chapter 10
Beyond projective techniques, a popular tool for identifying motives is _____. A. laddering B. means-end chain C. benefit chain D. latent listing E. A, B, and C
A, B, and C
Maslow's hierarchy of needs is based on which premise? A. All humans acquire a similar set of motives through genetic endowment and social interaction. B. Some motives are more basic or critical than others. C. The more basic motives must be satisfied to a minimum level before other motives are activated. D. As the basic motives become satisfied, more advanced motives come into play. E. All of the above are premises within Maslow's hierarchy.
All of the above are premises within Maslow's hierarchy.
Among Toyota owners, reliability is a brand personality trait associated with ______. A. image B. safety C. competence D. advertising E. word-of-mouth
competence
Which of the following is NOT considered an emotional dimension? A. pleasure B. arousal C. dominance D. feeling E. All of the above are emotional dimensions.
feeling
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives. A. safety B. self-actualization C. physiological D. belongingness E. esteem
physiological
For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this appealing? A. safety B. self-actualization C. physiological D. belongingness E. esteem
self-actualization
Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's? A. need for stimulation B. teleological need C. utilitarian need D. need for tension reduction E. need for objectification
teleological need
_____ is an individual's characteristic response tendencies across similar situations. A. Motivation B. Emotion C. Empathy D. Personality E. Involvement
Personality
The willingness to buy a particular product or service is known as _____. A. a need B. a want C. demand D. motivation E. an attitude
demand
When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and is in a moderate price range. These reasons reflect Jeremy's _____ motives. A. latent B. manifest C. acceptable D. primary E. identifiable
manifest
Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Shelby's _____. A. need for attribution B. need for autonomy C. need for tension reduction D. need for reinforcement E. need for expression
need for expression
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 _____. A. need for attribution B. need for autonomy C. need for tension reduction D. need for reinforcement E. need for modeling
need for tension reduction
In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning? A. affective B. preservation C. growth D. cognitive E. self-actualization
cognitive
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? A. safety B. self-actualization C. physiological D. belongingness E. esteem
esteem
Consumers have described Apple's products as imaginative and up-to-date. The brand is also considered daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes Apple? A. sincerity B. excitement C. competence D. sophistication E. ruggedness
excitement
After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. This is called _____. A. dominance B. helplessness C. active coping D. expressive support seeking E. avoidance
expressive support seeking
Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly? A. extroversion B. instability C. agreeableness D. openness to experience E. conscientiousness
extroversion
_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. A. Cognitive B. Affective C. Preservation-oriented D. Advancement-oriented E. Safety-oriented
Affective
Which of the following is TRUE regarding consumers who are highly involved in a specific product category? A. They are more likely to pay attention to relevant marketing messages. B. They are more likely to engage in analytical reasoning to process and learn new information. C. They are more likely to seek out information from numerous sources prior to a decision. D. They are more likely to act as opinion leaders. E. All of the above are true.
All of the above are true.
While any given advertisement for a product may focus on only one or a few purchasing motives, the _____. A. advertising campaign should focus more on manifest motives because they always have a stronger influence on purchase decisions B. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives C. advertising campaign needs to cover all the important purchase motives of the target market D. A and B E. B and C
B and C
Which of the following is a characteristic associated with emotions? A. Emotions occur independently from physiological changes. B. Emotions are not associated with behaviors. C. Emotions involve objective feelings. D. Emotions are often triggered by environmental events. E. All of the above are associated with emotions.
Emotions are often triggered by environmental events.
Which of the following is NOT used to classify McGuire's psychological motives? A. Is the mode of motivation cognitive or affective? B. Is the motive focused on preservation of the status quo or on growth? C. Is this behavior actively initiated or in response to the environment? D. Is the outcome of the behavior temporary or permanent? E. Does this behavior help the individual achieve a new internal or a new external relationship to the environment?
Is the outcome of the behavior temporary or permanent?
____ motives emphasize the individual as striving to maintain equilibrium. A. Cognitive B. Affective C. Preservation-oriented D. Growth E. Leveling
Preservation-oriented
Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior? A. Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself. B. Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities. C. While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages. D. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. E. Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high-involvement way.
