Deck 3: Consumer Motivation and Personality

Question 1

Products and services are often evaluated by the size and direction of the gap between ________.

A) consumer expectations and objective performance
B) the target market and the income of the average consumer
C) consumer expectations and product cost
D) the cost of production and the price at sale
E) the price of the final product and the company's marketing expenditures

Answer 1

A

Question 2

Individuals who successfully achieve their goals usually set new and higher goals for themselves; that is, they raise their ________.

A) levels of self-awareness
B) social status
C) levels of aspiration
D) biogenic needs
E) motivational state

Answer 2

C

Question 3

Barry wants a sandwich for lunch. Tom wants a turkey sandwich with lettuce, tomato, and mayonnaise from Subway. Barry has a(n)________, whereas Tom has a(n)________.

A) generic goal; product-specific goal
B) objective goal; subjective goal
C) product-specific goal; objective goal
D) subjective goal; generic goal
E) product-specific goal; generic goal

Answer 3

A

Question 4

A negative goal is one from which behavior is directed away, and is often referred to as a(n)________.

A) declining object
B) approach object
C) interactive object
D) autonomous object
E) avoidance object

Question 5

The category of shopping motivations where consumers do not have an urgent-product need in mind, but go shopping for the personal enjoyment of shopping is known as ________.

A) recreational shopping
B) activity-specific shopping
C) fill-in shopping
D) demand-specific shopping
E) self-image shopping

Question 6

When Procter and Gamble defines its business as "providing branded products and services of quality and value that improve the lives of the world's consumers," they are using a ________.

A) need-focused definition
B) product-oriented definition
C) motivation-oriented definition
D) personality-oriented definition
E) production-oriented definition

Question 7

A(n)________ can take the place of a primary goal when an individual cannot attain a specific goal or type of goal that is expected to satisfy certain needs.

A) specific goal
B) biogenic goal
C) substitute goal
D) secondary goal
E) objective goal

Question 8

An individual may redefine a frustrating situation by assigning blame for his or her own failures and inabilities on other objects or persons. This is known as ________.

A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression

Question 9

Failure to achieve a goal often results in feelings of ________.

A) achievement
B) aspiration
C) self-awareness
D) personal promotion
E) frustration

Question 10

The driving force within individuals that impels them to action is known as ________.

A) a goal
B) tension
C) motivation
D) a need
E) personality

Question 11

The physiological needs for food, water, and air are called ________ needs.

A) secondary
B) innate
C) acculturated
D) psychogenic
E) acquired

Question 12

Needs that we learn in response to our parents, social environment, and interactions with the environment are called ________ needs.

A) primary
B) biogenic
C) acculturated
D) psychological
E) innate

Question 13

________ are outcomes that consumers seek in order to fulfill their physiological and psychological needs.

A) Broad-spectrum goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-oriented goals

Question 14

Aggression and rationalization are examples of ________ that people sometimes adopt to protect their egos from feelings of failure when they do not attain their goals.

A) fulfillment mechanisms
B) defense mechanisms
C) substitute goals
D) subjective criteria
E) secondary behaviors

Question 15

Needs and goals are ________; neither exists without the other.

A) independent
B) interdependent
C) interactive
D) autonomous
E) mutually exclusive

Question 16

Jill gets good grades because her parents will punish her if she doesn't receive at least a 3.5 GPA. Julia gets good grades because she likes the sense of accomplishment she feels when she gets a straight-A report card. Jill's goal is referred to as a(n)________, whereas Julia's goal is referred to as a(n)________.

A) approach object; avoidance object
B) avoidance object; defensive object
C) positive object; negative object
D) avoidance object; approach object
E) physical object; psychological object

Question 17

________ are sought outcomes to be achieved by using a given product or service.

A) General goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals

Question 18

Successful marketers define their markets in terms of ________.

A) the product the company has decided to produce
B) the lowest price for which a particular product can be manufactured
C) the needs they presume to satisfy
D) the ethnicity of their primary consumers
E) the geographic location of their primary consumers

Question 19

Motivation is produced by a state of tension, which exists as the result of ________.

A) peer pressure
B) environmental forces
C) satisfied desires
D) unrealized desires
E) unfulfilled needs

Question 20

________ are the sought-after results of motivated behavior.

A) Motivations
B) Goals
C) Rewards
D) Behaviors
E) Targets

Question 21

________ is based on the premise that consumers are not always aware of the reasons for their actions.

A) Psychological research
B) Motivational research
C) Physiological research
D) Market research
E) Segmentation research

Question 22

Egoistic needs can take either an inward or an outward orientation, or both. Outwardly directed ego needs reflect an individual's need for ________.

