Exam 5: Motivation and Emotion: Driving Consumer Behavior

Mood-consistent recall means that to the extent a consumer's mood can be controlled, their memories and evaluations can be influenced.

Marty doesn't like to shop, so he decided he wanted to get all of his Christmas shopping done in one trip to the mall on a Saturday afternoon. Which type of cognitive appraisal does Marty use when he evaluates whether or not he achieved his goal of accomplishing this task?

Describe Maslow's hierarchy of needs and give an example of each type of need.

VISITING THE DENTIST SCENARIO According to an American Dental Association survey, almost 25 percent of Americans don't go to the dentist because they are afraid. There's plenty to fear - pain, needles, gagging, feeling helpless, having personal space invaded, and being lectured for not brushing, flossing, or visiting often enough. Of course, avoiding the situation can make matters even worse when a patient does finally visit the dentist. Some patients, especially older ones, are reluctant to visit the dentist due to phobias based on a bad experience they had at the dentist when they were a child. However, the dental industry has evolved tremendously over the years, essentially eliminating any pain for patients. Many dentists are going even further to quell patients' fears by offering sedation, pain killers, entertainment, atmospherics, and spa services during a patient's visit. While sedation and pain killers have been offered for years, newer alternatives try to enhance the experience for patients. For example, some dentists offer entertainment options such as TVs, headphones with soothing music, or goggles for watching 3-D movies. Spa services include warm neck rolls and hand and foot massages all in a Zen-like environment complete with soothing water falls and candles. The hope is that patients' anxiety will be minimized by creating a positive atmosphere that will result in the recommended twice-a-year visits. -Refer to Visiting the Dentist Scenario. Most patients go to the dentist because they want healthy teeth and gums, not because they are seeking an emotionally gratifying experience. Which type of consumer motivation primarily drives patients to the dentist?

Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream.

Drinking soft drinks because one really likes the taste is driven by hedonic motivations.

Claire has a collection of more than 1,000 snow globes from around the world. For most of her adult life, she has had an interest in this product and finds it personally gratifying when she learns about the product and acquires a new one for her collection. She especially likes to attend "Globe Swaps" where other enthusiasts like herself gather to trade snow globes and share stories. Which type of involvement is Claire demonstrating?

Which group of human motivations is based on the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream?

A new western-themed family steakhouse requires its employees to dress like cowboys and cowgirls from head-to-toe with cowboy hats, bandanas, red-and-white checkered shirts, blue jeans, and cowboy boots. The employees are not allowed to have tattoos or pierced body parts, either, because that doesn't fit the cowboy stereotype. The owners believe that this specific appearance is needed to generate the emotional reaction it is seeking from its customers. What does this illustrate?

Shopping involvement represents the personal relevance of shopping activities.

Which type of cognitive appraisal focuses on the future and can elicit emotions like hopefulness or anxiety?

Melanie exercises almost every day. She is motivated by changing her current state of fitness to one that is much higher. Which group of motivation behavior does this describe?

Define aesthetic labor and explain why it is important. Apply it in the following types of businesses: (a) Clothing store catering to teenagers (b) Cosmetic counter in a department store (c) Expensive imported car dealership (d) Amusement park

A consumer who eats a whole pint of Ben & Jerry's New York Super Fudge Chunk ice cream and later feels guilty and ashamed of herself is experiencing _____.

Which of the following terms is used to represent the feelings a consumer has about a particular product or activity?

Describe a schema-based affect based on a shopping experience you've had. Is it positive, negative, or both?

Emotional introspection is a term used to capture one's awareness of the emotions experienced in a situation and the ability to control reactions to these emotions.

VISITING THE DENTIST SCENARIO According to an American Dental Association survey, almost 25 percent of Americans don't go to the dentist because they are afraid. There's plenty to fear - pain, needles, gagging, feeling helpless, having personal space invaded, and being lectured for not brushing, flossing, or visiting often enough. Of course, avoiding the situation can make matters even worse when a patient does finally visit the dentist. Some patients, especially older ones, are reluctant to visit the dentist due to phobias based on a bad experience they had at the dentist when they were a child. However, the dental industry has evolved tremendously over the years, essentially eliminating any pain for patients. Many dentists are going even further to quell patients' fears by offering sedation, pain killers, entertainment, atmospherics, and spa services during a patient's visit. While sedation and pain killers have been offered for years, newer alternatives try to enhance the experience for patients. For example, some dentists offer entertainment options such as TVs, headphones with soothing music, or goggles for watching 3-D movies. Spa services include warm neck rolls and hand and foot massages all in a Zen-like environment complete with soothing water falls and candles. The hope is that patients' anxiety will be minimized by creating a positive atmosphere that will result in the recommended twice-a-year visits. -Refer to Visiting the Dentist Scenario. Dentists are trying to enhance patients' moods by creating a pleasant environment and experience during visits. The hope is that patients' evaluation and memories of the experience can be influenced in a positive way. The idea that controlling a consumers mood can enhance recall of that experience is called _____.

Which expression refers to relatively superior recall for information presented with mild affective content compared to similar information presented in an effectively neutral way?

Equity theory represents a school of thought describing how specific types of thoughts can serve as a basis for specific emotions.