Deck 4: Motivation and Affect

Question 1

A want is:

A) determined by its strength.
B) instinctive or inborn.
C) an ideal comparison point for the consumer's actual purchase decisions.
D) the particular way in which a need is satisfied, usually determined by a person's culture.

Answer 1

D

Question 2

Which theory explains the view that one's behaviour is largely pulled by positive incentives,by anticipating that one will get desirable results?

A) self-interest theory
B) attribution theory
C) expectancy theory
D) involvement theory

Answer 2

C

Question 3

Georgio could not decide if it was worth trying to repair his ten-year-old VCR or buy a new one.This is an example of an ________ conflict.

A) approach-avoidance
B) avoidance-avoidance
C) acculturation-avoidance
D) activation-approach

Answer 3

B

Question 4

Two terms often used to describe motivation are:

A) its strength and its duration.
B) its strength and its direction.
C) its magnitude and its force.
D) its magnitude and its feeling.

Question 5

At work,Olivia is highly motivated by praise from her boss and coworkers.This type of motivation is accounted for by:

A) self-interest theory.
B) attribution theory.
C) expectancy theory.
D) drive theory.

Question 6

Denise is shopping for a dress.She has narrowed down her final choice to two dresses,but she has a new dilemma.The black number is elegant,and she looks awesome in it and sophisticated.She anticipates Tim's reaction.The blue dress flatters her figure,and besides it would be practical for future occasions.She wants to buy both.She is experiencing which type of motivational conflict?

A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian

Question 7

Ryan and Jo were talking about which car was the better buy for their daily travel back and forth.Ryan wants the status of driving a Porsche while Jo says he thinks a Honda is a more practical choice.The particular form of consumption which would satisfy their needs is a/an:

A) want.
B) desire.
C) goal.
D) actuant.

Question 8

Denise liked some things about the dresses she saw even though the same dresses also had drawbacks.She really wanted the stunning black dress,but it cost a steep $395.This purchase situation is typical of which type of motivational conflict?

A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian

Question 9

Billy has not eaten all morning and he impulsively eats a Mars bar,which normally he would avoid eating.Which theory would best explain his behaviour?

A) protection motivation theory
B) drive theory
C) incentive theory
D) self-affirmation theory

Question 10

Satisfaction of ________ needs is often subjective and experiential in nature; the satisfaction may be motivated by fantasy and imagination.

A) utilitarian
B) totalitarian
C) hedonic
D) subjective

Question 11

Katrina had a difficult choice to make.The Honda Civic and Mazda 3 cars were almost identical in terms of features and styling,but the Mazda 3 was priced $400 less.She decided to buy the Mazda,but the next day reads a Consumer Reports article that says the Mazda resale value will be $800 less than the Honda after 3 years.In terms of conflict,what is Katrina most likely facing?

A) approach avoidance
B) cognitive dissonance
C) caveat emptor
D) avoidance-avoidance

Question 12

People are born with needs for certain elements that are necessary to maintain life: food,water,air,and shelter.These needs are called:

A) a priori needs
B) biogenic needs
C) psychogenic needs
D) actualization needs

Question 13

Why can approach-approach conflicts be resolved easier with cognitive dissonance reduction strategies than approach-avoidance conflicts?

A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative; thus, no cognitive dissonance exists under this 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 was not selected. The approach-avoidance conflict produces much less dissonance because one is positive and the other is clearly negative.
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 behavioural aspects of reinforcement learning.

Question 14

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?

A) self-actualization
B) psychogenic
C) hedonic
D) utilitarian

Question 15

When there is a gulf between a consumer's present state and some ideal state,this gulf creates a state of tension.The magnitude of this tension determines the urgency the consumer feels to reduce the tension.This degree of arousal is:

A) motivation.
B) discomfort.
C) cognitive awareness.
D) drive.

Question 16

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

A) valence
B) utility
C) ranking
D) voltage

Question 17

When Toyota developed the Prius,it focused on offering customers all of the positive benefits of their current models such as reliability and a good price,but it also was able to reduce consumer concerns about negative impacts on the environment.In other words,the marketing managers were able to resolve a ________________ conflict.

