5-7

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? ·

Drive Theory

______suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. ·

Expectancy Theory

According to Freud, the part of the personality that seeks immediate gratification is called the ________. ·

Id

When a need is aroused that the consumer wishes to satisfy, the ________ process has been ·

Motivation

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it. ·

True

Eastern and Western cultures see the self-divided into an inner, private, and an outer public self. ·

True

The theory of cognitive dissonance 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. ·

True

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? ·

Utilitarian Needs

Goals can be considered positive or negative. This is an expression of a goal's ________. ·

Valence

The process of learning values from other cultures is called ________. ·

acculturation

Which of the following explains why people decorate or mutilate their bodies?

· All answer choices given To separate group members from nonmembers To place a person in a gender category To enhance social role identification

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

· Approach-avoidance conflict

_______ refers to a consumer's subjective evaluation of his or her physical self.

· Body image

Products that command fierce loyalty, devotion and even worship by consumers are called ________.

· Cult products

______ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.

· Identity marketing

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.

· Magnitude of the tension

____ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

· Psychographics

____ is when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images.

· Social comparison

________ 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.

· The theory of cognitive dissonance

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

· brand personalities

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

· core values

Motivational research relies on ________ of individual consumers.

· depth interviews

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image.

· impression management

Both Eastern and Western cultures see the self as divided into a(n) ________.

· inner, private self, and an outer, public self

Match.com and eharmony.com measure identifiable personal characteristics called ________.

· personality traits

M&M allows consumers to put names and works on their candy, this is an example of ________.

· product personalization

If products take on masculine or feminine attributes, they are said to be ________.

· sex-typed

Most Freudian applications in marketing relate to the product's supposed ________.

· sexual symbolism

According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

· symbolic interactionism

"Casual Fridays" in American workplaces encourage the expression of a person's ________.

· unique self