Question 1

Achievement and affiliation are positively valenced approach objects.

Accepted Answer

Achievement and affiliation are considered positively valenced approach objects because they represent goals or outcomes that individuals are typically motivated to pursue or attain due to their positive associations, such as success, social acceptance, and belonging.

Question 2

Secondary demand is demand for the general product category that satisfies consumer needs.

Accepted Answer

Secondary demand is the demand for a specific brand within a product category, not for the general product category itself.

Question 3

Approach objects are the desired state consumers seek, such as achievement, affiliation, or prestige.

Accepted Answer

Approach objects refer to goals or outcomes that individuals are motivated to move towards or achieve, which can include desires for achievement, affiliation, or prestige among other positive states.

Question 4

Secondary psychogenic needs are needs that arise in response to cultural exposure and the environment.

Accepted Answer

Secondary psychogenic needs are indeed learned needs that develop through an individual's experiences and cultural environment, distinguishing them from primary, biologically-driven needs.

Question 5

Observational research is the primary and most effective method for discovering consumer motivation.

Accepted Answer

Observational research can provide insights into consumer behavior, but it is not always the primary or most effective method for discovering consumer motivation, as motivations are often internal and may not be fully observable. Surveys, interviews, and psychological studies can also be crucial in understanding consumer motivations.

Question 6

Market research surveys are instrumental in discovering the latent needs of consumers.

Accepted Answer

The answer of Market research surveys are instrumental in discovering...

Question 7

"Heads I win, tails you lose" describes an approach-avoid motivational conflict.

Accepted Answer

"Heads I win, tails you lose" describes a situation where the outcome is unfairly or deceitfully rigged to benefit one side, not an approach-avoid motivational conflict.

Question 8

Motivational conflict is a clash concerning positively and/or negatively valenced objects.

Accepted Answer

Motivational conflict occurs when an individual is drawn to and repels from an object, activity, or situation simultaneously, involving both positive and negative aspects.

Question 9

A prepotent need has the greatest immediate influence over people's actions.

Accepted Answer

A prepotent need is considered the most dominant or pressing need at any given time, influencing an individual's actions more than less urgent needs.

Question 10

Innate needs of Maslow's hierarchy include physiological and safety needs.

Accepted Answer

Maslow's hierarchy of needs starts with the most basic category called physiological needs (such as food, water, and shelter), followed by safety needs, which include personal security, employment, resources, health, and property. These are considered innate because they are generally universal and must be met for an individual to focus on higher-level needs.

Question 11

A relatively enduring, strong, and persistent internal stimulus that arouses and directs behavior toward certain goals is a __________.

Accepted Answer

A motive is an internal stimulus that is enduring, strong, and persistent, which arouses and directs behavior toward certain goals.

Question 12

Leonard realizes he is very tired from staying up all night to study for his statistics exam. The tension between his actual state and desired state of being causes him to purchase a latte at Starbucks. What is the term used to describe this tension?

Accepted Answer

The term "drive" describes the tension between an individual's actual state and their desired state, which motivates them to take action to reduce this tension, such as purchasing a latte to alleviate tiredness.

Question 13

The psychological outcome of motivation, resulting in interest in searching for and processing buying information and otherwise exerting effort to acquire the product is known as __________.

Accepted Answer

Involvement refers to the level of interest and personal relevance that a consumer perceives in a product or service, which motivates them to seek out information, engage in detailed processing, and put effort into the purchasing decision.

Question 14

The customer's desire to achieve the approach object because it either satisfies functional needs and wants or fulfills hedonic desires for pleasure is __________.

Accepted Answer

Approach goals are focused on achieving a positive outcome, such as satisfying functional needs or fulfilling hedonic desires for pleasure, which aligns with the description given.

Question 15

Home hair coloring kits geared toward older women are an example of which type of object?

Accepted Answer

The answer of Home hair coloring kits geared toward older...

Question 16

A "still single?" advertisement for Match.com featuring a woman with her collection of cats is an example of which emotional appeal?

Accepted Answer

The advertisement uses a fear appeal by playing on the fear of being single and alone, suggesting that without finding a partner through Match.com, one might end up alone with only cats for company.

Question 17

Mary is just starting the South Beach diet. Today, she is going out for lunch to her favorite Italian bistro with all of her girlfriends. She really wants to order a basket of Italian bread. Which motivational conflict is Mary experiencing?

Accepted Answer

Mary is experiencing an approach-avoid conflict because she is drawn to the idea of eating Italian bread (approach) but also wants to stick to her diet (avoid).

Question 18

Desires to know, to understand, to explore, to experience new things, to achieve, and to find meanings are __________.

Accepted Answer

Cognitive needs refer to the desire to know, understand, explore, and find meaning, which aligns with the description provided.

Question 19

Jeremy has finally reached his dream of becoming an esteemed and bestselling author of a series of marketing strategy guides for small business. He achieved his dream because of his natural inclination toward __________.

Accepted Answer

Jeremy's achievement of becoming a bestselling author of marketing strategy guides for small businesses due to his natural inclination aligns with self-actualization, which refers to realizing one's own potential and seeking personal growth and fulfillment.

Question 20

Self fulfillment needs and the realization of one's own potential are ________.

Accepted Answer

Transcendence needs refer to self-fulfillment and realizing one's own potential, as described by Abraham Maslow in his extended version of the hierarchy of needs.

Quiz 12: Motivation