Question 1

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 the expectancy theory.

Accepted Answer

Expectancy theory focuses on the belief that effort will lead to performance and rewards, while Alicia's motivation is more about emotional relief, which aligns better with theories like the mood regulation hypothesis.

Question 2

Explain the expectancy theory.

Accepted Answer

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Question 3

Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car.

Accepted Answer

Izzy is exhibiting the need for power or status, not necessarily uniqueness, as he wants to demonstrate his car's superiority over others.

Question 4

The desired end state is the consumer's goal.

Accepted Answer

The desired end state refers to the goal or outcome that a consumer aims to achieve through the purchase or use of a product or service, making it the consumer's goal.

Question 5

A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict.

Accepted Answer

The dentist is addressing the approach-avoidance conflict by highlighting the positive aspect of dental health (approach) and mitigating the fear of pain (avoidance), making it easier for potential patients to decide on seeking dental care.

Question 6

A goal-oriented theory, which attempts to reduce or eliminate an unpleasant state and return to homeostasis, is called the expectancy theory.

Accepted Answer

The expectancy theory is a motivation theory, suggesting that individuals are motivated to act in a certain way based on the expectation that their actions will lead to a desired outcome, not specifically about reducing unpleasant states to achieve homeostasis. The description more closely aligns with drive reduction theory.

Question 7

Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example illustrates a person choosing to meet utilitarian needs.

Accepted Answer

Choosing water over soda because it's healthier for her skin demonstrates a decision based on utilitarian needs, which prioritize practical and functional benefits over immediate gratification or pleasure.

Question 8

Personal and social factors combine to create wants.

Accepted Answer

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Question 9

Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement claiming that the perfume is "as individual as you are."

Accepted Answer

This statement implies that the perfume can match or enhance the consumer's individuality, appealing directly to their desire to feel unique.

Question 10

Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

Accepted Answer

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Question 11

The term "dissonance" means tension.

Accepted Answer

In music, "dissonance" refers to a combination of tones that sounds unstable or tense, often requiring resolution to a stable or consonant state.

Question 12

There are a variety of need states or need forms described in the text. Characterize and discuss psychogenic needs, utilitarian needs, and hedonic needs.

Accepted Answer

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Question 13

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

Accepted Answer

Rico is satisfying utilitarian needs by choosing green vegetables for their nutritional value, not hedonic needs which are related to pleasure or sensory gratification.

Question 14

Abraham Maslow developed the Hierarchy of Needs theory.

Accepted Answer

Abraham Maslow developed the Hierarchy of Needs theory in his 1943 paper "A Theory of Human Motivation" and his subsequent book, "Motivation and Personality." This theory describes human motivation based on a hierarchy of needs, starting from basic physiological needs to self-actualization.

Question 15

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

The statement is true. Cognitive dissonance refers to the uncomfortable feeling that arises when there is a conflict between two beliefs or between a belief and a behavior. The theory suggests that people have a natural tendency to reduce this tension by either changing their beliefs or their behavior.

Question 16

Maslow's hierarchy of needs implies that the order of needs is fixed.

Accepted Answer

Maslow's hierarchy of needs suggests that individuals must satisfy lower-level needs before they can progress to higher-level needs.

Question 17

Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus.

Accepted Answer

An approach-avoidance conflict occurs when a single goal or event has both attractive and unattractive aspects. In Susan's case, the desire to buy a new fur coat (approach) is attractive because it is a luxury item that she wants, but it may also evoke feelings of guilt or concern about animal rights or personal finances (avoidance), creating a conflict.

Question 18

Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance).

Accepted Answer

Drive theory primarily focuses on how physiological needs create an aroused tension state (a drive) that motivates an organism to satisfy the need (e.g., hunger driving an individual to find food), rather than on emotional responses to social situations.

Question 19

A clothing store made the proper decision when they targeted women with a high need for achievement for their line of business suits.

Accepted Answer

Targeting women with a high need for achievement for a line of business suits aligns well with the product offering, as these individuals are likely to value professional attire that reflects their ambitions and success.

Question 20

Explain the theory of cognitive dissonance. Then create an example that illustrates the theory. Be sure that your example illustrates the phenomena that occur within the confines of the theory.

Accepted Answer

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Quiz 5: Motivation and Affect