Exam 5: Motivation and Emotion: Driving Consumer Behaviour

Product involvement means that some product is expensive and presents high potential risk for consumers.

Danny woke up kind of grumpy one morning and was snapping at the people around him. Fortunately, he didn't stay like that and ended up having a pretty good day and getting along with everyone. Which of the following likely influenced Danny's behaviour?

Visiting the Dentist Scenario Many people 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 waterfalls 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. Which term refers to the idea that controlling a consumer's mood can enhance recall of that experience?

Which term represents the feelings a consumer has about a particular product or activity?

Marketers, like McDonalds restaurants, love to tell stories about customer experiences. Chelsea, who has four brothers, has vivid memories of the Saturday mornings once a month when her father used to take her out for breakfast at McDonalds. It was their special time together where she got her dad all to herself. Which term best describes Chelsea's memories of these events?

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

Some researchers measure brain wave activity to assess consumers' emotional responses to advertising. Which term refers to this type of measurement?

Which type of response means that certain feeling states are tied to behaviour in a very direct way?

Human motivations are oriented toward two key groups of behaviour: steady-state and self-improvement.

A consumer in a bad mood tends to judge things negatively. Which term best describes the situation when the value of a target, such as a product, is influenced in a consistent way by one's mood?

Which type of variable changes the nature of a relationship between two other variables?

Emotion and cognition are closely related.

Which of the following can be thought of as a transient (temporary and changing) and general feeling state?

The Miller family is building a new house, so they have to get involved in decisions such as plumbing fixtures, flooring, and appliances. They don't really know much about these products and they don't care to know much about them. However, for these purchases they do get involved by visiting showrooms, searching the Internet, and looking at other sources of information. Which type of involvement does this represent?

Which of the following represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act?

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 checked shirts, blue jeans, and cowboy boots. The employees are not allowed to have tattoos or pierced body parts, 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?

John carefully manages his appearance as a requisite for performing his job well as a customer service agent for Holt Renfrew. Which term refers to this kind of effort by John?

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?

The "emotional effect on memory" refers to relatively superior recall for information presented with mild affective content compared to similar information presented in an effectively neutral way.

Visiting the Dentist Scenario Many people 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 waterfalls 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. Which cognitive appraisal are patients using when they feel fearful before going to the dentist?