Deck 4: Consumer Motivation

Question 1

Utilitarian product features,such as a car's antilock brakes,tend to fulfill consumers' ________ goals and enhance their satisfaction.

A) approach
B) prevention
C) promotion
D) positive
E) inclining

Answer 1

B

Question 2

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

Answer 2

A

Question 3

Needs that we learn in response to our culture or environment are called ________ needs.

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

Answer 3

D

Question 4

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

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

Question 5

Gloria makes sure to always drive the speed limit in order to avoid getting a ticket.Gloria's motive has a(n)________ direction.

A) upward
B) negative
C) neutral
D) downward
E) positive

Question 6

A positive goal is one toward which behavior is directed,and is often referred to as an ________.

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

Question 7

________ are general classes or categories of goals that consumers see as a means to fulfill their needs.

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

Question 8

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

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

Question 9

Hedonic product features,or those that are purely pleasure-seeking,tend to evoke feelings of delight,rather than mere satisfaction,and fulfill consumers' ________ goals.

A) avoidance
B) promotion
C) prevention
D) negative
E) declining

Question 10

________ are the specifically branded products and services that consumers select for goal fulfillment.

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

Question 11

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 12

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 13

Self-esteem,prestige,affection,power,and learning are examples of ________.

A) acculturated needs
B) biogenic needs
C) primary needs
D) secondary needs
E) innate needs

Question 14

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 15

The key to a company's survival,profitability and growth in a highly competitive marketplace is to ________.

A) continue to increase quality at the expense of profits
B) continue to identify and satisfy unfulfilled consumer needs better and sooner than the competition
C) sell what it's good at making
D) convince consumers that they should buy more products
E) continually decrease the cost of production

Question 16

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 17

________ motivations drive people toward some object or condition,whereas ________ motivations drive people away from some object or condition.

A) Avoidance; affirmative
B) Positive; negative
C) Ought; ideal
D) Acquired; innate
E) Primary; secondary

Question 18

Chris jogs four days per week because he wants to feel fit and be attractive.Chris' motives have a(n)________ direction.

A) upward
B) negative
C) neutral
D) downward
E) positive

Question 19

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

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

Question 20

________ are the sought-after results of motivated behavior.

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

Question 21

Concerning the arousal of human motives,the ________ school sees behavior as a response to a stimulus,and elements of conscious thought are ignored.

A) cognitive
B) emotional
C) behaviorist
D) market-driven
E) analytical

Question 22

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 23

People with a(n)________ are interested in their growth and development,have more hopes and aspirations,and favor the presence of positive outcomes.

A) prevention focus
B) positive focus
C) ought focus
D) promotion focus
E) negative focus

Question 24

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 25

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

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

Question 26

Most of an individual's specific needs are ________.

A) active most of the time
B) always dormant
C) never dormant
D) dormant much of the time
E) never active

Question 27

A shopper attending a bargain sale may fight over merchandise and even rip a garment that another shopper will not relinquish rather than allow the other person to have it.This is known as ________.

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

Question 28

Individuals are usually somewhat more aware of their ________ needs than they are of their ________ needs.

A) psychological; physiological
B) secondary; primary
C) physiological; psychological
D) psychogenic; biogenic
E) acquired; innate

Question 29

Barry started drinking sodas and began drinking more water in an effort to lose weight.Over time,he found that he actually disliked sodas and preferred water.In this case,water constitutes a ________.

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

Question 30

Retailers strategically place single-serve candy at the check-out aisle because consumers have to pause there on their way out of the store and are likely to make impulse purchases of such items.This impulse purchasing behavior best fits the ________ philosophy of human motivation.

A) emotional
B) behaviorist
C) market-driven
D) cognitive
E) analytical

Question 31

In a marketing context,emotional motives imply ________.

A) full consciousness of needs and motivations
B) the selection of goals according to personal or subjective criteria, such as pride, fear, or affection
C) rigorous analysis surrounding all purchases
D) continual effort to achieve purchasing parity with peers
E) the selection of goals according to totally objective criteria, such as size, weight, and price

Question 32

In a marketing context,the term rationality implies that ________.

A) consumers are fully conscious of what motivates their behavior
B) consumers select goals based on personal or subjective criteria, such as pride, fear, or affection
C) consumers constantly seek the lowest price for the goods they purchase
D) consumers always seek to make purchases that match those of their peers
E) consumers select goals based on totally objective criteria, such as size, weight, and price

Question 33

People with a(n)________ are interested in safety and security,are more concerned with duties and obligations,and favor the absence of negative outcomes.

A) prevention focus
B) subjective focus
C) promotion focus
D) positive focus
E) ideal focus

Question 34

A ________ 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 35

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 36

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 37

A drop in blood sugar level that triggers the awareness of a hunger need constitutes ________.

A) physiological arousal
B) voluntary arousal
C) cognitive arousal
D) emotional arousal
E) psychological arousal

Question 38

Concerning the arousal of human motives,the ________ school believes that all behavior is directed at goal achievement.

A) emotional
B) behaviorist
C) market-driven
D) cognitive
E) analytical

Question 39

When an advertisement leads the consumer to think about things that draw attention to an unrecognized need,this is known as ________.

