Deck 5: Motivation and Emotion: Driving Consumer Behavior

Question 1

Consumer involvement represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act.

Answer 1

True

Question 2

Secondary motivation involves a desire to experience something personally gratifying.

Answer 2

False
Hedonic motivation involves a desire to experience something personally gratifying.

Question 3

Esteem needs are needs for personal fulfillment.

Answer 3

False
These are self-actualization needs. Esteem needs are the need to be recognized as a person of worth.

Question 4

Consumers with very high involvement in some product category are called market mavens.

Question 5

Utilitarian motivation is a desire to acquire products that can be used to accomplish things.

Question 6

Shopping involvement represents the personal relevance of shopping activities.

Question 7

Maslow's hierarchy of needs describes consumers as addressing an infinite set of prioritized needs.

Question 8

Emotions are reactions to a consumer's appraisal of a situation.

Question 9

Cleaning products and personal hygiene products like toothpaste and soap are best described as low involvement products.

Question 10

Situational involvement often comes about when consumers are shopping for something with relatively low involvement but a relatively high price.

Question 11

Human motivations are oriented toward two key groups of behavior: steady-state and self-improvement.

Question 12

Motivations are the inner reasons or driving forces behind human actions as consumers are driven to address real needs.

Question 13

An intervening variable is one that changes the nature of a relationship between two other variables.

Question 14

Drinking soft drinks because one really likes the taste is driven by hedonic motivations.

Question 15

Going to a trendy, new restaurant is most likely driven by hedonic motivations.

Question 16

Hal is a computer enthusiast who reads magazines, has several computers, and fixes computers for his friends and family. It can be said that Hal is exhibiting situational involvement.

Question 17

In Maslow's hierarchy of needs, safety and security needs are basic needs for survival such as food and drink.

Question 18

Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream.

Question 19

Product involvement means that some product is expensive and presents high potential risk for consumers.

Question 20

Self-improvement motivations drive behaviors aimed at changing one's current state to a level that is more ideal.

Question 21

Jamie always cries when she watches a sad movie or reads a sad book. Jamie has high emotional expressiveness.

Question 22

Emotional reactance means the type of deep personal interest that evokes strongly felt feelings simply from the thoughts or behavior associated with some object or activity.

Question 23

Emotions create visceral responses, meaning that certain feeling states are tied to behavior in a very direct way.

Question 24

PAD is an acronym that stands for pleasure-arousal-dominance.

Question 25

In consumer behavior, consumer mood represents feelings a consumer has about a particular product or activity.

Question 26

With respect to measuring emotion, bipolar is a situation wherein if one feels joy he or she can also experience sadness.

Question 27

Mood-congruent judgments are evaluations in which the value of a target is influenced in a consistent way by one's mood.

Question 28

Self-report measures of emotion usually require consumers to recall their affect state from a recent experience or to state the affect they are feeling at a given point in time.

Question 29

Agency appraisals review responsibility for events and can evoke gratefulness, frustration or sadness.

Question 30

Equity theory represents a school of thought describing how specific types of thoughts can serve as a basis for specific emotions.

Question 31

Assessment appraisals consider how fair some event is and can evoke emotions like warmth or anger.

Question 32

One advantage of using autonomic measures to assess emotions is that they are less obtrusive because they don't involve physical contraptions.

Question 33

Outcomes appraisal focuses on the future and can elicit emotions like hopefulness or anxiety.

Question 34

The PAD scale is generally applied to capture the relative amount of positive and negative emotion experienced by a consumer at a given point in time.

Question 35

Mood is a transient and general cognitive state.

Question 36

Zone refers to the extremely high emotional involvement in which a consumer is engrossed in an activity.

Question 37

There is a consensus among researchers that the best way to measure consumer emotions is with autonomic measures..

Question 38

Personality characteristics can affect the way consumers respond or demonstrate their emotions.

Question 39

PANAS measures of emotions include physiological responses such as sweating, heart rate, and brain imaging which can document activity in areas of the brain.

