Deck 4: Learning and Memory

Question 1

A is a belief that some condition is preferable to its opposite.

A) value
B) moral
C) drive
D) want
E) need

Answer 1

A

Question 2

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

A) Approach- avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies.
B) This statement is not true - approach- avoidance conflicts are much easier to resolve with dissonance than approach- approach conflicts.
C) 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.
D) Approach- avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under this condition.
E) Approach- approach conflicts are very confusing to resolve intellectually, but approach- avoidance conflicts are typically simply resolved through behavioural aspects of reinforcement learning.

Answer 2

C

Question 3

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) goal
B) desire
C) actuant
D) motivator
E) want

Answer 3

E

Question 4

A household cleaner that advertises its durability is appealing to which type of value:

A) cultural
B) situational- specific
C) product- specific
D) core
E) consumption- specific

Question 5

When Hilary bought a new set of dishes for every day 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) bridging involvement
B) product involvement
C) purchase situation involvement
D) simulated involvement
E) message- response involvement

Question 6

Values that specify the actions needed to achieve some higher- order value are termed:

A) self- actualization values
B) means- end values
C) terminal values
D) behaviour objective values
E) instrumental values

Question 7

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

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

Question 8

Each of the following is a type of socialization agent except:

A) religious leader
B) parent
C) friend
D) teacher
E) computer

Question 9

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

A) valence resolution
B) approach- approach
C) approach- avoidance
D) hedonic- utilitarian
E) avoidance- avoidance

Question 10

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

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

Question 11

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?

A) The need for paradise overwhelms materialistic needs.
B) The hierarchy is sometimes taken too literally and is often culture bound.
C) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs.
D) Self- actualization is more a myth than it is an actual need.
E) The theory is wrong.

Question 12

The concept that consumers buy certain products because they are instrumental to their attaining some more abstract end value is the central tenet of the:

A) cultural production system
B) hierarchy of product attributes
C) uses and gratifications model
D) cultural values systems
E) means- end chain model

Question 13

Barbara believes is not interested in earning over $75,000 per year as she feels that it is enough to satisfy basic material needs. Instead she is more interested in putting time into improving her community. Barbara's behaviour is indicative of a(n):

A) environmentalist
B) voluntary simplifier
C) activist
D) early adopter
E) opinion leader

Question 14

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) participation
B) homeostasis
C) involvement
D) motivation
E) attribution

Question 15

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) valence resolution
B) approach- approach
C) avoidance- avoidance
D) hedonic- utilitarian
E) approach- avoidance

Question 16

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) unhealthy attachment
B) physiological needs
C) brand differentiation
D) consumer involvement
E) extremism

Question 17

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 not satisfying any needs because people cannot satisfy needs, only wants.
B) By purchasing the coat, Jasmine was only satisfying her hedonic needs.
C) By purchasing the coat, Jasmine was only satisfying her utilitarian needs.
D) By purchasing the coat, Jasmine was satisfying all five levels of Maslow's Hierarchy of Needs.
E) By purchasing the coat, Jasmine was satisfying her utilitarian and hedonic needs.

Question 18

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) need for acceptance
C) preliminary need
D) unspecified need
E) need for power

Question 19

It is rare to see "tree huggers" hanging out with "tree loggers." This can most likely be traced to:

A) different beliefs
B) product preferences
C) need assimilation
D) selective retention
E) flow states

Question 20

The local Harley- Davidson motorcycle outlet has special events on Saturday mornings. Vintage bikes are shown, food is served, and some people travel more than a 100 miles on their Harleys to be there almost every Saturday morning. This marketing dream is possible because Harley- Davidson has become a product.

A) cult
B) flow state
C) biogenic
D) situational
E) fuzzy

Question 21

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) ignorance
B) inertia
C) lackadaisicality
D) willed disinterest
E) resistance

Question 22

Which of the following is not a feature of people that fit into the LOHAS segment?

A) They are against animal testing
B) They worry about the environment
C) They are also referred to as "society's innovators"
D) They want products to be produced in a sustainable way
E) They spend money to advance personal development

Question 23

Which of the following is true about how we measure a carbon footprint?

