Chapter 10 Test Bank
Multiple Choice Questions
1. The energizing force that activates behavior and provides purpose and direction to that behavior is known as
A. motivation.
B. personality.
C. emotion.
D. perception.
E. needs.
Answer: A
Explanation:
Motivation helps answer the question of why consumers engage in specific behaviors.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Motivation, Personality, and Emotion
2. Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?
A. motivation
B. personality
C. emotion
D. perception
E. needs
Answer: B
Explanation:
Personality helps answer the question of what behaviors consumers choose to engage in to achieve their goals.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Motivation, Personality, and Emotion
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3. Strong, relatively uncontrollable feelings that affect our behavior are known as
A. motivations.
B. personality.
C. emotions.
D. perceptions.
E. needs.
Answer: C
Explanation:
Emotions are triggered by a complex interplay between motives, personality, and external factors.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Motivation, Personality, and Emotion
4. Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?
A. motive
B. personality
C. emotion
D. perception
E. feeling
Answer: A
Explanation: A motive is why an individual does something.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: The Nature of Motivation
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.
B. personality trait.
C. emotion.
D. perception.
E. feeling.
Answer: A
Explanation: A motive is why an individual does something.
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AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: The Nature of Motivation
6. Which term is often used interchangeably with the term "motivation"?
A. personality
B. emotion
C. need
D. perception
E. feeling
Answer: C
Explanation:
When a consumer feels a gap between a desired state and his or her actual current state, a need is recognized as a drive state referred to as motivation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: The Nature of Motivation
7. 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 these choices are correct.
Answer: E
Explanation:
Maslow's hierarchy of needs is based on four premises.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
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8. Maslow's hierarchy of needs includes all except which of the following?
A. cognition
B. physiological
C. safety
D. belongingness
E. esteem
Answer: A
Explanation:
Cognition is not on Maslow's hierarchy of needs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
9. In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered __________ motives.
A. safety
B. self-actualization
C. physiological
D. belongingness
E. esteem
Answer: C
Explanation:
Food, water, sleep, and to an extent, sex, are considered physiological motives.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
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. security
B. self-actualization
C. physiological
D. belongingness
E. esteem
Answer: C
Explanation:
Food, water, sleep, and to an extent, sex, are considered physiological motives.
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McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
Education.
Copyright
2019
of McGraw-Hill
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
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
B. self-actualization
C. physiological
D. belongingness
E. esteem
Answer: A
Explanation:
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products that satisfy consumers' safety needs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
12. Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?
A. safety
B. self-actualization
C. physiological
D. belongingness
E. esteem
Answer: D
Explanation:
Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
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13. Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?
A. safety
B. self-actualization
C. physiological
D. belongingness
E. esteem
Answer: E
Explanation:
Esteem needs relate to the individual's feelings of usefulness and accomplishment.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
14. Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?
A. safety
B. self-actualization
C. physiological
D. belongingness
E. esteem
Answer: B
Explanation:
Self-actualization needs involve the desire for self-fulfillment, to become all that one is capable of becoming.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
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. safety
B. self-actualization
C. physiological
D. belongingness
E. esteem
Answer: B
Explanation:
Self-actualization involves the desire for self-fulfillment, to become all that one is capable of being.
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Education. All rights reserved. No reproduction or distribution without the prior written consent
Education.
Copyright © 2019 McGraw-Hill
of McGraw-Hill
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
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. affective
B. preservation
C. growth
D. cognitive
E. self-actualization
Answer: D
Explanation:
Cognitive motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
17. __________ motives deal with the need to reach satisfying feeling states and to obtain personal goals.
A. Cognitive
B. Affective
C. Preservation-oriented
D. Advancement-oriented
E. Safety-oriented
Answer: B
Explanation:
Affective motives deal with the need to reach satisfying feeling states and to obtain personal goals.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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18. __________ motives emphasize the individual as striving to maintain equilibrium.