Question 40

Autonomic measures or emotions are those responses that are automatically recorded based on either automatic visceral reactions or neurological brain activity.

Question 41

The "emotional effect on memory" refers to relatively superior recall for information presented with mild affective content compared to similar information presented in an effectively neutral way.

Question 42

Emotion and cognition are closely related.

Question 43

Cognitive-based affect are emotions that become stored as part of the meaning for a category.

Question 44

Emotional introspection is a term used to capture one's awareness of the emotions experienced in a situation and the ability to control reactions to these emotions.

Question 45

Melanie exercises almost every day. She is motivated by changing her current state of fitness to one that is much higher. Which group of motivation behavior does this describe?

A) self-improvement
B) homeostasis
C) self-actualization
D) hierarchy of effects
E) esteem

Question 46

Which need represents basic survival needs for things such as food and drink?

A) self-actualization
B) esteem
C) physiological
D) safety and security
E) belongingness and love

Question 47

Spreading activation represents the extent to which an emotional display by one person influences the emotional state of a bystander.

Question 48

Emotional labor is performed by service workers who must overtly manage their own emotional displays as part of the requirements of the job.

Question 49

Intense emotions lead to superior information processing and should be stimulated by marketers whenever possible.

Question 50

Mood-consistent recall means that to the extent a consumer's mood can be controlled, their memories and evaluations can be influenced.

Question 51

Which type of need reflects the need to be recognized as a person of worth?

A) esteem
B) physiological
C) safety and security
D) self-actualization
E) personal

Question 52

_____ are inner reasons or driving forces behind human actions as consumers are driven to address real needs.

A) Emotions
B) Conditions
C) Affects
D) Drivers
E) Motivations

Question 53

Many middle-class Americans live a comfortable lifestyle and can devote time and effort into satisfying their need for personal fulfillment by doing things such as taking language classes, traveling, or volunteering at a local charity. Which need does this represent?

A) physiological
B) self-actualization
C) belongingness and love
D) safety and security
E) pinnacle

Question 54

Memories of previous, meaningful events in one's life are known as primary memories.

Question 55

Which theory describes consumers as addressing a finite set of prioritized needs from physiological, safety and security, belongingness and love, esteem, to self-actualization?

A) Skinners' classical conditioning
B) Maslow's hierarchy of needs
C) Operant conditioning
D) Utilitarian/Hedonic theory of needs
E) Equity theory

Question 56

Which type of motivation is aimed at changing the current state to a level that is more ideal, not at simply maintaining the current state?

A) primary motivation
B) esteem motivation
C) self-actualization motivation
D) homeostasis
E) self-improvement motivation

Question 57

Allen signed up for an ACT review class because he wanted to improve his score and chances for getting a scholarship to college. These reasons reflect Allen's _____ for taking the class.

A) motivations
B) emotions
C) attitude
D) schema
E) homeostasis

Question 58

Many people lost their home and everything they owned during hurricane Katrina. While most were concerned about their home, they also realized that they didn't have any food or water, which was much more important to them than the loss of their home. According to Maslow's hierarchy of needs, which need were these consumers most concerned about satisfying?

A) self-actualization
B) esteem
C) belongingness and love
D) physiological
E) basic

Question 59

Which group of human motivations is based on the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream?

A) self-improvement
B) steady state
C) homeostasis
D) linear progression
E) steady progression

Question 60

Nostalgia is characterized by a yearning of the past motivated by the belief that previous times were somehow more pleasant.

Question 61

Emotions are considered _____ because they involve both psychological processing and physical responses.

A) psychometric
B) psychoparametric
C) psychobiological
D) psychophysiological
E) cognitive appraisals

Question 62

All of the following are types of cognitive appraisals EXCEPT _____.

A) outcomes appraisal
B) equity appraisal
C) agency appraisal
D) anticipation appraisal
E) visceral appraisal

Question 63

Claire has a collection of more than 1,000 snow globes from around the world. For most of her adult life, she has had an interest in this product and finds it personally gratifying when she learns about the product and acquires a new one for her collection. She especially likes to attend "Globe Swaps" where other enthusiasts like herself gather to trade snow globes and share stories. Which type of involvement is Claire demonstrating?