A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian

Question 18

Xavier developed a headache because he had skipped breakfast,but it went away after he ate lunch.He had reached a state of:

A) biogenesis.
B) psychogenics.
C) equilibrium.
D) homeostasis.

Question 19

People acquire certain needs in the process of becoming a member of a culture: needs for status,power,affiliation,and so on.These needs which reflect the priorities of a culture are called:

A) a priori needs.
B) psychogenic needs.
C) pre-learned needs.
D) actualization needs.

Question 20

Jasmine bought a new Linda Lundstrom coat for both style and warmth.Based on this information,which of the following statements is correct?

A) By purchasing the coat, Jasmine was only satisfying her utilitarian needs.
B) By purchasing the coat, Jasmine was only satisfying her hedonic needs.
C) By purchasing the coat, Jasmine was satisfying her utilitarian and hedonic needs.
D) By purchasing the coat, Jasmine was not satisfying any needs because people cannot satisfy needs, only wants.

Question 21

Research on goal attainment has found that consumers who felt they were closer to attaining their weight loss goal were:

A) under cognitive load.
B) more motivated to achieve their goal.
C) more likely to achieve other unrelated goals too.
D) subsequently more likely to choose a chocolate bar over an apple.

Question 22

The type of information processing that will occur depends upon the consumers' level of involvement.Which type of information processing are consumers using when they make extensive comparisons of product claims with their existing knowledge,weighing the alternatives?

A) simple processing
B) casual processing
C) elaboration
D) intersubjectivism

Question 23

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?

A) self-depreciation
B) superiority
C) achievement
D) change

Question 24

Maslow's theory basically states:

A) people can jump levels in the hierarchy to reach the highest level.
B) satisfaction motivates behaviour.
C) dissatisfaction motivates behaviour.
D) lower level needs, once satisfied, remain satisfied.

Question 25

Ling's hierarchy of needs is different from those of his western friends since he values the welfare of the group as more important than:

A) esteem needs.
B) self-actualization needs.
C) safety needs.
D) physiological needs.

Question 26

Research examining consumer goal attainment shows that:

A) all goals are conscious.
B) the Apple brand can activate hedonic goals.
C) the mere presence of a healthy option on a menu can vicariously fulfill nutrition related goals.
D) goals that don't set a time frame are usually more effective.

Question 27

When consumers are intent on doing what they can to satisfy a need,they are inclined to pay attention and process any information they feel is relevant to achieving their goals.This state is termed:

A) involvement.
B) motivation.
C) attribution.
D) participation.

Question 28

An Allstate Insurance ad that says "You're in good hands with Allstate" appeals to which level in Maslow's Hierarchy?

A) ego needs
B) safety needs
C) self-actualization needs
D) belongingness needs

Question 29

When Carlos considers automobile purchases,he almost always ends up choosing high horsepower "muscle" cars.This is most likely linked to a/an:

A) avoidance need
B) preliminary need
C) need for acceptance
D) need for power

Question 30

Certain clubs have limited membership and long waiting lists,and convey status.Membership in such clubs can satisfy which needs?

A) self-actualization
B) ego
C) belongingness
D) safety

Question 31

Cachet perfume has used the advertising copy theme of "as individual as you are," which appeals to a consumer's need to assert one's individual identity,a need termed:

A) the need for self-actualization
B) the need for advancement
C) the need for uniqueness
D) the need for leadership

Question 32

In terms of SMART goal setting,"S" stands for:

A) Simple.
B) Specific.
C) Sensitive.
D) Successive.

Question 33

Juan,a high school student in Montreal,likes McDonald's so much that he had a special pin made for him that says "I like McDonald's better than anyone." He is seen wearing this pin constantly.This is an example of:

A) extremism.
B) unhealthy attachment.
C) physiological needs.
D) consumer involvement.

Question 34

Given the definition of the term "involvement," which of the following would be least likely to modify the consumer involvement a person may feel for a product?

