Exam 2 (ch.5-8)

Question 1

motivation process

Answer 1

• Motivation refers to the
process that leads people to
behave as they do
• It occurs when a need is
aroused
• The ad shows desired state
and suggests a solution
(purchase of equipment)

Question 2

Biogenic Needs

Answer 2

food, water, air, shelter

Question 3

Psychogenic Needs

Answer 3

– status, power,

affiliation. Culture plays a dominant role.

Question 4

Utilitarian Needs

Answer 4

– objective or tangible

product attributes

Question 5

Hedonic Needs

Answer 5

– subjective and

experimental; need for excitement, self-confidence, fantasy

Question 6

homeostasis

Answer 6

equal state

Question 7

drive theory

Answer 7

biological needs that produce and unpleasant states of arousal

Question 8

• Evaluations:

Answer 8

: (Combined or valenced) reaction to events or objects.
They involve some degree of affect accompanied by low levels of
arousal (exception: Schindler’s List)

Question 9

Moods:

Answer 9

temporary positive or negative affective states accompanied

by moderate levels of arousal

Question 10

Negative State relief:

Answer 10

Helping others as a way to resolve one’s own
negative moods (advertising toward inspirational stories)  Budweiser
Sadvertising

Question 11

• Emotional Oracle effect:

Answer 11

interplay between our emotions and how we
access information in our minds that allows us to make smarter
decisions

Question 12

• Mood Congruency

Answer 12

our judgments tend to be shaped by our moods

Question 13

Lovemark

Answer 13

A passionate commitment to one brand.
Feelings can be a source of information when we
evaluate a product.

Question 14

Material accumulation

Answer 14

an instinct to earn more than we

can possibly consume.

Question 15

customer Involvement

Answer 15

perceived relevance of an object based on one’s
needs, values, and interests.reflects our level of motivation to
process information

Question 16

high involvement

Answer 16

involved and actively / regularly communicates or reaches out to brand.

Question 17

low involvement

Answer 17

buyers are influenced by price point

Question 18

monetary risk

Answer 18

losing money

Question 19

functional risk

Answer 19

alternative risks lost

Question 20

physical risk

Answer 20

danger of harm

Question 21

social risk

Answer 21

standing out from norm or crowd

Question 22

psychological risk

Answer 22

lacking self respect or attractiveness to peers.

Question 23

self concept

Answer 23

self identity
collective self
how you see yourself in comparison to peers social surrounding

Question 24

Self-esteem refers to the positivity of a person’s self-concept.
People with low self-esteem expect that they will not perform
very well, and they will try to avoid embarrassment, failure,
and rejection.

Answer 24

The positivity of a person’s self-concept.
People with low self-esteem expect that they will not perform
very well, and they will try to avoid embarrassment, failure,
and rejection.

Question 25

self evaluation

Answer 25

assessing self

Question 26

self improvement

Answer 26

act of bettering ones self concept

Question 27

self enhancement

Answer 27

motivation that works to make people feel good about themselves and to maintain self-esteem

Question 28

real self

Answer 28

our more realistic appraisal of the qualities we | have

Question 29

ideal self

Answer 29

our conception of how we would like to be

Question 30

multiple selves

Answer 30

``` roles that we take that can compliment or clash with one another brother boyfriend barista son ```

Question 31

the idea of you are what you consume

Answer 31

we buy products to represent us | we are what we buy

Question 32

Symbolic self-completion theory

Answer 32

people who have an incomplete self-definition complete the identity by acquiring and displaying symbols associated with it. (Adolescent boys may use “macho” products to emphasize their developing masculinity)

Question 33

• Self-image congruence models

Answer 33

we choose products when attributes matches the self

Question 34

cognitive matching

Answer 34

product attributes = self image

Question 35

extended self (4)

Answer 35

external object we consider a part of us - individual - personal possession (clothing, cars) - family - residence and furnishings - community - neighborhood or down lived in - group: social groups, subculture

Question 36

power posing

Answer 36

positions that are considered authoritative

Question 37

Communal roles

Answer 37

Women are taught to foster | harmonious relationships

Question 38

Agentic roles

Answer 38

men are expected to be assertive and | have certain skills

Question 39

maleness v. femaleness | masculinity v. femininity

Answer 39

biological factors that make up gender | social construct that is varied from culture to culture

Question 40

sex-type traits

Answer 40

characteristics that are stereotypically associated with gender

Question 41

sex - type products

Answer 41

product traits are feminine or masculine. | ex. tundra: bold, tough, durable