chapter 10
___motives deal with the need to reach satisfying feeling states and to obtain personal goals.
Affective
Maslow's hierarchy of needs is based on which premise?
All of the above are premises within Maslow's hierarchy.
Which of the following is TRUE regarding consumers who are highly involved in a specific product category?
All of the above are true.
While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.
B and C
Which of the following is a characteristic associated with emotions?
Emotions are often triggered by environmental events.
Which of the following is NOT used to classify McGuire's psychological motives?
Is the outcome of the behavior temporary or permanent?
_____ is an individual's characteristic response tendencies across similar situations.
Personality
____ motives emphasize the individual as striving to maintain equilibrium.
Preservation-oriented
Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior?
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 need for uniqueness
Which term is used to refer to the liking/disliking aspect of a specific feeling?
affect
An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.
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 _____.
affiliation
Which of the following is Toyota doing to fix its image problem?
all of the above
Which of the following is considered a dimension of brand personality?
all of the above
Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.
an assertion
In which type of motivational conflict must a consumer choose between two attractive alternatives?
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?
approach-avoidance
The tendency of many consumers to discount claims made by salespeople can be explained in part by _____.
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 _____.
autonomy
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?
belongingness
A set of human characteristics that become associated with a brand is referred to as _____.
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?
cognition
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?
cognitive
Among Toyota owners, reliability is a brand personality trait associated with ______.
competence
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
Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?
consumer ethnocentrism
Regulatory focus theory suggests that ____.
consumers will react differently depending on which broad set of motives is most salient
The willingness to buy a particular product or service is known as _____.
demand
Which emotion would be classified under the "arousal" dimension of emotion?
distraction
Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive.
ego-defense
Consumer ability to effectively cope with stressful situations relates to the concept of _______.
emotional intelligence
Strong, relatively uncontrollable feelings that affect our behavior are known as _____.
emotions
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?
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?
excitement
A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____.
expression
After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. This is called _____.
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?
extroversion
Which of the following is NOT considered an emotional dimension?
feeling
Which motives emphasize development?
growth
An advertisement theme of "do your own thing" is most likely to be based on a need for _____.
independence
Because latent motives often are less than completely socially desirable, _____ are frequently used.
indirect appeals
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?
instability
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?
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?
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.
latent
Which of the following is NOT an advertising tactic used to communicate brand personality?
length of the ad
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.
manifest
Motives that are known and freely admitted are called _____.
manifest motives
A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation.
modeling
The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.
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) _____.
motive
Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?
motive
Which term is often used interchangeably with the term "motivation"?
need
Which set of motives deals with our need to determine who or what causes the things that happen to us?
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?
need for ego defense
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 _____.
need for expression
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?
need for identification
Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?
need for objectification
Which of the following is a type of cognitive preservation motive?
need for objectification
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
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
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?
openness to experience
A consumer's need for reinforcement is _____.
passive and external
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?
personality
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.
physiological
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
Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives.
projective techniques
Which of the following is(are) designed to provide information on latent motives?
projective techniques
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
Which of the following is NOT a core trait in the Five-Factor Model of personality?
reliability
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs.
safety
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?
self-actualization
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?
self-actualization
Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?
serenity
Whole Foods supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?
sincerity
A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive.
stimulation
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?
teleological need
The tendency of many consumers to discount claims made by salespeople and ads is related to the need _____.
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 _____.
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?
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?
utilitarian need
Beyond projective techniques, a popular tool for identifying motives is _____.
A, B, and C