A. Cognitive
B. Affective
C. Preservation-oriented
D. Growth
E. Leveling
Answer: C
Explanation:
Preservation-oriented motives are a desire for consistency.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
19. Which motives emphasize development?
A. cognitive
B. affective
C. preservation-oriented
D. growth
E. advancement
Answer: D
Explanation:
Growth motives emphasize the need for independence and individuality.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
20. Which of the following is not used to classify McGuire's psychological motives?
A. Is the mode of motivation cognitive or affective?
B. Is the motive focused on preservation of the status quo or on growth?
C. Is this behavior actively initiated or in response to the environment?
D. Is the outcome of the behavior temporary or permanent?
E. Does this behavior help the individual achieve a new internal or a new external relationship to the environment?
Answer: D
Explanation:
Whether the outcome of the behavior is temporary or permanent is not used to classify McGuire's psychological motives.
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Education.
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McGraw-Hill
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
21. Which set of motives deals with our need to determine who or what causes the things that happen to us?
A. need for consistency
B. need for attribution
C. need to categorize
D. need for objectification
E. need for autonomy
Answer: B
Explanation: Need for attribution is extremely relevant to consumer reactions to promotional messages.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
22. The tendency of many consumers to discount claims made by sales people and ads is related to the need
A. for ego defense.
B. for focus.
C. for assertion.
D. to attribute causation.
E. None of these choices are correct.
Answer: D
Explanation: Attribution causation is extremely relevant to consumer reactions to promotional messages.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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23. The tendency of many consumers to discount claims made by sales people can be explained in part by
A. contrast theory.
B. assimilation theory.
C. classical conditioning.
D. attribution theory.
E. None of these choices are correct.
Answer: D
Explanation:
The attribution theory means that consumers explain the cause of a favorable or unfavorable outcome to themselves or to some outside force.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
24. Which of the following is a type of cognitive preservation motive?
A. need for tension reduction
B. teleological need
C. need for objectification
D. need for stimulation
E. need for ego defense
Answer: C
Explanation:
This motive reflects needs for observable cues or symbols that enable people to infer what they feel and know.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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. for modeling.
B. for assertion
C. for consistency.
D. to categorize.
E. None of these choices are correct.
Answer: D
Explanation: Consumers establish categories or mental partitions to help them initially react to a new product.
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without
prior written consent of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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 for consistency
B. need for attribution
C. need to categorize
D. need for objectification
E. need for autonomy
Answer: C
Explanation:
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 to categorize.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
27. Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?
A. need for consistency
B. need for attribution
C. need to categorize
D. need for objectification
E. need for autonomy
Answer: D
Explanation:
The need for objectification is a type of cognitive preservation motive.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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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.
B. ego defense.
C. expression.
D. autonomy.
E. assertion.
Answer: D
Explanation:
The need for independence and individuality is a characteristic of the American culture.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
29. An advertisement theme of "do your own thing" is most likely to be based on a need for
A. affiliation.
B. modeling.
C. consistency.
D. autonomy.
E. None of these choices are correct.
Answer: D
Explanation:
The need for independence and individuality is a characteristic of the American culture.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
30. A substantial amount of brand switching when the current brand is satisfactory may be explained by the __________ motive.
A. expression
B. reinforcement
C. stimulation
D. affiliation
E. none of these choices are correct
Answer: C
Explanation:
Such variety-seeking behavior may be a prime reason for brand switching and some impulse purchasing.
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10-12
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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. need for stimulation
B. teleological need
C. utilitarian need
D. need for tension reduction
E. need for objectification
Answer: B
Explanation:
Consumers are pattern matchers who have images of desired outcomes with which they compare their current situation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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. teleological need
B. need for tension reduction
C. utilitarian need
D. need for autonomy
E. need for identification
Answer: C
Explanation:
Consumers may approach ads and salespeople as a source of learning for future decisions as well as the current one.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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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 attribution.
B. need for autonomy.
C. need for tension reduction.
D. need for reinforcement.
E. need for modeling.
Answer: C
Explanation:
In order to effectively manage tension and stress, people are motivated to seek ways to reduce arousal.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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. ego-defense.
B. affiliation.
C. modeling.
D. expression.
E. cues.
Answer: D
Explanation:
People feel the need to let others know who and what they are by their actions, which includes the purchase and use of goods.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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 attribution.
