Deck 5: Motivation and Emotion: Driving Consumer Behavior

Question 1

Consumers seem to be most receptive to an employee with a matching mood rather than to an employee who always has a positive mood.

Answer 1

True

Question 2

A consumer's mood can serve as a type of frame that can transfer into product value judgments.

Answer 2

True

Question 3

Product involvement represents the temporary involvement associated with some imminent purchase situation.

Answer 3

False

Question 4

One advantage of using autonomic measures to assess emotions is that they are less intrusive because they do not involve physical contraptions.

Question 5

Consumers who perceive other consumers or employees around them as either happy or sad may experience a corresponding change in actual happiness or sadness themselves.

Question 6

Consumers experiencing negative self-conscious emotions can perceive not only the need to rectify some problem, but also the need to restore their self-esteem.

Question 7

In the context of Maslow's hierarchy of needs, as needs become more elaborate, utilitarian value is often needed to satiate the need state.

Question 8

Regulatory focus theory describes consumers as addressing a finite set of prioritized needs.

Question 9

The behaviors that result from hedonic motivation are usually emotionally satisfying.

Question 10

Utilitarian motivation is a drive to experience something personally gratifying.

Question 11

Consumers are more likely to recall autobiographical memories characterized by specific moods when the same mood occurs again in the future.

Question 12

In a marketing context, salespeople and service providers with high emotional intelligence often are considered less effective.

Question 13

Consumers act to maintain things the way they are, and their wants are a function of the need driven by homeostasis.

Question 14

In the context of Maslow's hierarchy of needs, the most basic needs are addressed with hedonic value.

Question 15

Schemata are developed and reinforced through actual experience.

Question 16

Research shows that consumers who are in bad moods are more likely to be generous to others.

Question 17

The behaviors that are aimed at changing one's current state to a level that is more ideal result from a disturbance in homeostasis.

Question 18

A consumer needs some degree of involvement to have an ability to evaluate multiple brands effectively.

Question 19

Consumer emotions influence how marketing messages are processed.

Question 20

Jamie bought a new book. He found it so interesting that he forgot to have his dinner. Jamie achieved a state of flow with the book.

Question 21

Autonomic measures automatically record visceral body reactions or neurological activity.

Question 22

When Janice went on a holiday to a tropical island, she felt hot and thirsty all the time. To keep herself hydrated, she frequently drank water and other beverages. Janice was driven to drink water and beverages because of _____.

A) mood-congruent judgment
B) hedonic motivation
C) tropism
D) homeostasis

Question 23

Marketing communications that present product information in a way that evokes mild levels of emotions will tend to be more effective in producing recall than communications that are affectively neutral.

Question 24

Autonomic measures of assessing emotional activity require a volitional response from the consumer.

Question 25

In the context of measuring emotion, self-report affect measures require the attachment of some type of device to the consumer.

Question 26

According to Maslow's theory, consumers first seek value by satisfying the safety and security needs.

Question 27

Self-improvement leads consumers to perform acts that cause emotions that help create utilitarian value.

Question 28

Anne is meticulous when it comes to planning her weekly grocery store visits. Before buying anything, she makes sure that she is well-informed about the best deals. Anne exhibits high level of _____.

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

Question 29

In the context of regulatory focus theory, a promotion focus orients consumers toward avoiding negative consequences.

Question 30

Emotional involvement drives one to consume generally through repeated experiences of relatively strong utilitarian motivations.

Question 31

Henry considers himself a cheese connoisseur and subscribes to the Wine & Cheese magazine. He spends many of his weekends visiting the farmers' market to try out different kinds of cheeses. In the context of the given scenario, Henry _____.

A) has a high degree of situational involvement
B) is a product enthusiast
C) is a shopping enthusiast
D) has a high degree of emotional involvement

Question 32

In the context of measuring emotion, self-report measures are more obtrusive than biological measures.

Question 33

Kyra is so engrossed in window shopping that she does not realize that it is way past eight in the night, and she needs to head home now. In the context of emotional behavior, Kyra's engrossment in window shopping exemplifies _____.

A) an emotional contagion
B) consumer affect
C) a state of flow
D) homeostasis

Question 34

Consumers in bad moods tend to make decisions faster than consumers in good moods.

