Question 1

Emotions are:
A) valenced reactions to events and objects that are not accompanied by high levels of arousal.
B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.
C) related to a specific triggering event.
D) valenced reactions to events and objects that are accompanied by high levels of arousal.

Accepted Answer

Emotions are valenced reactions to events and objects that are accompanied by high levels of arousal.

Question 2

If a marketer wants to increase involvement from their consumers, one of the best ways is to actually get them involved in the information process. One way of doing this is through:
A) sentiment analysis.
B) crowdsourcing.
C) opinion mining.
D) novel stimuli.

Accepted Answer

Crowdsourcing involves engaging a large group of people to contribute ideas, feedback, or content, directly involving consumers in the information process and increasing their involvement.

Question 3

James is vice president of a company that manufacturers clothing to younger consumers. He wants to enhance consumer involvement with his products. What can he offer them in order to accomplish this and why will it be effective?

Accepted Answer

The answer of James is vice president of a company...

Question 4

If we achieve a "flow state" in regards to our company website, the visitor:
A) wants to buy immediately.
B) wants to exit immediately.
C) loses all track of time.
D) does not feel in control.

Accepted Answer

Achieving a "flow state" in the context of a website means that the visitor becomes so engaged and absorbed in the experience that they lose all track of time. This state is characterized by a deep focus and enjoyment in the activity.

Question 5

Most researchers feel there are several broad types of involvement. Define and describe involvement and its relationship to motivation. Link your discussion to the identification of the various types of involvement. Is the concept useful in differentiating among competing brands or types of products?

Accepted Answer

The answer of Most researchers feel there are several broad...

Question 6

Describe the different types of consumer involvement.

Accepted Answer

The answer of Describe the different types of consumer involvement....

Question 7

Involvement can be viewed as the consumer's motivation to pay attention to and process information about products.

Accepted Answer

Involvement refers to the level of interest and personal relevance that a consumer perceives in a product or service, which motivates them to pay attention to and process information related to it.

Question 8

A technique called ________ scours the social media universe to collect and analyze the words people use when they describe a specific product or company.
A) data scouring
B) sentiment analysis
C) mood monitoring
D) valenced reporting

Accepted Answer

Sentiment analysis is the correct term for the technique that analyzes the words people use on social media to gauge their feelings or attitudes towards a product or company. This involves collecting, processing, and interpreting textual data to understand the sentiment behind it.

Question 9

When John picks up a six-pack of Budweiser beer out of habit, without consideration of other choices, he is making a decision characterized by:
A) inertia.
B) willed disinterest.
C) resistance.
D) ignorance.

Accepted Answer

John's decision is characterized by inertia because he is sticking to his routine or habit without considering other options, indicating a tendency to continue with a familiar choice.

Question 10

Ray was starting to feel hungry. He checked the clock and it was almost time for his lunch break. Just then he received a text form his favourite deli letting him know of the daily special. This is an example of:
A) simulated involvement.
B) message-response involvement.
C) product involvement.
D) purchase situation involvement.

Accepted Answer

The text from the deli directly prompts Ray to think about buying the daily special, creating a situation where the message (the text) leads to a potential response (considering or making a purchase), which is an example of message-response involvement.

Question 11

The term mood congruency refers to the fact that:
A) judgments are often consistent with our existing mood state.
B) recall is more accurate when the same mood state is experienced at retrieval as at encoding.
C) we prefer products that are congruent with other products that we already own.
D) we prefer advertisements that are the same valence as the show we are watching.

Accepted Answer

Mood congruency refers to the tendency for individuals to make judgments that are consistent with their current mood state.

Question 12

When Lululemon monitors consumers' emotional reactions to its products on Twitter, it is engaging in:
A) data scouring.
B) a sentiment analysis.
C) mood monitoring.
D) valence reporting.

Accepted Answer

Sentiment analysis is the process of identifying and extracting subjective information from text data. In this case, Lululemon is using sentiment analysis to monitor consumers' emotional reactions to its products on Twitter.