B. need for autonomy.
C. need for tension reduction.
D. need for reinforcement.
E. need for expression.
Answer: E
Explanation:
A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for expression.
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AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
36. Which need is activated when one's identity is threatened, motivating the person to protect his or her selfconcept and utilize defensive behaviors and attitudes?
A. need for cognition
B. need for expression
C. need for reinforcement
D. need for ego defense
E. need for identity preservation
Answer: D
Explanation:
A consumer who feels insecure may rely on well-known brands to avoid any chance of making a socially incorrect purchase.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
37. Consumers who purchase only popular brands because of insecurity are most likely influenced by the __________ motive.
A. causation
B. assertion
C. consistency
D. ego-defense
E. None of these choices are correct.
Answer: D
Explanation:
The ego-defense need is activated when one's identity is threatened, motivating the person to protect his or her selfconcept and utilize defensive behaviors and attitudes.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
10-15
38. A consumer's need for reinforcement is
A. active and internal.
B. active and external.
C. passive and internal.
D. passive and external.
E. active and passive.
Answer: D
Explanation:
People are often motivated to act in certain ways because they were rewarded for behaving that way in similar situations in the past.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
39. Consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need.
A. a modeling
B. a consistency
C. an affiliation
D. an assertion
E. attribution of causality
Answer: D
Explanation:
Many people are competitive achievers who seek success, admiration, and dominance.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
40. An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on __________ motivation.
A. tension reduction
B. affiliation
C. modeling
D. expression
E. None of these choices are correct.
Answer: B
Explanation:
Affiliation refers to the need to develop mutually helpful and satisfying relationships with others.
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the prior written consent of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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. categorization.
B. consistency.
C. autonomy.
D. affiliation.
E. modeling.
Answer: D
Explanation:
Affiliation refers to the need to develop mutually helpful and satisfying relationships with others.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
42. Which need results in the consumer's playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted?
A. need for stimulation
B. need for identification
C. need or objectification
D. teleological need
E. need for expression
Answer: B
Explanation:
One gains pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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43. A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation.
A. modeling
B. independence
C. causation
D. ego-defense
E. None of these choices are correct.
Answer: A
Explanation:
The need for modeling reflects a tendency to base behavior on that of others.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
44. The willingness to buy a particular product or service is known as
A. a need.
B. a want.
C. demand.
D. motivation.
E. an attitude.
Answer: C
Explanation:
Demand is caused by a need or motive, but it is not the motive.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Motivation Theory and Marketing Strategy
45. Motives that are known and freely admitted are called
A. manifest motives.
B. latent motives.
C. objective motives.
D. acceptable motives.
E. primary motives.
Answer: A
Explanation:
Motives that conform to a society's prevailing value system are more likely to be manifest than are those in conflict with those values.
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10-18
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
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. latent
B. manifest
C. acceptable
D. primary
E. identifiable
Answer: B
Explanation: Motives that are known and freely admitted are called manifest motives.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
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. manifest
B. hidden
C. secondary
D. latent
E. unacceptable
Answer: D
Explanation: Determining latent motives is substantially more complex.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
10-19
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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. manifest
B. hidden
C. secondary
D. latent
E. social
Answer: D
Explanation:
Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as latent motives.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
49. Which of the following is (are) designed to provide information on latent motives?
A. perceptual mapping
B. regression analysis
C. projective techniques
D. conjoint analysis
E. multivariate analyses
Answer: C
Explanation:
One example is the third-person technique whereby consumers provide reasons why "other people" might buy a certain brand.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
50. Beyond projective techniques, a popular tool for identifying motives is __________?
A. laddering
B. means-end chain
C. benefit chain
D. latent listing
E. laddering, means-end chain, benefit chain
Answer: E
Explanation:
Popular tools for identifying motives are laddering, means-end chain, and benefit chain.
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10-20
the prior written consent of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
51. Raymond is conducting motivation research. He is using __________, which are designed to provide information on latent motives.
