Deck 3: Consumer Motivation and Personality

Question 1

________ are the sought-after results of motivated behavior.

A) Motivations
B) Goals
C) Rewards
D) Behaviors
E) Targets

Answer 1

B

Question 2

When Procter & Gamble defines its business as "providing branded products and services of quality and value that improve the lives of the world's consumers," they are using a ________.

A) need-focused definition
B) product-oriented definition
C) motivation-oriented definition
D) personality-oriented definition
E) production-oriented definition

Answer 2

A

Question 3

The category of shopping motivations where consumers do not have an urgent-product need in mind, but go shopping for the personal enjoyment of shopping is known as ________.

A) recreational shopping
B) activity-specific shopping
C) fill-in shopping
D) demand-specific shopping
E) self-image shopping

Answer 3

A

Question 4

A negative goal is one from which behavior is directed away, and is often referred to as a(n) ________.

A) declining object
B) approach object
C) interactive object
D) autonomous object
E) avoidance object

Question 5

Aggression and rationalization are examples of ________ that people sometimes adopt to protect their egos from feelings of failure when they do not attain their goals.

A) fulfillment mechanisms
B) defense mechanisms
C) substitute goals
D) subjective criteria
E) secondary behaviors

Question 6

________ are sought outcomes to be achieved by using a given product or service.

A) General goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals

Question 7

A(n) ________ can take the place of a primary goal when an individual cannot attain a specific goal or type of goal that is expected to satisfy certain needs.

A) specific goal
B) biogenic goal
C) substitute goal
D) secondary goal
E) objective goal

Question 8

Jill gets good grades because her parents will punish her if she doesn't receive at least a 3.5 GPA. Julia gets good grades because she likes the sense of accomplishment she feels when she gets a straight-A report card. Jill's goal is referred to as a(n) ________, whereas Julia's goal is referred to as a(n) ________.

A) approach object; avoidance object
B) avoidance object; defensive object
C) positive object; negative object
D) avoidance object; approach object
E) physical object; psychological object

Question 9

Individuals who successfully achieve their goals usually set new and higher goals for themselves; that is, they raise their ________.

A) levels of self-awareness
B) social status
C) levels of aspiration
D) biogenic needs
E) motivational state

Question 10

Successful marketers define their markets in terms of ________.

A) the product the company has decided to produce
B) the lowest price for which a particular product can be manufactured
C) the needs they presume to satisfy
D) the ethnicity of their primary consumers
E) the geographic location of their primary consumers

Question 11

Failure to achieve a goal often results in feelings of ________.

A) achievement
B) aspiration
C) self-awareness
D) personal promotion
E) frustration

Question 12

________ are outcomes that consumers seek in order to fulfill their physiological and psychological needs.

A) Broad-spectrum goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals

Question 13

The driving force within individuals that impels them to action is known as ________.

A) a goal
B) tension
C) motivation
D) a need
E) personality

Question 14

An individual may redefine a frustrating situation by assigning blame for his or her own failures and inabilities on other objects or persons. This is known as ________.

A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression

Question 15

Barry wants a sandwich for lunch. Tom wants a turkey sandwich with lettuce, tomato, and mayonnaise from Subway. Barry has a(n) ________, whereas Tom has a(n) ________.

A) generic goal; product-specific goal
B) objective goal; subjective goal
C) product-specific goal; objective goal
D) subjective goal; generic goal
E) product-specific goal; generic goal

Question 16

Products and services are often evaluated by the size and direction of the gap between ________.

A) consumer expectations and objective performance
B) the target market and the income of the average consumer
C) consumer expectations and product cost
D) the cost of production and the price at sale
E) the price of the final product and the company's marketing expenditures

Question 17

Motivation is produced by a state of tension, which exists as the result of ________.

A) peer pressure
B) environmental forces
C) satisfied desires
D) unrealized desires
E) unfulfilled needs

Question 18

The physiological needs for food, water, and air are called ________ needs.

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

Question 19

Needs and goals are ________; neither exists without the other.

A) independent
B) interdependent
C) interactive
D) autonomous
E) mutually exclusive

Question 20

Needs that we learn in response to our parents, social environment, and interactions with the environment are called ________ needs.

A) primary
B) biogenic
C) acculturated
D) psychological
E) innate

Question 21

According to Maslow's hierarchy-of-needs theory, the need for ________ refers to an individual's desire to fulfill his or her potential.