Question 35

Situational involvement represents how emotional a consumer gets during some specific consumption activity.

Question 36

Research shows that a product's value decreases after a consumer sees the product handled by an attractive member of the opposite sex.

Question 37

In the context of regulatory focus theory, a promotion focus shares similarity with _____.

A) homeostasis
B) self-improvement
C) physiological motivation
D) utilitarian motivation

Question 38

Enduring involvement is not temporary but rather represents a continuing interest in some product or activity.

Question 39

From a utilitarian value perspective, highly involved shoppers are less likely to react to price reductions because they are too involved with the product to care about the price.

Question 40

According to the pleasure-arousal-dominance (PAD) approach, when consumers feel lower control, situational influences play a greater role in shaping their behavior.

Question 41

Miranda has bought an expensive pair of exquisite pearl earrings to gift her mother on Mother's Day. Her mother is quite selective about the jewelry she wears. Miranda feels that she has found the perfect pair for her mother and is hopeful that her mother will like them. Miranda's hopefulness is an example of _____.

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

Question 42

Ed used to buy his clothing from affordable fashion retail chain stores. He recently got promoted at work, and now he prefers to shop at premium men's clothing stores that sell exclusive designs. In this scenario, the change in Ed's buying behavior is driven by _____.

A) temporal factors
B) ecological factors
C) utilitarian motivation
D) self-improvement motivation

Question 43

Utilitarian motivation bears much in common with:

A) a promotion focus.
B) the idea of self-improvement.
C) the idea of maintaining behavior.
D) the idea of experiencing something personally gratifying.

Question 44

Which of the following terms refers to the effort put forth by service workers who have to overtly manage their own emotional displays as part of the requirements of the job?

A) Emotional branding
B) Emotional expressiveness
C) Emotional contagion
D) Emotional labor

Question 45

Alice regularly visits her dentist even though she dreads dental visits. She wants to prevent any dental issues and maintain dental hygiene. In the context of regulatory focus theory, Alice's behavior is driven by _____.

A) hedonic motivation
B) a promotion focus
C) a prevention focus
D) self-improvement motivation

Question 46

Consumers in bad moods tend to:

A) make decisions faster.
B) be unaffected by environmental factors.
C) outspend their good-mood counterparts.
D) react better to service providers who are in bad moods.

Question 47

In the context of regulatory focus theory, a prevention focus captures the motivation to _____.

A) maintain homeostasis
B) make self-improvement
C) achieve self-actualization
D) achieve hedonic value

Question 48

Electronic products can be satisfying as well as frustrating for consumers. For example, a consumer may be highly satisfied with the applications available on his new smartphone but becomes frustrated when he is unable to operate the phone with ease because of the presence of many applications. Which of the following approaches will best suit consumer researchers who want to measure these emotional reactions?

A) The predictive analysis approach
B) The sentiment analysis approach
C) The positive-affect-negative-affect scale (PANAS) approach
D) The pleasure-arousal-dominance (PAD) approach

Question 49

Daniel was very hungry when he got home from work. He was too tired to cook, so he ate a whole pint of chocolate fudge ice cream. As soon as the ice cream was finished, he felt guilty for not making an effort to eat healthy food. In the given scenario, Daniel experienced _____.

A) emotional contagion
B) mood-congruent recall
C) self-conscious emotions
D) schema-based affect

Question 50

Holly is a flight attendant for an international airline. Sometimes, despite being tired and grumpy, she needs to stay cheerful and friendly on her job. Being a flight attendant requires her to not give vent to her emotions. Holly's efforts at managing her emotions are an example of _____.

A) emotional consistency
B) emotional detachment
C) emotional contagion
D) emotional labor

Question 51

When Lily shops for clothes at a retail store, she picks up clothes that are at the back of the racks. She avoids buying clothes that may have been tried by other customers. Lily's actions imply that she is worried about _____.

A) product involvement
B) product quality
C) product differentiation
D) product contamination

Question 52

In the context of Maslow's hierarchy of needs, which of the following needs is a self-actualization need?

