MKG 310 chapter 10

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.

affiliation

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

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.

as assertion

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

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

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____.

expression

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

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 construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

motive

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

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

personality

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

personality

____ motives emphasize the individual as striving to maintain equilibrium.

preservation-oriented

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

Which of the following is considered a dimension of brand personality?

ruggedness excitement sincerity competence

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?

sinceritiy

A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive.

stimulation