Exam 5: Motivation and Affect

Goals can be positive or negative. This is an expression of a goal's ________.

Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example illustrates a person choosing to meet utilitarian needs.

Motivation explains the strength of behavior, but not its direction.

A goal has valence, which means it can be positive or negative.

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

Person, object, and situational factors are the three types of influences that determine a person's level of ________.

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs.

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.

Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?

Products that command fierce loyalty, devotion and even worship by consumers are called ________.

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

When M&M's put consumers' names and faces on their candy, this is an example of ________.

Which of the following is not a biological explanation of motivation?

Explain purchase involvement.

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"-Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________.