Question 1

The Rokeach Value Survey represented a substantial improvement over the LOV (List of Values) Scale because Rokeach values had more direct marketing applications.

Accepted Answer

The Rokeach Value Survey is more focused on understanding personal values and beliefs, while the LOV Scale was specifically designed for marketing applications, making the LOV more directly applicable to marketing contexts.

Question 2

According to Henry Murray, psychogenic needs act alone to foster certain behaviours.

Accepted Answer

The answer of According to Henry Murray, psychogenic needs act...

Question 3

A drive is the same thing as a goal.

Accepted Answer

A drive refers to the internal motivation or desire that propels someone towards a goal, but it is not the same thing as a goal. A goal is the specific outcome or achievement that someone is working towards.

Question 4

The Thematic Apperception Test is a personality test that is based on Henry Murray's need structure.

Accepted Answer

The answer of The Thematic Apperception Test is a personality...

Question 5

Information processing ranges from simple processing to elaboration.

Accepted Answer

Information processing can vary in complexity, from basic tasks like recognizing patterns to more complex tasks like analyzing and synthesizing information, which involves deeper cognitive engagement and elaboration.

Question 6

Sarah will not perform public speaking. Whenever she is asked to do a presentation for her company she tells them she is sick and does not have the energy to perform it. Sarah's behaviour reflects the psychogenic need of autonomy.

Accepted Answer

Sarah's behavior reflects a need to avoid anxiety or fear, possibly related to a lack of confidence or fear of public speaking, rather than a need for autonomy.

Question 7

The majority of people do eventually move on to the top level of self- actualization needs.

Accepted Answer

Maslow's hierarchy of needs suggests that while many people may strive for self-actualization, not everyone reaches this top level of fulfillment due to various life circumstances, priorities, or challenges.

Question 8

The process of enculturation is that of learning the beliefs and behaviours endorsed by one's own culture.

Accepted Answer

The answer of The process of enculturation is that of...

Question 9

Studies of consumer values have shown that it is seldom necessary to go beyond basic demographics
to understand the core and terminal values of most consumers

Accepted Answer

Studies have shown that basic demographics, such as age, gender, and income, can provide valuable insights into consumer values.

Question 10

After Rosa had to choose between two watches, each with some good and some bad qualities, she continued feeling unsure about her purchase. She started finding fault with the watch she did NOT buy. She is in what is called a dissonant state.

Accepted Answer

This situation describes cognitive dissonance, where a person experiences discomfort from holding conflicting thoughts, such as regretting a decision and justifying it by finding faults in the unchosen option.

Question 11

Segmenting markets by involvement with a product category is excellent for international marketing situations because product category involvement stays relatively constant across different cultures.

Accepted Answer

Involvement with a product category can vary greatly across cultures, as different cultures have different values, interests, and priorities. Therefore, segmenting markets solely by involvement with a product category may not be an effective strategy for international marketing.

Question 12

Prompt service is an example of a cultural value.

Accepted Answer

Prompt service is a value that is highly valued in many cultures, as it demonstrates respect for others' time and efficiency.

Question 13

As their involvement with a product increases, people pay less attention to ads related to these products and make less effort to understand the ads.

Accepted Answer

As involvement with a product increases, people tend to pay more attention to related ads and make more effort to understand them, as they are more interested and invested in the product.

Question 14

Chuck needs a snack; as usual he grabs the same kind of chocolate bar. He is exhibiting inertia.

Accepted Answer

Inertia is the tendency of an object to resist any change in its motion. In this case, Chuck is not resisting any change in motion, so he is not exhibiting inertia.

Question 15

Under the means- end chain model, product consumption is viewed as an instrumental value.

Accepted Answer

The means-end chain model views product consumption as a means to achieve end values, not as an instrumental value itself.

Question 16

Mary finds that many of her customers experience avoidance- avoidance conflicts when considering purchasing one her products. One way she can overcome this problem is to use messaging that helps consumers to overcome their guilt.

Accepted Answer

Avoidance-avoidance conflict involves choosing between two unattractive options, not guilt. Addressing guilt is more relevant to approach-avoidance conflicts.

Question 17

The anticipation of achieving desirable outcomes "drives" us and is the major tenet of drive theory.

Accepted Answer

Drive theory primarily focuses on how physiological needs create an aroused tension state (a drive) that motivates an organism to satisfy those needs, rather than the anticipation of achieving desirable outcomes.

Question 18

Although people within a culture will not share the same value system, it is possible to identify a set of core values within a culture.

Accepted Answer

The answer of Although people within a culture will not...

Question 19

Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with an expectancy theory

Accepted Answer

The answer of Alicia loves chocolate. She maintains that it...

Question 20

"Laddering" is a research technique in which a framework is developed to link product attributes to general consequences or terminal values.

Accepted Answer

The answer of "Laddering" is a research technique in which...

Quiz 4: Learning and Memory