Deck 6: Motivation and Values

Question 1

In the motivation process, the desired end state is the consumer's ________.

A)drive
B)need state
C)benefit
D)goal

Answer 1

goal

Question 2

Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test?

A)McClelland
B)Murray
C)Maslow
D)Herzberg

Answer 2

B

Question 3

According to Maslow's hierarchy of needs, the lowest order (e.g.most basic of needs is ________.

A)safety
B)physiological
C)belongingness
D)esteem

Answer 3

physiological

Question 4

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

A)Instinct theory
B)Drive theory
C)Expectancy theory
D)Need theory

Question 5

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.

A)magnitude of the tension
B)direction of the tension
C)expectancy
D)reinforcement

Question 6

Which of the following IS NOT a biogenic need?

A)The need for food
B)The need for shelter
C)The need for water
D)The need for achievement

Question 7

When someone buys expensive jewellery, which of the following needs is most likely being expressed?

A)Hedonic
B)Utilitarian
C)Rational
D)Biogenic

Question 8

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviours conflict with one another.

A)Expectancy theory
B)Value theory
C)The theory of cognitive dissonance
D)Choice theory

Question 9

Which of the following needs from Maslow's Hierarchy is addressed by the L'Oreal advertising slogan 'Because you're worth it'?

A)Safety needs
B)Belongingness needs
C)Ego needs
D)Self-actualisation needs

Question 10

Early work on motivation ascribed behaviour to ________, a view that is now largely discredited.

A)economics
B)instinct
C)psychogenics
D)cognitive factors

Question 11

Jill was planning on travelling over summer, but she didn't want to spend a lot of money on the airfare.Even though it took more time, she went online to get tickets instead of going to a travel agent.What theory of motivation best explains Jill's behaviour?

A)Drive theory
B)Instinct theory
C)Expectancy theory
D)Sentiment theory

Question 12

Bret Thomas has always dreamed of becoming a jet fighter pilot.After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a 'call sign'-Snake.Bret's fantasies or emotional responses are called ________ needs.

A)hedonic
B)utilitarian
C)biological
D)biogenic

Question 13

Jake feels a hunger growing in his stomach.The more he feels the hunger, the more he wishes lunchtime would hurry and arrive.He is already planning what he will eat and how good it will taste.Which of the following processes most accurately identifies what Jake is feeling?

A)The goal process
B)The directionality process
C)The motivation process
D)The involvement process

Question 14

Goals can be considered positive or negative.This is an expression of a goal's ________.

A)direction
B)valence
C)strength
D)dissonance

Question 15

Seth Hernandez is sitting in a class that precedes lunch.His stomach begins to rumble and grumble.Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat.He even begins to narrow down the selection of foods that he might want for lunch.Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal.Which of the following theories best describes Seth's experience?

A)Fact-and-find theory
B)Drive theory
C)Emotional theory
D)Cognitive theory

Question 16

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

A)goal
B)need
C)desire
D)motivation

Question 17

________ suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behaviour.

A)The theory of cognitive dissonance
B)Gestalt theory
C)Expectancy theory
D)Homeostasis

Question 18

________ refers to the process that causes people to behave as they do.

A)Sentiment
B)Acculturation
C)Motivation
D)Consumerism

Question 19

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.

A)affiliation
B)control
C)achievement
D)uniqueness

Question 20

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

A)Approach-avoidance conflict
B)Approach-approach conflict
C)Avoidance-avoidance conflict
D)Direction-valence conflict

Question 21

In a speech at a research conference, a computer expert stated that shopping centres would become obsolete in the future.He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future.A psychologist who spoke next disagreed and stated that this concept of the future violated a basic human need.What need did the computer expert ignore, according to the psychologist?

A)Need for power
B)Need for uniqueness
C)Need for affiliation
D)Need for safety

Question 22

Which of the following is the best illustration of a terminal value?

A)Ambition
B)Cheerfulness
C)Family security
D)Cleanliness

Question 23

Person, object and situational factors are the three types of influences that determine a person's level of ________.

A)enculturation
B)involvement
C)values
D)needs

Question 24

The process of learning the beliefs and behaviours endorsed by one's own culture is called ________.