A) self-acceptance
B) personal satisfaction with a job well done
C) reputation
D) independence
E) self-esteem

Question 23

According to the trio-of-basic-needs theory, the trio of basic needs includes ________.

A) power, affiliation, and achievement
B) prestige, affiliation, and achievement
C) environment, affection, self-actualization
D) achievement, affection, power
E) safety, physical satisfaction, social belonging

Question 24

According to Maslow's hierarchy-of-needs theory, the need for ________ refers to an individual's desire to fulfill his or her potential.

A) self-actualization
B) safety and security
C) physiological well-being
D) social acceptance
E) egoistic fulfillment

Question 25

Oftentimes consumer research respondents may be unaware of their motives or are unwilling to reveal them when asked directly. In such situations, researchers use ________ to delve into the consumer's unconscious or hidden motivations.

A) quantitative techniques
B) projective techniques
C) Likert scales
D) telephone surveys
E) empirical techniques

Question 26

According to Maslow's hierarchy of needs, protection, order, and stability are examples of ________.

A) self-actualization needs
B) egoistic needs
C) social needs
D) safety and security needs
E) physiological needs

Question 27

According to the trio-of-basic-needs theory, the ________ is closely related to the ego need.

A) affection need
B) affiliation need
C) power need
D) prestige need
E) achievement need

Question 28

The emphasis in the definition of personality is on inner characteristics, which are ________.

A) those characteristics of an individual that are not readily apparent to others
B) those characteristics which individuals try to hide from others
C) those characteristics that distinguish one individual from others
D) those characteristics that make one individual similar to others
E) those characteristics that constitute the individual's ideal self-image

Question 29

Egoistic needs can take either an inward or an outward orientation, or both. Inwardly directed ego needs reflect an individual's need for ________.

A) reputation
B) prestige
C) self-esteem
D) recognition from others
E) status

Question 30

The mother who comments about her teenage son that her child "has been impulsive from the day he was born," is supporting the contention that personality ________.

A) is enduring
B) can change
C) reflects individual differences
D) is more apparent in childhood than adulthood
E) develops as a result of social circumstances

Question 31

Savings accounts, insurance policies, and education are all means by which individuals satisfy the need for ________.

A) self-actualization
B) self-esteem
C) safety and security
D) social acceptance
E) self-fulfillment

Question 32

Almost all personal care and grooming products, as well as most clothes, are bought to satisfy ________.

A) growth needs
B) physiological needs
C) social needs
D) self-actualization needs
E) safety and security needs

Question 33

People with a high ________ tend to be more self-confident, enjoy taking calculated risks, actively research their environments, and value feedback.

A) need for prestige
B) need for power
C) need for affiliation
D) need for achievement
E) need for affection

Question 34

According to Maslow, ________ are the first and most basic level of human needs.

A) egoistic needs
B) physiological needs
C) self-actualization needs
D) safety and security needs
E) social needs

Question 35

According to Murray's list of psychogenic needs, need for dominance/power may conflict with ________.

A) needs associated with inanimate objects
B) need for prestige/ambition
C) need for affiliation/affection
D) need for achievement
E) need for information

Question 36

People sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals or deciding that the goal is not really worth pursuing. This is known as ________.

A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression

Question 37

The psychoanalyst that adapted Freud's psychoanalytical techniques to study motivations and consumer buying habits was ________.

A) Abraham Maslow
B) Earnest Dichter
C) Henry Murray
D) Karen Horney
E) Henry Ford

Question 38

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment compose an individual's ________.

A) role
B) self-image
C) individuality
D) personality
E) status

Question 39

Stacy notes that, after her freshman year of college, her daughter is more mature and is willing to listen to points of view other than those with which she agrees. This supports the contention that personality ________.

A) is consistent
B) reflects individual differences
C) can change
D) is more apparent in childhood than in adulthood
E) is enduring

Question 40

In the study of personality, three distinct properties are of central importance. These are that ________.

