Question 1

The theory of image congruency proposes that

Accepted Answer

The theory of image congruency suggests that consumers prefer products, brands, and retailers that align with their self-concept or self-image, meaning they choose those that reflect their own identity and values.

Question 2

_______ values represent our life goals.

Accepted Answer

Terminal values represent our life goals.

Question 3

If a researcher wanted to determine how consumers link product attributes to values, they would enact a research technique called

Accepted Answer

Laddering is a research technique used to explore the connections between product attributes and the personal values of consumers.

Question 4

What is a means-end chain?

Accepted Answer

A means-end chain is a model that explains how consumers link specific product attributes to their personal values, showing the pathway from product features to the consumer's ultimate goals or values.

Question 5

What is psychographic segmentation?

Accepted Answer

Psychographic segmentation involves dividing a market into segments based on consumer lifestyle, activities, interests, and opinions.

Question 6

What is the advantage of the lifestyle segmentation strategy?

Accepted Answer

Lifestyle segmentation provides a more detailed depiction of the customer by considering their activities, interests, and opinions, which helps in understanding consumer behavior more comprehensively.

Question 7

Traits of sincerity, excitement, competence, sophistication, and ruggedness are the five key traits identified by the

Accepted Answer

These traits are part of the brand personality scale, which is used to describe and measure the personality of a brand.

Question 8

Research in social psychology has found that when individuals have close personal relationships with other people, they

Accepted Answer

Research in social psychology has consistently shown that individuals with close personal relationships tend to have better health outcomes, both mentally and physically, due to emotional support, reduced stress, and healthier lifestyle choices.

Question 9

VALS reveals important insights that

Accepted Answer

VALS (Values and Lifestyles) provides insights into consumer behavior and preferences that go beyond what demographic segmentation alone can offer, by considering psychological traits and lifestyle factors.

Question 10

_______ needs are socially acquired needs and include the need for status, love, affiliation, self-esteem, and prestige.

Accepted Answer

Subjective needs are socially acquired and include needs such as status, love, affiliation, self-esteem, and prestige, which are not essential for survival but are important for social and psychological well-being.

Question 11

_______ needs enable us to survive, and include the need for food, water, and shelter.

Accepted Answer

Functional needs are essential for survival, including basic necessities like food, water, and shelter.

Question 12

A consumer is trying to save money, but their favorite band is coming to town and the tickets to the concert are very expensive. This an example of a

Accepted Answer

This scenario illustrates a motivational conflict, where the consumer is torn between the desire to save money and the desire to attend the concert.

Question 13

An _______ need is an internal drive that all humans have, such as a need for water.

Accepted Answer

Intrinsic needs are internal drives or motivations that are inherent to humans, such as the need for water, food, and shelter.

Question 14

An individual must find an apartment immediately or they will not have a place to live. The only apartment within their price-range is dilapidated and far from their place of work. This is an example of an _______ conflict.

Accepted Answer

This scenario is an avoidance-avoidance conflict because the individual must choose between two undesirable options: living in a dilapidated apartment far from work or having no place to live.

Question 15

Individuals who are extrinsically motivated will perform a behavior for the

Accepted Answer

Extrinsically motivated individuals perform behaviors to receive external rewards or avoid punishments, not for personal satisfaction or joy.

Question 16

What is a thematic appreciation test?

Accepted Answer

A projective technique is a psychological test that uses ambiguous stimuli to elicit responses that can be interpreted to reveal unconscious thoughts, feelings, and motivations. Thematic appreciation tests are a type of projective technique that uses pictures to elicit responses.

Question 17

_______ occurs when researchers use several different research techniques come to a convergence in their conclusions.

Accepted Answer

Triangulation occurs when researchers use multiple methods or data sources to develop a comprehensive understanding of a phenomenon, leading to more reliable and convergent conclusions.

Question 18

Researchers taking a motivational approach will often rely on _______ research techniques to generate their data.

Accepted Answer

Motivational research often involves understanding underlying reasons and motivations, which are best explored through qualitative research techniques like interviews and focus groups.

Question 19

Which qualitive method of motivational research asks consumers to use their own personal experiences to interpret an ambiguous image by describing what the image means or by telling a story about it?

Accepted Answer

Projective techniques involve asking consumers to interpret ambiguous stimuli, such as images, to uncover their underlying thoughts, feelings, and motivations.

Question 20

What is passionate consumption?

Accepted Answer

Passionate consumption refers to a state of intense desire or enthusiasm for consuming a particular product or service, often driven by emotional attachment or personal interest.

Quiz 6: Personality, Self, and Motivation