Consumer Behavior Chapter 5
Allen signed up for an ACT review class because he wanted to improve his score and chances for getting a scholarship to college. These reasons reflect Allen's _____ for taking the class. a. motivations b. emotions c. attitude d. schema e. homeostasis
A
Claire has a collection of more than 1,000 snow globes from around the world. For most of her adult life, she has had an interest in this product and finds it personally gratifying when she learns about the product and acquires a new one for her collection. She especially likes to attend "Globe Swaps" where other enthusiasts like herself gather to trade snow globes and share stories. Which type of involvement is Claire demonstrating? a. enduring involvement b. permanent involvement c. long-term involvement d. committed involvement e. situational involvement
A
Consumers with very high involvement in some product category are referred to as _____. a. product enthusiasts b. market mavens c. product endorsers d. product moderators e. market movers
A
Effort put forth by service workers who have to overtly manage their own emotional displays as part of the requirements of the job is called _____. a. emotional labor b. aesthetic labor c. emotional flow d. emotional fabrication e. emotional consistency
A
Many senior citizens do not want to go to the doctor because they are afraid they might learn they have some disease. This type of appraisal that focuses on the future that elicits worry and fear, so much so that some consumers avoid going to the doctor, is best described as a(n) _____ appraisal. a. anticipation b. outcomes c. agency d. emotional e. phantom
A
Melanie exercises almost every day. She is motivated by changing her current state of fitness to one that is much higher. Which group of motivation behavior does this describe? a. self-improvement b. homeostasis c. self-actualization d. hierarchy of effects e. esteem
A
Product categories with personal relevance for consumers typically have _____ product involvement. a. high b. moderate c. low d. emotional
A
Specific emotions that result from some evaluation or reflection of one's own behavior, including pride, shame, guilt, and embarrassment, are called _____. a. self-conscious emotions b. autobiographical emotions c. contagion emotions d. laborious emotions e. internalized emotions
A
The extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences is called _____. a. emotional expressiveness b. flow c. emotional display d. emotional labor e. emotional contagion
A
Which expression refers to relatively superior recall for information presented with mild affective content compared to similar information presented in an effectively neutral way? a. "emotional effect on memory" b. "pleasure-arousal-dominance" c. "mood-congruent recall" d. "schema-based affect" e. "positive-affect-negative-affect"
A
Which motivation reflects a desire to acquire products that can be used to accomplish things? a. utilitarian b. esteem c. hedonic d. functional e. end-state
A
Which of the following can be thought of as a transient (temporary and changing) and general feeling state? a. mood b. involvement c. emotion d. affect e. cognition
A
Which of the following is one of the most commonly applied ways to assess one's emotional state by measuring both positive and negative affect? a. PANAS b. PAD c. PN scale d. galvanic scale e. bipolar scale
A
Which school of thought proposes that specific types of thoughts can be linked to specific emotions? a. Cognitive appraisal theory b. Theory of reasoned action c. Theory of emotional response d. Equity theory e. Cognitive-Affective theory
A
Which type of need reflects the need to be recognized as a person of worth? a. esteem b. physiological c. safety and security d. self-actualization e. personal
A
Which way of measuring emotions automatically records responses based on either automatic visceral reactions or neurological brain activity? a. autonomic measures b. self-report measures c. introspective measures d. PAD measures e. PANAS measures
A
_____ are psychobiological reactions to appraisals. a. Emotions b. Needs c. Motives d. Conditions e. Schemas
A
_____ represents the personal relevance of shopping activities. a. Shopping involvement b. Shopping endurance c. Product involvement d. Emotional involvement e. Shopping enthusiasm
A
47. Deep personal interest that evokes strongly felt feelings simply from the thoughts or behavior associated with some object or activity is known as _____. a. flow b. emotional involvement c. emotional expressiveness d. emotional intelligence e. emotional commitment
B
