Question 1

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 ________.

Accepted Answer

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

Question 2

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.

Accepted Answer

a. Appeal to consumers' hedonic needs (e.g., ads using sensory appeals generate higher levels of attention).
b. Use novel stimuli in a commercial, such as unusual cinematography, sudden silences, or unexpected movements.
c. Use prominent stimuli, such as loud music and fast action, to capture attention in commercials. In print formats, larger ads increase attention. Also, viewers took longer at full-color pictures than at black-and-white.
d. Include celebrity endorsers in commercials to generate higher interest.
e. Develop a bond (i.e., brand loyalty) by maintaining an ongoing relationship with consumers.

Question 3

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

Accepted Answer

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

Question 4

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) ________.

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

Explain the concept of involvement and its relationship to motivation.

Accepted Answer

The answer of Explain the concept of involvement and its...

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

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?

Accepted Answer

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

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

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

Question 11

Personal and social factors combine to create wants.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

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 ________.

Accepted Answer

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

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 17

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

Accepted Answer

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

Question 18

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?

Accepted Answer

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

Question 19

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?

Accepted Answer

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 20

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

Accepted Answer

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

Exam 5: Motivation and Affect

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 ________.

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

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) ________.

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

Explain the concept of involvement and its relationship to motivation.

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.

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?

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.

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

Personal and social factors combine to create wants.

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

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

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

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

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

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 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?

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