Chat with AIExam 4: Motivation and Affect
Maslow's hierarchy of needs approach implies that the order of development of motives is fixed-that a certain level must be attained before the next higher level is activated.
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VerifiedTrue
The term mood congruency refers to the fact that:
(39) VerifiedA
What is meant by the term "affect"? What are three distinct ways marketers can use affect?
(37) VerifiedAffect refers to the experience of emotionally-laden states,which can range from evaluations,to moods,to full-blown emotions.
Marketers use affective states in many ways.First,positive moods and emotions are often highlighted as a product benefit.Take,for example,Viagra's marketing campaign that uses humor and music to convey the positive affective quality of the product.Certainly,some product categories such as fragrances,alcohol,tobacco,and caffeinated beverages are consumed for their mood-altering qualities.
Marketers will also sometimes highlight the avoidance of negative affect as a product attribute.Take for example,lottery corporations that ask consumers to consider how they would feel if they hadn't played the extra bonus draw.
Another way negative moods are sometimes utilized is by activating a negative mood on the part of the consumer (for example,by showing a picture of starving children in Africa)and then giving the consumer a means by which to make him or herself feel better (by donating to the cause).Helping others as a means of resolving one's own negative moods has been referred to as negative state relief.One other way consumers can repair negative moods is by purchasing and consuming mood-enhancing products such as chocolate.
Yuri purchased a bike to cycle to work.He was satisfying his utilitarian needs.
(44) Maslow's hierarchy of needs has flexibility in that higher levels can be attained before lower levels.
(37) Biogenic needs are most associated with drive theories,while psychogenic needs are most associated with expectancy theories.
(39) Eli wishes that he didn't have to take the bus to school and that he had a BMW like his friend Jonathan.Eli is experiencing:
(39) Caitlyn and her husband are deciding if they should renovate their current house (which would be very disruptive to their lifestyle)or purchase a new one (which would be very expensive).In effect,they need to choose between two somewhat undesirable courses of action.Explain which type of motivational conflict this is.
(31) Satisfaction of ________ needs is often subjective and experiential in nature; the satisfaction may be motivated by fantasy and imagination.
(38) Give an example of a particular discrete emotion and how this is used by marketers.
(28) An Allstate Insurance ad that says "You're in good hands with Allstate" appeals to which level in Maslow's Hierarchy?
(35) A Samsung commercial shows people lining up for the new upcoming iPhone.Other people with the Samsung phone come up to the line and show them features that Samsung has that the rival phone does not.What emotion is this commercial conveying?
(30) When John picks up a six-pack of Budweiser beer out of habit,without consideration of other choices,he is making a decision characterized by:
(42) Shaun became tired of his routine IT job and decided to enroll in a Fine Arts degree.He was trying to satisfy which of Murray's psychogenic needs?
(39) Mood congruency refers to the fact that recall is enhanced when one's mood at recall is congruent with the mood that was present at the time of encoding.
(34) Which of the following is an example of marketers using positive affect to highlight product benefits?
(34) What is one way in which marketers take advantage of negative consumer mood states?
(39) Timothy ate just before his 11:00 class,but now he's beginning to feel hunger pangs.He goes off to buy something to eat.Which need is being fulfilled?
(42) At work,Olivia is highly motivated by praise from her boss and coworkers.This type of motivation is accounted for by:
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