A) The need to be secure
B) The need to feel like a member of a family or community
C) The need to be recognized as a person of worth
D) The need for personal fulfillment

Question 53

James likes to learn about the latest technologies in smartphones. He finds it gratifying to learn more about new models in the market, and he changes his phone every few months. In the given scenario, which of the following types of involvement exemplifies James's interest in phones?

A) Product involvement
B) Situational involvement
C) Shopping involvement
D) Visceral involvement

Question 54

_____ are memories of previous meaningful events in one's life.

A) Iconic memories
B) Autobiographical memories
C) Implicit memories
D) Procedural memories

Question 55

Andy recently went to his favorite restaurant for dinner. The service was slow because the waiters were busy serving a celebrity customer. Andy was angry that the celebrity customer got preferential treatment at the expense of the other diners. This is an example of _____.

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

Question 56

Raul steps out to meet his friends for a drink. As it is cold outside, he dresses in layers of warm clothing to protect himself from the sub-zero temperatures. Raul feels the need to dress warmly because of _____.

A) tropism
B) homeostasis
C) self-improvement motivation
D) an outcomes appraisal

Question 57

Jason is buying a new car. He does not know much about automobiles. However, because of the high price of the car, he gets involved in the shopping process by visiting showrooms, searching for information on the Internet, and looking at other sources of information. Which type of involvement does the given scenario represent?

A) Shopping involvement
B) Emotional involvement
C) Situational involvement
D) Product involvement

Question 58

Which of the following is true of aesthetic labor?

A) It refers to the spatial layout of a business environment.
B) It helps manage the emotions of customers.
C) It is something that employees perform to enhance their confidence.
D) It helps induce impulse buying through attractive product display.

Question 59

Rochelle Cosmetics launches a television commercial featuring a popular actress for its new line of lip colors. Bianca, who usually buys cosmetics of another brand, is quite excited to see her favorite actress as the brand ambassador of Rochelle Cosmetics. She immediately places an online order for two shades of lip color and also talks her friend into trying them out. In this scenario, Bianca is exhibiting a high degree of _____.

A) emotional intelligence
B) emotional expressiveness
C) equity appraisal
D) product appraisal

Question 60

Whenever Robert watches an ad for a charitable cause, he feels moved. He feels that he should do his share to help that cause and donates to the charity. This is an example of _____.

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

Question 61

Which of the following is true in the context of consumer emotions?

A) Marketers like to create appraisals leading to emotions that evoke avoidance behaviors in consumers.
B) Actions bring value to a consumer to the extent that desirable emotional states can be created.
C) Appraisals do not involve conflicting behavioral responses.
D) Emotions do not influence how marketing messages are processed.

Question 62

Maria notices a price reduction on a makeup kit she has wanted for a long time. She buys it, but when she gets home and begins to take it out of the box, she notices that the kit has already been opened. This makes her feel that it might have been used by somebody else earlier, and she feels uneasy. The given scenario exemplifies _____.

A) product contamination
B) cognitive dissonance
C) product differentiation
D) emotional contagion

Question 63

Which of the following is true of self-improvement motivation?

A) It aims at maintaining a perceived current state.
B) It is a function of a need driven by homeostasis.
C) It orients consumers toward avoiding negative consequences and maintaining homeostasis.
D) It leads consumers to perform acts that cause emotions that help create hedonic value.

Question 64

In the context of Maslow's hierarchy of needs, which of the following needs represents the need to be recognized as a person of worth?

A) Esteem needs
B) Need for security
C) Physiological needs
D) Need for belongingness

Question 65

Florence often recalls the time when her children were young. While browsing through a store, she notices a cream-colored satin dress, edged with hand-made lace. It reminds her of a dress her daughter used to wear when she was little. She decides to buy the dress as a gift for her granddaughter. This is an example of _____.

A) product involvement
B) a state of flow
C) an autobiographical memory
D) sentiment analysis

Question 66

Many people do not go to the dentist regularly as they nurture deep-rooted fears. They prefer to go only when they have a problem such as a toothache or a broken tooth, which needs immediate attention. Which of the following drives people to visit the dentist for dental problems that require immediate attention?

