Question 1

Despite motives being hypothetical constructs, researchers have been able to accurately measure them via the reliability index.

Accepted Answer

Motives are typically measured using various psychological assessments and scales, not a "reliability index," which is a statistical measure of consistency in test results.

Question 2

A substitute goal is one that arises when consumers cannot attain a particular goal that will satisfy their needs.

Accepted Answer

A substitute goal is an alternative goal that consumers pursue when they cannot achieve a primary goal that will satisfy their needs. This can occur due to various reasons such as lack of resources or external constraints.

Question 3

When an individual reacts to a frustrating situation with childish or immature behaviour, this defence mechanism is known as regression.

Accepted Answer

Regression is a defence mechanism where an individual reverts back to behaviours from an earlier stage of development, such as acting in a childish or immature way when faced with a frustrating situation.

Question 4

According to Maslow, most people do not satisfy their ego needs sufficiently to move on to the fifth level - the need for self-actualisation.

Accepted Answer

Maslow theorized that most individuals do not achieve self-actualization because their ego needs are not sufficiently satisfied, which is the fourth level of his hierarchy of needs.

Question 5

Why do astute marketers define their goals in terms of the consumer needs they satisfy and not the products that satisfy those needs?

Accepted Answer

The answer of Why do astute marketers define their goals...

Question 6

Daydreaming enables the individual to attain imaginary gratification of unfulfilled needs. This is an example of psychological arousal.

Accepted Answer

Daydreaming is more accurately described as a form of escapism or fantasy, rather than psychological arousal, which typically refers to a state of heightened physiological and psychological activity.

Question 7

In Maslow's hierarchy of needs, each level is mutually exclusive, which means we need to fully satisfy one level of needs before the higher one becomes a motivator.

Accepted Answer

Maslow's hierarchy of needs suggests that while lower-level needs must be met to some extent, they do not have to be fully satisfied before higher-level needs can become motivators. People can be motivated by needs at multiple levels simultaneously.

Question 8

Continued deprivation of a primary goal may result in the substitute goal assuming primary goal status.

Accepted Answer

This is known as the substitution principle and is a commonly observed phenomenon in psychology. When a person is unable to attain their primary goal due to various hurdles, they may shift their focus and energy towards a secondary goal, which may occupy a primary status in their minds. This can also occur in cases where a person is repeatedly denied satisfaction from their primary goal, leading them to pursue substitute goals instead.

Question 9

Why are motivations the driving force behind consumer behaviour?

Accepted Answer

The answer of Why are motivations the driving force behind...

Question 10

The smell of food often arouses the awareness of hunger. This is an example of an environmental arousal.

Accepted Answer

Environmental arousal refers to the way in which external stimuli in our environment, such as the smell of food, can arouse our senses and affect our behavior or physiological responses. In this case, the smell of food is an external stimulus that arouses the sensation of hunger.

Question 11

According to Maslow, the lowest level of chronically unsatisfied needs that an individual experiences serves to motivate his or her behaviour.

Accepted Answer

According to Maslow's hierarchy of needs, the deficiency needs at the lowest level, such as physiological and safety needs, act as motivators until they are satisfied. Once they are fulfilled, higher-level needs become motivating factors. Therefore, the lowest level of chronically unsatisfied needs can serve as a strong motivator for an individual's behaviour.

Question 12

According to Maslow's Needs Hierarchy, friendship and belonging are examples of social needs.

Accepted Answer

Maslow's Needs Hierarchy states that social needs include friendship, love, and a sense of belonging.

Question 13

According to the hierarchy of needs theory developed by Maslow, self-actualisation needs refers to our desire to reach our full potential - to become everything we are capable of becoming.

Accepted Answer

This statement accurately describes the concept of self-actualization needs according to Maslow's hierarchy of needs theory.

Question 14

Maslow's hierarchy of needs theory postulates a five-level hierarchy. This theory says, in effect, that dissatisfaction, not satisfaction, motivates behaviour.

Accepted Answer

Maslow's hierarchy of needs theory proposes that humans are motivated by a hierarchy of needs that must be fulfilled in order. The theory suggests that individuals will only be motivated to pursue higher level needs once their lower level needs have been met, and that the primary goal of human behaviour is to satisfy unmet needs. Therefore, dissatisfaction, rather than satisfaction, is what ultimately drives behaviour.

Question 15

Operating on the premise that consumers are not always aware of the reasons for their actions, motivational research attempts to discover underlying feelings, attitudes and emotions concerning product, service or brand use.

Accepted Answer

Motivational research aims to uncover the unconscious motivations behind consumer behavior.

Question 16

People have limitless ways of redefining frustrating situations in order to protect their self-esteem from the anxieties that result from experiencing failure.

Accepted Answer

This statement is true. People often engage in cognitive strategies such as reframing or reinterpretation to protect their self-esteem and cope with frustration or failure. These strategies allow individuals to maintain a sense of control, reduce negative emotions, and preserve their self-concept.

Question 17

Some psychologists believe in the existence of a trio of basic needs: these are the needs for power, affiliation and domination.

Accepted Answer

This statement is incorrect. The trio of basic needs proposed by psychologists is actually the needs for autonomy, relatedness, and competence. These needs were first introduced by Edward Deci and Richard Ryan in their Self-Determination Theory. Autonomy refers to the need for control over one's own life and decisions, relatedness refers to the need for social connection and belonging, and competence refers to the need to feel effective and capable in one's actions and pursuits.

Question 18

Affection, friendship and belonging are social needs.

Accepted Answer

Affection, friendship, and belonging are all social needs that humans require for their emotional wellbeing. These needs are fulfilled by social interactions and relationships, which are essential for individuals to feel connected and valued by others.

Question 19

Projection, escapism and repression are all examples of defence mechanisms.

Accepted Answer

Projection, escapism, and repression are all examples of defence mechanisms, which are psychological strategies used by individuals to protect themselves from perceived emotional or psychological threats.

Question 20

One criticism of Maslow's Needs Hierarchy theory is that it is not useful for positioning products with consumers.

Accepted Answer

Maslow's Needs Hierarchy theory can be useful for positioning products with consumers. By understanding which level of needs the product satisfies, marketers can target their messaging and positioning to appeal to those specific needs.

Quiz 3: Consumer needs and motivation