MKT 231 Quiz #5

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. Trait theory

The placebo effect refers to the tendency of our brains to convince us that fake treatments produce real results, such as sugar pills producing real medical benefits. The placebo effects demonstrates that expectations can have an impact on our feelings and behaviors. A. True B. False

A. 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. an approach-approach conflict

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. approach-avoidance conflict

When a person buys expensive jewelry, which of the following needs is most likely being expressed? A. hedonic B. utilitarian C. rational D. biogenic

A. hedonic

Deshawn is dehydrated after a workout, so he purchases a smoothie to replenish his nutrients. He feels refreshed after he finishes the drink. Satisfying his need and returning to a balanced state is referred to as ________. A. homeostasis B. retail therapy C. delayed gratification D. drive

A. homeostasis

Which of these products is likely to experience the highest degree of involvement from consumers? A. houses B. video games C. fast food D. hardware

A. houses

The degree to which a person is willing to expend energy to reach a specific need is called ________. A. motivational direction B. motivation path C. motivation scheme D. motivation strength

A. motivational direction

A company shows pictures of sad puppies in an advertisement. At the end of the ad, the company provides a phone number to call for watchers to adopt one of the puppies in the advertisement. The company in this scenario is employing which technique? A. negative state relief B. sadvertising C. emotional oracle relief D. mood congruency

A. negative state relief

Psychological research finds that which of the following statements is true as incomes rise? A. People become less sensitive to hedonic needs. B. People tend to prefer additional experiences to possessions. C. People agree more with the idea that form is function. D. People focus more on quantity over quality.

B. People tend to prefer additional experiences to possessions.

________ performances are where the message itself is a form of entertainment. A. Ad target B. Spectacle C. Encoding D. Decoding

B. Spectacle

________ 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. The theory of cognitive dissonance

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. affiliation

Which of the following from Maslow's Hierarchy of Needs is addressed by the Pepsi advertising slogan "You're in the Pepsi generation"? A. safety needs B. belongingness needs C. ego needs D. self-actualization needs

B. belongingness needs

Freelancers and fans film their own commercials for their favorite products and post them on websites. This is referred to as ________. A. mass customization marketing B. consumer-generated content C. performance marketing D. mobile marketing

B. consumer-generated content

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. Lifestyles of Health and Sustainability (LOHAS)

B. cult

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. cult products

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. involvement

A process that scours social media to collect and analyze the words people use when they describe a specific product or company is called a ________. A. happiness economy B. sentiment analysis C. negative affect D. material accumulation

B. sentiment analysis

Unusual cinematography and unexpected movements in commercials are examples of which strategy to increase message involvement? A. using prominent stimuli B. using novel stimuli C. providing value D. inventing new media

B. using novel stimuli

Goals can be positive or negative. This is an expression of a goal's ________. A. direction B. valence C. strength D. dissonance

B. valence

________ 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. Expectancy theory

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. achievement

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. inertia

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. mass customization

People are more likely to experience narrative transportation when ________. A. consuming print products rather than watching television B. brand involvement is low C. they are immersed in a storyline D. message involvement is high

C. they are immersed in a storyline

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. motivation

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. self-actualization

Research indicates that consumers are willing to pay more for a brand when ________. A. the brand is fairly new to the market B. the product can be easily replaced C. there is a holiday sale D. they feel a personal connection to the company

D. they feel a personal connection to the company

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. utilitarian needs