While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____. A. consumer ethnocentrism B. a need for cognition C. a need for uniqueness D. extroversion E. agreeableness
a need for uniqueness
Which term is used to refer to the liking/disliking aspect of a specific feeling? A. emotion B. affect C. hedonic D. cognition E. valence
affect
An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation. A. tension reduction B. affiliation C. modeling D. expression E. none of the above
affiliation
Kevin is shy and doesn't really like to be around others. Most of the others from his high school who went to the same college he did got involved in student organizations (such as fraternities and sororities), business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for _____. A. categorization B. consistency C. autonomy D. affiliation E. modeling
affiliation
Which of the following is Toyota doing to fix its image problem? A. a recall information page on its website B. a "safety first" ad campaign C. increased spending on technology and safety D. star safety system made standard on every vehicle E. all of the above
all of the above
Which of the following is considered a dimension of brand personality? A. ruggedness B. excitement C. sincerity D. competence E. all of the above
all of the above
Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need. A. a modeling B. a consistency C. an affiliation D. an assertion E. attribution of causality
an assertion
In which type of motivational conflict must a consumer choose between two attractive alternatives? A. approach-approach B. positive-positive C. win-win D. avoidance-avoidance E. primary-primary
approach-approach
Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing? A. approach-approach B. approach-avoidance C. avoidance-avoidance D. acceptable-unacceptable E. unacceptable-acceptable
approach-avoidance
The tendency of many consumers to discount claims made by salespeople can be explained in part by _____. A. contrast theory B. assimilation theory C. classical conditioning D. attribution theory E. none of the above
attribution theory
Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for _____. A. objectification B. ego defense C. expression D. autonomy E. assertion
autonomy
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? A. safety B. self-actualization C. physiological D. belongingness E. esteem
belongingness
A set of human characteristics that become associated with a brand is referred to as _____. A. brand image B. brand equity C. brand leverage D. brand personality E. brand positioning
brand personality
Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for _____. A. cognition B. affection C. ethnocentrism D. uniqueness E. acceptance
cognition
Maslow's hierarchy of needs includes all EXCEPT which of the following? A. cognition B. physiological C. safety D. belongingness E. esteem
cognition
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 _____. A. stubbornness B. consumer ethnocentrism C. sincerity D. consumer culturalism E. patriotism
consumer ethnocentrism
Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A. need for affiliation B. need for uniqueness C. consumer ethnocentrism D. agreeableness E. introversion
consumer ethnocentrism
Regulatory focus theory suggests that ____. A. consumers will react differently depending on which broad set of motives is most inconspicuous B. when prevention-focused motives are less salient, consumers seek to avoid negative outcomes C. when promotion-focused motives are less salient, consumers seek to gain positive outcomes D. consumers will react differently depending on which broad set of motives is most salient E. when promotion-focused motives are most salient, consumers are less eager and less risk-seeking decision makers
consumers will react differently depending on which broad set of motives is most salient
Which emotion would be classified under the "arousal" dimension of emotion? A. duty B. distraction C. guilt D. shame E. disgust
distraction
Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive. A. causation B. assertion C. consistency D. ego-defense E. none of the above
ego-defense
Consumer ability to effectively cope with stressful situations relates to the concept of _______. A. message filtering B. emotional intelligence C. rage reduction D. anger management E. consumer support
emotional intelligence
Strong, relatively uncontrollable feelings that affect our behavior are known as _____. A. motivations B. personality C. emotions D. perceptions E. needs
emotions
A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____. A. ego-defense B. affiliation C. modeling D. expression E. cues
expression
Which motives emphasize development? A. cognitive B. affective C. preservation-oriented D. growth E. advancement
growth
An advertisement theme of "do your own thing" is most likely to be based on a need for _____. A. affiliation B. modeling C. consistency D. independence E. none of the above
independence
Because latent motives often are less than completely socially desirable, _____ are frequently used. A. affect appeals B. indirect appeals C. latent appeals D. direct appeals E. cross referencing appeals
indirect appeals
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy? A. introversion B. instability C. sulkiness D. conscientiousness E. agreeableness
instability
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A. involvement B. need C. want D. desire E. action
involvement
James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they were comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive? A. manifest B. hidden C. secondary D. latent E. social