Disney tries to create a magical experience for guests visiting its parts and resorts. The company knows that positive emotions can become stored as part of the meaning visitors have for Disney, and the company wants consumers to come back again and again. Positive emotion that becomes stored as part of the meaning of Disney for consumers is called _____. a. emotional contagion b. schema-based affect c. nostalgia d. mood-congruent knowledge e. emotional network
B
Eugenie believes that if she smiles, the whole world smiles with her. Her belief is based on the concept of emotional _____. a. activation b. contagion c. intelligence d. labor e. flow
B
Holly is a flight attendant on international flights. Sometimes she is just plain tired and grumpy, but she has to remain kind, helpful, and upbeat on her job. This overt management of her own emotional display as part of the requirements of her job is called emotional _____. a. flow b. labor c. contagion d. consistency e. fabrication
B
Keely was so engrossed in her book that she didn't realize that five hours had passed. What term is used to represent Keely's high emotional involvement in which she is engrossed in reading the book? a. emotional involvement b. flow c. bipolar d. emotional contagion e. emotional labor
B
Large drugstore chains, like Walgreen's and Rite Aid, know that most shoppers visiting their stores want to get what they need quickly without spending much time lingering in the store. That's why most of them are stand-alone stores instead of being located in shopping centers. These retailers understand that most consumers are driven by _____ motivations when they visit their stores. a. hedonic b. utilitarian c. primary d. physiological e. end-state
B
Many middle-class Americans live a comfortable lifestyle and can devote time and effort into satisfying their need for personal fulfillment by doing things such as taking language classes, traveling, or volunteering at a local charity. Which need does this represent? a. physiological b. self-actualization c. belongingness and love d. safety and security e. pinnacle
B
Marty doesn't like to shop, so he decided he wanted to get all of his Christmas shopping done in one trip to the mall on a Saturday afternoon. Which type of cognitive appraisal does Marty use when he evaluates whether or not he achieved his goal of accomplishing this task? a. anticipation appraisal b. outcomes appraisal c. completion appraisal d. results appraisal e. accomplishment appraisal
B
The United States Speaker of the House of Representatives, John Boehner, couldn't help showing his emotion when he was sworn in. He often has trouble hiding his emotions and sometimes breaks out in tears when he is talking about something he is so passionate about. Mr. Boehner can be said to have high emotional _____. a. contagion b. expressiveness c. intelligence d. affect
B
Which of the following terms is used to represent the feelings a consumer has about a particular product or activity? a. cognition b. affect c. mood d. emotion e. nostalgia
B
Which theory describes consumers as addressing a finite set of prioritized needs from physiological, safety and security, belongingness and love, esteem, to self-actualization? a. Skinners' classical conditioning b. Maslow's hierarchy of needs c. Operant conditioning d. Utilitarian/Hedonic theory of needs e. Equity theory
B
_____ is a term used to capture one's awareness of the emotions experienced in a situation and the ability to control reactions to theses emotions. a. Emotional expressiveness b. Emotional intelligence c. Emotional contagion d. Emotional labor e. Emotional assessment
B
_____ responses mean that certain feeling states are tied to behavior in a very direct way. a. Emotional b. Visceral c. Cognitive d. Affective e. Direct
B
A new western-themed family steakhouse requires its employees to dress like cowboys and cowgirls from head-to-toe with cowboy hats, bandanas, red-and-white checkered shirts, blue jeans, and cowboy boots. The employees are not allowed to have tattoos or pierced body parts, either, because that doesn't fit the cowboy stereotype. The owners believe that this specific appearance is needed to generate the emotional reaction it is seeking from its customers. What does this illustrate? a. emotional labor b. emotional contagion c. aesthetic labor d. contrived emotion e. emotional construction
C
A school guidance counselor is the organizer for a school trip that can only accommodate 10 students, and she is trying to determine how to select the students that will get to go in a manner that is fair for all those applying. Which type of cognitive appraisal is the counselor using? a. anticipation appraisal b. agency appraisal c. equity appraisal d. outcomes appraisal e. fairness appraisal
C
All of the following are types of involvement EXCEPT _____. a. product involvement b. shopping involvement c. utilitarian involvement d. situational involvement e. enduring involvement
C
