Question 1

According to Maslow, what need fulfillment do not-for-profit organizations target when looking for donors?

Accepted Answer

Maslow's hierarchy of needs suggests that self-actualization is the highest need, followed by esteem, belongingness, safety, and physiological needs. Not-for-profit organizations often target donors by appealing to their desire to help others, make a difference, and achieve a sense of purpose or self-actualization.

Question 2

What is the imbalance between a consumer's actual and desired states called?

Accepted Answer

The imbalance between a consumer's actual state (what the consumer currently has or experiences) and desired state (what the consumer wants or needs) is called a need. This creates a motivation to take action and address the need in order to achieve the desired state. Attitudes and self-concept may influence a consumer's perception of the actual and desired states, but they are not the terms used to describe the imbalance itself.

Question 3

Which of the following is NOT categorized as a spouse's role in purchasing decisions?

Accepted Answer

The opinion leader role is not specifically categorized as a spouse's role in purchasing decisions. It refers to individuals who influence others' opinions and decisions, not specifically within the context of spousal purchasing roles.

Question 4

Which of the following are characteristics that determine social-class rankings?

Accepted Answer

Occupation and income are widely recognized as the primary characteristics of social-class rankings, as they are the most objective and measurable indicators of socioeconomic status. Cultural background, religious denomination, geographic location, family size, birth order, and personal beliefs may also be factors, but are less consistently associated with social-class rankings.

Question 5

According to Maslow, what need is attempting to be met by joining a local bowling league for social interaction?

Accepted Answer

Joining a local bowling league primarily meets the need for belongingness, which is the third level in Maslow's hierarchy of needs. Belongingness involves the desire for social interaction, relationships, and a sense of community. This need is often fulfilled by joining groups, clubs, or organizations that share similar interests or values, such as a local bowling league.

Question 6

What level of Maslow's hierarchy of needs is a person who is satisfying the MOST basic level of needs operating at?

Accepted Answer

The most basic level of needs according to Maslow's hierarchy is physiological needs, such as food, water, shelter, and sleep.

Question 7

A newly married modern couple is looking to rent an apartment.Both of them work in different cities and need to decide in which city they will start to look for the apartment.What kind of a decision is this likely to be?

Accepted Answer

Since both partners have different job locations, they will likely have to come to a joint decision that takes both of their needs and preferences into account. Therefore, this decision is likely to be syncratic, meaning that both partners will be involved in the decision-making process.

Question 8

What is the tendency of opinion leaders?

Accepted Answer

Opinion leaders tend to adopt new products and services earlier than other consumers and can influence the purchasing decisions of others. This makes option B, "to purchase products before other consumers," the correct choice. The other options are not necessarily characteristics of opinion leaders.

Question 9

What purchasing behaviour concept is peer pressure closely related to?

Accepted Answer

Peer pressure is closely related to the Asch phenomenon, which refers to the tendency of individuals to conform to group norms even if it goes against their own beliefs or judgments. In other words, people may alter their purchasing behaviour to conform to the behaviour of their peers or reference groups. This can lead to a herd mentality in which individuals feel pressure to follow the crowd rather than make independent decisions.

Question 10

What is included in the personal determinants of consumer behaviour?

Accepted Answer

Personal determinants of consumer behavior include individual needs and motives such as physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. While culture, family, and society are also important factors that influence consumer behavior, they fall under the external determinants category.

Question 11

What is the relative position of an individual within a group called?

Accepted Answer

The relative position of an individual within a group is referred to as their status. A person's status can be defined by factors such as their job, education level, or social standing within the group.

Question 12

What does the Asch phenomenon state about individuals?

Accepted Answer

The Asch phenomenon states that individuals are likely to conform to the majority opinion even if it contradicts their personal beliefs. This means that people will often prioritize fitting in with the group over maintaining their individuality.

Question 13

Helene, an industrial sales representative, made sure her company car was equipped with OnStar in case she ever had car trouble or got lost while travelling between appointments.What level of Maslow's hierarchy of needs is Helene addressing?

Accepted Answer

Helene is addressing the safety needs in Maslow's hierarchy by ensuring she has a safety net in case of car trouble or getting lost. OnStar provides her with a sense of security and safety while she is on the road.

Question 14

What type of need includes the need for fulfillment, realizing one's own potential, and fully using one's talents and capabilities?

Accepted Answer

Self-actualization is a higher level need that encompasses the desire to pursue personal growth, achieve one's goals, and utilize their talents and potential to the fullest. This need is often considered the highest level in Maslow's hierarchy of needs.

Question 15

According to Maslow, which of the following characteristics of a country provides marketers with the greatest opportunities to fill higher needs?

Accepted Answer

According to Maslow's hierarchy of needs, once basic physiological and safety needs are met, individuals strive for higher needs such as love, esteem, and self-actualization. A high standard of living indicates that basic needs are being met and therefore provides marketers with the greatest opportunities to target higher level needs. A food shortage and limited police force would indicate a lack of safety and basic physiological needs being met, while a high need for clean water would indicate a lack of basic physiological needs being met.

Question 16

When do reference groups have a greater impact on the purchasing decision?

Accepted Answer

Reference groups have a greater impact on the purchasing decision when the purchase is unique and conspicuous, meaning it is likely to be noticed and discussed by the group. In this situation, the consumer may want to conform to the group's expectations or seek their approval, making the influence of the reference group stronger.

Question 17

What is created by motives that are an inner state that directs a person?

Accepted Answer

Inner motives direct a person to achieve a state of equilibrium between their actual state and desired state, which in turn leads to goal-directed behavior.

Question 18

What role are spouses taking when they independently make an equal number of decisions about product purchases?

Accepted Answer

When spouses independently make an equal number of decisions about product purchases, they are taking an autonomic role. This means each spouse independently makes decisions about different purchases without the other's input, reflecting a division of decision-making authority.

Question 19

A marketing campaign, featuring celebrity Lance Armstrong, promotes the campaign slogan "Together We Can Prevail." What category in Maslow's hierarchy of needs is addressed by the use of the celebrity?

Accepted Answer

The answer of A marketing campaign, featuring celebrity Lance Armstrong,...

Question 20

Which of the following product purchases would reference-group influences MOST likely have the greatest impact on?

Accepted Answer

Reference-group influence is strongest when the product is highly visible or expensive, and is associated with social status or image. Luxury cars typically fall into this category, making reference-group influences highly likely to have a strong impact on purchase decisions.

Quiz 4: Consumer Behaviour