Deck 5: Motivation and Emotion: Driving Consumer Behavior

Question 1

Product involvement represents the temporary involvement associated with some imminent purchase situation.

Answer 1

False
Product involvement means that some product category has personal relevance.Situational involvement represents the temporary involvement associated with some imminent purchase situation.

Question 2

The behaviors that result from the self-improvement motivation are aimed at maintaining the current state of existence rather than changing one's current state to a level that is more ideal.

Answer 2

False
The behaviors that result from the self-improvement motivation are aimed at changing one's current state to a level that is more ideal-not simply maintaining the current state of existence.

Question 3

Situational involvement is associated with hedonic value because consuming a product for which a consumer has high enduring involvement is personally gratifying.

Answer 3

False
Enduring involvement is associated with hedonic value because consuming a product for which a consumer has high enduring involvement is personally gratifying.

Question 4

Hedonic motivation is a drive to acquire products that consumers can use to accomplish things.

Question 5

According to Maslow's theory,consumers first seek value by satisfying the most basic needs.

Question 6

Consumers with very high involvement in some product category are called market mavens.

Question 7

A consumer needs some degree of involvement to have an ability to evaluate multiple brands effectively.

Question 8

Consumer wants are a function of the need driven by homeostasis.

Question 9

Situational involvement often comes about when consumers are shopping for something that they have little interest in but that comes with a relatively high price.

Question 10

Utilitarian motivation involves a drive to experience something personally gratifying.

Question 11

Going to a new,trendy restaurant is most likely driven by hedonic motivations.

Question 12

Hal is a computer enthusiast and knows a lot about desktops and laptops.He even fixes hardware and software problems for his friends.It can be said that Hal exhibits situational involvement with computers.

Question 13

From a utilitarian value perspective,highly involved shoppers are less likely to react to price reductions as they are too involved in their lives to notice such things.

Question 14

Enduring involvement is not temporary but rather represents a continuing interest in some product or activity.

Question 15

Regulatory focus theory puts forward the notion that consumers orient their behavior either through a hedonic focus or a utilitarian focus.

Question 16

Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant,normal bloodstream.

Question 17

When a consumer is highly involved,there is a lesser chance that relatively high value can be achieved,as long as things go as expected.

Question 18

Consumer needs start the consumption process because they kick-start or "motivate" subsequent thoughts,feelings,and behavior.

Question 19

Drinking soft drinks because one really likes the taste is driven by hedonic motivations.

Question 20

The most basic needs are addressed with hedonic value,and as needs become more elaborate,utilitarian value is often needed to satiate the need state.

Question 21

Emotions create visceral responses,meaning that certain feeling states are tied to behavior in a very direct way.

Question 22

Things that lower a consumer's mood make them less likely to trust market information.

Question 23

PANAS measures of emotions include physiological responses such as sweating,heart rate,and brain imaging which can document activity in areas of the brain.

Question 24

Emotional involvement drives one to consume generally through relatively strong utilitarian motivations.

Question 25

Consumers in bad moods tend to make decisions faster and to outspend their good-mood counterparts.

Question 26

Research shows that consumers who are in bad moods can be more likely to be generous to others.

Question 27

Autonomic measures of assessing emotional activity require a volitional response from the consumer.

Question 28

The consumer with relatively high emotional expressiveness is likely to react in some way to outcomes that are unexpected.

Question 29

Emotional involvement increases when the consumer receives something extra with products purchased.

Question 30

Mood-congruent judgments are evaluations in which the value of a target is judged in a way that is consistent with one's mood.

Question 31

Consumers with low emotional intelligence (EI)are better able to manage their own emotions and exhibit self-control.

Question 32

Consumers seem to be most receptive to an employee with a matching mood rather than to an employee who always has a positive mood.

Question 33

Personality characteristics can affect the way consumers respond or demonstrate their emotions.

Question 34

Self-report measures are less obtrusive than biological measures because they don't involve physical contraptions.

Question 35

Jamie found the new book he bought interesting and was so lost in reading it that he forgot to have his dinner.Jamie has achieved a state of flow with the book.

Question 36

One advantage of using autonomic measures to assess emotions is that they are less intrusive as compared to self-report measures because they don't involve physical contraptions.

Question 37

Emotions are considered psychobiological because they involve both psychological processing and physical responses.

Question 38

Autonomic measures automatically record visceral reactions or neurological brain activity.

Question 39

According to the PAD approach,when consumers feel greater control,situational influences play a greater role in shaping their behavior.

Question 40

Every PANAS item represents a good feeling.