A. strategic manipulation techniques
B. projective techniques
C. latent labeling techniques
D. marketing user techniques
E. manifest techniques
Answer: B
Explanation:
An example of a projective technique is the third-person technique whereby consumers provide reasons why "other people" might buy a certain brand.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
52. Since latent motives often are less than completely socially desirable, __________ are frequently used.
A. affect appeals
B. indirect appeals
C. latent appeals
D. direct appeals
E. cross referencing appeals
Answer: B
Explanation:
For example, J. Crew's website uses font, white space, designer collections, and so forth to indirectly suggest its upscale and trendy nature.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Multiple Motives
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53. While any given advertisement for a product may focus on only one or a few purchasing motives, the
A. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions.
B. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives.
C. advertising campaign needs to cover all the important purchase motives of the target market.
D. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions and overall campaign should attempt to position the product in the schematic memory to correspond with the target market’s purchase motives.
E. overall campaign should attempt to position the product in the schematic memory to correspond with the target market’s purchase motives and advertising campaign needs to cover all the important purchase motives of the target market.
Answer: E
Explanation:
Once a marketer has isolated the combination of motives influencing the target market, the next step is to design the marketing strategy around the appropriate set of motives.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Multiple Motives
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
B. need
C. want
D. desire
E. action
Answer: A
Explanation:
Needs play a strong role in determining what is relevant or interesting to consumers.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Motivation and Consumer Involvement
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10-22
55. 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 to process and learn new information.
C. They are more likely to seek out information from numerous sources prior to a decision.
D. They are more likely to act as opinion leaders.
E. All of these choices are correct.
Answer: E
Explanation:
Involvement is important to marketers because it affects numerous consumer behaviors.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Motivation and Consumer Involvement
56. "Get the best deals!" is an example of a __________ ad.
A. prevention-focused
B. promotion-focused
C. negative consequence
D. positive reinforcement
E. decision-making
Answer: B
Explanation:
Consumers are often strategic in terms of the behaviors they choose to attain a desired outcome.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Regulatory Focus
57. In which type of motivational conflict must a consumer choose between two attractive alternatives?
A. approach-approach
B. positive-positive
C. win-win
D. avoidance-avoidance
E. primary-primary
Answer: A
Explanation:
Resolution of a motivational conflict often affects consumption patterns.
10-23
the prior
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written consent of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Motivation Conflict
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
B. approach-avoidance
C. avoidance-avoidance
D. acceptable-unacceptable
E. unacceptable-acceptable
Answer: B
Explanation:
A consumer facing a purchase choice with both positive and negative consequences experiences approach-avoidance conflict.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Motivation Conflict
59. Two prominent sets of motives under regulatory focus theory are termed
A. approach and latent.
B. excess and manifest.
C. promotion and prevention.
D. acute and chronic.
E. motivate and conflict.
Answer: C
Explanation:
Regulatory focus theory suggests that consumers will react differently depending on which broad set of motives is most salient.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Regulatory Focus
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10-24
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
B. latent-focused
C. manifest-focused
D. prevention-focused
E. All of these choices are correct.
Answer: A
Explanation:
Promotion-focused motives regulate nurturance needs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Regulatory Focus
61. Regulatory focus theory suggests that
A. consumers will react differently depending on which broad set of motives is most inconspicuous.
B. when prevention-focused motives are less salient, consumers seek to avoid negative outcomes.
C. when promotion-focused motives are less salient, consumers seek to gain positive outcomes.
D. consumers will react differently depending on which broad set of motives is most salient.
E. when promotion-focused motives are most salient, consumers are less eager and less risk-seeking decision makers.
Answer: D
Explanation: The salience of particular sets of motives triggers consumers to regulate their behavior in different ways in order to achieve desired outcomes.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Regulatory Focus
62. __________ is an individual's characteristic response tendencies across similar situations
A. Motivation
B. Emotion
C. Empathy
D. Personality
E. Involvement
Answer: D
Explanation:
The personality of the consumer helps guide and further direct the behaviors chosen to accomplish goals in different situations.
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distribution without the prior written
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Personality
63. 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
Answer: C
Explanation: The five core traits are extroversion, instability, agreeableness, openness to experience, and conscientiousness.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Multitrait Approach
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
B. instability
C. agreeableness
D. openness to experience
E. conscientiousness
Answer: A
Explanation: The extroversion core trait is manifested by an individual being talkative, bold, and preferring to be in a large group rather than alone.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Multitrait Approach
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prior written consent of McGraw-Hill Education.