A) personality reflects individual differences, personality is consistent and enduring, and personality can change
B) personality reflects similarities between individuals, personality is consistent and enduring, and personality can change
C) personality reflects individual differences, personality is consistent and enduring, and personality does not change
D) personality reflects similarities between individuals, personality is consistent and enduring, and personality does not change
E) personality reflects individual differences, personality is inconsistent and fleeting, and personality can change

Question 41

According to Freud's theories, the ________ functions as an internal monitor that helps balance the impulses stimulated by biogenic needs and the constraints applied by the sociocultural setting.

A) super-id
B) self-image
C) ego
D) superego
E) id

Question 42

Trait theory is different from the Freudian and neo-Freudian movements mainly because ________.

A) it is very recent
B) it is primarily quantitative
C) it is primarily qualitative
D) it is a very old theory
E) it is more subjective

Question 43

According to Freud's theories, the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion.

A) superego
B) id
C) ego
D) super-id
E) self-image

Question 44

Georgiana collects matchbooks from hotels and restaurants she has visited around the world. She is passionate about her matchbooks and goes out of her way to acquire more, even if she needs to plan a special trip to do so. This is an example of ________.

A) ethnocentrism
B) innovativeness
C) fixated consumption
D) materialistic consumption
E) compulsive consumption

Question 45

Alfred Adler, a neo-Freudian theorist, believed that ________.

A) unconscious needs and drives are at the heart of human motivation
B) people continuously attempt to establish significant and rewarding relationships with others
C) human beings are seeking to attain various rational goals, which he called style of life
D) personality is measured in terms of specific psychological characteristics called traits
E) personality is largely impacted by child-parent relationships and the individual's desire to conquer feelings of anxiety

Question 46

Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality.

A) social relationships
B) conscious decision-making processes
C) efforts to avoid anxiety
D) efforts to overcome inferiority
E) unconscious needs or drives

Question 47

Neo-Freudian theorists believe that ________.

A) consumption situations are extensions of the consumer's personality
B) human drives are largely unconscious
C) social relationships are fundamental to the formation and development of personality
D) consumers are primarily unaware of their true reasons for making decisions
E) consumer purchases are a reflection of an individual's personality

Question 48

According to Freud's theories, the ________ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.

A) ego
B) id
C) super-id
D) self-image
E) superego

Question 49

According to Karen Horney, ________ individuals desire independence, self-reliance, and self-sufficiency.

A) compliant
B) subversive
C) aggressive
D) detached
E) obtrusive

Question 50

Which of the following is NOT a statement that is illustrative of opinions of an individual with a high Need for Uniqueness?

A) I like to seek out unusual gifts for myself.
B) I enjoy it when others tell me my taste is different or uncommon.
C) I work at maintaining my own unique persona.
D) Some of my acquaintances think I'm somewhat weird in my seeking to be different.
E) I like to stay up to date with current clothing styles and fashion trends.

Question 51

Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ________.

A) ego
B) self-image
C) superego
D) id
E) super-id

Question 52

________ define themselves by acquiring possessions.

A) Object visualizers
B) Spatial visualizers
C) Highly materialistic consumers
D) Verbalizers
E) Highly dogmatic consumers

Question 53

Consumer research using Karen Horney's CAD theory found that ________ personalities were less likely to be brand loyal and more likely to try different brands.

A) submissive
B) aggressive
C) detached
D) compliant
E) subversive

Question 54

A recent study discovered that consumers who scored high on ________ and innovativeness were more likely to incorporate volunteerism into their vacations.

A) dogmatism
B) ethnocentrism
C) need for cognition
D) sensation seeking
E) materialism

Question 55

Which of the following is NOT a characteristic of compulsive buyers?

A) Compulsive buyers feel compelled to spend all or part of their money.
B) Compulsive buyers buy products they do not need despite having little money left.
C) Compulsive buyers feel others would be horrified if they knew about their shopping habits.
D) Compulsive buyers are more likely to be males (75% of compulsive buyers).
E) Compulsive buyers knowingly write checks that will bounce.

Question 56

Recent research using Karen Horney's CAD theory found that ________ personalities tend to prefer name-brand products such as Bayer aspirin.

A) submissive
B) aggressive
C) detached
D) compliant
E) subversive

Question 57

Which of the following factors is NOT an inspiration for consumer innovativeness?

A) functional factors
B) material factors
C) hedonic factors
D) social factors
E) cognitive factors

Question 58

The degree of rigidity towards information and opinion contradictory to one's beliefs and views - or close-mindedness; the opposite of being open-minded - is known as ________.