A) self-actualization
B) safety and security
C) physiological well-being
D) social acceptance
E) egoistic fulfillment

Question 22

Oftentimes consumer research respondents may be unaware of their motives or are unwilling to reveal them when asked directly. In such situations, researchers use ________ to delve into the consumer's unconscious or hidden motivations.

A) quantitative techniques
B) projective techniques
C) Likert scales
D) telephone surveys
E) none of the above

Question 23

________ is based on the premise that consumers are not always aware of the reasons for their actions.

A) Psychological research
B) Motivational research
C) Physiological research
D) Market research
E) none of the above

Question 24

Egoistic needs can take either an inward or an outward orientation, or both. Outwardly directed ego needs reflect an individual's need for ________.

A) self-acceptance
B) personal satisfaction with a job well done
C) reputation
D) independence
E) self-esteem

Question 25

According to Maslow, ________ are the first and most basic level of human needs.

A) egoistic needs
B) physiological needs
C) self-actualization needs
D) safety and security needs
E) social needs

Question 26

In the study of personality, three distinct properties are of central importance. They are ________.

A) that personality reflects individual differences, personality is consistent and enduring, and personality can change
B) that personality reflects similarities between individuals, personality is consistent and enduring, and personality can change
C) that personality reflects individual differences, personality is consistent and enduring, and personality does not change
D) that personality reflects similarities between individuals, personality is consistent and enduring, and personality does not change
E) that personality reflects individual differences, personality is inconsistent and fleeting, and personality can change

Question 27

People sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals or deciding that the goal is not really worth pursuing. This is known as ________.

A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression

Question 28

Egoistic needs can take either an inward or an outward orientation, or both. Inwardly directed ego needs reflect an individual's need for ________.

A) reputation
B) prestige
C) self-esteem
D) recognition from others
E) status

Question 29

The psychoanalyst that adapted Freud's psychoanalytical techniques to study motivations and consumer buying habits was ________.

A) Abraham Maslow
B) Ernest Dichter
C) Henry Murray
D) Karen Horney
E) Henry Ford

Question 30

Stacy notes that, after her freshman year of college, her daughter is more mature and is willing to listen to points of view other than those with which she agrees. This supports the contention that personality ________.

A) is consistent
B) reflects individual differences
C) can change
D) is more apparent in childhood than in adulthood
E) is enduring

Question 31

According to Maslow's hierarchy of needs, protection, order, and stability are examples of ________.

A) self-actualization needs
B) egoistic needs
C) social needs
D) safety and security needs
E) physiological needs

Question 32

The emphasis in the definition of personality is on inner characteristics, which are ________.

A) those characteristics of an individual that are not readily apparent to others
B) those characteristics which individuals try to hide from others
C) those characteristics that distinguish one individual from others
D) those characteristics that make one individual similar to others
E) those characteristics that constitute the individual's ideal self-image

Question 33

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

A) Self-image
B) Consumer image
C) Personality
D) Mirror image
E) none of the above

Question 34

The mother who comments about her teenage son, that her child "has been impulsive from the day he was born," is supporting the contention that personality ________.

A) is enduring
B) can change
C) reflects individual differences
D) is more apparent in childhood than adulthood
E) develops as a result of social circumstances

Question 35

According to Murray's list of psychogenic needs, need for dominance/power may conflict with ________.

A) needs associated with inanimate objects
B) need for prestige/ambition
C) need for affiliation/affection
D) need for achievement
E) need for information

Question 36

Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality.

A) social relationships
B) conscious decision-making processes
C) efforts to avoid anxiety
D) efforts to overcome inferiority
E) unconscious needs or drives

Question 37

People with a high ________ tend to be more self-confident, enjoy taking calculated risks, actively research their environments, and value feedback.

A) need for prestige
B) need for power
C) need for affiliation
D) need for achievement
E) need for affection

Question 38

Almost all personal care and grooming products, as well as most clothes, are bought to satisfy ________.

A) growth needs
B) physiological needs
C) social needs
D) self-actualization needs
E) safety and security needs

Question 39

Knowing why consumers interact with brands online allows marketers to increase engagement that ultimately leads to sales. What motivates consumers to interact with brands over the Internet?

A) interested in buying and comparing products' features online
B) find personalizing products fun
C) receiving good customer service
D) winning prizes and receiving free product samples
E) all of the above

Question 40

Savings accounts, insurance policies, and education are all means by which individuals satisfy the need for ________.