As consumers get older, the value they receive from certain consumer behaviors often changes. For example, some older consumers do not have as much fun attending sporting events as they did when they were younger. In this case, age is a _____ variable. a. constant b. dependent c. moderating d. situational e. mediating
C
Emotions are considered _____ because they involve both psychological processing and physical responses. a. psychometric b. psychoparametric c. psychobiological d. psychophysiological e. cognitive appraisals
C
Florence thinks often of life when her children were little. She remembers all the good times they had and how much they depended on her and she yearns for those times thinking that they were more pleasant than her life is now. What is Florence experiencing? a. cognitive dissonance b. affective dissonance c. nostalgia d. mood-congruent recall e. flow
C
Harriet and her daughter go shopping just for the fun of it. They are not necessarily looking for a specific product, they just like being together looking at the products. Which motivation does this illustrate? a. physiological b. utilitarian c. hedonic d. end-state e. esteem
C
Jim considers himself a wine connoisseur. He reads Wine Spectator, visits wine shops for hours, and loves to talk to the sommelier at fine restaurants. Jim is best described as a _____. a. product zealot b. product spokesperson c. product enthusiast d. product expert e. product influencer
C
Most consumers have vivid memories of meaningful events in their lives. These are called _____. a. emotional memories b. self-actualization memories c. autobiographical memories d. mood-congruent memories e. nostalgic memories
C
Some consumers get very upset when they receive bad food in a restaurant and lose control by yelling at the server and demand to see the manager. This lack of emotional control on the part of the consumer suggests that this consumer has low emotional _____. a. tolerance b. contagion c. intelligence d. monitoring e. regulation
C
Some researchers measure brain wave activity to assess consumers' emotional responses to advertising. This type of measurement is called _____. a. introspective b. self-report c. autonomic d. galvanic e. PANAS
C
Which group of human motivations is based on the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream? a. self-improvement b. steady state c. homeostasis d. linear progression e. steady progression
C
Which need represents basic survival needs for things such as food and drink? a. self-actualization b. esteem c. physiological d. safety and security e. belongingness and love
C
Which type of cognitive appraisal focuses on the future and can elicit emotions like hopefulness or anxiety? a. outcomes appraisal b. equity appraisal c. anticipation appraisal d. agency appraisal e. future appraisal
C
A consumer who eats a whole pint of Ben & Jerry's New York Super Fudge Chunk ice cream and later feels guilty and ashamed of herself is experiencing _____. a. emotional contagion b. emotional labor c. autobiographical emotions d. self-conscious emotions e. autonomic emotions
D
Chelsea, who has four brothers, has vivid memories of the Saturday mornings once a month her father used to take her out for breakfast. It was their special time together where she got her dad all to herself. Chelsea's memories of these events are called _____. a. nostalgic memories b. mood-congruent memories c. schema-based memories d. autobiographical memories e. affective-based memories
D
Effort put forth by employees in carefully managing their appearance as a requisite for performing their job well is referred to as _____. a. emotional labor b. emotional contagion c. schema-based affect d. aesthetic labor e. expressiveness
D
Electronic products can be especially frustrating or satisfying for consumers - often both at the same time. A consumer researcher wants to measure consumers' positive and negative emotions when using electronic products like video games, cell phones, computers, and tablets. Which measure is best for this purpose? a. galvanic scale b. bipolar scale c. PAD d. PANAS e. PN scale
D
Emotion that becomes stored as part of the meaning for a category is referred to as _____. a. emotional intelligence b. emotional knowledge c. flow d. schema-based affect e. integrated affect
D
Extremely high emotional involvement in which a consumer is engrossed in an activity is referred to as _____. a. emotional expressiveness b. contagion c. involvement d. flow e. emotional labor
D
Many people lost their home and everything they owned during hurricane Katrina. While most were concerned about their home, they also realized that they didn't have any food or water, which was much more important to them than the loss of their home. According to Maslow's hierarchy of needs, which need were these consumers most concerned about satisfying? a. self-actualization b. esteem c. belongingness and love d. physiological e. basic
