MKG310: CH10

Question 1

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.
A: motivation

Answer 1

motivation

Question 2

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

Answer 2

A: personality

Question 3

Strong, relatively uncontrollable feelings that affect our behavior are known as _____.
A: emotions

Answer 3

emotions

Question 4

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

Answer 4

motive

Question 5

Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby’s roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____.
A: motive

Answer 5

motive

Question 6

Which term is often used interchangeably with the term “motivation”?
A: need

Answer 6

need

Question 7

Maslow’s hierarchy of needs is based on which premise?

A: all of the above

Answer 7

all of the above

Question 8

Maslow’s hierarchy of needs includes all EXCEPT which of the following?
A: cognition

Answer 8

cognition

Question 9

In Maslow’s hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.
A: physiological

Answer 9

physiological

Question 10

Many victims of hurricane Katrina were left without their homes, food, and water–basic necessities for living. Based on Maslow’s hierarchy of needs, which motives were activated for these individuals?
A: physiological

Answer 10

physiological

Question 11

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers’ _____ needs.
A: safety

Answer 11

safety

Question 12

Which need in Maslow’s hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?
A: belongingness

Answer 12

belongingness

Question 13

Which of Maslow’s needs reflects individuals’ desires for status, superiority, self-respect, and prestige?
A: esteem

Answer 13

esteem

Question 14

Which of Maslow’s needs involves the desire for self-fulfillment, to become all that one is capable of becoming?
A: self-actualization

Answer 14

self-actualization

Question 15

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?
A: self-actualization

Answer 15

self-actualization

Question 16

In McGuire’s classification of motives, which ones focus on the person’s need for being adaptively oriented toward the environment and achieving a sense of meaning?
A: cognitive

Answer 16

cognitive

Question 17

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.
A: Affective

Answer 17

Affective

Question 18

____ motives emphasize the individual as striving to maintain equilibrium.
A: Preservation-oriented

Answer 18

Preservation-oriented

Question 19

Which motives emphasize development?

A: growth

Answer 19

growth

Question 20

Which of the following is NOT used to classify McGuire’s psychological motives?
A: Is the outcome of the behavior temporary or permanent?

Answer 20

Is the outcome of the behavior temporary or permanent?

Question 21

Which set of motives deals with our need to determine who or what causes the things that happen to us?
A: need for attribution

Answer 21

need for attribution

Question 22

The tendency of many consumers to discount claims made by sales people and ads is related to the need _____.
A: to attribute causation

Answer 22

to attribute causation

Question 23

The tendency of many consumers to discount claims made by sales people can be explained in part by _____.
A: attribution theory

Answer 23

attribution theory

Question 24

Which of the following is a type of cognitive preservation motive?
A: need for objectification

Answer 24

need for objectification

Question 25

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 _____. A: to categorize

Answer 25

to categorize

Question 26

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? A: need to categorize

Answer 26

need to categorize

Question 27

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? A: need for objectification

Answer 27

need for objectification

Question 28

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 _____. A: objectification

Answer 28

objectification

Question 29

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

Answer 29

independence

Question 30

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

Answer 30

stimulation

Question 31

Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's? A: teleological need

Answer 31

teleological need

Question 32

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills? A: utilitarian need

Answer 32

utilitarian need

Question 33

Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her _____. A: need for tension reduction

Answer 33

need for tension reduction

Question 34

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

Answer 34

expression

Question 35

Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Shelby's _____. A: need for expression

Answer 35

need for expression

Question 36

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? A: need for ego defense

Answer 36

need for ego defense

Question 37

Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive. A: ego-defense

Answer 37

ego-defense

Question 38

A consumer's need for reinforcement is _____. | A: passive and external

Answer 38

passive and external

Question 39

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

Answer 39

an affiliation

Question 40

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

Answer 40

affiliation

Question 41

Kevin is shy and doesn't really like to be around others. Most of the others from his high school that went to the same college he did got involved in student organizations, such as fraternities and sororities, business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for _____. A: affiliation

Answer 41

affiliation

Question 42

Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted? A: need for identification

