Deck 5: Motivation and Affect

Question 1

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

A) Instinct theory
B) Drive theory
C) Expectancy theory
D) Need theory

Answer 1

B

Question 2

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

A) An approach-approach conflict
B) An approach-avoidance conflict
C) An avoidance-avoidance conflict
D) An orientation conflict

Answer 2

A

Question 3

Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test?

A) McClelland
B) Murray
C) Maslow
D) Herzberg

Answer 3

B

Question 4

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling?

A) The goal process
B) The directionality process
C) The motivation process
D) The involvement process

Question 5

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

A) safety
B) physiological
C) belongingness
D) esteem

Question 6

When a woman buys expensive jewelry, which of the following needs is most likely being expressed?

A) Hedonic
B) Utilitarian
C) Rational
D) Biogenic

Question 7

Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior?

A) Drive theory
B) Instinct theory
C) Expectancy theory
D) Theory of cognitive dissonance

Question 8

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs?

A) Sentiment needs
B) Biogenic needs
C) Hedonic needs
D) Utilitarian needs

Question 9

Goals can be considered positive or negative. This is an expression of a goal's ________.

A) direction
B) valence
C) strength
D) dissonance

Question 10

Wants are a combination of ________.

A) personal factors
B) cultural factors
C) A and B
D) none of the above

Question 11

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience?

A) Fact-and-find theory
B) Drive theory
C) Emotional theory
D) Theory of cognitive dissonance

Question 12

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.

A) affiliation
B) control
C) achievement
D) uniqueness

Question 13

Which of the following is not a biological explanation of motivation?

A) Expectancy theory
B) Drive theory
C) Homeostasis process
D) Instinct

Question 14

________ suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behavior.

A) The theory of cognitive dissonance
B) Gestalt theory
C) Expectancy theory
D) Homeostasis

Question 15

________ refer(s) to the processes that lead people to behave as they do.

A) Goals
B) Cues
C) Motivation
D) Directing

Question 16

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

A) Safety needs
B) Belongingness needs
C) Ego needs
D) Self-actualization needs

Question 17

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

A) homeostasis
B) want
C) desire
D) motivation

Question 18

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

A) Approach-avoidance conflict
B) Approach-approach conflict
C) Avoidance-avoidance conflict
D) Direction-valence conflict

Question 19

In the motivation process, the desired end state is the consumer's ________.

A) drive
B) need state
C) benefit
D) goal

Question 20

Motivation that is driven by raw emotions is called ________.

A) effect
B) hedonic
C) utility
D) affect

Question 21

A want is the particular form of consumption used to restore homeostasis.

Question 22

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

Question 23

Motivation explains the strength of behavior, but not its direction.

Question 24

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.

Question 25

Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus.

Question 26

Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car.

Question 27

Maslow's hierarchy of needs implies that the order of needs is fixed.

Question 28

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

A) The theory is wrong.
B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs.
C) The hierarchy is often culture-bound.
D) Psychogenic needs overwhelm biogenic needs.

Question 29

Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example illustrates a person choosing to meet utilitarian needs.

Question 30

Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance).

Question 31

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________.

A) achievement
B) affiliation
C) power
D) uniqueness

Question 32

Abraham Maslow developed the hierarchy of needs theory.

Question 33

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.

A) one must first satisfy basic needs before moving to higher order needs
B) the need for power is one of the most fundamental needs
C) advertisers who appeal to the need for achievement before other needs are more successful
D) most needs are about equal for the average person

Question 34

Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement claiming that the perfume is "as individual as you are."

Question 35

A degree of arousal is called a drive.

Question 36

A goal has valence, which means it can be positive or negative.

Question 37

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition.
B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.
C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies.
D) Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning.

Question 38

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?

A) The need for power
B) The need for uniqueness
C) The need for affiliation
D) The need for safety

Question 39

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal.

Question 40

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

Question 41

The degree to which a person is willing to expend energy to reach a specific need is called ________.

A) motivation direction
B) motivation path
C) motivation scheme
D) motivation strength

Question 42

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.

A) magnitude of the tension
B) direction of the tension
C) expectancy
D) reinforcement

Question 43

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?

