Question 1

A degree of arousal is called a drive.

Accepted Answer

A drive is a psychological state that prompts an organism to satisfy a need, such as hunger or thirst, through arousal, motivating the organism to take action.

Question 2

Motivation explains the strength of behavior, but not its direction.

Accepted Answer

Motivation explains both the strength and direction of behavior, as it not only influences how much effort a person will put into an action but also guides which actions they choose to undertake.

Question 3

What is the most important thing a marketing practitioner can learn from Maslow's theory?
A) Safety needs are more important than social needs.
B) Maslow's hierarchy scheme of needs has been found to be universal and applies equally in all cultures.
C) Maslow's theory is theoretical and has been very difficult to actually apply in practice.
D) Most people must first have their basic needs met before they will be motivated by higher needs.

Accepted Answer

Maslow's hierarchy of needs suggests that individuals are motivated to fulfill basic needs before moving on to other, more advanced needs. This principle is crucial for marketing practitioners to understand consumer behavior and motivation.

Question 4

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal.

Accepted Answer

This statement accurately describes the concept of motivation, which is often defined as the process that initiates, guides, and maintains goal-oriented behaviors, including the degree of effort a person is willing to invest to achieve a particular goal.

Question 5

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.
A) Expectancy theory
B) The theory of cognitive dissonance
C) Value theory
D) Choice theory

Accepted Answer

The theory of cognitive dissonance explains how people experience discomfort when their beliefs or behaviors do not align, leading them to seek consistency between their cognitions and actions.

Question 6

A goal has valence, which means it can be positive or negative.

Accepted Answer

Valence refers to the attractiveness or desirability of a reward or outcome. Therefore, a goal can have positive valence if it is desired or negative valence if it is something to be avoided.

Question 7

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?
A) the need for power
B) the need for uniqueness
C) the need for affiliation
D) the need for safety

Accepted Answer

The psychologist likely referred to the need for affiliation, which is a person's need to feel a sense of involvement and "belonging" within a social group; shopping centers often fulfill this need by providing a space for social interactions.

Question 8

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.
A) magnitude of the tension
B) direction of the tension
C) expectancy
D) reinforcement

Accepted Answer

The magnitude of the tension created by a consumer's need, whether utilitarian (practical) or hedonic (pleasure-seeking), determines how urgently the consumer feels the need to reduce it. This is because the greater the tension, the more motivated the consumer is to resolve it.

Question 9

The degree to which a person is willing to expend energy to reach a specific need is called ________.
A) motivational direction
B) motivation path
C) motivation scheme
D) motivation strength

Accepted Answer

The answer of The degree to which a person is...

Question 10

A want is the particular form of consumption used to restore homeostasis.

Accepted Answer

A want refers to a desire for goods or services that are not necessary for basic survival but are desired for satisfaction or pleasure, not specifically for restoring homeostasis.

Question 11

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?
A) The theory is wrong.
B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs.
C) The hierarchy is often culture-bound.
D) Psychogenic needs overwhelm biogenic needs.

Accepted Answer

Maslow's hierarchy of needs suggests that basic needs (like physiological ones) must be satisfied before higher-level needs (like self-actualization) can be addressed. The example of a celibate religious person challenges this by showing that cultural, religious, or personal values can lead individuals to prioritize higher-level needs over basic physiological ones, indicating that the hierarchy might not universally apply across different cultures or individual belief systems.

Question 12

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.

Accepted Answer

Most modern theories of motivation, such as goal-setting theory, expectancy theory, and self-determination theory, emphasize cognitive processes like beliefs, expectations, and goals in understanding and predicting behavior, rather than focusing primarily on biological or physiological factors.

Question 13

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

Accepted Answer

Cognitive dissonance theory, proposed by Leon Festinger in 1957, suggests that individuals experience psychological discomfort or dissonance when their beliefs, attitudes, or behaviors are inconsistent with each other, leading them to seek resolution to reduce the dissonance.

Question 14

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.
A) approach-approach conflict
B) approach-avoidance conflict
C) approach-desire conflict
D) avoidance-avoidance conflict

Accepted Answer

An approach-approach conflict occurs when an individual is faced with two desirable options and must choose between them. This type of conflict is generally considered the easiest to resolve because the individual is choosing between two positive outcomes.

Question 15

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.
A) one must first satisfy basic needs before moving to higher order needs
B) the need for power is one of the most fundamental needs
C) advertisers who appeal to the need for achievement before other needs are more successful
D) most needs are about equal for the average person

Accepted Answer

Maslow's hierarchy of needs suggests that individuals are motivated to fulfill basic needs before moving on to other, more advanced needs. This hierarchy starts from the most basic physiological needs and moves up to safety, love/belonging, esteem, and finally self-actualization.

Question 16

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?
A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition.
B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.
C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies.
D) Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning.

Accepted Answer

Approach-approach conflicts involve choosing between two positive options, each with its own set of appealing aspects. Rejecting one positive option for another necessitates a cognitive justification for the choice, which can lead to cognitive dissonance as the individual struggles with the decision of giving up one desirable outcome for another.

Question 17

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.
A) approach-approach conflict
B) approach-avoidance conflict
C) approach-desire conflict
D) avoidance-avoidance conflict

Accepted Answer

This situation illustrates an approach-avoidance conflict because Tanya is attracted to the idea of owning a mink coat (approach) but is deterred by the ethical considerations and potential backlash from animal rights activists (avoidance).

Question 18

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?
A) a cognitive dissonance conflict
B) an approach-approach conflict
C) an avoidance-avoidance conflict
D) an approach-avoidance conflict

Accepted Answer

Bill is experiencing an approach-avoidance conflict because he desires the outcome of relieving his toothache (approach) but is simultaneously repelled by his fear of going to the dentist (avoidance).

Question 19

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________.
A) achievement
B) affiliation
C) power
D) uniqueness

Accepted Answer

The activities mentioned (playing team sports, going to a bar, shopping in busy malls) are social in nature and aim to connect with others, which aligns with the need for affiliation. This need is about building relationships and feeling a sense of belonging.

Question 20

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?
A) Trait theory
B) Collective unconscious theory
C) Freudian theory
D) Social conflict theory

Accepted Answer

Trait theory suggests that individual personalities are composed of these broad dispositions. It is the theory that most directly proposes that differences in personality (such as introversion or extroversion) can be attributed to varying levels of certain traits.

Quiz 5: Motivation and Affect

A degree of arousal is called a drive.

Motivation explains the strength of behavior, but not its direction.

What is the most important thing a marketing practitioner can learn from Maslow's theory?

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal.

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

A goal has valence, which means it can be positive or negative.

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.

The degree to which a person is willing to expend energy to reach a specific need is called ________.

A want is the particular form of consumption used to restore homeostasis.

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________.

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?