Deck 1: Consumer Motives and Values

Question 1

Which of the following argues that want or desire is a major motivating force in contemporary consumption?

A) Mishan
B) Maslow
C) Belk
D) McGuire

Answer 1

Belk

Question 2

According to Sproles and Kendall's analysis of decision making styles, which of the following is characterised by price-quality links which encourage purchasing from specialty stores selling expensive and heavily advertised products?

A) Impulsive shoppers
B) Brand conscious shoppers
C) Brand loyal shoppers
D) Quality conscious shoppers

Answer 2

Brand conscious shoppers

Question 3

Westbrook and Black (1985) label which type of shopping as 'keeping up with trends and seeking new products and innovations'?

A) Adventure shopping
B) Idea shopping
C) Social shopping
D) Role shopping

Answer 3

Idea shopping

Question 4

Who regarded a value as an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end state of existence?

A) Maslow
B) Hofstede
C) Tauber
D) Rokeach

Question 5

Harley Davidson's strapline 'we prefer to go our own way' is an example of:

A) Targeting the Id
B) Targeting independence values
C) Targeting interdependence values
D) Targeting a meme

Question 6

The Frankfurt School argued that:

A) Social symbolism outweighs more practical use values
B) Symbolic values are subordinate to practice use values
C) Consumers are different in their need for achievement
D) There is a psychological difference between 'real' and 'good' reasons for behaving

Question 7

Which of the following is NOT a characteristic ascribed to memes?

A) Behaviour passed vertically down through the generations
B) Behaviour passed horizontally across society
C) A mind virus
D) Not always recognized at a conscious level

Question 8

The position of the text is that marketing:

A) creates needs
B) does not create needs
C) encourages needs
D) does not create wants

Question 9

People are:

A) born with their value system
B) not born with their value system
C) more oriented to instrumental values than terminal values
D) more oriented to terminal values than instrumental values

Question 10

The Mason Haire study of instant coffee:

A) asked housewives to give a spontaneous response to the phrase 'instant coffee'
B) asked housewives to complete a speech balloon over the second cartoon figures, next to the first character's speech balloon which said 'I don't like the taste of instant coffee
C) asked housewives to role play the reaction of family members who saw instant coffee on the shopping list
D) asked housewives to describe the sort of housewife who drew up a shopping list shown to them

Question 11

McAlexander et al. (2002) propose that from a marketing's perspective, it is worth exploiting consumers' desires not only to:

A) buy benefits but also an experience
B) stimulate needs but also create action
C) convince but to make them loyal to the brand
D) persuade but to inform about product offering

Question 12

Which of the following correctly reflects a ladder or a means-end-chain:

A) 'benefits $\rightarrow$ attributes $\rightarrow$ values'
B) 'attributes $\rightarrow$ benefits $\rightarrow$ values'
C) 'values $\rightarrow$ benefits $\rightarrow$ attributes'
D) 'attributes $\rightarrow$ values $\rightarrow$ benefits'

Question 13

Which of the following is an example of a psychogenic desire?

A) Keeping warm and needing to eat and drink in order to live
B) The desire to be appreciated or to have status or feel at one with oneself
C) A desire to book holidays
D) A desire to feel secure

Question 14

Mishan argued that marketing adds to satisfaction rather than dissatisfaction.

Question 15

McNulty's work on the VALS system identified a trend towards individualism.

Question 16

Haley's seminal study of the toothpaste market was founded on Freudian psychology.

Question 17

The theory of the triple appeal was developed by Freud.

Question 18

The text suggested that Club 18-30 straplines such as 'the summer of 69' and 'Beaver Espania' are examples of superego appeals.

Question 19

Marsden suggests that infectious memes might be developed for use in marketing campaigns.

Question 20

Impulsive, confused and brand loyal shoppers are categories within Arnold and Reynolds' classification of shoppers.

Question 21

Being forgiving, self controlled and cheerful are examples of Rokeach's instrumental values.

Question 22

The model of intergenerational value transmission was developed by Mason Haire.

Question 23

Laddering is another term for Maslow's hierarchy of needs.

Question 24

Consumer satisfaction is the degree of positive or negative affect a consumer feels towards a product, store or brand at the pre-purchase stage of the buying cycle.

Question 25

Every individual has the same need structure, but different specific needs will be to the fore in different individuals at various points in time and according to different cultural and social contexts.

Question 26

Motivated behaviour occurs when an individual perceives an external goal (incentive) and experiences internally a need or drive which stimulates them to reach that goal.

Question 27

Psychogenic drives are psychologically inculcated.

Question 28

Biogenic needs are biological in origin.

Question 29

Consumers are likely to be same in their need for achievement, power and affiliation.

Question 30

Values are enduring beliefs that a particular action or mode of conduct is personally or socially acceptable and desirable.

Question 31

Terminal values are the things desired as leading to a value which will provide an end in itself.

Question 32

Internal motivation is an intrapersonality generated motivation.

Question 33

External values are generated by other people's values.

Question 34

Cognitive motives reflect motives that emphasize an individual's need to achieve satisfying feeling states and to obtain emotional goals.

Question 35

The id is the unconscious, instinctive source of our impulses: a source of psychic energy.

Question 36

The superego represents the internalized representation of the morals and values of those important to us in society and operates at the conscious level.

Question 37

Briefly explain Freudian motivation.

Question 38

What is meant by homeostasis?

Question 39

What is a marketing concept?

Question 40

What is a means-end chain?

Question 41

What is meant by memetics?

Question 42

What are projective techniques?

Question 43

What is a third person test?

Question 44

What is consumer satisfaction?

Question 45

Distinguish between psychogenic needs and biogenic drives.

Question 46

What are values? Distinguish between instrumental and terminal values.

Question 47

Explain how the concept of motivation has been applied in a shopping context?

Question 48

What is meant by consumer decision making style?