A) dogmatism
B) inner-directedness
C) social character
D) innovativeness
E) need for uniqueness

Question 59

The orientation of trait theory is primarily ________.

A) empirical
B) qualitative
C) subjective
D) extroverted
E) interpretive

Question 60

The degree of a consumer's willingness to adopt new products and services shortly after they have been introduced is known as ________.

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism

Question 61

WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, Gloria is particularly excited to try new and different group exercise classes. Gloria is probably best described as ________.

A) highly ethnocentric
B) highly dogmatic
C) inner-directed
D) novelty seeking
E) high in her need for cognition

Question 62

TEQUILA MINI CASE: Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues:
WOMAN: What can I do for you?
MAN: I don't know, something different.
WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and whispers into MAN's ear)
MAN: I never have, but I'd like to ...
(WOMAN serves MAN a Viva Tequila)
In the TEQUILA MINI CASE, the advertisement would most accurately be described as appealing to which of the following Freudian elements of the personality?

A) super-id
B) ego
C) self-image
D) superego
E) id

Question 63

Consumers use ________ to attempt to express new versions of themselves and/or to take on the appearances of other types of people.

A) brand personification
B) anthropomorphization
C) vanity
D) status
E) self-altering products

Question 64

________ is communicating human features of the product in advertising.

A) Brand zealotry
B) Extended self
C) Sophistication
D) Color
E) Brand personification

Question 65

The type of self-image that characterizes the way consumers would like to see themselves is ________.

A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness

Question 66

The likelihood of a consumer accepting or rejecting foreign-made products is known as ________.

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism

Question 67

TEQUILA MINI CASE: Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues:
WOMAN: What can I do for you?
MAN: I don't know, something different.
WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and whispers into MAN's ear)
MAN: I never have, but I'd like to ...
(WOMAN serves MAN a Viva Tequila)
In the TEQUILA MINI CASE, what kind of consumer behavior does Viva's slogan encourage?

A) ethnocentricity
B) dogmatism
C) consumer innovativeness
D) consumer satisfaction
E) consumer uniqueness

Question 68

Which of the following is NOT one of the five underlying dimensions of a brand's personality?

A) sincerity
B) excitement
C) competence
D) ruggedness
E) cosmopolitanism

Question 69

When describing consumer innovativeness, the term "global innovativeness" refers to ________.

A) a pattern of actions or responses that indicate early acceptance of change and adoption of innovations
B) a high level of demonstrated consumer ethnocentrism
C) a tendency for innovativeness to exist independent of any context
D) a high degree of rigidity that an individual displays toward the unfamiliar
E) a tendency for innovativeness to exist within a very specific domain or product category

Question 70

The type of self-image that characterizes the way consumers see themselves is ________.

A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness

Question 71

WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, "fun and welcoming" describes the local gym's ________.

A) brand personification
B) dogmatism
C) brand personality
D) expected self-image
E) extended self

Question 72

The type of self-image that characterizes the way consumers would like others to see them is ________.

A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness

Question 73

The type of self-image that characterizes the way consumers feel others see them is ________.

A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness

Question 74

The notion of ________ suggests that consumers attribute various descriptive personality-like traits or characteristics to different brands.

A) brand personality
B) consumer dogmatism
C) consumer innovation
D) consumer need for cognition
E) sensation seeking

Question 75

________ is how consumers actually see themselves, whereas ________ refers to how consumers would like to see themselves.

A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image

Question 76

Renee likes to try on some of the newest clothes each season to see how she looks in the styles, and prefers to buy clothes that are very unusual. Renee is best described as ________.

A) having a high optimum stimulation level
B) highly dogmatic
C) highly ethnocentric
D) having a low optimum stimulation level
E) minimally ethnocentric

Question 77

WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, Gloria sees herself as being a bit heavy. This is Gloria's ________.

A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) actual self-image

Question 78

"Buy American" and "Keep America Working" are both tag-lines used by companies to attract the ________ consumer.

A) dogmatic
B) ethnocentric
C) innovative
D) variety-seeking
E) compulsive

Question 79

Jenna buys a pair of sought-after, vintage Levi jeans to enrich her self-image. Which of the following is NOT one of the ways the possession of the vintage jeans might be viewed as an extension of the self?

A) ideally
B) actually
C) symbolically
D) by conferring status or rank
E) by feelings of immortality

Question 80

________ reflects how consumers would like to see themselves, whereas ________ refers to how consumers would like others to see them.

A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image