A) self-actualization
B) self-esteem
C) safety and security
D) social acceptance
E) self-fulfillment

Question 41

When describing consumer innovativeness, the term "global innovativeness" refers to ________.

A) a pattern of actions or responses that indicate early acceptance of change and adoption of innovations
B) a high level of demonstrated consumer ethnocentrism
C) a tendency for innovativeness to exist independent of any context
D) a high degree of rigidity that an individual displays toward the unfamiliar
E) a tendency for innovativeness to exist within a very specific domain or product category

Question 42

The degree of a consumer's willingness to adopt new products and services shortly after they have been introduced is known as ________.

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism

Question 43

Which of the following factors is NOT an inspiration for consumer innovativeness?

A) functional factors
B) material factors
C) hedonic factors
D) social factors
E) cognitive factors

Question 44

According to Freud's theories, the ________ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.

A) ego
B) id
C) super-id
D) self-image
E) superego

Question 45

Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ________.

A) ego
B) self-image
C) superego
D) id
E) super-id

Question 46

According to Karen Horney, ________ individuals desire independence, self-reliance, and self-sufficiency.

A) compliant
B) subversive
C) aggressive
D) detached
E) obtrusive

Question 47

Renee likes to try on some of the newest clothes each season to see how she looks in the styles, and prefers to buy clothes that are very unusual. Renee is best described as ________.

A) having a high optimum stimulation level
B) highly dogmatic
C) highly ethnocentric
D) having a low optimum stimulation level
E) minimally ethnocentric

Question 48

Which of the following is NOT a characteristic of compulsive buyers?

A) Compulsive buyers feel compelled to spend all or part of their money.
B) Compulsive buyers buy products they do not need despite having little money left.
C) Compulsive buyers feel others would be horrified if they knew about their shopping habits.
D) Compulsive buyers are more likely to be males (75% of compulsive buyers).
E) Compulsive buyers knowingly write checks that will bounce.

Question 49

________ define themselves by acquiring possessions.

A) Object visualizers
B) Spatial visualizers
C) Highly materialistic consumers
D) Verbalizers
E) Highly dogmatic consumers

Question 50

According to Freud's theories, the ________ functions as an internal monitor that helps balance the impulses stimulated by biogenic needs and the constraints applied by the sociocultural setting.

A) super-id
B) self-image
C) ego
D) superego
E) id

Question 51

The likelihood of a consumer accepting or rejecting foreign-made products is known as ________.

A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism

Question 52

Georgiana collects stationery from hotels and restaurants she has visited around the world. She is passionate about her collection and goes out of her way to acquire more, even if she needs to plan a special trip to do so. This is an example of ________.

A) ethnocentrism
B) innovativeness
C) fixated consumption
D) materialistic consumption
E) compulsive consumption

Question 53

Which of the following is NOT a statement that is illustrative of opinions of an individual with a high need for uniqueness?

A) I like to seek out unusual gifts for myself.
B) I enjoy it when others tell me my taste is different or uncommon.
C) I work at maintaining my own unique persona.
D) Some of my acquaintances think I'm somewhat weird in my seeking to be different.
E) All the above are illustrative of an individual with a high need for uniqueness

Question 54

The degree of rigidity towards information and opinion contradictory to one's beliefs and views - or close-mindedness; the opposite of being open-minded - is known as ________.

A) dogmatism
B) inner-directedness
C) social character
D) innovativeness
E) need for uniqueness

Question 55

Recent research using Karen Horney's CAD theory found that ________ personalities tend to prefer name-brand products such as Bayer aspirin.

A) submissive
B) aggressive
C) detached
D) compliant
E) subversive

Question 56

Neo-Freudian theorists believe that ________.

A) consumption situations are extensions of the consumer's personality
B) human drives are largely unconscious
C) social relationships are fundamental to the formation and development of personality
D) consumers are primarily unaware of their true reasons for making decisions
E) consumer purchases are a reflection of an individual's personality

Question 57

According to Freud's theories, the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion.

A) superego
B) id
C) ego
D) super-id
E) self-image

Question 58

Alfred Adler, a neo-Freudian theorist, believed that ________.

A) unconscious needs and drives are at the heart of human motivation
B) people continuously attempt to establish significant and rewarding relationships with others
C) human beings are seeking to attain various rational goals, which he called style of life
D) personality is measured in terms of specific psychological characteristics called traits
E) personality is largely impacted by child-parent relationships and the individual's desire to conquer feelings of anxiety

Question 59

A recent study discovered that consumers who scored high on ________ and innovativeness were more likely to incorporate volunteerism into their vacations.