A) cognitive arousal
B) physiological arousal
C) environmental arousal
D) emotional arousal
E) biogenic arousal

Question 40

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 41

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 42

The key to positioning is to find ________.

A) a target market
B) an unsatisfied need
C) an optimal marketing mix
D) an affordable price
E) an effective advertising theme

Question 43

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

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

Question 44

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 45

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 46

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

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

Question 47

According to Maslow's hierarchy-of-needs theory,________ motivates behavior.

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

Question 48

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 49

PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals.Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party."
In the PARTY BEER MINI CASE,Party Beverages' advertisements suggest that Party Beer will satisfy which of Murray's psychogenic needs?

A) needs associated with inanimate objects
B) needs concerned with human power
C) needs that reflect ambition, power, accomplishment, and prestige
D) needs concerned with social intercourse
E) needs concerned with affection between people

Question 50

PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals.Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party."
In the PARTY BEER MINI CASE,Party Beverages' advertisements suggest that Party Beer will satisfy which step in Maslow's hierarchy of needs?

A) power needs
B) achievement needs
C) social needs
D) ego needs
E) physiological needs

Question 51

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) empirical techniques

Question 52

According to Maslow,the ________ that an individual experiences serves to motivate his or her behavior.

A) highest level of chronically unsatisfied need
B) emotional distress
C) physiological distress
D) cognitive distress
E) lowest level of chronically unsatisfied need

Question 53

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 54

________ 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) Segmentation research

Question 55

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 56

According to Murray's list of psychogenic needs,acquisition and retention are examples of ________.

A) needs concerned with human power
B) needs concerned with affection between people
C) needs that reflect ambition, power, accomplishment, and prestige
D) needs concerned with social intercourse
E) needs associated with inanimate objects

Question 57

According to Murray's list of psychogenic needs,dominance and autonomy are examples of ________.

A) needs associated with inanimate objects
B) needs that reflect ambition, power, accomplishment, and prestige
C) needs concerned with human power
D) needs concerned with affection between people
E) needs concerned with social intercourse

Question 58

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 59

According to the trio-of-basic-needs theory,the trio of basic needs includes ________.

A) power, affiliation, and achievement
B) prestige, affiliation, and achievement
C) environment, affection, self-actualization
D) achievement, affection, power
E) safety, physical satisfaction, social belonging

Question 60

According to the trio-of-basic-needs theory,the ________ is closely related to the ego need.

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

Question 61

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,after several weeks of exercising,Peter is still not seeing the desired results and decides that he is just too busy to go to the gym enough,and that his employer is really to blame for his failure to lose weight.Which of the following defense mechanisms has Peter demonstrated?

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

Question 62

Marketers are particularly concerned with product-specific goals,where they can provide specifically branded products and services that consumers select for goal fulfillment.

Question 63

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
C) utilitarian
D) approach
E) prevention-focused

Question 64

PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals.Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party."
In the PARTY BEER MINI CASE,the need that Party Beer alleges to satisfy is best described as a(n)________.

A) innate need
B) secondary need
C) physiological need
D) biogenic need
E) subjective need

Question 65

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,Sophia buys Revlon nail polish,even though the brand does not offer the lowest price for the highest volume of nail polish,because wearing Revlon makes her feel glamorous and successful.In doing so,Sophia is acting on ________.

A) emotional motives
B) rational motives
C) avoidance motives
D) objective motives
E) utilitarian motives

Question 66

Primary needs result from the individual's subjective psychological state and from relationships with others.

Question 67

PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals.Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party."
In the PARTY BEER MINI CASE,Party Beverages' advertisements suggest that Party Beer will satisfy which element of the trio of basic needs?

A) power
B) self-actualization
C) affection
D) affiliation
E) achievement

Question 68

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 69

Consumers' basic needs do not change,but the products that satisfy them do.

Question 70

PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals.Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party."
In the PARTY BEER MINI CASE,if Joe sees a Party Beer ad and,as a result,calls a couple of his friends and invites them over for drinks,Joe has experienced ________.

A) physiological arousal
B) cognitive arousal
C) emotional arousal
D) biogenic arousal
E) subjective arousal

Question 71

People are often more aware of their goals than they are of their needs.

Question 72

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,Revlon nail polish is positioned to meet which of the following types of needs?

A) innate needs
B) acquired needs
C) physiological needs
D) biogenic needs
E) primary needs

Question 73

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,when Peter decides that he prefers fruit to potato chips with his lunch,this is an example of a(n)________.

A) approach goal
B) substitute goal
C) avoidance goal
D) biogenic goal
E) primary goal

Question 74

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 75

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,Peter's motivation is in a(n)________ direction.

A) negative
B) subjective
C) positive
D) objective
E) intrinsic

Question 76

Marketers create needs.

Question 77

People with a promotion focus favor the status quo and inaction over action.

Question 78

Individuals strive,both consciously and subconsciously,to reduce the tension of unfulfilled needs through behavior that they anticipate will fulfill their needs and thus relieve them of the stress they feel.

Question 79

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,introducing new colors every year is known as a ________ strategy.

A) planned obsolescence
B) materialistic
C) modernization
D) updating
E) market development

Question 80

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,Peter's goal is best described as a(n)________.

A) approach object
B) ideal
C) biogenic need
D) avoidance object
E) ought