Question 1

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.

Accepted Answer

A flow state is a psychological concept in which a person becomes fully immersed and deeply involved in an activity to the point where they lose track of time and feel a sense of energized focus and enjoyment. Joan's experience of being enchanted by the book and reading almost half of it without realizing it is a typical example of a flow state.

Question 2

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.

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Question 3

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.

Accepted Answer

Felicia is considering the utilitarian needs, which refer to choosing options that provide the highest benefit or value to her health. Drinking water is a healthier choice than soda, so she chooses water.

Question 4

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.

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Question 5

China and Portugal are both examples of transitional economies,adapting from a controlled economy to a free-market system.

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Question 6

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.

Accepted Answer

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Question 7

Compare and contrast drive theory and expectancy theory.

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Question 8

Explain the concept of involvement and its relationship to motivation.

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Question 9

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'.

Accepted Answer

The advertisement claims that the perfume is unique and individual, just like the consumer, which implies that the consumer can express their individuality by choosing this perfume. This approach appeals to the consumer's need for personalization and uniqueness.

Question 10

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).

Accepted Answer

Drive theory primarily focuses on how physiological needs create an aroused tension state (a drive) that motivates an organism to satisfy the need (e.g., hunger driving an individual to find food), rather than on emotional responses to social situations.

Question 11

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.

Accepted Answer

The statement is not entirely true. While some consumers may believe that choosing the most expensive brand will make them look better, others may prioritize other factors such as quality, fit, or brand loyalty. Additionally, a consumer's motivation to purchase a certain brand may come from multiple factors such as advertising, personal preference, or social influences.

Question 12

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

Accepted Answer

Susan may be attracted to the idea of buying a new fur coat with her Christmas bonus, but she may also feel guilty about spending so much on a luxury item, causing an approach-avoidance conflict.

Question 13

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

Accepted Answer

Sean Jean cologne is attempting to increase consumer involvement by providing a sample of its product, which may appeal to consumers' desire for pleasure and sensory experiences (hedonic needs).

Question 14

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

Accepted Answer

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Question 15

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

Accepted Answer

The laddering technique is often used in cross-cultural marketing research to uncover how certain products or values are linked across cultures. By understanding these connections, marketers can better tailor their products or messaging to resonate with different cultural groups.

Question 16

Explain the concept of materialism.

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Question 17

The emic perspective encourages businesspeople to look at cultures as being more alike than different.

Accepted Answer

The emic perspective encourages businesspeople to look at cultures as being different and unique, rather than assuming that they are all the same. It emphasizes understanding the internal cultural meanings and beliefs of a particular group, rather than applying external, standardized concepts across all cultures.

Question 18

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.

Accepted Answer

This statement is describing the role of Melissa's mother as a socialisation agent, which involves teaching the family how to interact with others in a particular social setting. In this case, the setting is the European vacation, and Melissa's mother is taking on the responsibility of preparing the family for this experience.

Question 19

It is known that consumers differ in their level of involvement with a product message.Marketers use attention-getting factors to ensure that messages get through the clutter that constantly bombards the consumer's senses.Name five techniques cited in the text that can be used to enhance the consumer's motivations to process product information and increase their involvement.Be specific in your comments and descriptions of these techniques.

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Question 20

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.

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Quiz 5: Motivation and Values