Question 1

Beyond projective techniques, a popular tool for identifying motives is _____.

Accepted Answer

Popular tools for identifying motives are laddering, means-end chain, and benefit chain.

Question 2

Because latent motives often are less than completely socially desirable, _____ are frequently used.

Accepted Answer

For example, J. Crew's website uses font, white space, designer collections, and so forth to indirectly suggest its upscale and trendy nature.

Question 3

In which type of motivational conflict must a consumer choose between two attractive alternatives?

Accepted Answer

Resolution of a motivational conflict often affects consumption patterns.

Question 4

Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing?

Accepted Answer

A consumer facing a purchase choice with both positive and negative consequences experiences approach-avoidance conflict.

Question 5

When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and is in a moderate price range. These reasons reflect Jeremy's _____ motives.

Accepted Answer

Motives that are known and freely admitted are called manifest motives.

Question 6

Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted?

Accepted Answer

One gains pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted.

Question 7

"Get the best deals!" is an example of a ______ ad.

Accepted Answer

Consumers are often strategic in terms of the behaviors they choose to attain a desired outcome.

Question 8

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives.

Accepted Answer

Determining latent motives is substantially more complex.

Question 9

Which of the following is(are) designed to provide information on latent motives?

Accepted Answer

One example is the third-person technique whereby consumers provide reasons why "other people" might buy a certain brand.

Question 10

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

Accepted Answer

Perceived relevance or interestingness creates a motivational state referred to as involvement.

Question 11

In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations.

Accepted Answer

Promotion-focused motives regulate nurturance needs.

Question 12

Which of the following is TRUE regarding consumers who are highly involved in a specific product category?

Accepted Answer

Involvement is important to marketers because it affects numerous consumer behaviors.

Question 13

The willingness to buy a particular product or service is known as _____.

Accepted Answer

Demand is caused by a need or motive, but it is not the motive.

Question 14

Motives that are known and freely admitted are called _____.

Accepted Answer

Motives that conform to a society's prevailing value system are more likely to be manifest than are those in conflict with those values.

Question 15

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.

Accepted Answer

Once a marketer has isolated the combination of motives influencing the target market, the next step is to design the marketing strategy around the appropriate set of motives.

Question 16

Kevin is shy and doesn't really like to be around others. Most of the others from his high school who went to the same college he did got involved in student organizations (such as fraternities and sororities), business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for _____.

Accepted Answer

Affiliation refers to the need to develop mutually helpful and satisfying relationships with others.

Question 17

James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they were comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive?

Accepted Answer

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as latent motives.

Question 18

Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives.

Accepted Answer

An example of a projective technique is the third-person technique whereby consumers provide reasons why "other people" might buy a certain brand.

Question 19

Two prominent sets of motives under regulatory focus theory are termed _____.

Accepted Answer

Regulatory focus theory suggests that consumers will react differently depending on which broad set of motives is most salient.

Question 20

A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation.

Accepted Answer

The need for modeling reflects a tendency to base behavior on that of others.

Quiz 10: Motivation, Personality, and Emotion