Deck 12: Motivation

Question 1

Achievement and affiliation are positively valenced approach objects.

Answer 1

True

Question 2

Secondary demand is demand for the general product category that satisfies consumer needs.

Answer 2

False

Question 3

Approach objects are the desired state consumers seek, such as achievement, affiliation, or prestige.

Answer 3

True

Question 4

Secondary psychogenic needs are needs that arise in response to cultural exposure and the environment.

Question 5

Observational research is the primary and most effective method for discovering consumer motivation.

Question 6

Market research surveys are instrumental in discovering the latent needs of consumers.

Question 7

"Heads I win, tails you lose" describes an approach-avoid motivational conflict.

Question 8

Motivational conflict is a clash concerning positively and/or negatively valenced objects.

Question 9

A prepotent need has the greatest immediate influence over people's actions.

Question 10

Innate needs of Maslow's hierarchy include physiological and safety needs.

Question 11

A relatively enduring, strong, and persistent internal stimulus that arouses and directs behavior toward certain goals is a __________.

A) Goal
B) Motivation
C) Motive
D) Need
E) Want

Question 12

Leonard realizes he is very tired from staying up all night to study for his statistics exam. The tension between his actual state and desired state of being causes him to purchase a latte at Starbucks. What is the term used to describe this tension?

A) Goal conflict
B) Motivation
C) Fear appeal
D) Functional need
E) Drive

Question 13

The psychological outcome of motivation, resulting in interest in searching for and processing buying information and otherwise exerting effort to acquire the product is known as __________.

A) Involvement
B) The utilitarian approach
C) The emotional approach
D) A drive
E) Search criteria

Question 14

The customer's desire to achieve the approach object because it either satisfies functional needs and wants or fulfills hedonic desires for pleasure is __________.

A) Approach goal
B) Valence goal
C) Avoid goal
D) Hedonic goal
E) Functional goal

Question 15

Home hair coloring kits geared toward older women are an example of which type of object?

A) Approach object
B) Alter object
C) Avoidance object
D) Conforming object
E) Anti-aging object
F) Consumer confidence object

Question 16

A "still single?" advertisement for Match.com featuring a woman with her collection of cats is an example of which emotional appeal?

A) Nostalgia appeal
B) Fear appeal
C) Sex appeal
D) Agony appeal
E) Sensual appeal

Question 17

Mary is just starting the South Beach diet. Today, she is going out for lunch to her favorite Italian bistro with all of her girlfriends. She really wants to order a basket of Italian bread. Which motivational conflict is Mary experiencing?

A) Approach-approach conflict
B) Approach-avoid conflict
C) Avoid-avoid conflict
D) Avoid-approach conflict
E) Avoidance conflict

Question 18

Desires to know, to understand, to explore, to experience new things, to achieve, and to find meanings are __________.

A) Aesthetic needs
B) Self-actualization needs
C) Safety needs
D) Esteem needs
E) Cognitive needs

Question 19

Jeremy has finally reached his dream of becoming an esteemed and bestselling author of a series of marketing strategy guides for small business. He achieved his dream because of his natural inclination toward __________.

A) Aesthetic needs
B) Self-actualization
C) Social needs
D) Esteem
E) Praise
F) Cognitive recognition

Question 20

Self fulfillment needs and the realization of one's own potential are ________.

A) Transcendence needs
B) Esteem needs
C) Aesthetic needs
D) Social needs
E) Cognitive needs

Question 21

Describe the difference between generic goals and product-specific goals. Should market leaders use generic demand or selective demand to appeal to consumers?

Question 22

What is competitor myopia? Provide an example.

Question 23

Why is it wrong to believe that emotional appeals are irrational? Explain how it is possible to simultaneously use a rational appeal and an emotional appeal.

Question 24

Cite and define the three most popular emotional appeals. Explain the risk in using these appeals in advertising.

Question 25

There are two types of relationships between motives, motivated behavior, and goals. What are they?

Question 26

Support the following statement: "Use survey research to discover consumer goals." Why must marketers use survey research to discover goals instead of learning about motivation?

Question 27

What is an approach-approach conflict? Cite two marketing solutions for approach-approach conflict.

Question 28

Cite two strategies marketers can use to solve avoid-avoid dilemmas.

Question 29

Which three needs within Maslow's hierarchy are primarily acquired needs? Describe the nature of these particular needs.

Question 30

Describe three of the four shortcomings of Maslow's Hierarchy of Needs.