Exam 3: Consumer Motivation and Personality

Needs and goals are ________; neither exists without the other.

Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ________.

According to Maslow, once a lower-level need is met, it never becomes dominant again.

When describing consumer innovativeness, the term "global innovativeness" refers to ________.

Individuals who successfully achieve their goals usually set new and higher goals for themselves; that is, they raise their ________.

Harley-Davidson motorcycle owners who go so far as getting Harley tattoos and VW Beetle owners who give their cars names and stroke them with affection are examples of brand zealots.

Which of the following factors is NOT an inspiration for consumer innovativeness?

A recent study discovered that consumers who scored high on ________ and innovativeness were more likely to incorporate volunteerism into their vacations.

Successful marketers define their markets in terms of ________.

Marketers can take advantage of people's frustrations by portraying their products as means to resolve a particular set of frustrations.

Trait theory is focused on empirical personal characteristics or features that set one person apart from another person.

According to Karen Horney, ________ individuals desire independence, self-reliance, and self-sufficiency.

Researchers usually rely on a combination of various research techniques to try to establish the presence and strength of various motives.

Physical vanity is excessive concern or inflated view of one's personal achievements.

$\text{WEIGHT LOSS MINI CASE:}$ Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before. -In the WEIGHT LOSS MINI CASE, "fun and welcoming" describes the local gym's ________.

The achievement need suggests that behavior is strongly influenced by the desire for friendship, acceptance, and belonging.

Failure to achieve a goal often results in feelings of ________.

The extent of consumer materialism is more or less the same from country to country.

Incorporating personality traits into websites' designs can generate more favorable attitudes from visitors and more clicks.

Recent research using Karen Horney's CAD theory found that ________ personalities tend to prefer name-brand products such as Bayer aspirin.