latent
Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives. A. manifest B. hidden C. secondary D. latent E. unacceptable
latent
Which of the following is NOT an advertising tactic used to communicate brand personality? A. celebrity endorsers B. user imagery C. length of the ad D. tone of the ad E. type of media outlet
length of the ad
Motives that are known and freely admitted are called _____. A. manifest motives B. latent motives C. objective motives D. acceptable motives E. primary motives
manifest motives
A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. A. modeling B. independence C. causation D. ego-defense E. none of the above
modeling
The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. A. motivation B. personality C. emotion D. perception E. needs
motivation
Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____. A. motive B. personality trait C. emotion D. perception E. feeling
motive
Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? A. motive B. personality C. emotion D. perception E. feeling
motive
Which term is often used interchangeably with the term "motivation"? A. personality B. emotion C. need D. perception E. feeling
need
Which set of motives deals with our need to determine who or what causes the things that happen to us? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy
need for attribution
Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes? A. need for cognition B. need for expression C. need for reinforcement D. need for ego defense E. need for identity preservation
need for ego defense
Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted? A. need for stimulation B. need for identification C. need for objectification D. teleological need E. need for expression
need for identification
Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy
need for objectification
Which of the following is a type of cognitive preservation motive? A. need for tension reduction B. teleological need C. need for objectification D. need for stimulation E. need for ego defense
need for objectification
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? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy
need to categorize
Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Erin? A. extroversion B. introversion C. instability D. agreeableness E. openness to experience
openness to experience
A consumer's need for reinforcement is _____. A. active and internal B. active and external C. passive and internal D. passive and external E. active and passive
passive and external
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? A. motivation B. personality C. emotion D. perception E. needs
personality
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? A. security B. self-actualization C. physiological D. belongingness E. esteem
physiological
Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives. A. strategic manipulation techniques B. projective techniques C. latent labeling techniques D. marketing user techniques E. manifest techniques
projective techniques
Which of the following is(are) designed to provide information on latent motives? A. perceptual mapping B. regression analysis C. projective techniques D. conjoint analysis E. multivariate analyses
projective techniques
Two prominent sets of motives under regulatory focus theory are termed _____. A. approach and latent B. excess and manifest C. promotion and prevention D. acute and chronic E. motivate and conflict
promotion and prevention
"Get the best deals!" is an example of a ______ ad. A. prevention-focused B. promotion-focused C. negative consequence D. positive reinforcement E. decision making
promotion-focused
In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations. A. promotion-focused B. latent-focused C. manifest-focused D. prevention-focused E. all of the above
promotion-focused
Which of the following is NOT a core trait in the Five-Factor Model of personality? A. extroversion B. instability C. reliability D. openness to experience E. conscientiousness
reliability
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs. A. safety B. self-actualization C. physiological D. belongingness E. esteem
safety
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? A. safety B. self-actualization C. physiological D. belongingness E. esteem
self-actualization
Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? A. faith B. desire C. joy D. gratitude E. serenity
serenity
Whole Foods supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent? A. sincerity B. excitement C. competence D. sophistication E. ruggedness
sincerity
A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive. A. expression B. reinforcement C. stimulation D. affiliation E. none of the above
stimulation
The tendency of many consumers to discount claims made by salespeople and ads is related to the need _____. A. for ego defense B. for focus C. for assertion D. to attribute causation E. none of the above
to attribute causation
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 _____. A. for modeling B. for assertion C. for consistency D. to categorize E. none of the above
to categorize
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? A. celebrity endorsers B. user imagery C. pace of the ad D. media outlet E. all of the above
user imagery
Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills? A. teleological need B. need for tension reduction C. utilitarian need D. need for autonomy E. need for identification
utilitarian need
