill different needs. a. Approach-avoidance conflict b. Approach-approach conflict c. Opposing-sided contradiction d. Open-sided contradiction e. Avoidance contradiction

b. Approach-approach conflict

__________ is an inner force that denotes energy to achieve a goal. a. Retrieval b. Motivation c. Ability d. Opportunity e. Persistence

b. Motivation

Ben is always on time for class, listens well, takes lengthy notes during lecture, and always studies hard for exams in an attempt to achieve his goal of being a good student. This is an example of a(n) ______________________ goal. a. appraised b. abstract c. concrete d. normative e. affective

b. abstract

Crystal went on a strict diet and lost 30 pounds. She was proud of her achievement. According to appraisal theory, her emotion of pride is the result of a. normative influence. b. achieving an outcome consistent with her goals. c. cognitive processing. d. affective referral, e. moral compatibility,

b. achieving an outcome consistent with her goals.

Kimberly was really excited and happy about her purchase of a Rainbow Vacuum Cleaner. She couldn't wait until her husband came home to see the living room carpet and show him the dirt she was able to extract from the carpet. Kimberly felt so proud of her purchase because it represented her ability to take care of her family. This is best thought of as an example of a. cognitive involvement. b. affective involvement. c. cognitive agitation. d. affective elaboration. e. elaborative cognition.

b. affective involvement

Driving his BMW to the party, Skip felt great that driving well above the speed limit won him the admiration of his friends, but he also had safety concerns. This is a classic example of an a. opposing-sided contradiction. b. approach-avoidance conflict. c. approach-approach conflict. d. open-sided contradiction. e. avoidance contradiction

b. approach-avoidance conflict.

Usually delicious desserts have a high fat and calorie content, thus the development of a low-calorie, good-tasting dessert as a substitute is an example of how marketers can help consumers to resolve a. avoidance-avoidance conflict. b. approach-avoidance conflict. c. approach-approach conflict. d. approach contradiction. e. avoidance contradiction.

b. approach-avoidance conflict.

Response involvement is when consumers a. have a high degree of affective response to ads. b. are involved in certain decisions and behaviors. c. have a high degree of cognitive response to ads. d. are involved in a response to a sales campaign. e. have a high degree of both cognitive and affective response to ads

b. are involved in certain decisions and behaviors.

When Clay provides his friends directions to his new house, he draws a detailed map of the area rather than provide list written instructions. Clay's way of formatting information is influenced by his a. affective processing. b. cognitive style. c. expertise. d. intelligence. e. education.

b. cognitive style.

Outcomes of high MAO include goal-relevant behavior, high-effort information processing and decision making, and a. high process clutter. b. felt involvement. c. complex reactions. d. disposition. e. perceived risk.

b. felt involvement

Consumers with a(n) ___________ have been found to be very involved in shopping and highly involved in seeking information about brands. a. high need for cognition b. high optimum stimulation level c. low need cognition d. low need for conation e. affectively oriented personality

b. high optimum stimulation level

Motivation in purchasing common grocery products a. is always high. b. is often low. c. is high for frequently purchased items, but low for durables. d. is low for coupon users, but high for others. e. is always high in Western Europe and the United States, but is low elsewhere.

b. is often low.

Whitney is involved with the brand Juicy Couture. Whenever she has extra spending money, she buys Juicy Couture jewelry, jeans or purses. Her response involvement in terms of deciding what brands to buy is a. high. b. low. c. cognitive. d. affective. e. situational.

b. low.

Gretchen found herself buying and wearing the same fashion clothes that her friends wore even though she really didn't like them. This is an example of ________ needs driving acquisition. a. safety b. social c. functional d. nonsocial e. egoistic

b. social

Len loved his subcompact car, but as a partner in a major law firm he was expected to drive an expensive luxury automobile. This product contained a high degree of ___________ for him. a. uncertainty risk b. social risk c. financial risk d. physical risk e. performance risk

b. social risk

Psychological risk reflects consumers' concern over the extent to which a product or service a. causes them a high level of psychological stress. b. may not fulfill a functional need. c. fits with the way they perceive themselves. d. leads them to high levels of affective involvement. e. may not fulfill a hedonic need.

c. fits with the way they perceive themselves.