A) A carbon footprint is measured by the combination of direct emissions of carbon dioxide and indirect emissions of carbon dioxide.
B) It is impossible to measure a carbon footprint because of the intricacy involved.
C) A carbon footprint is measured by the amount of greenhouse gas that is created by pollution.
D) A carbon footprint is measured from the burning of fossil fuels, including domestic energy and transportation.
E) A carbon footprint is measured from the whole lifecycle of products we use, from their manufacture to their eventual breakdown.

Question 24

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

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

Question 25

Sony airs a new ad for MP3 players five times a night for a week on the top three television stations in Calgary. When market research is conducted on these ads during day 4, persons aged 55+ generally recall seeing a Sony ad, but most cannot identify the specific product. This is most likely due to:

A) advertising clutter
B) channel changing
C) consumer defence
D) boring programming
E) lack of product relevance

Question 26

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 leadership
C) the need for uniqueness
D) the need for advancement
E) the need for variety

Question 27

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 social risk of using the product
B) The recommendations made by a reference source like Consumer Reports
C) The basic needs of the consumer
D) The values held by the person's culture
E) The price of the product

Question 28

When Naomi went to teach English in Taiwan, it took her ages to become:

A) Asianized
B) easternized
C) enculturized
D) acculturized
E) socialized

Question 29

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) authority
B) achievement
C) self- depreciation
D) change
E) superiority

Question 30

Ray's house needed a new roof when he read the home builder'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) motivated involvement
C) message- response involvement
D) ego involvement
E) product involvement

Question 31

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 decides 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) caveat emptor
B) approach avoidance
C) avoidance- avoidance
D) avoidance- dissatisfaction
E) cognitive dissonance

Question 32

Which of the following is a reason why the idea that instincts can explain an individual's motivation is not considered valid?

A) Most of the early work on instincts has been lost or destroyed
B) The existence of an instinct is difficult to prove or disprove
C) Consumer needs are reflective of instincts, but wants are not
D) Researchers have only been able to test instincts using animals other than humans
E) Scientists have not made an effort to study the presence of instincts

Question 33

If Mercedes determines its model pricing by classifying user status linked to income and feelings of self esteem and individuality, they are most likely employing the technique.

A) investigative
B) assumptive
C) gouging
D) laddering
E) probing

Question 34

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) actualization needs
B) pre- learned needs
C) biogenic needs
D) psychogenic needs
E) a priori needs

Question 35

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

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

Question 36

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) cognitive awareness
B) homeostasis
C) drive
D) motivation
E) discomfort

Question 37

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) participation
B) simple processing
C) intersubjectivism
D) casual processing
E) elaboration

Question 38

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

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

Question 39

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

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

Question 40

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 success
D) high need for uniqueness
E) high need for achievement

Question 41

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 hierarchy
B) the need for uniqueness
C) the need for power
D) the need for affiliation
E) the need for achievement

Question 42

A want is:

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

Question 43

Which of the following is an example of a tautology?

A) A consumer buys products because of the functional benefits they provide
B) A consumer buys products because they are driven to attain self- actualization
C) A consumer buys products because they enjoy the type of experience they provide
D) A consumer buys products that are status symbols because they are motivated to attain status
E) A consumer buys products because they are driven by basic biological needs

Question 44

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

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

Question 45

Within each culture, there are usually beliefs or a set of underlying goals most people agree are important. Values that can be thought of as desired end states or goals for both individuals and their society are termed:

A) behaviour objective values
B) terminal values
C) self- actualization values
D) instrumental values
E) means- end values

Question 46

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

A) homeostasis
B) equilibrium
C) expectancy
D) biogenesis
E) psychogenics

Question 47

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

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

Question 48

While the measurement of involvement is important for many marketing applications, researchers do not agree on the best way to measure it. French researchers advocated the development of an involvement profile containing four components. They reasoned that no single component captures consumer involvement because it can occur for different reasons. Which of the following was NOT measured in their scale:

A) sign value of the product category, i.e., its use is not related to the person's self- concept
B) perceived importance of the product and the consequences of making a bad purchase
C) consumer's self- rating of involvement
D) probability that one would make a bad purchase
E) pleasure value of the product category