A) dogmatism
B) ethnocentrism
C) need for cognition
D) sensation seeking
E) materialism

Question 60

Consumer research using Karen Horney's CAD theory found that ________ personalities were less likely to be brand loyal and more likely to try different brands.

A) submissive
B) aggressive
C) detached
D) compliant
E) subversive

Question 61

________ reflects how consumers would like to see themselves, whereas ________ refers to how consumers would like others to see them.

A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image

Question 62

Which of the following is NOT one of the five underlying dimensions of brand personality?

A) sophistication
B) excitement
C) popularity
D) affection
E) cosmopolitanism

Question 63

The type of self-image that characterizes the way consumers would like others to see them is ________.

A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness

Question 64

Consumers use ________ to attempt to express new versions of themselves and/or to take on the appearances of other types of people.

A) brand personification
B) anthropomorphism
C) vanity
D) status
E) self-altering products

Question 65

The type of self-image that characterizes the way consumers see themselves is ________.

A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness

Question 66

"Buy American" and "Keep America Working" are both taglines used by companies to attract the ________ consumer.

A) dogmatic
B) ethnocentric
C) innovative
D) variety-seeking
E) compulsive

Question 67

WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, Gloria is particularly excited to try new and different group exercise classes. Gloria is probably best described as ________.

A) highly ethnocentric
B) highly dogmatic
C) inner-directed
D) novelty seeking
E) high in her need for cognition

Question 68

FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company's long history of production and sales in the United States. It also encourages cross-generational brand loyalty within families by suggesting adults should buy the same furniture that their parents had in their homes.
In the FURNITURE MINI CASE, by encouraging consumers to remain loyal to the brands to which their parents were loyal, Andrews Mountain is appealing to consumers with low ________.

A) dogmatism
B) ethnocentricity
C) need for cognition
D) inner-directedness
E) need for uniqueness

Question 69

WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women. To this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks, Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, the desire to be attractive to women is Peter's ________.

A) goal
B) target
C) tension
D) motivation
E) need

Question 70

The type of self-image that characterizes the way consumers would like to see themselves is ________.

A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness

Question 71

NAIL POLISH MINI CASE: Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish. In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations. Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user.
In the NAIL POLISH MINI CASE, Patti wants to paint her nails in order to be more attractive. This is an example of a(n) ________ goal

A) negative
B) avoidance objects
C) utilitarian
D) approach objects
E) prevention-focused

Question 72

The notion of ________ suggests that consumers attribute various descriptive personality-like traits or characteristics to different brands.

A) brand personality
B) consumer dogmatism
C) consumer innovation
D) consumer need for cognition
E) sensation seeking

Question 73

________ is how consumers actually see themselves, whereas ________ refers to how consumers would like to see themselves.

A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image

Question 74

NAIL POLISH MINI CASE: Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish. In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations. Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user.
In the NAIL POLISH MINI CASE, Jenny wants a bottle of Revlon Berry Bon Bon nail polish to match her new sweater. This is an example of a ________.

A) generic goal
B) general goal
C) needs-driven goal
D) product-specific goal
E) subjective goal

Question 75

Jenna buys a pair of sought-after, vintage Levi jeans to enrich her self-image. Which of the following is NOT one of the ways the possession of the vintage jeans might be viewed as an extension of the self?

A) ideally
B) actually
C) symbolically
D) by conferring status or rank
E) by feelings of immortality

Question 76

FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company's long history of production and sales in the United States. It also encourages cross-generational brand loyalty within families by suggesting adults should buy the same furniture that their parents had in their homes.
In the FURNITURE MINI CASE, Andrews Mountain Furniture is most likely to appeal to consumers who are ________ and value tradition over novelty.

A) low in ethnocentricity
B) low in dogmatism
C) high in dogmatism
D) sensation seekers
E) novelty seekers

Question 77

________ is communicating human features of the product in advertising.

A) Brand zealotry
B) Extended self
C) Sophistication
D) Color
E) Brand personification

Question 78

The type of self-image that characterizes the way consumers feel others see them is ________.

A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness

Question 79

WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, Gloria sees herself as being a bit heavy. This is Gloria's ________.

A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) actual self-image

Question 80

WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, "fun and welcoming" describes the local gym's ________.

A) brand personification
B) dogmatism
C) brand personality
D) expected self-image
E) extended self