Exam 5: Motivation and Values

Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement claiming that the perfume is 'as individual as you are'.

In a speech at a research conference,a computer expert stated that shopping centres 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 who spoke next 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?

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

Which of the following IS NOT a biogenic need?

Sally loved global brands.She saw them as quality products that held the 'romance' of the country of origin.She never really took the time to research the companies that produced them and knew very little about the production or distribution processes of the brands.Sally would fit into which major segment for global consumers?

Izzy Jones just bought a brand new sportscar and can hardly wait to cruise the streets and leave behind anyone who thinks they have a faster car.Izzy is exhibiting the need for uniqueness with his behaviour and purchase of the car.

Melissa's mother has become a socialisation agent for the family since she is primarily responsible for teaching everyone how to interact with and respond to Europeans on their upcoming three-month European vacation.

Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers.

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.Identify and discuss three general types of motivational conflict.In addition,comment on how these conflicts help to bring about the satisfaction of needs.Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

Jill was planning on travelling over summer,but she didn't want to spend a lot of money on the airfare.Even though it took more time,she went online to get tickets instead of going to a travel agent.What theory of motivation best explains Jill's behaviour?

The means-end chain model assumes that people link very specific product attributes (indirectly)to terminal values.

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

People all over the world share the ideal of a material lifestyle and value well-known transnational brands that symbolise prosperity.This trend is part of a(n)________.

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualisation needs are addressed.What does this example say about Maslow's hierarchy of needs?

________ suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behaviour.

Which of the following needs from Maslow's Hierarchy is addressed by the L'Oreal advertising slogan "Because you're worth it"?

China and Portugal are both examples of transitional economies,adapting from a controlled economy to a free-market system.

A want is the particular form of consumption used to restore homeostasis.

Early work on motivation ascribed behaviour to ________,a view that is now largely discredited.

A consumer who decides that she needs a pair of jeans to reach her goal of being admired by others can usually only choose one motivational direction-selecting the most expensive brand available.