_________ is the psychological experience of the motivated consumer that includes psychological states such as interest, excitement, anxiety, passion, and engagement. a. SEVA b. External positive agitation c. Felt involvement d. Emotional processing mode e. Active agitational processing

c. Felt involvement

_________ reflect the objectives we would like to achieve given the current situation. a. Needs b. Values c. Goals d. Wants e. Brand loyalties

c. Goals

___________ reflects the extent to which a situation is conducive to achieving an outcome. a. Ability b. Motivation c. Opportunity d. Involvement e. Achievement

c. Opportunity

Although Tony would like to own a Ferrari, he does not have the necessary funds to purchase such an expensive car. Thus, Tony lacks the _______________ to purchase a Ferrari. a. felt involvement b. motivation c. ability d. opportunity e. All of the above are correct.

c. ability

If you are hungry, one of your goals might be to eat a large lunch. This is an example of a(n) ____________________ goal. a. appraised b. abstract c. concrete d. normative e. affective

c. concrete

Motivation is affected by all of the following except the extent to which the object of motivation a. is personally relevant. b. is consistent with needs, values, and goals. c. has not been encoded in memory. d. is risky. e. is moderately inconsistent with our prior attitudes.

c. has not been encoded in memory.

Marketers can use _________________ to uncover consumers' needs, asking consumers to interpret a set of relatively ambiguous stimuli. a. scanner data b. observation c. indirect techniques such as interpreting ambiguous stimuli d. physiological measurements e. toe scans

c. indirect techniques such as interpreting ambiguous stimuli

Tara sees an ad for quick weight loss. She has been thinking about losing some weight before her cousin's birthday party. Some research indicates that she may want to believe the ad because she wants it to be true, so she convinces herself that it the product will work. This type of information processing is called a. misconceived reasoning. b. felt involvement. c. motivated reasoning. d. enduring involvement. e. fad reasoning

c. motivated reasoning.

Needs for sleep, novelty, control, uniqueness, and understanding are all examples of ________ needs. a. safety b. social c. nonsocial d. functional e. egoistic

c. nonsocial

MaryEllen is driving down the road with her radio on. An ad for a new store is being aired as MaryEllen maneuvers through heavy traffic. Although MaryEllen enjoys shopping and is always interested in new stores, she is paying more attention to her driving than the ad. Thus she has limited ______________ to pay attention to the ad. a. motivation b. ability c. opportunity d. felt involvement e. cognitive capacity

c. opportunity

If you are motivated to make the right choice in buying a car, you might do all of the following except a. spend a lot of time and energy comparing the brands. b. try to understand just what certain attributes mean. c. imagine how you would look driving them. d. choose the first car you see on the lot. e. actively try to remember the details of the information.

d. choose the first car you see on the lot.

___________ is the extent to which consumers have the necessary resources (knowledge, intelligence, money) to make an outcome happen. a. Involvement b. Motivation c. Opportunity d. Ability e. Achievement

d. Ability

___________ refers to any processing situation that can divert a consumer's attention away from the processing of a message. a. Involvement b. Cognitive pause c. Opportunistic pause d. Distraction e. Cognition

d. Distraction

___________ refers to the potential harm that a product or service might pose to one's safety. a. Social risk b. Uncertainty risk c. Time risk d. Physical risk e. Performance risk

d. Physical risk

________ needs are defined as those that reflect self-enhancement, role position, group membership, or ego identification. a. Social b. Functional c. Nonsocial d. Symbolic e. Hedonic

d. Symbolic

In Japan, ads that emphasize interpersonal relationships, social circumstances and nonverbal expressions generate more involvement than ads with a. highly emotional messages. b. friends and family. c. facial expressions. d. clearly articulated and spoken messages. e. written messages.

d. clearly articulated and spoken messages.

Cindy has had an interest in Barbie dolls since she was 7 years old. She continues to collect Barbie dolls and attends trade shows with other Barbie doll enthusiasts. Cindy has what is known as a(n) __________ in Barbie dolls. a. internal motivation b. situational involvement c. felt involvement d. enduring involvement e. processing motivation

d. enduring involvement

Helma needed to find a lawn mower to cut her grass, which was growing rapidly after recent rains. Her need is best classified as a(n) ________ need. a. self-actualization b. social c. hedonic d. functional e. egoistic

d. functional

Something that is personally relevant a. has only indirect bearing on the self. b. leads to lower or moderate levels of motivation. c. leads to a moderate inconsistency with prior attitudes. d. has potentially significant consequences or implications for our lives. e. is less risky.

d. has potentially significant consequences or implications for our lives.

Joshua saw a PC ad with information that was slightly negative about the brand of PC he just bought. He then looked up articles on the internet to resolve the uncomfortable feeling. This is an example of ___________ affecting motivation. a. increased aptitude b. decreasing the affective component of attitudes c. increased perceived risk d. inconsistency with attitudes e. increasing risk aversion

d. inconsistency with attitudes

All of the following are included in Maslow's hierarchy of needs except _________ needs. a. physiological b. safety c. social d. internal e. egoistic

d. internal

Perceived risk is best thought of as the extent to which the consumer a. has a fear of using a product. b. has thought out the consequences of an action. c. has spent time using and considering a product or service. d. is uncertain about the consequences of an action. e. considers the potential rewards of using a particular product or service.

d. is uncertain about the consequences of an action.

