Exam 5: Motivation and Emotion: Driving Consumer Behavior

Susan has an extensive collection of dolls from all over the world.She has had an interest in them for as long as she can remember.Susan finds it personally gratifying whenever she acquires a new one for her collection.Which of the following types of involvement is exemplified by Susan's involvement with dolls?

Marketing communications that present product information in a way that evokes mild levels of emotions will tend to be less effective in producing recall than communications that are affectively neutral.

Maria sees a price reduction on a makeup kit she has wanted for a long time.She buys it but when she gets home and begins to take it out from its packaging,she notices that the box in which the kit was kept is open and torn.This gives her a feeling that it might have been used by somebody else earlier.This thought makes her feel uneasy.Which of the following terms refers to this situation?

Autonomic measures automatically record visceral reactions or neurological brain activity.

Situational involvement is associated with hedonic value because consuming a product for which a consumer has high enduring involvement is personally gratifying.

Ed had been long thinking of exchanging his old car for a new convertible and so he recently bought himself a Volvo C70.Ed's purchasing activity is most likely driven by _____.

The behaviors that result from the self-improvement motivation are aimed at maintaining the current state of existence rather than changing one's current state to a level that is more ideal.

Hal is a computer enthusiast and knows a lot about desktops and laptops.He even fixes hardware and software problems for his friends.It can be said that Hal exhibits situational involvement with computers.

Hedonic motivation is a drive to acquire products that consumers can use to accomplish things.

CHRISTMAS SHOPPING SCENARIO Maisie waits for Black Friday each year to do her Christmas gift shopping. She maintains the tradition of gift-giving faithfully, as it makes her feel a sense of kinship and attachment with her family and close friends. As she lives alone, she strongly feels the need for relationships at this time of year. She steps out wearing her warm fur coat to protect herself from the sub-zero temperatures. As she shops for her gifts, she comes across a pair of designer sunglasses that are on sale. She buys them immediately as she does not like her old pair, and has been thinking of replacing her it with a new one. As a rule, every year, she buys her mother's gift last, after she has checked out all the available gift options. This year, she gets her mother a pair of exquisite pearl drop earrings. She is a bit anxious because they are very expensive and she hopes that her mother will like them. While at the jeweler, she decides to buy herself an ornate Christmas dove as an indulgence. Maisie has had a fascination for them for as long as she can remember. She has a huge collection of Christmas doves in various sizes and colors. Maisie comes back tired, but satisfied with her day's shopping. -Refer to Christmas Shopping Scenario.Maisie steps out wearing a warm fur coat to protect herself from the sub-zero temperature.Which of the following types of motivation drove Maisie to keep herself warm?

Which of the following types of cognitive appraisals focuses on the future and elicits emotions like hopefulness or anxiety?

Some consumers get very upset when they are served "bad food" in a restaurant.They lose control and start yelling at the server.Sometimes,they even demand to see the manager.This lack of emotional control on the part of consumers suggests that such consumers have low emotional _____.

Consumers seem to be most receptive to an employee with a matching mood rather than to an employee who always has a positive mood.

Utilitarian motivation involves a drive to experience something personally gratifying.

Consumers are more likely to recall autobiographical memories characterized by specific moods when the same mood occurs again in the future.

Monica,a 25-year-old software engineer,works in a company as a business analyst.She saves 20 percent of her salary every month and invests it in a pension plan.According to her,this saving is important because it will help her live a comfortable life after retirement.According to Maslow's hierarchy of needs,Monica is most concerned with:

Going to a new,trendy restaurant is most likely driven by hedonic motivations.

Emotional involvement drives one to consume generally through relatively strong utilitarian motivations.

CHRISTMAS SHOPPING SCENARIO Maisie waits for Black Friday each year to do her Christmas gift shopping. She maintains the tradition of gift-giving faithfully, as it makes her feel a sense of kinship and attachment with her family and close friends. As she lives alone, she strongly feels the need for relationships at this time of year. She steps out wearing her warm fur coat to protect herself from the sub-zero temperatures. As she shops for her gifts, she comes across a pair of designer sunglasses that are on sale. She buys them immediately as she does not like her old pair, and has been thinking of replacing her it with a new one. As a rule, every year, she buys her mother's gift last, after she has checked out all the available gift options. This year, she gets her mother a pair of exquisite pearl drop earrings. She is a bit anxious because they are very expensive and she hopes that her mother will like them. While at the jeweler, she decides to buy herself an ornate Christmas dove as an indulgence. Maisie has had a fascination for them for as long as she can remember. She has a huge collection of Christmas doves in various sizes and colors. Maisie comes back tired, but satisfied with her day's shopping. -Refer to Christmas Shopping Scenario.Maisie has had a fascination for Christmas doves for as long as she can remember.She has a huge collection of them in various sizes and colors.Which of the following is exemplified by Maisie's involvement with doves?

According to the PAD approach,when consumers feel greater control,situational influences play a greater role in shaping their behavior.