Deck 4: Motivation and Affect

Question 1

Which theory explains the view that one's behaviour is largely pulled by positive incentives?

A) self-interest theory
B) attribution theory
C) expectancy theory
D) involvement theory

Answer 1

C

Question 2

Timothy ate just before his 11:00 a.m. class, but now he's beginning to feel hunger pangs. He goes off to buy something to eat. Which need is being fulfilled?

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

Answer 2

D

Question 3

Georgio could not decide if it was worth trying to repair his ten-year-old VCR or get a loan to buy a new one. This is an example of an ________ conflict.

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

Answer 3

B

Question 4

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

A) a priori needs.
B) biogenic needs.
C) psychogenic needs.
D) actualization needs.

Question 5

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

Question 6

Billy has not eaten all morning and he impulsively eats a Mars bar, which normally he would avoid eating. Which theory would best explain his behaviour?

A) protection motivation theory
B) drive theory
C) incentive theory
D) self-affirmation theory

Question 7

Ryan and Jo were talking about which car was the better buy for their daily travel to and from work. 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(n):

A) want.
B) desire.
C) goal.
D) actuant.

Question 8

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 her husband Tim's reaction. The blue dress flatters her figure and it would be practical for future occasions. She wants to buy both. She is experiencing which type of motivational conflict?

A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian

Question 9

Tension activates goal-oriented behaviour that attempts to reduce or eliminate the state and return to:

A) equilibrium.
B) homeostasis.
C) expectancy.
D) strength.

Question 10

At work, Olivia is highly motivated by praise from her boss and coworkers. This type of motivation is accounted for by:

A) self-interest theory.
B) attribution theory.
C) expectancy theory.
D) drive theory.

Question 11

A want is:

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

Question 12

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

A) biogenesis.
B) psychogenics.
C) equilibrium.
D) homeostasis.

Question 13

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

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

Question 14

Denise loves ice cream but feels it is a "guilty pleasure" because it contains a large amount of fat and calories. She is not sure whether to indulge as she is trying to eat right. This purchase situation is typical of which type of motivational conflict?

A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian

Question 15

When Toyota developed the Prius, it focused on offering customers all of the positive benefits of their current models such as reliability and a good price, but it also was able to reduce consumer concerns about a car's negative impact on the environment. In other words, the marketing managers were able to resolve a(n) ________ conflict.

A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian

Question 16

Two terms often used to describe motivation are:

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

Question 17

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 decided to buy the Mazda, but the next day read a Consumer Reports article that said the Mazda resale value would be $800 less than the Honda after 3 years. In terms of conflict, what was Katrina most likely facing?

A) approach-avoidance
B) cognitive dissonance
C) caveat emptor
D) avoidance-avoidance

Question 18

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 only satisfying her utilitarian needs.
B) By purchasing the coat, Jasmine was only satisfying her hedonic needs.
C) By purchasing the coat, Jasmine was satisfying her utilitarian and hedonic needs.
D) By purchasing the coat, Jasmine was not satisfying any needs because people cannot satisfy needs, only wants.

Question 19

When there is a gap between a consumer's present state and some ideal state, this gap creates tension. The magnitude of this tension determines the urgency the consumer feels to reduce the tension. This degree of arousal is:

A) motivation.
B) discomfort.
C) cognitive dissonance.
D) drive.

Question 20

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

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

Question 21

What do we mean when we say "a goal has valence"?

Question 22

The anticipation of achieving desirable outcomes "drives" us and is the major tenet of drive theory.

Question 23

What is an approach-avoidance conflict? Provide an example of this.

Question 24

Consumers may seek products that emphasize objective tangible attributes to satisfy certain utilitarian needs.

Question 25

As the marketing manager for Dodge Durango (a large sport utility vehicle), you have been asked to identify what types of "motivational conflict" might arise on the part of consumers considering purchasing a Dodge Durango vehicle. Identify and explain the three possible motivational conflicts that might arise in this context. Explain how you might resolve each conflict as the marketing manager.

Question 26

A drive is the same thing as a goal.

Question 27

List and define the three types of motivational conflicts.

Question 28

The placebo effect vividly demonstrates the role that expectations play on our feelings, thoughts, and behaviours.

Question 29

Emily has narrowed down her search to two prom dresses. Each of the dresses is unique and has desirable qualities, but she can only choose one of the dresses. Describe the type of motivational conflict she is likely experiencing.

Question 30

The valence of a goal is only negative when a person experiences an approach-avoidance conflict.

Question 31

Yuri purchased a bike to cycle to work. He was satisfying his utilitarian needs.

Question 32

Explain expectancy theory.

Question 33

Discuss the importance of the theory of cognitive dissonance to a firm in regards to sales revenue.

Question 34

Ethan wants to purchase a car that is sporty, but he is worried about its impact on the environment. What type of motivational conflict is he likely experiencing?

Question 35

Caitlyn and her husband are deciding if they should renovate their current house (which would be very disruptive to their lifestyle) or purchase a new one (which would be very expensive). Explain which type of motivational conflict this is.