A) the price of the product
B) the social risk of using the product
C) the basic needs of the consumer
D) the recommendations made by a reference source like Consumer Reports

Question 35

In terms of SMART goal setting,"M" stands for:

A) Metrics.
B) Monitored.
C) Measurable.
D) Managed.

Question 36

Which of the following is NOT one of the levels of Maslow's hierarchy of needs:

A) safety
B) self-actualization
C) materialism
D) self-esteem

Question 37

In terms of SMART goal setting,"T" stands for:

A) Time-bound.
B) Total.
C) Targeted.
D) Temperate.

Question 38

The female manager chose dark tailored suits over soft feminine outfits.This suggested she had a:

A) high need for affiliation
B) high need for power
C) high need for achievement
D) high need for success

Question 39

When a consumer becomes so involved with a product that he or she loses track of time,he or she has entered into what is known as a ________ state.

A) flow
B) social
C) drive
D) need

Question 40

Harry tremendously enjoys his Saturday nights "hanging out with the guys" at the Drop In Tavern.He is showing which of the following needs?

A) the need for uniqueness
B) the need for affiliation
C) the need for power
D) the need for hierarchy

Question 41

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:

A) inertia.
B) willed disinterest.
C) resistance.
D) ignorance.

Question 42

Research on happiness throughout the lifespan suggests that:

A) younger people are more likely to associate happiness with excitement.
B) younger people are more likely to focus on the importance of material goods in bringing happiness.
C) younger people prefer hedonic purchases.
D) older people are more likely to focus on the importance of experiential products in bringing happiness.

Question 43

If we achieve a "flow state" in regards to our company website,the visitor:

A) wants to buy immediately.
B) wants to exit immediately.
C) loses all track of time.
D) does not feel in control.

Question 44

Which of the following is not a "person" factor for creating involvement with an advertisement?

A) interest
B) importance
C) needs
D) occasion

Question 45

When Hilary bought a new set of dishes for everyday use,she acted differently from the time when she bought a set for her favourite nephew's wedding gift.This is an example of:

A) product involvement.
B) message-response involvement.
C) purchase situation involvement.
D) simulated involvement.

Question 46

Research on linguistic structure suggests that consumers would prefer:

A) completely made up brand names like Encana.
B) brand names with sound repetition like Tutti Fruiti.
C) brand names starting with an uncommon letter such as Xerox.
D) brand names that are acronyms such as IBM.

Question 47

Ray's house needed a new roof.When he read the homebuilder's magazine,he was able to pause and reflect on what he read on each page.This is an example of:

A) simulated involvement.
B) message-response involvement.
C) product involvement.
D) motivated involvement.

Question 48

___________ is a mental state of well-being characterized by positive emotions.

A) Guilt
B) Happiness
C) Embarrassment
D) Anger

Question 49

Emotions are:

A) valenced reactions to events and objects that are not accompanied by high levels of arousal.
B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.
C) related to a specific triggering event.
D) valenced reactions to events and objects that are accompanied by high levels of arousal

Question 50

The term mood congruency refers to the fact that:

A) judgments are often consistent with our mood states
B) recall is more accurate when the same mood state is experienced at retrieval as at encoding.
C) we prefer products that are congruent with other products that we already own.
D) we prefer advertisements that are the same valence as the show we are watching.

Question 51

Which of the following is not a possible result of an individual's involvement with a purchase decision?

A) choosing which decision rule to use for selecting between alternatives
B) perceived differences in product attributes
C) high influence of price on brand choice
D) low amount of information search

Question 52

A technique called _________ scours the social media universe to collect and analyze the words people use when they describe a specific product or company.

A) data scouring
B) sentiment analysis
C) mood monitoring
D) valenced reporting

Question 53

Moods are:

A) valenced reactions to events and objects that are not accompanied by high levels of arousal.
B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.
C) related to a specific triggering event.
D) valenced reactions to events and objects that are accompanied by high levels of arousal

Question 54

An anti-smoking advertisement states that smoking can cause second-hand smoking to children and shows a picture of two children with innocent expressions on their faces.What emotion is this ad trying to convey to the audience?