Question 41

Susan,a single-parent,is very close to her friends and relatives and she feels the need to be connected with them.She visits her grandparents every week,as doing so makes her feel as a part of the extended family.According to Maslow's hierarchy of needs,Susan is most concerned with:

A) the need for self-actualization.
B) the need for self-esteem.
C) physiological need.
D) the need for safety and security.
E) the need for belongingness and love.

Question 42

Consumers who perceive other consumers or employees surrounding them as either happy or sad may experience a corresponding change in actual happiness or sadness themselves.

Question 43

When a nostalgic ad evokes or recaptures a childhood mood,consumers become lost in their memories and are distracted,so they become less willing to indulge in any kind of purchasing activity.

Question 44

Many people lost their homes and everything they owned during hurricane Katrina.While they realized the need for shelter,they also realized that they didn't have any food or water.These were the needs that required to be addressed immediately.According to Maslow's hierarchy of needs,which needs were these people most concerned about?

A) Self-actualization needs
B) Esteem needs
C) The need for belongingness and love
D) Physiological needs
E) The need for achievement

Question 45

Consumers experiencing negative self-conscious emotions have illusions of their actual needs resulting in misidentification of needs.

Question 46

Nostalgia is characterized by a yearning for the past motivated by the belief that previous times were somehow more pleasant.

Question 47

Marketing communications that present product information in a way that evokes mild levels of emotions will tend to be less effective in producing recall than communications that are affectively neutral.

Question 48

Clever ads work best for common consumer products,whereas comedic ads are usually more appropriate for higher-end,luxury,or high-involvement products.

Question 49

Aesthetic labor deals specifically with employees who most carefully manage their own personal appearance as a requisite to performing their job well,and fitting what managers see as the stereotype for their particular company's service.

Question 50

The fact that the body naturally reacts in a way so as to maintain a constant,normal bloodstream is known as _____.

A) homeorhesis
B) osmosis
C) necrosis
D) apoptosis
E) homeostasis

Question 51

Jennifer wants to buy Shine,a hand dishwashing brand that positions itself as a product that can help you avoid "grease and embarrassment" in front of guests.In buying Shine,Jennifer is adopting a(n)_____ focus.

A) promotion
B) prevention
C) fixation
D) accommodation
E) assimilation

Question 52

Which of the following orients consumers toward avoiding negative consequences?

A) Promotion focus
B) Prevention focus
C) Improvement focus
D) Hedonic focus
E) Assimilation focus

Question 53

When Janice went for a holiday in the Sahara,she made it a point to drink lots of water to keep herself hydrated.Which of the following types of motivations drove Janice to avoid dehydration?

A) Homeostasis
B) Apoptosis
C) Homeorhesis
D) Necrosis
E) Osmosis

Question 54

Which of the following orients consumers toward the pursuit of their aspirations or ideals?

A) Homeostatic focus
B) Assimilation focus
C) Utilitarian focus
D) Promotion focus
E) Prevention focus

Question 55

Consumers are more likely to recall autobiographical memories characterized by specific moods when the same mood occurs again in the future.

Question 56

Research shows that through a type of emotional contagion process,a product's value can actually decrease after a consumer sees the product handled by an attractive member of the opposite sex.

Question 57

Which of the following types of motivations promotes behaviors that are aimed at changing one's current state to a level that is more ideal-not simply maintaining the current state of existence?

A) Preventive motivation
B) Homeostatic motivation
C) Self-improvement motivation
D) Utilitarian motivation
E) Fixative motivation

Question 58

Ed had been long thinking of exchanging his old car for a new convertible and so he recently bought himself a Volvo C70.Ed's purchasing activity is most likely driven by _____.

A) preventive motivation
B) physiological motivation
C) homeorhesis
D) homeostasis
E) self-improvement motivation

Question 59

Jennifer wants to buy crockery for her house from Crystals,a brand that positions itself as "the ultimate choice in dining with royalty." In buying from Crystals,Jennifer is adopting a(n)_____ focus.

A) promotion
B) prevention
C) fixation
D) accommodation
E) assimilation

Question 60

In a marketing context,salespeople with high emotional intelligence are more effective in closing sales with consumers than are salespeople with low emotional intelligence.

Question 61

Harry spends his weekends visiting automobile stores and going for test drives.This gives him a high,though he admits that he is not necessarily looking for a specific car.Which of the following is most likely to account for Harry's weekend behavior?

A) Physiological motivation
B) Preventive motivation
C) Hedonic motivation
D) Homeostatic motivation
E) Utilitarian motivation

Question 62

Susan has an extensive collection of dolls from all over the world.She has had an interest in them for as long as she can remember.Susan finds it personally gratifying whenever she acquires a new one for her collection.Which of the following types of involvement is exemplified by Susan's involvement with dolls?

A) Enduring involvement
B) Contextual involvement
C) Monetary involvement
D) Momentary involvement
E) Situational involvement

Question 63

Anne is extremely thrifty with her household expenses.Before buying anything,she makes sure that she is well-informed about all the best deals.This way Anne ensures that she gets more value from any purchasing activity.Which of the following types of consumer involvement is exemplified by Anne?

A) Shopping involvement
B) Momentary involvement
C) Associative involvement
D) Emotional involvement
E) Situational involvement

Question 64

Monica,a 25-year-old software engineer,works in a company as a business analyst.She saves 20 percent of her salary every month and invests it in a pension plan.According to her,this saving is important because it will help her live a comfortable life after retirement.According to Maslow's hierarchy of needs,Monica is most concerned with:

A) the need for self-esteem.
B) physiological need.
C) the need for safety and security.
D) the need for self-actualization.
E) the need for belongingness and love.

Question 65

Since _____ motivation helps a consumer maintain his or her state,it works much like homeostasis.

A) hedonic
B) utilitarian
C) promotional
D) self-improvement
E) end-state

Question 66

According to Maslow's hierarchy of needs,which of the following represents the need to be recognized as a person of worth?

A) Esteem needs
B) Physiological needs
C) Self-actualization needs
D) The need for safety and security
E) The need for belongingness and love

Question 67

_____ motivation involves a drive to experience something personally gratifying.

A) Utilitarian
B) Preventive
C) Homeostatic
D) Physiological
E) Hedonic

Question 68

Consumers with very high involvement in some product category are referred to as _____.

A) product enthusiasts
B) market mavens
C) product endorsers
D) product moderators
E) market movers

Question 69

A drive to acquire products that consumers can use to accomplish things is known as _____ motivation.

A) utilitarian
B) preventive
C) self-improvement
D) promotional
E) accommodative

Question 70

Which of the following types of cognitive appraisals focuses on the future and elicits emotions like hopefulness or anxiety?

A) Outcomes appraisal
B) Equity appraisal
C) Anticipation appraisal
D) Agency appraisal
E) Retrospection appraisal

Question 71

Which of the following types of variable changes the nature of a relationship between two other variables?

A) Independent variable
B) Dependent variable
C) Interactive variable
D) Moderating variable
E) Intervening variable

Question 72

Jason is buying a new car.He does not really know much about automobiles and does not care to know much about them.However,due to the high price of the car,he gets involved in the shopping process by visiting show rooms,searching the Internet,and looking at other sources of information.Which type of involvement does this represent?

A) Enduring involvement
B) Unemotional involvement
C) Associative involvement
D) Situational involvement
E) Moderate involvement

Question 73

Which of the following types of cognitive appraisals considers how fair some event is and can evoke emotions like warmth or anger?

A) Anticipation appraisal
B) Agency appraisal
C) Equity appraisal
D) Outcomes appraisal
E) Introspective appraisal

Question 74

James likes learning about latest technologies and he is especially interested in smartphones.He finds it gratifying to learn more about new models in the market and changes his phone every few months.Which of the following is exemplified by James' involvement with phones?

A) Product involvement
B) Situational involvement
C) Monetary involvement
D) Momentary involvement
E) Contextual involvement

Question 75

Henry considers himself a cheese connoisseur and subscribes to the Cheese Connoisseur magazine.He spends his weekends buying and trying out different kinds of cheese.Henry would be best described as a(n)_____.

A) whistle-blower
B) spokesperson
C) product enthusiast
D) idea champion
E) boundary spanner

Question 76

According to which of the following theories specific types of thoughts can serve as a basis for specific emotions?

A) Cognitive appraisal theory
B) Regulatory focus theory
C) Goal-setting theory
D) The social learning theory
E) The cognitive-affective theory

Question 77

Many upper-class Americans devote time and effort to ensure a sense of satisfaction and completion by doing things such as taking language classes,traveling,or volunteering at a local charity.According to Maslow's hierarchy of needs,which of the following needs is addressed by this example?

A) Physiological need
B) Self-actualization need
C) The need for belongingness and love
D) The need for safety and security
E) Esteem need

Question 78

Which of the following types of customer involvement represents a continuing interest in some product or activity?

A) Enduring involvement
B) Contextual involvement
C) Situational involvement
D) Shopping involvement
E) Monetary involvement

Question 79

As consumers get older,the value they receive from certain consumption activities often changes.For example,some older consumers do not have as much fun attending sporting events as they did when they were younger.In this case,consumers' age is an example of a _____ variable.

A) constant
B) dependent
C) moderating
D) situational
E) intervening

Question 80

Sara is waiting for the results of a job interview she appeared for.She is anxious to know about the outcome and hopes that she will be selected for the job.This is an example of _____ appraisal.

A) anticipation
B) situational
C) agency
D) equity
E) retrospective