Answer 42

need for identification

Question 43

A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. A: modeling

Answer 43

modeling

Question 44

The willingness to buy a particular product or service is known as _____. A: demand

Answer 44

demand

Question 45

Motives that are known and freely admitted are called _____. A: manifest motives

Answer 45

manifest motives

Question 46

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 was in a moderate price range. These reasons reflect Jeremy's _____ motives. A: manifest

Answer 46

manifest

Question 47

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. A: latent

Answer 47

latent

Question 48

James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive? A: latent

Answer 48

latent

Question 49

Which of the following is (are) designed to provide information on latent motives? A: projective techniques

Answer 49

projective techniques

Question 50

Beyond projective techniques, a popular tool for identifying motives is _____? A: a, b, c

Answer 50

a, b, c

Question 51

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

Answer 51

projective techniques

Question 52

Since latent motives often are less than completely socially desirable, _____ are frequently used. A: indirect appeals

Answer 52

indirect appeals

Question 53

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____. A: b and c

Answer 53

b and c

Question 54

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A: involvement

Answer 54

involvement

Question 55

Which of the following is true regarding consumers who are highly involved in a specific product category? A:

Answer 55

A:

Question 56

"Get the best deals!" is an example of a ______ ad. | A:

Answer 56

A:

Question 57

In which type of motivational conflict must a consumer choose between two attractive alternatives? A: approach-approach

Answer 57

approach-approach

Question 58

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? A: approach-approach

Answer 58

approach-approach

Question 59

Two prominent sets of motives under regulatory focus theory are termed _____. A: promotion and prevention

Answer 59

promotion and prevention

Question 60

In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations. A: Promotion-focused

Answer 60

Promotion-focused

Question 61

Regulatory focus theory suggests that ____. | A: consumers will react differently depending on which broad set of motives is most salient.

Answer 61

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

Question 62

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

Answer 62

Personality

Question 63

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

Answer 63

reliability

Question 64

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? A: extroversion

Answer 64

extroversion

Question 65

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

Answer 65

instability

Question 66

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? A: openness to experience

Answer 66

openness to experience

Question 67

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A: consumer ethnocentrism

Answer 67

consumer ethnocentrism

Question 68

Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting _____. A: consumer ethnocentrism

Answer 68

consumer ethnocentrism

Question 69

Lori reads three newspapers a day and is always reading 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 types of word games. Lori has a high need for _____. A: cognition

Answer 69

cognition

Question 70

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____. A: a need for uniqueness

Answer 70

a need for uniqueness

Question 71

Among Toyota owners, reliability is a brand personality trait associated with ______. A: competence

Answer 71

competence

Question 72

Which of the following is Toyota doing to fix its image problem? A: A

Answer 72

A:

Question 73

A set of human characteristics that become associated with a brand is referred to as _____. A: brand personality

Answer 73

brand personality

Question 74

Which of the following is considered a dimension of brand personality? A: all of the above

Answer 74

all of the above

Question 75

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

Answer 75

sincerity

Question 76

Consumers have described Apple's iPod products, such as the MP3 music player and the new video player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod? A: excitement

Answer 76

excitement

Question 77

Which of the following is NOT an advertising tactic used to communicate brand personality? A: length of the ad

Answer 77

length of the ad

Question 78

Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality? A: user imagery

Answer 78

user imagery

Question 79

Which of the following is a characteristic associated with emotions? A: Emotions are often triggered by environmental events.

Answer 79

Emotions are often triggered by environmental events.

Question 80

Which term is used to refer to the liking/disliking aspect of a specific feeling? A: affect

Answer 80

affect

Question 81

Which of the following is NOT considered an emotional dimension? A: feeling

Answer 81

feeling

Question 82

Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? A: serenity

Answer 82

serenity

Question 83

Which emotion would be classified under the "arousal" dimension of emotion? A: distraction

Answer 83

distraction

Question 84

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. This is called? A: expressive support seeking

Answer 84

expressive support seeking

Question 85

Consumer ability to effectively cope with stressful situations relates to the concept of _______. A:

Answer 85

A:

Question 86

Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior? A:

Answer 86

A: