Deck 3: Consumer needs and motivation

Question 1

Ben's decision to purchase an expensive Mercedes model to reflect his success is driven by:

A) his ego.
B) his generic goal.
C) a successful advertising campaign by Mercedes.
D) his self-image.

Answer 1

his self-image.

Question 2

Concerning the consumer as an individual, which of the following four statements is false?

A) Consumers seek different pleasures and thus spend their money differently.
B) Human needs are the basis of all modern marketing.
C) Marketers do not create needs.
D) A firm's success is dependent on satisfying previously satisfied needs.

Answer 2

A firm's success is dependent on satisfying previously satisfied needs.

Question 3

A brand of gym and fitness equipment may advertise the general benefit of health and fitness from exercising. This approach would be concerned with a:

A) accessibility goal.
B) generic goal.
C) product-specific goal.
D) fitness goal.

Answer 3

generic goal.

Question 4

An office worker is hungry and goes to his local café to buy a sandwich to eat. This person's action was driven by a(n):

A) product-specific need.
B) acquired need.
C) secondary need.
D) innate need.

Question 5

Wishing to join the same sports club your parents belonged to, wanting branded mineral water and wanting a house suitable for entertaining people, are all examples of what kind of needs?

A) Innate needs.
B) Acquired needs.
C) Physical needs.
D) Well-developed country needs.

Question 6

All of Lisa's friends have purchased handbags by a new popular brand. The anxiety that motivates her to buy a handbag by the same brand would best be described as:

A) cognitive processes.
B) tension.
C) goal fulfilment.
D) angst.

Question 7

______ needs are needs that we learn in response to our culture or environment. They may include the need for self-esteem, prestige, affection, power or learning.

A) Psychological
B) Innate
C) Environmental
D) Acquired

Question 8

The driving force within individuals that impels them to action is:

A) motivation.
B) drive.
C) behaviour.
D) learning.

Question 9

Which of the following statements regarding consumer motivation and needs is false?

A) The specific goals consumers elect and the patterns of action they undertake to achieve their goals are the result of individual thinking and learning.
B) Marketers who understand motivational theory attempt to influence consumers' physical behaviours.
C) Consumers reduce tension from the unfulfilled need or want through behaviour that they anticipate will fulfil their needs and thus relieve them of the stress they feel.
D) The drive that consumers have to fulfil their need comes both consciously and subconsciously.

Question 10

Which of the following statements regarding goals is false?

A) Needs and goals are independent of one another.
B) One's self-image can impact his/her goals.
C) Goals must be physically accessible.
D) Goals can be based on specific brands of products.

Question 11

The key to a company's survival, profitability and growth in a highly competitive marketplace is:

A) to continue to increase quality and forgo profits.
B) to continue to identify and satisfy unfulfilled consumer needs better and sooner than the competition.
C) to sell what it's good at making.
D) to convince consumers that they should buy more products.

Question 12

The greatest benefit of operating by the marketing concept is marketers:

A) will understand that diversity exists.
B) will find a ready market for their products.
C) can determine the best way to create needs.
D) may be able to identify previously filled needs.

Question 13

Another term for biological needs is _____ needs.

A) innate
B) acquired
C) secondary
D) psychogenic

Question 14

When a marketer defines their market in terms of the needs they presume to satisfy, rather than in terms of the products they sell, this is known as the:

A) selling concept.
B) marketing concept.
C) product concept.
D) production concept.

Question 15

The needs for food, water and shelter are:

A) acquired needs.
B) innate needs.
C) secondary needs.
D) product-specific needs.

Question 16

If a person tells her colleagues she wants to go on a holiday, without specifying where to, she is stating a _____ goal.

A) product-specific
B) generic
C) stable
D) achievement

Question 17

Our perception of ourselves also serves to influence the specific goals we select. The products we own, would like to own or would not like to own are often perceived in terms of how closely they reflect (are congruent with) our:

A) opinions.
B) level of tension and drive.
C) self-image.
D) ego.

Question 18

______ is/are the basis of all modern marketing.

A) Profit growth
B) Human needs
C) Technology
D) Psychology

Question 19

When a particular need is satisfied by a single brand of shirt, that goal is a:

A) generic goal.
B) accessibility goal.
C) physical capacity goal.
D) product-specific goal.

Question 20

Which of the following is not a way in which needs are generally classified?

A) Physiological.
B) Innate.
C) Generic.
D) Primary.

Question 21

In a marketing context, _______ imply that consumers select goals according to personal or subjective criteria like pride, fear, affection or status.

A) rational motives
B) emotional motives
C) innate needs
D) substitute goals

Question 22

Positive goals are also referred to as:

A) avoidance objects.
B) approach objects.
C) defence mechanisms.
D) prepotent needs.

Question 23

A _____ goal is one from which behaviour is directed away, and thus is sometimes referred to as an avoidance object.

A) specific
B) generic
C) negative
D) anti-social

Question 24

When people become motivationally aroused by a threat to, or elimination of a behavioural freedom, such as freedom of product choice, this motivational state is called a(n):

A) avoidance state.
B) psychological reactance.
C) defence mechanism.
D) positive motivation mode.

Question 25

A _____ goal is one towards which behaviour is directed, and thus is often referred to as an approach object.

A) positive
B) generic
C) personal
D) individual

Question 26

As individuals attain their goals, they develop new ones. If they do not, they continue to strive for old goals or they develop:

A) mental issues.
B) substitute goals.
C) aspirational goals.
D) avoidance goals.

Question 27

The goals selected by individuals depend on all the following except:

A) personal experience.
B) one's physical capacity.
C) cultural norms.
D) other people with the same goal.

Question 28

Jack becomes the CEO of a company but then desires to be the CEO of a larger company. This is an example:

A) that existing needs are never completely satisfied.
B) that as needs become satisfied, new higher-order needs emerge.
C) of an individual who is clearly a positivist.
D) that most people are experientialists.

Question 29

Those who reach their goals set higher goals. Those who do not reach their goals:

A) lower their level of aspiration.
B) will set substitute goals.
C) reach a frustration level.
D) all the above.

Question 30

A woman who cannot afford an Omega watch may convince herself that a Swatch watch has an image she clearly prefers. This is an example of:

A) failure.
B) change in taste.
C) frustration.
D) substitute goal.

Question 31

Which of the following is not a reason why needs and goals constantly change?

A) The individual's physical condition changes.
B) The environment remains stable.
C) Interaction with others can cause change.
D) One's experiences can cause change.

Question 32

All of the following are examples of negative motivation except:

A) a person avoiding motorcycles as a mode of transportation to avoid injury.
B) a person using skin care and beauty products to look good and have healthy skin.
C) a person refraining from eating real butter in order to consumer less fat.
D) a person exercising at a gym to avoid getting overweight and fat.

Question 33

A man who has largely satisfied his basic physiological needs of food, housing etc, may turn his efforts to achieving acceptance among his new neighbours by joining their sporting clubs and supporting their community activities. Once he achieves acceptance he may seek recognition by giving a lavish party or building a larger house. This example best relates to which of the following statements concerning motivation?

A) Many needs are never fully satisfied.
B) As needs become satisfied, newer and higher-order needs emerge.
C) As needs become satisfied, all tension that impels one to act ceases.
D) Community needs are a natural motivator and impel all people to act.

Question 34

Which of the following statements is most true?

A) People are as aware of their needs as they are of their goals.
B) People are not as aware of their needs as they are of their goals.
C) People are not as aware of their goals as they are of their needs.
D) None of the above.

Question 35

When an individual cannot achieve a goal and establishes an alternative goal, this alternative is considered a:

A) substitute goal.
B) failure.
C) frustration.
D) disaster.

Question 36

Julie rushed out to buy a jumper of her favourite AFL team. Julie's motive would most likely be classified as:

A) emotional.
B) rational.
C) being based on the 'reasonable man' theory.
D) psychological reactance.

Question 37

______ assume that consumers behave by carefully considering all the alternatives and choosing those that give them the greatest utility.

A) Emotional motives
B) Rational motives
C) Innate needs
D) Substitute goals

Question 38

From the marketing perspective, consumers' purchase decisions based totally on objective criteria is called:

A) non-rational motivation.
B) the economic model of decision making.
C) subjective buying.
D) rationality.

Question 39

Negative goals are also referred to as:

A) prepotent needs.
B) defence mechanisms.
C) avoidance objects.
D) personal goals.

Question 40

Needs and goals are:

A) independent.
B) interdependent.
C) interactive.
D) autonomous.

Question 41

An individual who fails to achieve a desired goal, but who quickly works through it and sets a substitute goal, would be regarded as:

A) adaptive.
B) aggressive.
C) frustrated.
D) regressive.

Question 42

Thinking that is dominated by needs and emotions with little relationship to reality is known as:

A) projection.
B) regression.
C) daydreaming.
D) withdrawal.

Question 43

When a young woman yearns to purchase a leather coat but cannot afford to do so and then convinces herself that wearing animal-skin is a barbaric practice after which she settles for a different cloth, this is an example of a:

A) defence mechanism.
B) product-specific goal.
C) primary need.
D) prepotent need.

Question 44

The feeling of 'If I can't have it, then no one can have it' best represents the defence mechanism of:

A) aggression.
B) withdrawal.
C) rationalisation.
D) regression.

Question 45

Tom always wanted to become a race car driver but never had the money to pursue his dream. Tom still dreams of winning the Bathurst 1000. He is using the defence mechanism of:

A) escapism.
B) regression.
C) daydreaming.
D) withdrawal.

Question 46

A car company advertises to young males by portraying attractive couples riding around in the car. Implying that the car attracts attractive young females, the advertisement is using the defence mechanism of ______ to attract its target market.

A) projection
B) identification
C) rationalisation
D) withdrawal

Question 47

A young female university student with an average income who dreams of a luxurious life spends a day with some friends at a luxurious day spa for a special occasion. She is displaying the defence mechanism of:

A) repression.
B) projection.
C) identification.
D) escapism.

Question 48

Individuals who have attempted to attain a higher status in the company they work for but have failed to so and then go on to redirecting their energy to new and different activities, or even quit their position, are using:

A) aggression.
B) rationalisation.
C) regression.
D) withdrawal.

Question 49

A Year 12 student who was not accepted into law may try business instead. If that fails they might try bookkeeping instead. This example most closely relates to which of the following facts about motivations and goals?

A) People who do not achieve their goals become frustrated and give up.
B) People who do not achieve their goals lower their aspirations.
C) People who do not achieve their goals take on defence mechanisms to protect their self-images.
D) People who do not achieve their goals consider themselves a failure.

Question 50

A man who cannot afford a BMW may convince himself that a Mazda MX5 has an image he clearly prefers. This is an example of:

A) how a substitute goal assumes primary goal status.
B) how the man is concealing his goal and living a lie.
C) how the man is living in denial.
D) how frustration leads to belief.

Question 51

The effects of success and failure on goal selection have strategy implications for marketers. Goals should be reasonably attainable, and this means that ads should:

A) promise more than the product will deliver.
B) not promise more than the product will deliver.
C) always over promise.
D) directly state that the product will satisfy more than promised.

Question 52

A consumer's behaviour often fulfils more than one need. In fact, goals are usually selected because they fulfil several needs. However, there is one overriding need that initiates behaviour, and it is called the:

A) primary need.
B) prepotent need.
C) dominant need.
D) approach goal.

Question 53

A defence mechanism that an individual may employ is:

A) aggression.
B) rationalisation.
C) regression.
D) all of the above.

Question 54

When an individual fails to achieve an objective and redefines the situation to be more consistent with his/her self-image, then this person is:

A) using a substitute goal.
B) using a defence mechanism.
C) experiencing frustration.
D) raising his/her level of aspiration.

Question 55

When people react to frustrating situations with childish or immature behaviour, they are employing the defence mechanism of:

A) aggression.
B) withdrawal.
C) rationalisation.
D) regression.

Question 56

When an individual eradicates a need from his conscious awareness, he is demonstrating which defence mechanism?

A) Aggression.
B) Rationalisation.
C) Regression.
D) Repression.

Question 57

The feelings that can arise when a person cannot achieve a goal are:

A) aggression.
B) substitute goal.
C) frustration.
D) defence mechanism.

Question 58

When individuals do not attain their goals, they may:

A) select a substitute goal which then assumes primary-goal status.
B) select a substitute goal which then assumes secondary-goal status.
C) regard it as a personal failure.
D) adopt a defence mechanism to protect their egos.

Question 59

Ben is so frustrated that his boss does not pay him enough for him to afford a Mercedes Benz that he gets angry with his boss in the office and yells at him. Ben is using the defence mechanism of:

A) aggression.
B) withdrawal.
C) rationalisation.
D) regression.

Question 60

People often adopt ______ to protect their egos from feelings of failure when they do not attain their goals.

A) defensive needs
B) defence mechanisms
C) primary needs
D) projective mechanisms

Question 61

When random thoughts or personal achievement lead to an awareness of needs, the needs have been triggered by:

A) emotional arousal.
B) cognitive arousal.
C) physiological arousal.
D) environmental arousal.

Question 62

Stability, routine, familiarity and control over one's life and environment are all part of our _______ needs according to Maslow.

A) physiological
B) social
C) self-actualisation
D) none of the above

Question 63

An advertisement run during winter that portrays a family comfortably inside their home, eating warm food in front of a gas fire is using _______ arousal to stimulate a need.

A) emotional
B) environmental
C) cognitive
D) physiological

Question 64

To have order, stability, routine, familiarity and control over one's environment deals with Maslow's:

A) ego needs.
B) physiological needs.
C) self-actualisation.
D) safety and security needs.

Question 65

An individual leaves a major corporation so he can run his own business and have more freedom and control in his life. This deals with Maslow's:

A) ego needs.
B) physiological needs
C) self-actualisation.
D) social needs.

Question 66

In 1938, psychologist Henry Murray prepared a detailed list of 28 _______ needs that have served as the basic constructs for a number of widely used personality tests.

A) cognitive
B) physiological
C) emotional
D) psychogenic

Question 67

An individual who often employs the defence mechanism of daydreaming would most likely respond to:

A) emotional arousal.
B) cognitive arousal.
C) physiological arousal.
D) environmental arousal.

Question 68

Savings accounts, insurance policies and vocational training are all means by which individuals satisfy the need for:

A) self-actualisation.
B) self-esteem.
C) safety and security.
D) social needs.

Question 69

The need that serves as a triggering mechanism is called a(n):

A) sublimation need.
B) activation need.
C) aggressive need.
D) prepotent need.

Question 70

Many needs are dormant for much of the time. The arousal of a particular set of needs at a specific moment may be caused by internal stimuli found in:

A) the individual's physiological condition.
B) the individual's emotional or cognitive processes.
C) stimuli in the outside environment.
D) all of the above.

Question 71

Which of the following is not considered a physiological need according to Maslow?

A) Food.
B) Shelter.
C) Sex.
D) None of the above.

Question 72

A fast-food commercial on TV, the sight or smell of bakery goods, and the end of a school day are examples of ______ cues that arouse the 'need' for food.

A) cognitive
B) emotional
C) environmental
D) physiological

Question 73

Bodily needs at a specific moment in time are identified as:

A) physiological arousal.
B) environmental arousal.
C) cognitive arousal.
D) emotional arousal.

Question 74

Marketers are aware that consumers often satisfy more than one need with a particular product. The need that marketers should be most interested in identifying is the:

A) prepotent need.
B) activation need.
C) aggressive need.
D) sublimation need.

Question 75

Which of the following are not included in Maslow's hierarchy of needs?

A) Ego needs.
B) Physiological needs.
C) Safety and security needs.
D) All of the above are included.

Question 76

A man may decide to quit smoking in order to avoid lung cancer later in his life. In addition to this he also wants to get rid of a cough and please his wife who disapproves of his smoking. The initial need that caused him to motivate to quit is called the _______.

A) primary need.
B) main goal.
C) prepotent need.
D) health need.

Question 77

Which of the following statements is false with regard to Maslow's hierarchy of needs?

A) There is some overlap between each level of needs.
B) All levels of needs below the level that is currently dominant continue to serve as a motivator to some extent.
C) The highest level of needs is the self-fulfilment need.
D) When a need is completely and fully satisfied, one moves on to a higher need.

Question 78

Needs such as love, affection, belonging and acceptance deal with Maslow's:

A) social needs.
B) safety and security needs.
C) self-actualisation.
D) ego needs.

Question 79

Sandy is fed up with the uncertainty associated with whether or not a larger firm is going to buy out her employer, and if it does happen, whether or not she will have a job. Sandy's concerns deal with Maslow's:

A) ego needs.
B) safety and security needs.
C) self-actualisation.
D) social needs.

Question 80

Social welfare agencies, which find foster homes for children, attempt to ensure the children's _______ (as classified by Maslow) are met.

A) self-fulfilment needs
B) safety and security needs
C) social needs
D) ego needs