Question 36

The theory of cognitive dissonance is based upon the premise that individuals crave variety in their actions and their values.

Question 37

Alan feels like he is starving; he caves and eats a chocolate bar. Which theory would account for the way in which he fulfilled his need and why?

Question 38

What is the relationship between a drive, a need, and a want? Use an example.

Question 39

The ability of some people to delay a need gratification-or even increase a drive-is unexplained by drive theory.

Question 40

What is an approach-approach conflict? Provide an example of this.

Question 41

Research on goal attainment has found that consumers who felt they were closer to attaining their weight-loss goal were:

A) under cognitive load.
B) more motivated to achieve their goal.
C) more likely to achieve other unrelated goals too.
D) subsequently more likely to choose a chocolate bar over an apple.

Question 42

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

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

Question 43

When Carlos considers automobile purchases, he almost always ends up choosing high horsepower "muscle" cars. This is most likely linked to a(n):

A) avoidance need.
B) preliminary need.
C) need for acceptance.
D) need for power.

Question 44

There are a variety of need states or need forms described in the text. Characterize and discuss biogenic needs, psychogenic needs, utilitarian needs, and hedonic needs.

Question 45

In terms of SMART goal setting, "M" stands for:

A) matter.
B) monitored.
C) measurable.
D) managed.

Question 46

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

Question 47

In terms of SMART goal setting, "T" stands for:

A) time-bound.
B) total.
C) targeted.
D) temperate.

Question 48

What is motivation?

Question 49

In terms of SMART goal setting, "S" stands for:

A) simple.
B) specific.
C) satisfy.
D) successive.

Question 50

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

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

Question 51

Certain clubs have limited membership and long waiting lists, and convey status. Membership in such clubs can satisfy which needs?

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

Question 52

Affiliation needs can be satisfied at athletic venues such as hockey arenas.

Question 53

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 achievement.
D) high need for success.

Question 54

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 advancement.
C) the need for uniqueness.
D) the need for leadership.

Question 55

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

Question 56

Maslow's theory basically states:

A) people can jump levels in the hierarchy to reach the highest level.
B) satisfaction motivates behaviour.
C) dissatisfaction motivates behaviour.
D) lower-level needs, once satisfied, remain satisfied.

Question 57

Biogenic needs are most associated with drive theories, while psychogenic needs are most associated with expectancy theories.

Question 58

Those people who strongly value personal accomplishment are said to have a need for power.

Question 59

What is the difference between utilitarian and hedonic needs?

Question 60

Research examining consumer goal attainment shows that:

A) all goals are conscious.
B) the Apple brand can activate hedonic goals.
C) the mere presence of a healthy option on a menu can vicariously fulfill nutrition-related goals.
D) goals that don't set a time frame are usually more effective.

Question 61

Theories such as Maslow's hierarchy cannot account for all consumer needs and motivations.

Question 62

Why is Maslow's hierarchy of needs important to marketing?

Question 63

Luanne drove into work and went through the drive-thru of her local coffee shop for a "double-double," like she does every single weekday. What level of involvement does this describe?

A) flow state
B) inertia
C) high
D) affective

Question 64

In her research, Elizabeth conducted a content analysis of print advertisements from North American magazines. She found that the ads rarely targeted the bottom two levels of Maslow's hierarchy. Please explain Maslow's hierarchy and why Elizabeth likely found these results.

Question 65

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) involvement.
B) motivation.
C) attribution.
D) participation.

Question 66

Maslow's hierarchy of needs approach implies that the order of development of motives is fixed-that a certain level must be attained before the next higher level is activated.

Question 67

Maslow's hierarchy of needs has flexibility in that higher levels can be attained before lower levels.

Question 68

Which of the following is a "person" factor for creating involvement with an advertisement?

A) content of communication
B) use
C) needs
D) occasion

Question 69

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

Question 70

What is meant by the term "self-actualization"? Give an example of a marketing context where this is used.

Question 71

Describe the top level of needs in Maslow's hierarchy.

Question 72

When a consumer becomes so involved with a product that he or she loses track of time, he or she has entered into what is known as a ________ state.

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

Question 73

Name and describe the five levels of Maslow's hierarchy of needs.

Question 74

Why could it be argued that the purchase of a car can satisfy more than one of Maslow's needs?

Question 75

Which element below is an example of message-response involvement?

A) mass customization
B) SMART
C) valences
D) spectacles

Question 76

Provide an example of how products help consumers with goal fulfillment.

Question 77

The majority of people do eventually move on to the top level of self-actualization needs.

Question 78

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) extremism.
B) unhealthy attachment.
C) physiological needs.
D) consumer involvement.

Question 79

Marketers can enhance the consumer's motivation to process relevant information by using ________ and/or ________ stimuli.

A) novel; prominent
B) visual; audible
C) physiological; psychological
D) affective; effective

Question 80

Describe the lowest level of needs in Maslow's hierarchy.