D
PANAS and PAD are examples of _____ measures of consumer emotions. a. autonomic b. introspective c. physiological d. self-report e. biological
D
The Miller family is building a new house, so they have to get involved in decisions such as plumbing fixtures, flooring, and appliances. They don't really know much about these products and they don't care to know much about them. However, for these purchases they do get involved by visiting show rooms, searching the Internet, and looking at other sources of information. Which type of involvement does this represent? a. enduring involvement b. non-emotional involvement c. product involvement d. situational involvement e. moderate involvement
D
Which self-report measure of emotions asks respondents to rate feelings using semantic differential items (bipolar opposites)? a. Likert Emotional Profile b. PANAS c. Emotion Battery d. PAD e. Dostat
D
Which type of cognitive appraisal considers how something turned out relative to one's goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride? a. anticipation appraisal b. agency appraisal c. equity appraisal d. outcomes appraisal e. results appraisal
D
Which type of cognitive appraisal reviews responsibility for events and can evoke emotions such as gratefulness, frustration, or sadness? a. outcomes appraisal b. equity appraisal c. anticipation appraisal d. agency appraisal e. introspective appraisal
D
Which type of variable is one that changes the nature of a relationship between two other variables? a. independent b. dependent c. interactive d. moderating e. intervening
D
15. Which of the following represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act? a. consumer moderation b. product involvement c. emotional involvement d. product enthusiasm e. consumer involvement
E
A consumer in a bad mood tends to judge things negatively. When the value of a target, such as a product, is influenced in a consistent way by one's mood, this is called _____. a. equity theory b. affect-based judgments c. situation involvement d. visceral responsiveness e. mood-congruent judgments
E
All of the following are types of cognitive appraisals EXCEPT _____. a. outcomes appraisal b. equity appraisal c. agency appraisal d. anticipation appraisal e. visceral appraisal
E
Consumer uneasy about buying things that others have previously touched is called _____. a. emotional contagion b. product rejection c. negative affect referral d. cognitive dissonance e. product contamination
E
Danny woke up kind of grumpy one morning and was snapping at the people around him. Fortunately, he didn't stay like that all day and ended having a pretty good day and got along with everyone. Which of the following likely influenced Danny's behavior? a. equity appraisal b. congruity c. PANAS d. involvement e. mood
E
The theory behind PAD is that pleasure is _____, meaning that if one feels joyful, he or she cannot also experience sadness. a. unidirectional b. bi-dimensional c. all-inclusive d. uni-polar e. bipolar
E
Which of the following describes the situation in which consumers remember information better when the mood they are currently in matches the mood they were in when originally exposed to the information? a. autobiographical memory b. nostalgia c. emotional contagion d. emotional expressiveness e. mood-congruent recall
E
Which of the following means the extent to which an emotional display by one person influences the emotional state of others? a. emotional spreading b. emotional labor c. emotional flow d. emotional activation e. emotional contagion
E
Which type of motivation is aimed at changing the current state to a level that is more ideal, not at simply maintaining the current state? a. primary motivation b. esteem motivation c. self-actualization motivation d. homeostasis e. self-improvement motivation
E
_____ are inner reasons or driving forces behind human actions as consumers are driven to address real needs. a. Emotions b. Conditions c. Affects d. Drivers e. Motivations
E
_____ motivation involves a drive to experience something personally gratifying. a. Utilitarian b. End-state c. Process d. Physiological e. Hedonic
E
An intervening variable is one that changes the nature of a relationship between two other variables.
False
Assessment appraisals consider how fair some event is and can evoke emotions like warmth or anger.
False
Cognitive-based affect are emotions that become stored as part of the meaning for a category.
False
Consumers with very high involvement in some product category are called market mavens.
False
Emotional introspection is a term used to capture one's awareness of the emotions experienced in a situation and the ability to control reactions to these emotions.
