Question 1

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

Accepted Answer

Involvement refers to the level of interest and personal importance a person has towards a product or service. Person, object, and situational factors can influence this level of involvement. Enculturation relates to the process of learning and adapting to a particular culture, values refer to a person's beliefs and principles, and needs are the requirements essential for survival or well-being.

Question 2

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

Accepted Answer

The drive theory of motivation suggests that people are motivated by the desire to satisfy an unfulfilled need or reduce an uncomfortable internal state, such as hunger or thirst. This is similar to the concept of homeostasis, which is the idea that organisms strive to maintain a state of balance or stability in their internal environment. Therefore, the idea that customers desire a state of balance can be explained by the drive theory of motivation.

Question 3

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

Accepted Answer

An individual with a high need for achievement would be most likely to place a premium on products and services that signify success. They have a strong desire to accomplish goals and succeed in their endeavors, so they value products and services that can help them demonstrate and achieve their success.

Question 4

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

Accepted Answer

Inertia refers to a state of being unmoved or immobile, and in the context of consumer behavior, it refers to the tendency to make decisions based on habit, without much thought or involvement. Therefore, consumption at the extreme low end of the involvement continuum is characterised by inertia. Flow (B), formation (C), and actualisation (D) do not relate specifically to this concept.

Question 5

________ refers to the process that causes people to behave as they do.
A) Sentiment
B) Acculturation
C) Motivation
D) Consumerism

Accepted Answer

Motivation refers to the process that causes people to behave as they do. It involves the driving force or energy behind our behavior, which can be influenced by both intrinsic and extrinsic factors. Sentiment refers to emotions or attitudes towards something. Acculturation refers to the process of adapting and adopting the culture of a new environment. Consumerism refers to the culture or ideology of excessive consumption of goods and services.

Question 6

In the motivation process,the desired end state is the consumer's ________.
A) drive
B) need state
C) benefit
D) goal

Accepted Answer

The desired end state in the motivation process is the consumer's goal. The consumer is motivated to take action in order to achieve their desired end state or goal. A drive is an underlying psychological tension that propels a consumer to take action, but it is not the final desired end state. The need state is the consumer's perception of their actual situation compared to their desired situation and is a precursor to the motivation process. A benefit is a positive outcome that a consumer hopes to achieve as a result of their actions, but it is not the desired end state itself.

Question 7

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

Accepted Answer

The characteristics mentioned in the question are typical of the flow state, where a person is fully immersed in an enjoyable activity, loses track of time, and experiences a playful state of mind. Homeostasis refers to a physiological balance in the body, cognitive dissonance is a psychological discomfort arising from conflicting beliefs, and inertia is the tendency to resist changes in motion or action.

Question 8

Goals can be considered positive or negative.This is an expression of a goal's ________.
A) direction
B) valence
C) strength
D) dissonance

Accepted Answer

The valence of a goal refers to its positive or negative nature.

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

Accepted Answer

The answer of Which of the following needs from Maslow's...

Question 10

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

Accepted Answer

Approach-avoidance conflict occurs when an individual desires a goal, but at the same time wishes to avoid it due to the negative consequences associated with pursuing it. This can create inner turmoil and difficulty in decision-making.

Question 11

When a woman buys expensive jewellery,which of the following needs is most likely being expressed?
A) Hedonic
B) Utilitarian
C) Rational
D) Biogenic

Accepted Answer

Buying expensive jewellery is unlikely to serve a utilitarian or rational need. It is more likely that the purchase is motivated by a desire for pleasure or subjective well-being, which aligns with the hedonic need. Biogenic needs relate to physiological needs like hunger or thirst, which also do not apply in this scenario.

Question 12

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) consumer-generated content
C) performance marketing
D) mobile marketing

Accepted Answer

Consumer-generated content refers to when consumers create and share their own content related to a product or brand. This can include commercials, reviews, and other forms of user-generated media.

Question 13

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

Accepted Answer

The magnitude of the tension refers to the intensity of the need, regardless of whether it is utilitarian (functional) or hedonic (pleasure-seeking). The greater the magnitude of the tension, the greater the urgency the consumer feels to reduce it. The other options (B, C, and D) are not directly related to the level of urgency felt by the consumer to satisfy their need.

Question 14

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

Accepted Answer

According to Maslow's hierarchy of needs, the physiological needs for food, water, shelter, warmth, rest, and other bodily requirements are the lowest order or most basic needs.

Question 15

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

Accepted Answer

Biogenic needs are basic physiological needs necessary for survival, such as the need for food, water, and shelter. The need for achievement is a psychogenic need, which is a need for personal growth and fulfillment beyond basic survival needs.

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

Accepted Answer

The motivation process is activated when a need is aroused that the consumer wishes to satisfy, driving them to take action to fulfill that need.

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

Accepted Answer

Expectancy theory proposes that people are motivated to perform certain behaviors because they expect that such actions will lead to specific outcomes, which they value. It emphasizes the importance of positive incentives, such as rewards or recognition, in motivating behavior. The other options do not specifically address the role of incentives in motivation.

Question 18

________ 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

Accepted Answer

The theory of cognitive dissonance states that individuals strive for consistency in their beliefs and behaviors, and a state of tension arises when there is a conflict between them. This theory was proposed by Leon Festinger in 1957. Option A, B, and D are not related to this theory.

Question 19

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

Accepted Answer

Murray, in his theory of personality, developed the concept of needs and how they influence behavior. He also developed the Thematic Appreciation Test (TAT), which is a projective test that assesses personality based on the interpretation of ambiguous pictures.

Question 20

Early work on motivation ascribed behaviour to ________,a view that is now largely discredited.
A) economics
B) instinct
C) psychogenics
D) cognitive factors

Accepted Answer

Early work on motivation attributed behaviour to instinct, but this view is now largely discredited as an oversimplification of complex human behaviour. Instinct alone cannot account for the wide range of behaviours exhibited by humans.

Quiz 5: Motivation and Values

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

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

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

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

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

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

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?

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

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

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

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

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

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

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

Which of the following IS NOT a biogenic need?

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

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

________ 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.

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?

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