A) A cognitive dissonance conflict
B) An approach-approach conflict
C) An avoidance-avoidance conflict
D) An approach-avoidance conflict

Question 44

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.

A) approach-approach conflict
B) approach-avoidance conflict
C) approach-desire conflict
D) avoidance-avoidance conflict

Question 45

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

A) Trait theory
B) Collective unconscious theory
C) Freudian theory
D) Social conflict theory

Question 46

What is productivity orientation?

Question 47

There are a variety of need states or need forms described in the text. Characterize and discuss psychogenic needs, utilitarian needs, and hedonic needs.

Question 48

Explain the expectancy theory.

Question 49

Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with the expectancy theory.

Question 50

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

A) approach-approach conflict
B) approach-avoidance conflict
C) approach-desire conflict
D) avoidance-avoidance conflict

Question 51

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

A) Expectancy theory
B) The theory of cognitive dissonance
C) Value theory
D) Choice theory

Question 52

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

Question 53

A goal-oriented theory, which attempts to reduce or eliminate an unpleasant state and return to homeostatsis, is called the expectancy theory.

Question 54

List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a product that fits each need form.

Question 55

Personal and social factors combine to create wants.

Question 56

A desired end state, that applies to many different cultures is called a core value.

Question 57

The term "dissonance" means tension.

Question 58

Explain the theory of cognitive dissonance. Then create an example that illustrates the theory. Be sure that your example illustrates the phenomena that occur within the confines of the theory.

Question 59

What is the most important thing a marketing practitioner can learn from Maslow's theory?

A) Safety needs are more important than social needs.
B) Maslow's hierarchy scheme of needs has been found to be universal and applies equally in all cultures.
C) Maslow's theory is theoretical and has been very difficult to actually apply in practice.
D) Most people must first have their basic needs met before they will be motivated by higher needs.

Question 60

Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

Question 61

Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________.

A) mass customization marketing
B) consumer-generated content
C) performance marketing
D) mobile marketing

Question 62

When M&M's put consumers' names and faces on their candy, this is an example of ________.

A) mass marketing
B) mass consumer needs
C) mass customization
D) mass distribution

Question 63

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

A) fuzzy
B) cult
C) consumer-generated
D) LOHAS

Question 64

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored?

A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.
B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations.
C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant.
D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved customers.

Question 65

Involvement can be seen as the motivation to process information about products or services that consumers believe will help solve a problem or achieve a goal.

Question 66

Products that command fierce loyalty, devotion and even worship by consumers are called ________.

A) routine products
B) cult products
C) staple products
D) specialty products

Question 67

A clothing store made the proper decision when they targeted women with a high need for achievement for their line of business suits.

Question 68

Who identified a set of 20 psychogenic needs?

A) McClelland
B) Murray
C) Maslow
D) Zaichkowsky

Question 69

A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict.

Question 70

Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior?

A) Product involvement
B) Price involvement
C) Purchase situation involvement
D) Message involvement

Question 71

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

A) Expectancy theory
B) Value theory
C) The theory of cognitive dissonance
D) Choice theory

Question 72

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit.

A) inertia
B) flow
C) formation
D) actualization

Question 73

Sally always buys Coca-Cola out of habit, which is an example of ________.

A) routine buying
B) low passion
C) inertia
D) flow state

Question 74

Explain the term "affect."

Question 75

Describe the motivation process.

Question 76

________ performances are where the message itself is a form of entertainment.

A) Ad target
B) Spectacle
C) Encoding
D) Decoding

Question 77

It is known that consumers differ in their level of involvement with a product message. Marketers use attention-getting factors to ensure that a message gets through the clutter that constantly bombards the consumer's senses. Name the techniques cited in the text that can be used to enhance the consumer's motivations to process product information and increase their involvement. Be specific in your comments and descriptions.

Question 78

Explain the term "mood congruency" and give an example.

Question 79

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"-Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________.

A) hedonic
B) utilitarian
C) biological
D) learned

Question 80

Person, object, and situational factors are the three types of influences that determine a person's level of ________.

A) enculturation
B) involvement
C) values
D) needs