Question 49

Many "hippies" cherished a world of peace, a world of beauty, and inner harmony. These are examples of:

A) instrumental values
B) terminal values
C) creatives
D) multicultural dimensions
E) acculturation

Question 50

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

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

Question 51

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

Question 52

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 recognized:

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

Question 53

When consumers push back against a company because of a unwillingness to believe that the company is being as environmentally- friendly as they claim, they are engaging in:

A) greenwashing
B) counter- hyping
C) socially responsible backlash
D) regressing
E) whistle blowing

Question 54

When a consumer becomes so involved with a product that they lose track of time, they have entered into what is known as a _ state.

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

Question 55

An indirect footprint is also known as a _.

A) secondary footprint
B) external footprint
C) primary footprint
D) impactful footprint
E) ideal footprint

Question 56

Alec loves the feel of the soil in her hands when she gardens and enjoys creating something of beauty. She is satisfying which needs:

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

Question 57

Two terms often used to describe motivation are:

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

Question 58

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) cognitive consistency theory
E) involvement theory

Question 59

Garret loves to go skiing and hang out with friends on weekends. These activities would satisfy which psychogenic need according to Henry Murray?

A) dependence
B) autonomy
C) utilitarian
D) play
E) self- actualization

Question 60

A 50- year- old executive values hard work, respect for learning and honesty. He most likely belongs to which culture:

A) Western
B) South American
C) West European
D) Eastern European
E) Asian

Question 61

A street person found lying inside a doorway is satisfying which biogenic need as defined by Murray?

Question 62

Consumers are beginning to place a large amount of value on buying green brands and products from green companies. This shift towards personal and global health has been termed by some researchers as:

A) idealism
B) perceptual selectivity
C) a fad
D) environmentalist propaganda
E) conscientious consumerism

Question 63

A general set of values which can be used to identify and define a culture is referred to as the culture's _.

Question 64

Certain clubs have limited membership and long waiting lists. Membership in such clubs can satisfy which needs:

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

Question 65

Many products are purchased, it is believed, because they will help us attain a value- related goal. Very specific product attributes are linked at levels of increasing abstraction to terminal values. This idea is central to the _ model.

Question 66

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

Question 67

The process of learning the beliefs and behaviours endorsed by one's own culture is
.

Question 68

What is the difference between a need and a want?

Question 69

Needs may be utilitarian or hedonic, but not both.

Question 71

Consumers differ in their level of involvement with a product message. By being aware of some basic factors that increase or decrease attention, marketers can increase the likelihood that product information will get through. Name some specific techniques which marketers can use to enhance consumers' motivations to process product information and increase their involvement.

Question 72

When consumers have successfully reduced or eliminated an unpleasant state of biological need such as being hungry or thirsty, they have returned to a balanced state called
.

Question 73

Obviously, the quality of the running shoes and other specialized clothing Basil purchased for triathlon events was of great importance to him. After all, if they did not hold up during competition or prevented him from doing his best, he would suffer embarrassment as well as injured pride. Clearly products such as top- of- the- line running shoes are part of Basil's self- identity. This importance of a product to a consumer's self- concept is referred to as .

Question 74

The means- end chain model assumes that very specific product attributes are linked at levels of increasing abstraction to terminal values.

Question 75

Broad- based values, such as security, are more effective at driving general purchasing patterns than they are at driving people to differentiate among certain brands.

Question 76

refers to the processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy.

Question 77

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) ego involvement
C) product involvement
D) message- response involvement
E) motivated involvement

Question 78

Maslow's theory basically states:

A) greed drives self- actualization
B) dissatisfaction motivates behaviour
C) people can jump levels to reach the highest level
D) satisfaction motivates behaviour
E) lower level needs, once satisfied, stay so

Question 79

The process of learning the beliefs and behaviours which are endorsed by one's own culture is called:

A) acculturation
B) enculturation
C) phenomenology
D) accustomization
E) cultural valuation

Question 80

A woman realizes that she needs a new vacuum cleaner. She doesn't care so much about its appearance, but she does want it to vacuum, to pick up the dog hairs, and she wants it to last. Hers is a/an need.