Question 13

Which of the following is an example of marketers using positive affect to highlight product benefits?
A) Samsung showcases functional benefits of their new phone and the fact their rival, the iPhone, does not have these features.
B) A political campaign advertisement conveys that the right thing to do is not vote for the other candidate.
C) Gambling ads show the side effects of excessive gambling.
D) An ad for headache relief medication depicts a satisfied user of its product enjoying his or her child's first music recital.

Accepted Answer

Positive affect in marketing involves creating a positive feeling or emotion in the consumer towards a product or service. Choice D exemplifies this by showing a user benefiting from the product (headache relief medication) in a positive scenario (enjoying a child's music recital), thereby highlighting the product's benefits through a positive experience.

Question 14

When Hilary bought a pair of shoes for work, she went through a different process than when she bought shoes for her sister's wedding. This is an example of:
A) product involvement.
B) message-response involvement.
C) purchase situation involvement.
D) simulated involvement.

Accepted Answer

The difference in the process Hilary went through when buying shoes for work versus for her sister's wedding is an example of purchase situation involvement, which refers to how the context or purpose of a purchase affects the buying process.

Question 15

"Elaboration" is the term used to refer to the level of personal importance or interest the consumer perceives, evoked by a stimulus within a specific situation.

Accepted Answer

"Elaboration" refers to the extent of thought and analysis a consumer puts into processing information, rather than the level of personal importance or interest. The term you might be thinking of for personal importance or interest is "involvement."

Question 16

What is meant by the term "flow state"?

Accepted Answer

The answer of What is meant by the term "flow...

Question 17

________ is a mental state of well-being characterized by positive emotions.
A) Guilt
B) Happiness
C) Embarrassment
D) Anger

Accepted Answer

Happiness is the correct answer because it is defined as a state of well-being and contentment, often characterized by feelings of joy, satisfaction, and fulfillment.

Question 18

Moods are:
A) valenced reactions to events and objects that are not accompanied by high levels of arousal.
B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.
C) related to a specific triggering event.
D) valenced reactions to events and objects that are accompanied by high levels of arousal.

Accepted Answer

The answer of Moods are:
A) valenced reactions to events and...

Question 19

Evaluations are:
A) valenced reactions to events and objects that are not accompanied by high levels of arousal.
B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.
C) relate to a specific triggering event.
D) valenced reactions to events and objects that are accompanied by high levels of arousal.

Accepted Answer

Evaluations are valenced reactions to events and objects that are not accompanied by high levels of arousal, distinguishing them from emotions which typically involve higher arousal.

Question 20

Which element below is an example of product involvement?
A) mass customization
B) SMART
C) valences
D) spectacles

Accepted Answer

Mass customization is an example of product involvement because it involves tailoring products to meet individual customers' needs or preferences, thereby increasing the customer's engagement and interest in the product.

Quiz 4: Motivation and Affect

Emotions are:

If a marketer wants to increase involvement from their consumers, one of the best ways is to actually get them involved in the information process. One way of doing this is through:

James is vice president of a company that manufacturers clothing to younger consumers. He wants to enhance consumer involvement with his products. What can he offer them in order to accomplish this and why will it be effective?

If we achieve a "flow state" in regards to our company website, the visitor:

Describe the different types of consumer involvement.

Involvement can be viewed as the consumer's motivation to pay attention to and process information about products.

A technique called ________ scours the social media universe to collect and analyze the words people use when they describe a specific product or company.

When John picks up a six-pack of Budweiser beer out of habit, without consideration of other choices, he is making a decision characterized by:

Ray was starting to feel hungry. He checked the clock and it was almost time for his lunch break. Just then he received a text form his favourite deli letting him know of the daily special. This is an example of:

The term mood congruency refers to the fact that:

When Lululemon monitors consumers' emotional reactions to its products on Twitter, it is engaging in:

Which of the following is an example of marketers using positive affect to highlight product benefits?

When Hilary bought a pair of shoes for work, she went through a different process than when she bought shoes for her sister's wedding. This is an example of:

"Elaboration" is the term used to refer to the level of personal importance or interest the consumer perceives, evoked by a stimulus within a specific situation.

What is meant by the term "flow state"?

________ is a mental state of well-being characterized by positive emotions.

Moods are:

Evaluations are:

Which element below is an example of product involvement?