As U.S. society becomes more violent, consumers have bought an increasing amount of safety equipment and paid attention to advertising for such equipment. This is an example of appealing to a need that increases a. wants. b. beliefs. c. affect. d. motivation. e. cognitions.

d. motivation.

When she was a teenager, Carol owned a 1972 Ford Pinto. Therefore when a magazine article in 1973 claimed that the car was unsafe and could explode on impact if it was in an accident, Carol was motivated to pay attention to the article because of the information's a. perceived social risk b. congruence with her values. c. approach-approach needs conflict. d. personal relevance. e. cognitive stimulation.

d. personal relevance.

Needs a. are cognitions that create inner value for consumers. b. are deeper-level goals that reflect a high level of involvement. c. are temporary wants. d. reflect inner forces that create tension in individuals. e. are affects that create outer value for consumers.

d. reflect inner forces that create tension in individuals.

Some groups of consumers like diet cakes and other groups of consumers like rich, decadent cakes and cookies. This is best thought of as an example of using consumers' needs, values, and goals to a. create new needs. b. create new beliefs. c. heighten emotional awareness. d. segment the market. e. stimulate cognitions.

d. segment the market.

Our view of who we are and the way we think others view us is known as a. self-projection. b. consumer image. c. consumer projection. d. self-concept. e. ego imaging.

d. self-concept.

To Ted, avocados were personally relevant. He had grown up near an avocado farm and his family had always been involved in avocados. Avocados and guacamole were a part of how he saw himself. In other words, they were a part of his a. personal involvement. b. consumer values. c. consumer beliefs. d. consumer involvement. e. self-concept.

e. self-concept.

Kimberly has used computers all of her life. She knows a lot about hardware and software. Kimberly can process information about computers more extensively when the information is stated in terms of a. benefits. b. discrete units of information rather than chunking of information. c. attitudes. d. beliefs. e. attributes.

e. attributes.

All of the following are factors affecting opportunity except a. time. b. distraction. c. the amount of information. d. the complexity of information. e. cognitive complexity

e. cognitive complexity

Eying the popularity of sports trading cards, companies introduced other types of trading cards, creating a new type of entertainment. This is best thought of as an example of a. creating beliefs. b. distracting motivation. c. creating affect. d. increasing cognitions. e. creating new needs.

e. creating new needs.

. Bill loved hang gliding. He enjoyed going out by himself to enjoy the thrilling sensation of hanging in midair. This is best thought of as a ________ need. a. social b. functional c. nonsocial d. symbolic e. hedonic

e. hedonic

Ron spent a lot of time deciding on the floor mat for his new car. He searched all of the catalogs to find the color that would fit his goals for his new car. In purchasing a floor mat, Ron can be considered a. risk averse. b. a decision avoider. c. opportunistic. d. able. e. motivated.

e. motivated.

Shelly did not take much time to make a decision about her toothpaste. She looked to see if either of the two brands she regularly bought was on sale and then tossed the cheaper one into her shopping cart. Shelly's _________ in choosing toothpaste. a. ability is low b. risks are high c. motivation is high d. opportunity is low e. motivation is low

e. motivation is low

Cognitive style refers to a consumer's a. ability to process information. b. preferences for information. c. style of processing information. d. way of thinking about the world. e. preferences for the style of processing information.

e. preferences for the style of processing information.

Anne considers herself an environmentalist, however she also likes the convenience of bottled water. Purchasing water in a non-ecological, disposable, plastic bottle may result in what kinds of perceived risk for Anne? a. performance b. financial c. safety d. social e. psychological

e. psychological

Needs have all of the following characteristics except that they a. are dynamic. b. can conflict with one another. c. can be aroused by internal cues. d. can be aroused by external cues. e. result in higher levels of perceived risk.

e. result in higher levels of perceived risk.

In Maslow's hierarchy of needs, ________ is the need for self-fulfillment and enriching experiences. a. egoistic involvement b. safety c. social need d. physiological need e. self-actualization

e. self-actualization

Alan had an interest in baby toys. It started while his wife was pregnant and lasted until their daughter was about 2 years old. This is known as a. internal motivation. b. processing motivation. c. felt involvement. d. enduring involvement. e. situational involvement.

e. situational involvement.

All of the following can increase perceived risk except when a. there is little information about the product or service. b. the product or service is new. c. the product has a high price. d. the product is technologically complex. e. there are no substantial quality differences between brands.

e. there are no substantial quality differences between brands.