False
Emotional reactance means the type of deep personal interest that evokes strongly felt feelings simply from the thoughts or behavior associated with some object or activity.
False
Equity theory represents a school of thought describing how specific types of thoughts can serve as a basis for specific emotions.
False
Esteem needs are needs for personal fulfillment
False
Hal is a computer enthusiast who reads magazines, has several computers, and fixes computers for his friends and family. It can be said that Hal is exhibiting situational involvement.
False
In Maslow's hierarchy of needs, safety and security needs are basic needs for survival such as food and drink.
False
In consumer behavior, consumer mood represents feelings a consumer has about a particular product or activity.
False
Intense emotions lead to superior information processing and should be stimulated by marketers whenever possible.
False
Maslow's hierarchy of needs describes consumers as addressing an infinite set of prioritized needs.
False
Mood is a transient and general cognitive state
False
Mood-consistent recall means that to the extent a consumer's mood can be controlled, their memories and evaluations can be influenced.
False
One advantage of using autonomic measures to assess emotions is that they are less obtrusive because they don't involve physical contraptions.
False
Outcomes appraisal focuses on the future and can elicit emotions like hopefulness or anxiety
False
PANAS measures of emotions include physiological responses such as sweating, heart rate, and brain imaging which can document activity in areas of the brain.
False
Product involvement means that some product is expensive and presents high potential risk for consumers.
False
Secondary motivation involves a desire to experience something personally gratifying.
False
Spreading activation represents the extent to which an emotional display by one person influences the emotional state of a bystander.
False
The PAD scale is generally applied to capture the relative amount of positive and negative emotion experienced by a consumer at a given point in time.
False
There is a consensus among researchers that the best way to measure consumer emotions is with autonomic measures..
False
With respect to measuring emotion, bipolar is a situation wherein if one feels joy he or she can also experience sadness.
False
Zone refers to the extremely high emotional involvement in which a consumer is engrossed in an activity.
False
Agency appraisals review responsibility for events and can evoke gratefulness, frustration or sadness.
True
Autonomic measures or emotions are those responses that are automatically recorded based on either automatic visceral reactions or neurological brain activity.
True
Cleaning products and personal hygiene products like toothpaste and soap are best described as low involvement products.
True
Consumer involvement represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act.
True
Drinking soft drinks because one really likes the taste is driven by hedonic motivations.
True
Emotion and cognition are closely related
True
Emotional labor is performed by service workers who must overtly manage their own emotional displays as part of the requirements of the job.
True
Emotions are reactions to a consumer's appraisal of a situation
True
Emotions create visceral responses, meaning that certain feeling states are tied to behavior in a very direct way.
True
Going to a trendy, new restaurant is most likely driven by hedonic motivations.
True
Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream.
True
Human motivations are oriented toward two key groups of behavior: steady-state and self-improvement.
True
Jamie always cries when she watches a sad movie or reads a sad book. Jamie has high emotional expressiveness.
True
Memories of previous, meaningful events in one's life are known as primary memories.
True
Mood-congruent judgments are evaluations in which the value of a target is influenced in a consistent way by one's mood.
True
Motivations are the inner reasons or driving forces behind human actions as consumers are driven to address real needs.
True
Nostalgia is characterized by a yearning of the past motivated by the belief that previous times were somehow more pleasant.
True
PAD is an acronym that stands for pleasure-arousal-dominance.
True
Personality characteristics can affect the way consumers respond or demonstrate their emotions
True
Self-improvement motivations drive behaviors aimed at changing one's current state to a level that is more ideal.
True
Self-report measures of emotion usually require consumers to recall their affect state from a recent experience or to state the affect they are feeling at a given point in time.
True
Shopping involvement represents the personal relevance of shopping activities.
True
Situational involvement often comes about when consumers are shopping for something with relatively low involvement but a relatively high price.
True
The "emotional effect on memory" refers to relatively superior recall for information presented with mild affective content compared to similar information presented in an effectively neutral way.
True
Utilitarian motivation is a desire to acquire products that can be used to accomplish things.
True