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the
65. Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?
A. introversion
B. instability
C. sulkiness
D. conscientiousness
E. agreeableness
Answer: B
Explanation:
The instability core trait is manifested by an individual being moody, temperamental, and touchy.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Multitrait Approach
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. extroversion
B. introversion
C. instability
D. agreeableness
E. openness to experience
Answer: E
Explanation:
The openness to experience core trait is manifested by an individual being imaginative, appreciative of art, and open to finding novel solutions.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Multitrait Approach
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67. Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?
A. need for affiliation
B. need for uniqueness
C. consumer ethnocentrism
D. agreeableness
E. introversion
Answer: C
Explanation:
Consumer ethnocentrism is a global phenomenon, thus also affecting perceptions of American brands doing business in other countries.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Single-Trait Approach
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. stubbornness.
B. consumer ethnocentrism.
C. sincerity.
D. consumer culturalism.
E. patriotism.
Answer: B
Explanation:
Consumer ethnocentrism reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Single-Trait Approach
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
10-28
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.
B. affection.
C. ethnocentrism.
D. uniqueness.
E. acceptance.
Answer: A
Explanation:
Need for cognition (NFC) reflects an individual's propensity to engage in and enjoy thinking.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Single-Trait Approach
70. A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting
A. consumer ethnocentrism.
B. a need for cognition.
C. a need for uniqueness.
D. extroversion.
E. agreeableness.
Answer: C
Explanation:
This affects what consumers own and value, why they own it, and how they use it.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Single-Trait Approach
71. Old Navy shoppers find the brand to be joyful due to its colorful clothing and spirited advertising. The brand personality trait best associated with Old Navy is
A. image.
B. safety.
C. excitement.
D. advertising.
E. word-of-mouth.
Answer: C
Explanation: Old Navy is considered joyful, as shown in the chapter opener.
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10-29
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
72. Banana Republic is promoting high-end accessories in its "The Company We Keep" collection. This may help consumers recognize Banana Republic's personality dimension as __________?
A. cognitive
B. safety
C. excitement
D. pleasure
E. sophistication
Answer: E
Explanation:
As shown in the chapter opener, Banana Republic has a struggling image. It is promoting sophisticated, Americanmade accessories in this collection.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
73. A set of human characteristics that become associated with a brand is referred to as
A. brand image.
B. brand equity.
C. brand leverage.
D. brand personality.
E. brand positioning.
Answer: D
Explanation:
Consumers perceive brand personalities in terms of five basic dimensions, each with several facets.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
distribution without the prior written
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74. Which of the following is considered a dimension of brand personality?
A. ruggedness
B. excitement
C. sincerity
D. competence
E. All of these choices are correct.
Answer: E
Explanation:
Ruggedness, excitement, sincerity, competence, and sophistication are the five dimensions of brand personality.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
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
B. excitement
C. competence
D. sophistication
E. ruggedness
Answer: A
Explanation:
Sincerity is a dimension of brand personality.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
76. Consumers have described Apple's iPod products, such as the iPod Touch and the new HomePod 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. sincerity
B. excitement
C. competence
D. sophistication
E. ruggedness
Answer: B
Explanation: Excitement is a dimension of brand personality.
All
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distribution without the prior written consent
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rights reserved.
or
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
77. Which of the following is not an advertising tactic used to communicate brand personality?
A. celebrity endorsers
B. user imagery
C. length of the ad
D. tone of the ad
E. type of media outlet
Answer: C
Explanation:
Length of the ad is not an advertising tactic used to communicate brand personality.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: Communicating Brand Personality
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. celebrity endorsers
B. user imagery
C. pace of the ad
D. media outlet
E. All of these choices are correct.
Answer: B
Explanation:
User imagery involves showing a typical user along with images of the types of activities they engage in while using the brand.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: Communicating Brand Personality
10-32
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
79. 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 objective feelings.
