Exam 5: Motivation and Emotion: Driving Consumer Behavior

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

PANAS measures of emotions include physiological responses such as sweating,heart rate,and brain imaging which can document activity in areas of the brain.

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.

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 _____.

From a utilitarian value perspective,highly involved shoppers are less likely to react to price reductions as they are too involved in their lives to notice such things.

According to Maslow's hierarchy of needs,which of the following represents the need to be recognized as a person of worth?

Personality characteristics can affect the way consumers respond or demonstrate their emotions.

Anne is extremely thrifty with her household expenses.Before buying anything,she makes sure that she is well-informed about all the best deals.This way Anne ensures that she gets more value from any purchasing activity.Which of the following types of consumer involvement is exemplified by Anne?

A drive to acquire products that consumers can use to accomplish things is known as _____ motivation.

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

Consumers who perceive other consumers or employees surrounding them as either happy or sad may experience a corresponding change in actual happiness or sadness themselves.

Emotions create visceral responses,meaning that certain feeling states are tied to behavior in a very direct way.

Mood-congruent judgments are evaluations in which the value of a target is judged in a way that is consistent with one's mood.

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.

Consumers with very high involvement in some product category are referred to as _____.

When Janice went for a holiday in the Sahara,she made it a point to drink lots of water to keep herself hydrated.Which of the following types of motivations drove Janice to avoid dehydration?

In a marketing context,salespeople with high emotional intelligence are more effective in closing sales with consumers than are salespeople with low emotional intelligence.

Which of the following terms refers to the efforts put forth by service workers who must overtly manage their own emotional displays as part of the requirements of the job?

Henry considers himself a cheese connoisseur and subscribes to the Cheese Connoisseur magazine.He spends his weekends buying and trying out different kinds of cheese.Henry would be best described as a(n)_____.

Which of the following ways of measuring emotions automatically records visceral reactions or neurological brain activity?