Deck 8: Consumer Motivation

Question 1

Consumer motivation represents the drive to satisfy both physiological and psychological needs through product purchase and consumption.

Answer 1

True

Question 2

Physiological needs are the most fundamental type of consumer needs.

Answer 2

True

Question 3

Physiological needs involve just what we eat and drink.

Answer 3

False

Question 4

Phishing refers to the marketing practice of sending out mass numbers of e-mails in search of new customers.

Question 5

There has long been a myth in the automobile industry that safety doesn't sell.

Question 6

The United States is among the top 10 countries of the world in terms of average life expectancy and the number of years lived in good health.

Question 7

The population of the United States is, on average, getting older. This aging of the population is good news for industries and products that cater to consumers' health needs.

Question 8

Products are often used as symbols of love and caring.

Question 9

The insurance companies have been so successful in appealing to American consumers' need for financial security that there is now an "overinsurance" problem, with many Americans having far more life insurance coverage than they really need.

Question 10

A person's social image depends on many things, but not on the products that the person buys and consumes.

Question 11

The term conspicuous consumption describes purchases motivated to some extent by the desire to keep hidden one's financial success.

Question 12

Consumers may sometimes differ in their opinions about how a product impacts their social image.

Question 13

The entertainment industry is built on consumers' need for pleasure.

Question 14

The need to possess is a characteristic of our consumer society.

Question 15

The average American household has more cars than drivers.

Question 16

That we are what we have is one of the most common myths about consumer behavior.

Question 17

A sudden surge in the need to possess may lead to impulse buying.

Question 18

Self-gifts are things that we buy or do as a way of rewarding ourselves.

Question 19

Companies respond to consumers' need for variety in several ways, such as the food manufacturer that offers different versions of the same basic product.

Question 20

Approach-approach conflict occurs when the person must decide between two or more undesirable alternatives.

Question 21

Avoidance-avoidance conflict involves deciding between two or more undesirable alternatives.

Question 22

Approach-avoidance conflict exists when a chosen course of action has only negative consequences.

Question 23

In order to resolve motivational conflict, people must treat all of their needs as equally important.

Question 24

One important implication of Maslow's need hierarchy is that people usually assign the same importance to most of their needs.

Question 25

Differences in the importance consumers attach to various needs ultimately affect how they evaluate products being considered for purchase and consumption.

Question 26

Benefit segmentation involves dividing consumers into different market segments based on the benefits a company receives for successfully recruiting customers from a given segment.

Question 27

How strongly consumers are motivated to satisfy a particular need is known as motivational need strength.

Question 28

As need deprivation increases, need recognition becomes less likely.

Question 29

Involvement represents the degree to which an object or behavior is personally relevant.

Question 30

As motivational intensity increases, involvement becomes weaker.

Question 31

Understanding consumer motivation is easy to do because the reasons for purchase behavior are always obvious.

Question 32

Unconscious motivation is when people are unaware of what really motivates their behavior.

Question 33

A change in consumer motivation is always bad news for business.

Question 34

Companies often try to motivate buying by linking their products to important needs.

Question 35

Motivating consumers solely through price has several potential limitations.

Question 36

Most consumers who initially buy products with a coupon become repeat buyers.

Question 37

The term "product premiums" refers to when one product is offered as an incentive for the purchase of another product.

Question 38

According to the value-discounting hypothesis, consumers discount the value of the lowest priced product.

Question 39

Loyalty programs try to motivate repeat buying by providing rewards to customers based on how much business they do with a company.

Question 40

One of the most popular loyalty programs today is the airline industry's frequent flyer program.

Question 41

Companies should not try to motivate consumers by increasing the perceived risk of product purchase and consumption. Rather than motivating consumers, it only scares them.

Question 42

Arousing consumers' curiosity is another way of motivating them.

Question 43

Which of the following is not a type of consumer need discussed in Chapter 8?

A) Physiological needs
B) Safety and health needs
C) The need for variety
D) The need to possess
E) All of these are consumer needs discussed in Chapter 8.

Question 44

What is the most fundamental type of consumer need?

A) Safety needs
B) Health needs
C) Physiological needs
D) Need for love
E) Need for financial resources

Question 45

Physiological needs involve:

A) eating and drinking
B) sleeping
C) having a secure job
D) A and B
E) A, B, and C

Question 46

The need to maintain or improve our health is the foundation underlying consumer demand for:

A) hospitals
B) vitamins
C) exercise clubs
D) All of the above.
E) None of the above.

Question 47

____ is the term used to represent online scams in which crooks pose as representatives of banks or companies sending e-mails soliciting credit card and other personal information from consumers.

A) Fraud
B) Phishing
C) Identity theft
D) Impostor scamming
E) None of the above.

Question 48

Which of these products are used as symbols of love and caring?

A) flowers
B) garbage bags
C) oil
D) greeting cards
E) A and D

Question 49

What is the most popular pet in America?

A) dogs
B) cats
C) fish
D) birds
E) None of the above.

Question 50

____ is the tool that most people use for satisfying most of their needs.

A) Food
B) Love
C) Money
D) Medicine
E) Power

Question 51

Which of the following is part of the "underinsurance"problem in America as described in Chapter 8?

A) Americans put too much emphasis on health insurance at the expense of life insurance.
B) Many Americans with a full-time job and at least one dependent do not have any life insurance.
C) Many Americans with life insurance do not have enough coverage.
D) B and C
E) A, B, and C

Question 52

A person's social image depends in part on:

A) where the person lives.
B) what the person buys.
C) what the person consumes.
D) All of the above.
E) None of the above.