A)acculturation
B)accumulation
C)creolisation
D)enculturation

Question 25

Bill has a toothache, and he wants the tooth to stop hurting.However, he has always been afraid to go to a dentist.What type of motivational conflict is Bill experiencing?

A)A core-secondary conflict
B)An approach-approach conflict
C)An avoidance-avoidance conflict
D)An approach-avoidance conflict

Question 26

A ________ is a belief that some condition is preferable to its opposite.

A)need
B)want
C)goal
D)value

Question 27

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings.Vintage bikes are shown, food is served, and some people travel more than 100 kilometres on their Harleys to be there almost every Saturday morning.The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

A)fuzzy
B)cult
C)consumer-generated
D)disposable

Question 28

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualisation needs are addressed.What does this example say about Maslow's hierarchy of needs?

A)The theory is wrong.
B)The theory is accurate for higher needs, but doesn't seem to account well for more basic needs.
C)The hierarchy is often culture-bound.
D)Psychogenic needs overwhelm biogenic needs.

Question 29

The way a culture arranges values in order of importance is referred to as ________.

A)a differential value set
B)an acculturated importance set
C)a value system
D)enculturation

Question 30

In its advertising, an automobile company emphasises such features as high kilometres per litre of petrol, an excellent rating in safety, and high resale value of its product.The company is trying to appeal to which of the following consumer needs?

A)Sentiment needs
B)Biogenic needs
C)Hedonic needs
D)Utilitarian needs

Question 31

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

A)Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under this condition.
B)Approach-approach conflicts result when both alternatives are positive.The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.
C)Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies.
D)Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioural aspects of reinforcement learning.

Question 32

Which of the following is characterised by a sense of playfulness, a distorted sense of time, and mental enjoyment of the activity for its own sake?

A)Flow state
B)Homeostasis
C)Cognitive dissonance
D)Inertia

Question 33

Consumption at the extreme low end of the involvement continuum is characterised by ________, where decisions are made out of habit.

A)inertia
B)flow
C)formation
D)actualisation

Question 34

Freelancers and fans film their own commercials for their favourite products and post them on Web sites.This is referred to as ________.

A)mass customisation marketing
B)user-generated content
C)performance marketing
D)mobile marketing

Question 35

An item that commands fierce customer loyalty and devotion is known as a ________.

A)core value
B)cult product
C)spectacle
D)want

Question 36

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from university.Mary would love to be able to do both.Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

A)An approach-approach conflict
B)An approach-avoidance conflict
C)An avoidance-avoidance conflict
D)An orientation conflict

Question 37

Joe was told by his mother that he needed to get a gift for his aunt's birthday.He had only met his aunt once before and hardly knew her.Joe was walking through a shopping centre and saw a candy specialty store.He entered and looked at the selection without much interest.He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate.Joe really liked Julie.He began to inspect each box of chocolates carefully, trying to find evidence of quality.Which type of involvement explains Joe's change of behaviour?

A)Product involvement
B)Price involvement
C)Purchase situation involvement
D)Message involvement

Question 38

The ________ is a scale used to measure terminal and instrumental values.

A)Rokeach Value Survey
B)Means-End Chain Model
C)Hierarchy of Needs
D)List of Values Scale

Question 39

Tristan's favourite television show is an international singing competition show.Often, the host of the show asks the audience use their phones to engage with a particular hashtag on Twitter or to send votes via text message to a particular number.Tristan always participates in this ________.

A)interactive mobile marketing.
B)alternative-reality game
C)purchase-situation environment
D)cult product

Question 40

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view.Instead, she found that many of her customers came to the hotel only when she offered special price discounts.What aspect of consumer involvement had Lindsay ignored?

A)Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.
B)Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations.
C)Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant.
D)Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved consumers.

Question 41

Rico has decided to change his lifestyle and has ordered vegetables with his meal rather than chips or potatoes.He knows that the nutritional value of the fresh green vegetables will be great for his health.Rico is satisfying hedonic needs with his actions.

Question 42

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal.

Question 43

Jeff's favourite quote is 'He who dies with the most toys, wins'.If Jeff really thinks like this, he is expressing a concept known as ________.

A)materialism
B)realism
C)egotism
D)relativism

Question 44

Maslow's hierarchy of needs implies that the order of needs is fixed.