D. Emotions are often triggered by environmental events.
E. All of these choices are correct.
Answer: D
Explanation:
Viewing an ad and consuming a product that meets a need are environmental events.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-05 Define emotions and list the major emotional dimensions.
Topic: Emotion
80. 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
Answer: B
Explanation:
Emotion refers to specific feelings, whereas affect deals more generally with the way in which those feelings are evaluated such as like/dislike or good/bad.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-05 Define emotions and list the major emotional dimensions.
Topic: Emotion
81. Which of the following is not considered an emotional dimension?
A. pleasure
B. arousal
C. dominance
D. feeling
E. All of these choices are emotional dimensions.
Answer: D
Explanation:
Emotional dimensions are pleasure, arousal, and dominance.
10-33
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consent of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-05 Define emotions and list the major emotional dimensions.
Topic: Types of Emotions
82. Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?
A. faith
B. desire
C. joy
D. gratitude
E. serenity
Answer: E
Explanation:
Serenity is classified under the pleasure dimension of emotion.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-05 Define emotions and list the major emotional dimensions.
Topic: Types of Emotions
83. Which emotion would be classified under the "arousal" dimension of emotion?
A. duty
B. distraction
C. guilt
D. shame
E. disgust
Answer: B
Explanation:
Distraction is classified under the arousal dimension of emotion.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-05 Define emotions and list the major emotional dimensions.
Topic: Types of Emotions
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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84. After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. What is this called?
A. dominance
B. helplessness
C. active coping
D. expressive support seeking
E. avoidance
Answer: D
Explanation:
Consumers may vent to the company, which is desirable, or they may vent to friends, which is damaging.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-06 Discuss how emotions can be used in developing marketing strategies.
Topic: Consumer Coping in Product and Service Encounters
85. Consumer ability to effectively cope with stressful situations relates to the concept of
A. message filtering.
B. emotional intelligence.
C. rage reduction.
D. anger management.
E. consumer support.
Answer: B
Explanation:
Consumer emotional intelligence is defined as a person's ability to skillfully use emotional information to achieve a desirable outcome.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-06 Discuss how emotions can be used in developing marketing strategies.
Topic: Consumer Coping in Product and Service Encounters
86. Which of the following is false regarding how emotional responses to advertising influence consumer behavior?
A. Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself.
B. Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities.
C. While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.
D. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning.
E. Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, highinvolvement way.
Answer: C
Explanation:
Emotional ads may be remembered better than neutral ads.
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10-35
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-06 Discuss how emotions can be used in developing marketing strategies.
Topic: Emotion in Advertising
True or False Questions
87. According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction.
Answer: TRUE
Explanation: Maslow proposed a need hierarchy shared by all.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
88. Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.
Answer: FALSE
Explanation:
Affective motives deal with the need to reach satisfying feeling states and to obtain personal goals.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
89. The fact that consumers need to attribute cause underlies an area of research known as cognitive theory.
Answer: FALSE
Explanation:
The tendency of many consumers to discount claims made by sales people and ads is related to the need to attribute causation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
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90. Need for stimulation is an active, external motive
Answer: TRUE
Explanation: Such variety-seeking behavior may be a prime reason for brand switching and some impulse purchasing.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
91. Affective preservation motives include the need for tension reduction, teleological needs, need for expression, and need for ego defense.
Answer: FALSE
Explanation:
Affective preservation motives include the need for tension reduction.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
92. Marketers create needs.
Answer: FALSE
Explanation: Marketers seldom, if ever, create a need; however, they do create demand.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Motivation Theory and Marketing Strategy
93. Motives that are known and freely admitted are called primary motives.
Answer: FALSE
Explanation: Motives that are known and freely admitted are called manifest motives.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
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94. Laddering is a popular tool for identifying latent motives.
Answer: TRUE
Explanation: Laddering is constructing a means-end or benefit chain.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
95. Conflicts between motives are rare.
Answer: FALSE
Explanation:
With the many motives consumers have, there are frequent conflicts between them.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Motivation Conflict
96. Personality is an individual's characteristic response tendencies across similar situations.
Answer: TRUE
Explanation:
The personality of the consumer helps guide and further direct the behaviors chosen to accomplish goals in different situations.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Personality
97. Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking.
