Deck 5: Motivation and Emotion: Driving Consumer Behaviour

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

True

Question 4

Joining an adult colouring club is driven by hedonic motivations.

Question 5

Secondary motivation involves a desire to experience something personally gratifying.

Question 6

Esteem needs are needs for personal fulfillment.

Question 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

Hal is an Apple computer enthusiast who reads magazines, has an iPad, iPod and an Apple TV at home. When it comes to Apple products, it can be said that Hal is exhibiting situational involvement.

Question 13

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

Question 14

Becoming a member of an adult choir is most likely driven by hedonic motivations.

Question 15

Shopping involvement represents the personal relevance of shopping activities.

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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 24

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

Question 25

Mood is a transient and general cognitive state.

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

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

Question 35

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

Question 36

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

Question 37

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 38

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

Question 39

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

Question 40

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 41

Hanging up the phone after being telemarketed is a typical consumer behaviour.

Question 42

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

Question 43

Which of the following represents basic survival needs for things such as food and drink?

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

Question 44

Guilt, regret, and embarrassment are some of the emotions one can feel when reflecting on their behaviour.

Question 45

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

A) Skinner's classical conditioning
B) Maslow's hierarchy of needs
C) operant conditioning
D) utilitarian/hedonic theory of needs

Question 46

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 47

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
B) esteem
C) self-actualization
D) self-improvement

Question 48

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 49

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

Question 50

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 behaviour does this describe?

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

Question 51

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

A) self-actualization
B) esteem
C) physiological
D) basic

Question 52

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

Question 53

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

Question 54

Allen hired a tutor because he wanted to improve his grade in his marketing class and increase his chances for getting a bursary. What do these reasons represent in Allen's decision to get a tutor?

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

Question 55

Emotion and cognition are closely related.

Question 56

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

Question 57

Many middle-class Canadians 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, travelling, or volunteering at a local charity. Which need do these examples represent?

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

Question 58

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

Question 59

Which of the following are inner reasons or driving forces behind human actions as consumers are driven to address real needs?

A) emotions
B) conditions
C) affects
D) motivations

Question 60

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) steady progression

Question 61

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. Which term best describes Jim in terms of his interest in wine?

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

Question 62

Harriet and her daughter have decided to join an axe throwing club just for the fun of it. They like being together and trying things that take them away from their 9-to-5 lifestyles. Which motivation does this illustrate?

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

Question 63

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 showrooms, searching the Internet, and looking at other sources of information. Which type of involvement does this represent?

A) enduring
B) non-emotional
C) product
D) situational

Question 64

Which perspective 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

Question 65

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

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

Question 66

Which term refers to consumers with very high involvement in some product category?

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

Question 67

Which of the following is NOT a type of involvement?

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

Question 68

What level of involvement do product categories with personal relevance for consumers typically have?

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

Question 69

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 connect on social media like Pinterest and Facebook and 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
B) permanent
C) long-term
D) situational

Question 70

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

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

Question 71

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

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

Question 72

As consumers get older, the value they receive from certain consumer behaviours often changes. For example, some older consumers do not have as much fun attending music festivals and concerts as they did when they were younger. In this case, what type of variable is age?

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

Question 73

Large drugstore chains 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 centres. Which type of motivations drive most consumers in these stores?

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

Question 74

Which of the following are psychobiological reactions to appraisals?

A) emotions
B) needs
C) motives
D) schemas

Question 75

Emotions involve both psychological processing and physical responses. Which term is used to describe emotions?

A) psychometric
B) psychoparametric
C) psychobiological
D) psychophysiological

Question 76

Which of the following represents the personal relevance of shopping activities?

A) shopping involvement
B) shopping endurance
C) product involvement
D) emotional involvement

Question 77

Which type of motivation involves a drive to experience something personally gratifying?

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

Question 78

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) emotional involvement
C) product enthusiasm
D) consumer involvement

Question 79

Which of the following is NOT a type of cognitive appraisal?

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

Question 80

Which type of response means that certain feeling states are tied to behaviour in a very direct way?

A) emotional
B) visceral
C) affective
D) direct