MKTG 4120 Ch. 10
A need for uniqueness
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _______
Brand Personality
A set of human characteristics that become associated with a brand is referred to as _________
user imagery
Advertisements for BC Headache Powders usually show blue collar workers using this product. Which advertising tactic is BC using to communicate it's brand personality? A) celebrity endorsers B) user imagery C) place of ad D) media outlet E) all of the above
Dominance
After experiencing a major earthquake in California, Tina often felt powerless and helpless. This caused her to be fearful and anxious, which sometimes made her panicked. Which dimension of emotions is Tina experiencing?
Serenity
Barbara is an individual that usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?
B) Excitement
Consumers have described Apple's Ipod products, such as the MP3 Player and new video player, as imaginative and up to date. The brand is also considered daring, changing traditional models. Which dimension of brand personality best describes the Ipod A) Sincerity B) Excitement C) Competence D) Sophistication E) Ruggedness
Extroversion
Dolly prefers to be in a large group rather than alone. She is talkative and bold. Which personality trait best describes Dolly?
Openness to new experience
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?
Self-Actualization
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?
Physiological
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _________ motives
Self-Actualization
In McGuire's classification of motives, which ones focus on a person's need for being adaptively oriented toward the environment and achieving a sense of meaning?
Motive
Kelly is hungry, and this inner force is making him search for the type of food he wants. This inner force that is compelling him to search for food is
Self actualization
Learning as a need belongs to which level of Maslow's Hierarchy?
Cognition
Lori reads three newspapers a day and is always read 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 word games. Lore has a high need for ________
Physiological
Many victims of hurricane Katrina were left without their homes, food, and water- basic necessities for living. Based on Maslow's, which motives were activated for these individuals?
A) Cognition
Maslow's hierarchy of needs includes all EXCEPT which of the following? A) Cognition B) Physiological C) Safety D) Belongingness E) Esteem
(E. All of the above)
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
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
Manifest Motives
Motives that are known and freely admitted are called
Motive
Presents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
Safety
Smoke Detectors, preventative medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _________ needs
Esteem
Status as a need belongs to which level of Maslow's Hierarchy?
Emotions
Strong, relatively uncontrollable feelings that affect our behavior
Motivation
The energizing force that activates behavior and provides purpose and direction
Personality
The relatively stable behavioral tendencies that individuals display across a variety of situations
Demand
The willingness to buy a particular product of service
Instability
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?
Distraction
Which emotion would be classified under the "arousal" dimension of emotion?
Belongingness
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?
Self-Actualization
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?
Esteem
Which of Maslow's needs reflects individuals' desire for status, superiority, self-respect, and prestige?
C) Reliability
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 F) Agreeableness
length of ad
Which of the following is NOT an advertising tactic used to communicate brand personality? A) celebrity endorsers B) user imagery C) length of ad D) tone of ad E) type of media outlet
D) Feeling
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
D) Emotions are often triggered by environmental
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 having feelings D) Emotions are often triggered by environmental events E) all of the above
A) Involvement
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
E) 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
E) All of the above
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 C) They are more likely to seek out information D)They are more likely to act as opinion leaders E) All of the above
Need
Which term is often used interchangeably with the term "motivation"?
affect
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
A) Sincerity
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
Personality
________ is an individual's characteristic response tendencies across similar situations