Question 45

Felicia knows that drinking water is much better for her skin than drinking soda.Even though the soda is tempting, her health needs speak louder and she chooses water.This example is a good illustration of a person choosing to meet utilitarian needs.

Question 46

Susan will most likely have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus.

Question 47

Franz Schmidt is a German teenager.His father was recently transferred to Tokyo, Japan.Franz realises that he will have to make a big adjustment to be successful in this new environment.As Franz and his family make an adjustment to the Japanese culture, they will go through a learning process called ________.

A)enculturation
B)acculturation
C)laddering
D)globalisation

Question 48

Which of the following would be considered a terminal value?

A)Intellectual
B)Logical
C)Broad-minded
D)A sense of accomplishment

Question 49

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behaviour.

Question 50

A consumer who decides that she needs a pair of jeans to reach her goal of being admired by others can usually only choose one motivational direction-selecting the most expensive brand available.

Question 51

A want is the particular form of consumption used to restore homeostasis.

Question 52

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviours conflict with one another.

Question 53

A(n) ________ approach assumes that very specific product attributes are linked at levels of increasing abstraction to terminal values.

A)abstract model
B)means-end chain model
C)instrumental value
D)List of Values

Question 54

Vanna is anxiously watching the jeweller appraise the engagement ring Chad recently gave her.She knows that it might not be proper to go behind Chad's back and have the ring appraised, but she wants to insure it (and she really wants to know just 'how much' Chad loves her).Attaching abstract values such as love to concrete attributes such as size and clarity of the stone is a process called ________.

A)escalating value
B)sentiment analysis
C)laddering
D)disassociation

Question 55

Alicia loves chocolate.She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time.Alicia's motivation to eat chocolate would be best explained with an expectancy theory.

Question 56

Which of the following would be considered an instrumental value?

A)A world of peace
B)Equality
C)Broad-minded
D)Freedom

Question 57

A consumer who values possessions for their status and appearance-related meanings would most accurately be called a(n) ________.

A)environmentalist
B)ethicist
C)materialist
D)capitalist

Question 58

Motivation explains the strength of behaviour, but not its direction.

Question 59

A goal has valence, which means it can be positive or negative.

Question 60

Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g.your feelings are hurt when someone is critical of your appearance).

Question 61

Explain the theory of cognitive dissonance.Then create an example that illustrates the theory.Be sure that your example illustrates the phenomena that occur within the confines of the theory.

Question 62

Izzy Jones just bought a brand new sportscar and can hardly wait to cruise the streets and leave behind anyone who thinks they have a faster car.Izzy is exhibiting the need for uniqueness with his behaviour and purchase of the car.

Question 63

A spectacle is a marketing message that is individualised for specific users.

Question 64

A group of consumers of approximately the same age who have undergone similar experiences is known as an age cohort.

Question 65

Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another.Identify and discuss three general types of motivational conflict.In addition, comment on how these conflicts help to bring about the satisfaction of needs.Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

Question 66

The means-end chain model assumes that people link very specific product attributes (indirectly) to terminal values.

Question 67

Compare and contrast drive theory and expectancy theory.

Question 68

The laddering technique is useful in determining how different products and values link across cultures.

Question 69

What is the relationship between motivation, need, drive, goal and wants?

Question 70

Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement claiming that the perfume is 'as individual as you are'.

Question 71

A situation in which consumers are truly involved with a product is known as a flow state.

Question 72

Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers.

Question 73

Acculturation is the process of learning a culture other than your own.

Question 74

Joan picked up a book in a bookstore and began to read the introduction.She was enchanted by what she read.An hour later, she was surprised to find that she had read almost half the book.Joan had just experienced a form of involvement called a flow state.

Question 75

When Sean Jean cologne encourages department store salespeople to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs.

Question 76

Briefly describe the motivation process in terms of needs, tension and goals.

Question 77

List the primary needs displayed in Maslow's hierarchy of needs.Give an example of a product that fits each need form.

Question 78

Melissa's mother has become a socialisation agent for the family since she is primarily responsible for teaching everyone how to interact with and respond to Europeans on their upcoming three-month European vacation.

Question 79

Involvement can be seen as the motivation to process information.

Question 80

There are a variety of need states or need forms described in the text.Characterise and discuss biogenic needs, psychogenic needs, utilitarian needs and hedonic needs.