Exam 4: Motivation and Affect

Which element below is an example of product involvement?

An ad for a credit card shows a man and a woman going out on a date. While on the date, the man uses a rival credit card to pay the bill and his card is not accepted at that restaurant. The woman ends up paying for the bill with the "acceptable" credit card, while the man is awkwardly smiling. What type of emotion is this commercial conveying?

What is meant by the term "self-actualization"? Give an example of a marketing context where this is used.

Tension activates goal-oriented behaviour that attempts to reduce or eliminate the state and return to:

Emotions tend to be more intense than moods and are often related to a specific triggering event.

Maslow's hierarchy of needs has flexibility in that higher levels can be attained before lower levels.

Describe the different types of consumer involvement.

Emotional manipulation by advertisers is termed sadvertising. Discuss the research surrounding this trend and provide examples.

Xavier developed a headache because he had skipped breakfast, but it went away after he ate lunch. He had reached a state of:

Theories such as Maslow's hierarchy cannot account for all consumer needs and motivations.

Denise is shopping for a dress. She has narrowed down her final choice to two dresses, but she has a new dilemma. The black number is elegant, and she looks awesome in it, and sophisticated. She anticipates her husband Tim's reaction. The blue dress flatters her figure and it would be practical for future occasions. She wants to buy both. She is experiencing which type of motivational conflict?

Mood congruency refers to the fact that recall is enhanced when one's mood at recall is congruent with the mood that was present at the time of encoding.

Discuss the importance of the theory of cognitive dissonance to a firm in regards to sales revenue.

What is the difference between utilitarian and hedonic needs?

An anti-smoking advertisement states that smoking in the car while taking your children to school can cause second-hand smoke to affect your children, and shows a picture of two children with innocent expressions on their faces. What emotion is this ad trying to convey to the audience?

When a consumer becomes so involved with a product that he or she loses track of time, he or she has entered into what is known as a ________ state.

What is the relationship between a drive, a need, and a want? Use an example.

Billy has not eaten all morning and he impulsively eats a Mars bar, which normally he would avoid eating. Which theory would best explain his behaviour?

Ryan and Jo were talking about which car was the better buy for their daily travel to and from work. Ryan wants the status of driving a Porsche while Jo says he thinks a Honda is a more practical choice. The particular form of consumption which would satisfy their needs is a(n):

What is meant by the term "discrete emotions"? Provide definitions for two discrete emotions and explain how each emotion is relevant in a marketing context.