A) Guilt
B) Happiness
C) Embarrassment
D) Anger

Question 55

What do we call the type of involvement which relates to a consumer's level of interest in making a specific purchase:

A) simulated involvement.
B) message-response involvement.
C) product involvement.
D) motivated involvement.

Question 56

Research on happiness suggests that:

A) material goods are the secret to happiness.
B) people report decreased levels of happiness when they spend money on others, as opposed to on themselves.
C) encouraging people to think about time (as opposed to money) motivates them to spend more time with family and friends.
D) encouraging people to think about money (as opposed to time) induces people to socialize less more.

Question 57

Evaluations are:

A) valenced reactions to events and objects that are not accompanied by high levels of arousal.
B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.
C) relate to a specific triggering event.
D) valenced reactions to events and objects that are accompanied by high levels of arousal

Question 58

Research on material versus experiential purchases suggests that:

A) material goods are the secret to happiness.
B) experiential products make consumers happier than do material products.
C) material goods are more meaningful to one's identity than are experiential products.
D) material products are more open to interpretation than are experiential products.

Question 59

When Lululemon monitors consumers' emotional reactions to its products on Twitter it is engaging in:

A) data scouring.
B) a sentiment analysis.
C) mood monitoring
D) valenced reporting

Question 60

Which of the following is an example of marketers using positive affect to highlight product benefits?

A) Samsung showcasing the functional benefits of their new phone and the fact their rivals, the iPhone does not have these features
B) a political campaign advertisement that conveys the opposing candidate in negative light
C) gambling ads showing the possible negative outcomes of excessive gambling
D) An ad for Viagra depicts a happy user of its products, who is walking to the beat of uplifting music.

Question 61

Those people who strongly value personal accomplishment are said to have a need for power.

Question 62

An ad for a credit card shows a man and a woman going out on a date.While on the date,the man uses a rival credit card to pay the bill and his card is rejected.The woman ends up paying for the bill and the man is smiling awkwardly.What type of emotion is this commercial conveying?

A) Anger
B) Embarrassment
C) Happiness
D) Guilt

Question 63

The majority of people do eventually move on to the top level of self-actualization needs.

Question 64

A Coca-Cola ad uses a cute polar bear and pleasing Christmas music to advertise its products during Christmas season.What type of emotion is this commercial trying to convey?

A) Guilt
B) Happiness
C) Sadness
D) Embarrassment

Question 65

Yuri purchased a bike to cycle to work.He was satisfying his utilitarian needs.

Question 66

Biogenic needs are most associated with drive theories,while psychogenic needs are most associated with expectancy theories.

Question 67

The valence of a goal is negative,but not positive,when a person experiences an approach-avoidance conflict.

Question 68

_________ envy occurs when the consumer believes that the superior other does not deserve the status.

A) Malignant
B) Benign
C) Comparative
D) Malicious

Question 69

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:

A) Jealousy
B) Embarrassment
C) Anger
D) Envy

Question 70

The theory of cognitive dissonance is based upon the premise that individuals crave variety in their actions and their values.

Question 71

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?

A) Anger
B) Embarrassment
C) Happiness
D) Envy

Question 72

The anticipation of achieving desirable outcomes "drives" us and is the major tenet of drive theory.

Question 73

A commercial for Childrens' Christian Fund shows a series of images of very thin and hungry-looking children from Africa.What emotion is this ad trying to induce on the part of the audience?

A) Guilt
B) Happiness
C) Embarrassment
D) Anger

Question 74

Maslow's hierarchy of needs has flexibility in that higher levels can be attained before lower levels.

Question 75

Consumers may seek products that emphasize objective tangible attributes to satisfy certain utilitarian needs.

Question 76

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.

Question 77

A drive is the same thing as a goal.

Question 78

Affiliation needs can be satisfied at athletic venues such as hockey arenas.

Question 79

The ability of some people to delay a need gratification-or even increase a drive-is unexplained by drive theory.

Question 80

_________ is a negative emotion that is associated with the desire to reduce the gap between oneself and someone who is superior on some dimension.

A) Guilt
B) Jealousy
C) Anger
D) Envy