Question 53

Conspicuous consumption is motivated primarily by:

A) the need to possess.
B) social image needs.
C) the need to give.
D) the need for information.
E) the need for security.

Question 54

According to one ad for Marlboro cigarettes, "You can tell a lot about a man by his brand." This ad is appealing to consumers':

A) the need to possess.
B) social image needs.
C) love and companionship needs.
D) need for variety.
E) None of the above.

Question 55

A coffee ad that shows consumers being in a good mood after product consumption is appealing to their:

A) physiological needs.
B) need for love and companionship.
C) need for variety.
D) need for pleasure
E) None of the above.

Question 56

The entertainment industry is built on consumers' need for:

A) love
B) pleasure
C) financial resources
D) safety
E) social image

Question 57

The ____ is a hallmark characteristic of our consumer society.

A) need for pleasure
B) need to give
C) need for information
D) need for variety
E) need to possess

Question 58

The need to possess is:

A) not really a need.
B) the driving force behind conspicuous consumption.
C) a growing need.
D) not very important.
E) A and D

Question 59

One reason why the US Mint's statehood quarter series has been so successful is because of consumers':

A) need to possess
B) need for financial security
C) need for variety
D) safety needs
E) None of the above.

Question 60

A consumer's self-concept:

A) represents her or his impressions of the type of person she or he is.
B) may depend, at least in part, on her or his possessions.
C) does not depend on her or his possessions.
D) A and B
E) A and C

Question 61

Impulse buying occurs when:

A) consumers unexpectedly experience a sudden urge to buy something immediately.
B) consumers carefully deliberate over the purchase decision.
C) the consumer is not motivated by the need to possess.
D) A and C
E) B and C

Question 62

Self-gifts are:

A) things that we think someone else should give us.
B) things we buy or do as a way of rewarding ourselves.
C) gifts that we make and give to someone we love.
D) always the result of impulse buying.
E) B and D.

Question 63

A French consumer explains that she enjoys eating at McDonald's because, "It's good to get something that tastes completely different." This consumer is motivated by her:

A) social image needs
B) need to possess
C) need for variety
D) health needs
E) None of the above.

Question 64

Motivational conflict can take the form of:

A) approach-approach
B) avoidance-avoidance
C) approach-avoidance
D) A and B
E) A, B, and C

Question 65

For smokers, cigarette consumption is an example of ____ motivational conflict.

A) approach-approach
B) avoidance-avoidance
C) approach-avoidance
D) unavoidable
E) avoidable

Question 66

According to Maslow's need hierarchy:

A) all needs are of equal importance.
B) some needs take precedence over other needs.
C) physiological needs are the most basic in the need hierarchy.
D) B and C
E) None of the above.

Question 67

Maslow's need hierarchy is a useful concept because:

A) it reminds us that people attach different priorities to their needs.
B) it provides a definitive specification of the priorities attached by consumers to their needs.
C) it shows how need priorities may change across different situations.
D) A and B
E) A, B, and C

Question 68

____ segmentation involves dividing consumers into different market segments based on the benefits they seek (i.e., the needs they want fulfilled) from product purchase and consumption.

A) Product
B) Need
C) Benefit
D) Motivational
E) None of the above.

Question 69

____ is how strongly consumers are motivated to satisfy a particular need.

A) Need arousal
B) Motivation activation
C) Need strength
D) Motivational intensity
E) None of the above.

Question 70

Understanding consumer motivation is challenging because:

A) people may not be willing to tell the real reasons behind their actions.
B) people may be unaware of what really motivates their behavior.
C) motivations can change from over time.
D) A and C
E) A, B, and C

Question 71

____ is when people are unaware of what really motivates their behavior.

A) Suppressed motivation
B) Hidden motivation
C) Distortion
D) Unconscious motivation
E) None of the above.

Question 72

Which of the following is not discussed in Chapter 8 as a way companies can motivate consumers?

A) Providing purchase incentives
B) Implementing a loyalty program
C) Enhancing the perceived risk of product purchase and consumption
D) Arousing consumers' curiosity
E) All of these are discussed in Chapter 8 as a way of motivating consumers.

Question 73

Motivating consumers by reducing a product's price can be a problem because:

A) although sales may increase, profits may not
B) it tends to attract less loyal consumers
C) it can enhance the price sensitivity of both loyal and nonloyal consumers
D) A and B
E) A, B, and C

Question 74

McDonald's offering a free toy in its Happy Meals for children is an example of:

A) free samples
B) product premiums
C) product specials
D) product inducements
E) None of the above.

Question 75

According to the value-discounting hypothesis:

A) products offered at a price reduction will be valued less
B) advertising that portrays the competition in a negative light will be valued less
C) products offered as a free premium will be valued less
D) A and C
E) A, B, and C

Question 76

Unlike other approaches for motivating consumers, a unique advantage of loyalty programs is that:

A) they are less expensive
B) they are much more effective at customer recruitment
C) they can provide the type of data needed for estimating customers' lifetime value (CLV)
D) All of the above.
E) Nine of the above.

Question 77

A manufacturer of a medicine designed to reduce the risk of heart attack wants to motivate consumers to purchase its product by enhancing their perceived risk of suffering a heart attack. One way of doing so is to communicate to consumers how many people suffer from heart attacks. Perceived risk would be greatest if the manufacturer reported the number of people that experience a heart attack on a ____ basis.

A) yearly
B) monthly
C) weekly
D) daily
E) None of the above. That is, each of the above would be equally effective in enhancing consumers' perceived risk.

Question 78

What are physiological needs?

Question 79

What are safety and health needs?

Question 80

Discuss the need for love and companionship.