A) Self-improvement motivation
B) Promotional motivation
C) A need to maintain homeostasis
D) A need to achieve hedonic value

Question 67

Sara is waiting for the result of the blood sugar test she took at a doctor's clinic. She is very anxious and worried. Sara's anxiousness is an example of _____.

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

Question 68

Which of the following is true of self-report measures?

A) They do not require consumers to indicate how much they feel a certain emotion.
B) They require the attachment of measuring devices like imaging machines or lie detectors to consumers.
C) They do not give results that are valid enough to be useful to consumer and marketing researchers.
D) They are considered to be less obtrusive than biological measures.

Question 69

Joana has been wanting to buy a dress that she had seen in the display window of her favorite store. After considering it for a couple of weeks, she finally makes up her mind to buy it. When she tries it out in the store, she is ecstatic to find out that it is a perfect fit and looks wonderful on her. In the given scenario, Joana has made an _____.

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

Question 70

Harry spends his weekends visiting automobile stores and going for test drives. He enjoys trying out new cars though he is not looking to buy a car. Harry's behavior is most likely driven by _____.

A) physiological motivation
B) preventive motivation
C) hedonic motivation
D) utilitarian motivation

Question 71

Which of the following types of cognitive appraisals focuses on the future and elicits emotions like hopefulness or anxiety?

A) Agency appraisal
B) Outcomes appraisal
C) Equity appraisal
D) Anticipation appraisal

Question 72

Susan has an extensive collection of dolls from all over the world. She has had this interest from a very long time and finds it personally gratifying whenever she adds to her collection. Which of the following exemplifies Susan's interest in dolls?

A) Enduring involvement
B) Situational involvement
C) Shopping involvement
D) Visceral involvement

Question 73

Which of the following is true of autonomic measures?

A) Their results are reflected on the positive-affect-negative-affect scale.
B) They do not involve physical contraptions like imaging machines or lie detectors.
C) Their results correspond fairly well to introspective self-reports of emotional experience.
D) They cannot measure things like facial reactions without a volitional response from the consumer.

Question 74

_____ refers to the fact that consumers feel uneasy about buying things that others have previously touched.

A) Emotional labor
B) Product differentiation
C) Emotional dissonance
D) Product contamination

Question 75

_____ refers to the state of equilibrium wherein the body naturally reacts in a way so as to maintain a constant, normal bloodstream.

A) Flow state
B) Homeostasis
C) Self-actualization
D) Touchpoint

Question 76

In the context of regulatory focus theory, which of the following orients consumers toward the pursuit of their aspirations or ideals?

A) A utilitarian focus
B) A promotion focus
C) An equity appraisal
D) An outcomes appraisal

Question 77

John likes to dine out frequently. However, he gets very upset if the service at the restaurant is not to his liking. He loses his temper with the servers and rebukes them. Although he regrets his behavior later, he ends up repeating his behavior. His fellow diners usually avoid going out with him again. John's lack of control on his emotions suggests that:

A) he has low emotional expressiveness.
B) he has low emotional intelligence.
C) he has high emotional contagion susceptibility.
D) he has heightened awareness of his emotions.

Question 78

Susan, a single parent, is very close to her friends and relatives. She tries to visit her parents and grandparents frequently as that makes her feel that she is a vital part of her extended family. In the context of Maslow's hierarchy of needs, the given scenario reflects Susan's _____.

A) basic needs
B) esteem needs
C) need for belongingness
D) need for self-actualization

Question 79

Isabella has retired recently. She is excited to finally have the time and the money to travel and see the world. She joins a women's travel group and starts making a list of all the places she wants to visit. In the context of Maslow's hierarchy of needs, which of the following needs is Isabella trying to address?

A) Physiological needs
B) Esteem needs
C) Security needs
D) Self-actualization needs

Question 80

Which of the following statements is true in the context of research conducted on product contagion?

A) Consumers prefer buying things that others have previously touched as it shows that they are buying something that is a popular choice.
B) Consumers at supermarkets can be seen searching for items in the front of the shelves.
C) A product's value can increase when a consumer sees it being handled by an attractive member of the opposite sex.
D) A product's value can increase when a consumer finds it on a crowded shelf as it shows that the product is in demand.