Consumer Behavior Chapter 10 quiz questions

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?

esteem (Esteem needs relate to the individual's feelings of usefulness and accomplishment.)

Since latent motives often are less than completely socially desirable, __________ are frequently used.

indirect appeals (For example, J. Crew's website uses font, white space, designer collections, and so forth to indirectly suggest its upscale and trendy nature.)

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

motive (A motive is why an individual does something.)

Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive?

need to categorize (A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need to categorize.)

A consumer's need for reinforcement is

passive and external. (People are often motivated to act in certain ways because they were rewarded for behaving that way in similar situations in the past.)

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 revolve around a desire for growth and development and are related to consumers' hopes and aspirations.

promotion-focused

The tendency of many consumers to discount claims made by sales people can be explained in part by

attribution theory. (The attribution theory means that consumers explain the cause of a favorable or unfavorable outcome to themselves or to some outside force.)

Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting

consumer ethnocentrism. (Consumer ethnocentrism reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products)

Consumers have described 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 traditional media models. Based on this description, which dimension of brand personality best describes the iPod?

excitement

Which motives emphasize development?

growth (Growth motives emphasize the need for independence and individuality.)

Beyond projective techniques, a popular tool for identifying motives is __________?

laddering, means-end chain, benefit chain

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

need for objectification (The need for objectification is a type of cognitive preservation motive.)

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.

Many victims of hurricane Katrina were left without their homes, food, and water—basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals?

physiological (Food, water, sleep, and to an extent, sex, are considered physiological motives.)

Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality?

user imagery (User imagery involves showing a typical user along with images of the types of activities they engage in while using the brand.)

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?

utilitarian need (Consumers may approach ads and salespeople as a source of learning for future decisions as well as the current one.)