Question 1

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

Accepted Answer

Consumer involvement is defined as the degree of personal relevance or interest that a consumer finds in pursuing value from a consumption act. Therefore, the statement is true.

Question 2

Secondary motivation involves a desire to experience something personally gratifying.

Accepted Answer

Hedonic motivation involves a desire to experience something personally gratifying.

Question 3

Esteem needs are needs for personal fulfillment.

Accepted Answer

These are self-actualization needs. Esteem needs are the need to be recognized as a person of worth.

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

Utilitarian motivation is focused on practicality and being able to accomplish tasks or goals, so individuals with this motivation would be more likely to seek out products that can assist in achieving those objectives.

Question 6

Shopping involvement represents the personal relevance of shopping activities.

Accepted Answer

Shopping involvement refers to the level of personal relevance or importance that a consumer places on shopping activities.

Question 7

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

Accepted Answer

Maslow's hierarchy of needs describes consumers as addressing a finite set of prioritized needs - physiological, safety and security, belongingness and love, esteem and self-actualization.

Question 8

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

Accepted Answer

Emotions are subjective feelings and are triggered by a consumer's interpretation or appraisal of a situation, event, or object. They are not objective or universal reactions but vary according to an individual's perceptions and experiences.

Question 9

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

Accepted Answer

Low involvement products are items that are purchased frequently, are inexpensive, and require little thought or effort in the decision-making process. Cleaning products and personal hygiene products like toothpaste and soap fit this description.

Question 10

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

Accepted Answer

Situational involvement refers to the temporary interest or engagement that a consumer has in a specific purchase situation. This can happen when a consumer is shopping for something with a high price but low involvement, such as buying a house or a car, where a lot of money is at stake but the actual purchase decision may not be emotionally significant.

Question 11

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

Accepted Answer

Human motivations are oriented toward two key groups of behavior: homeostasis, which refers to a reaction to maintain a constant, normal bloodstream, and self-improvement.

Question 12

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

Accepted Answer

Motivations are the inner reasons or driving forces behind human actions, and they are usually driven by real needs.

Question 13

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

Accepted Answer

A moderating variable is one that changes the nature of a relationship between two other variables.

Question 14

Drinking soft drinks because one really likes the taste is driven by hedonic motivations.

Accepted Answer

Hedonic motivations are based on pleasure-seeking, and liking the taste of something is a primary example of a hedonic motivation.

Question 15

Going to a trendy, new restaurant is most likely driven by hedonic motivations.

Accepted Answer

Hedonic motivations refer to the desire to seek pleasure or enjoyment, and trying out a trendy, new restaurant is often associated with the desire to have a pleasurable experience, indicating that the statement is true.

Question 16

Hal is a computer enthusiast who reads magazines, has several computers, and fixes computers for his friends and family. It can be said that Hal is exhibiting situational involvement.

Accepted Answer

This is better described as enduring involvement, which is an ongoing interest in some product or opportunity.

Question 17

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

Accepted Answer

Safety and security needs are the need to be secure and protected. Basic needs for survival are physiological needs.

Question 18

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

Accepted Answer

Homeostasis is the body's ability to maintain a stable internal environment despite changes in external conditions. This includes maintaining a constant, normal bloodstream through various physiological mechanisms.

Question 19

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

Accepted Answer

Product involvement means that some product category has personal relevance.

Question 20

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

Accepted Answer

Self-improvement motivations are focused on making personal changes that enhance one's current state, leading to a state that is more desirable or ideal. These motivations can drive behaviors aimed at achieving specific goals, making personal or professional advancements, or simply enhancing one's overall well-being.

Quiz 5: Motivation and Emotion: Driving Consumer Behavior