Chapter 4 Motivation & Values

Question 1

True or False? When a consumers involvement with a product relates to an emotional reaction it relates to Affective rather than Cognitive involvement.

Answer 1

True

Question 2

True or False? Maslow’s hierarchy of needs implies that the order of development of motives is fixed–a certain level must be attained before the next higher level is activated.

Answer 2

True

Question 3

Homeostasis is

Answer 3

The state odd being where the body is in physiological balance.

Question 4

The uncomfortable feeling caused by holding two contradictory ideas simultaneously is called

Answer 4

Cognitive Dissonance

Question 5

The ad headline says, “Be yourself!” Products that assert individual identity relate to which need

Answer 5

Uniqueness

Question 6

A goal has___________ which itself can be positive or negative

Answer 6

Valence

Question 7

_______________________is an internal state that activates or arouses goal-oriented behavior; a need is aroused that drives person to satisfy it; It can be considered a driving force

Answer 7

Motiviation

Question 8

Ture or False? Inertia is the process where purchase made because of habit; motivation lacking to consider other alternatives

Answer 8

True

Question 9

A person’s 4 year old washing machine breaks down. They must decide whether to spend money to have it fixed or buy a new machine. Which type of conflict is this?

Answer 9

Avoidance-avoidance both options are negative. Buying a new one costs a lot, fixing the machine also may be expensive

Question 10

A commercial that shows young people all getting together and having fun while drinking Coca Cola would relate to which of Maslow’s hierarchy?

Answer 10

Belongingness

Question 11

A person’s ___________________ depends on the importance of an object based on inherent needs, values and interests. It is triggered by person factors, object factors or situational factors

Answer 11

Involvement

Question 12

When there is a gap between a consumer’s present state, this gap creates a state of tension. The degree of the arousal is:

Answer 12

Drive

Question 13

True or False? As their involvement with a product increases, people pay less attention to ads related to these products and make less effort to understand the ads.

Answer 13

False

Question 14

Two terms often used to describe motivation are:

Answer 14

Strength and direction

Question 15

True of False? Self Actualization is one of the levels associated with Henry Murray’s needs

Answer 15

False

Question 16

Truth or False The top level of Maslow’s Hierarchy is Physiological

Answer 16

False

Question 17

An enduring belief that a specific mode of conduct is personally or socially preferable to an opposite mode of conduct is ___________

Answer 17

A value

Question 18

The type of involvement which refers to the importance a product has for the consumer’s self concept is called

Answer 18

Ego Involvement

Question 19

True or False Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need.

Answer 19

True

Question 20

The perspective that behavior is largely “pulled” by expectations of achieving desirable outcomes, or positive incentives, rather than “pushed” from within is called

Answer 20

Expectancy Theory

Question 21

True or False? The process of enculturation is that of learning the beliefs and behaviors endorsed by one’s own culture.

Answer 21

True