Answer: FALSE
Explanation:
Need for uniqueness reflects an individual difference in consumer's propensity to pursue differentness relative to others.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Single-Trait Approach
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of McGraw-Hill Education.
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the prior written consent
98. Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality.
Answer: FALSE
Explanation:
Ruggedness, excitement, sincerity, competence, and sophistication are the five dimensions of brand personality.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
99. Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand.
Answer: TRUE
Explanation:
Nike uses Serena Williams to show an edgy, individualistic brand.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: Communicating Brand Personality
100. Emotions are rarely accompanied by cognitive thought.
Answer: FALSE
Explanation:
Emotions generally, though not necessarily, are accompanied by cognitive thought.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-05 Define emotions and list the major emotional dimensions.
Topic: Emotion
101. Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself.
Answer: TRUE
Explanation:
Liking an ad has a positive impact on liking the product and purchase intentions.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-06 Discuss how emotions can be used in developing marketing strategies.
Topic: Emotion in Advertising
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the prior
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or
without
written consent of McGraw-Hill Education.
Essay Questions
102. List Maslow's hierarchy of needs, in order from lowest to highest, and the four premises on which the hierarchy is based.
Explanation:
Maslow's hierarchy of needs from lowest to highest are: physiological, safety, belongingness, esteem, and selfactualization. This hierarchy is based on four premises:
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.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: manual
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: Maslow's Hierarchy of Needs
103. Name and describe McGuire's cognitive preservation motives.
Explanation:
The four cognitive preservation motives are:
a. Need for Consistency (active, internal) a basic desire to have all facets or parts of oneself consistent with each other. These facets include attitudes, behaviors, opinions, self-images, view of others, and so forth.
b. Need for Attribution (active, external) this set of motives deals with our need to determine who or what causes the things that happen to us.
c. Need to Categorize (passive, internal) people have a need to categorize and organize the vast array of information and experiences they encounter in a meaningful yet manageable way. So they establish categories or mental partitions that allow them to process large quantities of information.
d. Need for Objectification (passive, external) reflects needs for observable cues or symbols that enable people to infer what they feel and know.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: manual
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Topic: McGuire's Psychological Motives
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
Education.
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McGraw-Hill
104. Regulatory focus theory suggests that consumers will react differently depending on which broad set of motives is more salient. Name and describe the two prominent sets of motives and describe how consumers will react when each set of motives is more noticeable.
Explanation:
The two prominent sets of motives are termed:
a. Promotion-focused motives which revolve around a desire for growth and development and are related to consumers' hopes and aspirations. When promotion-focused motives are more salient, consumers seek to gain positive outcomes, think in more abstract terms, make decisions based more on affect and emotion, and prefer speed versus accuracy in their decision making.
b. Prevention-focused motives which revolve around a desire for safety and security and are related to consumers' sense of duties and obligations. When prevention-focused motives are more salient, consumers seek to avoid negative outcomes, think in more concrete terms, make decisions based more on factual substantive information, and prefer accuracy over speed in their decision making.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: manual
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy.
Topic: Marketing Strategies Based on Regulatory Forces
105. The Five-Factor Model of personality identifies five core traits. Name each trait, and explain the manifestation of each.
Explanation:
The five core traits are:
a. Extroversion prefer to be in a large group rather than alone, talkative when with others, and bold.
b. Instability--moody, temperamental, and touchy.
c. Agreeableness sympathetic, kind to others, and polite with others.
d. Openness to experience imaginative, appreciative of art, and find novel solutions.
e. Conscientiousness careful, precise, and efficient.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: manual
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Multitrait Approach
106. Brand personality is a set of human characteristics that become associated with a brand. What are the basic dimensions of brand personality and their facets?
Explanation:
The basic dimensions of brand personality and their facets are:
a. Sincerity down-to-earth, honest, wholesome, cheerful
b. Excitement daring, spirited, imaginative, up-to-date
c. Competence reliable, intelligent, successful
d. Sophistication upper class, charming
e. Ruggedness outdoorsy, tough
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: manual
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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