A) enduring involvement
B) permanent involvement
C) long-term involvement
D) committed involvement
E) situational involvement

Question 64

_____ motivation involves a drive to experience something personally gratifying.

A) Utilitarian
B) End-state
C) Process
D) Physiological
E) Hedonic

Question 65

Jim considers himself a wine connoisseur. He reads Wine Spectator, visits wine shops for hours, and loves to talk to the sommelier at fine restaurants. Jim is best described as a _____.

A) product zealot
B) product spokesperson
C) product enthusiast
D) product expert
E) product influencer

Question 66

_____ responses mean that certain feeling states are tied to behavior in a very direct way.

A) Emotional
B) Visceral
C) Cognitive
D) Affective
E) Direct

Question 67

Which school of thought proposes that specific types of thoughts can be linked to specific emotions?

A) Cognitive appraisal theory
B) Theory of reasoned action
C) Theory of emotional response
D) Equity theory
E) Cognitive-Affective theory

Question 68

Which of the following represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act?

A) consumer moderation
B) product involvement
C) emotional involvement
D) product enthusiasm
E) consumer involvement

Question 69

Product categories with personal relevance for consumers typically have _____ product involvement.

A) high
B) moderate
C) low
D) emotional
E) enduring

Question 70

Which type of variable is one that changes the nature of a relationship between two other variables?

A) independent
B) dependent
C) interactive
D) moderating
E) intervening

Question 71

_____ represents the personal relevance of shopping activities.

A) Shopping involvement
B) Shopping endurance
C) Product involvement
D) Emotional involvement
E) Shopping enthusiasm

Question 72

The Miller family is building a new house, so they have to get involved in decisions such as plumbing fixtures, flooring, and appliances. They don't really know much about these products and they don't care to know much about them. However, for these purchases they do get involved by visiting show rooms, searching the Internet, and looking at other sources of information. Which type of involvement does this represent?

A) enduring involvement
B) non-emotional involvement
C) product involvement
D) situational involvement
E) moderate involvement

Question 73

Harriet and her daughter go shopping just for the fun of it. They are not necessarily looking for a specific product, they just like being together looking at the products. Which motivation does this illustrate?

A) physiological
B) utilitarian
C) hedonic
D) end-state
E) esteem

Question 74

Which motivation reflects a desire to acquire products that can be used to accomplish things?

A) utilitarian
B) esteem
C) hedonic
D) functional
E) end-state

Question 75

Consumers with very high involvement in some product category are referred to as _____.

A) product enthusiasts
B) market mavens
C) product endorsers
D) product moderators
E) market movers

Question 76

As consumers get older, the value they receive from certain consumer behaviors often changes. For example, some older consumers do not have as much fun attending sporting events as they did when they were younger. In this case, age is a _____ variable.

A) constant
B) dependent
C) moderating
D) situational
E) mediating

Question 77

Large drugstore chains, like Walgreen's and Rite Aid, know that most shoppers visiting their stores want to get what they need quickly without spending much time lingering in the store. That's why most of them are stand-alone stores instead of being located in shopping centers. These retailers understand that most consumers are driven by _____ motivations when they visit their stores.

A) hedonic
B) utilitarian
C) primary
D) physiological
E) end-state

Question 78

Which type of cognitive appraisal focuses on the future and can elicit emotions like hopefulness or anxiety?

A) outcomes appraisal
B) equity appraisal
C) anticipation appraisal
D) agency appraisal
E) future appraisal

Question 79

All of the following are types of involvement EXCEPT _____.

A) product involvement
B) shopping involvement
C) utilitarian involvement
D) situational involvement
E) enduring involvement

Question 80

_____ are psychobiological reactions to appraisals.

A) Emotions
B) Needs
C) Motives
D) Conditions
E) Schemas