Consumer Behavior Ch 10 Review

In which type of motivational conflict must a consumer choose between two attractive alternatives?

Approach-Approach

While any given advertisement for a product may focus on only one or a few purchasing motives, the ________.

B and C. Once a marketer has isolated the combination of motives influencing the target market, the next step is to design the marketing strategy around the appropriate set of motives. 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.

Consumers who purchase only popular brands because of insecurity are most likely influenced by the ________ motive.

Ego-Defense

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.

False

Marketers create needs.

False

Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking.

False

An advertisement theme of "do your own thing" is most likely to be based on a need for ________.

Independence

Personality is an individual's characteristic response tendencies across similar situations.

True

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting ________. agreeableness, a need for cognition, a need for uniqueness ,extroversion, consumer ethnocentrism

a need for uniqueness

A set of human characteristics that become associated with a brand is referred to as ________. brand equity, brand personality, brand image, brand leverage, brand positioning

brand personality

Regulatory focus theory suggests that ________.

consumers will react differently depending on which broad set of motives is most salient

Which of the following is NOT considered an emotional dimension?

feeling. Emotional dimensions are pleasure, arousal, and dominance.

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

instability

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

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

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 reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

personality. Personality helps answer the question of what behaviors consumers choose to engage in to achieve their goals.

Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives.

projective techniques

Which of the following is NOT a core trait in the Five-Factor Model of personality?

reliability. The five core traits are extroversion, instability, agreeableness, openness to experience, and conscientiousness.

Whole Foods supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?

sincerity

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 ________. for consistency, for modeling ,to categorize ,for assertion, none of the above

to categorize