Question 1

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.

Accepted Answer

The answer of Explain the theory of cognitive dissonance.Then create...

Question 2

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.

Accepted Answer

The answer of Izzy Jones just bought a brand new...

Question 3

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

Accepted Answer

A spectacle is not a marketing message, but a public display or performance. The term that refers to a marketing message individualised for specific users is "personalisation."

Question 4

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

Accepted Answer

This statement is true. An age cohort refers to a group of individuals who were born at roughly the same time, and who have shared similar experiences growing up. This can include cultural events, milestones, and other factors that may have influenced their development in similar ways. Age cohorts can be a useful way to understand consumer behavior and trends, as well as to target marketing efforts towards specific groups.

Question 5

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.

Accepted Answer

The answer of Because a purchase decision can involve more...

Question 6

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

Accepted Answer

The means-end chain model proposes that consumers link product attributes to functional consequences, which in turn lead to psychosocial consequences and ultimately, terminal values. Therefore, the model assumes that people associate specific product attributes with higher level values.

Question 7

Compare and contrast drive theory and expectancy theory.

Accepted Answer

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Question 8

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

Accepted Answer

The laddering technique is a research method used to uncover the underlying values and goals that drive consumer behavior. It can be used in cross-cultural research to identify similarities and differences in how different cultures link products and values.

Question 9

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

Accepted Answer

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Question 10

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 claiming that the perfume is 'as individual as you are' implies that it is unique and personalized, which appeals to a consumer's need for uniqueness.

Question 11

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

Accepted Answer

A flow state is a psychological state where an individual is fully immersed and involved in an activity to the point where they lose track of time and are completely engaged with the task at hand. This can occur when an individual is using a product they are passionate about or when they are actively involved in the creation or customization of a product.

Question 12

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

Accepted Answer

Understanding consumer involvement can be complex as it can have different meanings and interpretations for different consumers and researchers. Therefore, it is important to consider the context and the specific product or service when measuring consumer involvement.

Question 13

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

Accepted Answer

Acculturation refers to the process of learning and adapting to a culture other than one's own.

Question 14

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

Joan's experience of being so absorbed in reading that she lost track of time and read almost half the book is a common description of a flow state, where someone is fully focused and engaged in the activity they are doing.

Question 15

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.

Accepted Answer

By giving away a vial of its cologne, Sean Jean is inviting potential customers to engage with the product and experience it for themselves, which can fulfill hedonic needs related to pleasure, enjoyment, and excitement.

Question 16

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

Accepted Answer

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Question 17

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

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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

A socialisation agent is someone who teaches and guides others on how to behave and interact in a certain social environment. In this scenario, Melissa's mother is assuming the role of a socialisation agent by guiding her family on how to interact with Europeans during their vacation.

Question 19

Involvement can be seen as the motivation to process information.

Accepted Answer

Involvement refers to the level of personal relevance or importance that an individual places on an issue or topic. When individuals are motivated to process information, they are more likely to engage in deeper levels of information processing and critical thinking, which can lead to greater involvement in the issue or topic. Therefore, involvement can be seen as a motivation to process information.

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.

Accepted Answer

The answer of There are a variety of need states...

Quiz 6: Motivation and Values