Question 1

Consumers are more likely to recall autobiographical memories characterized by specific moods when the same mood occurs again in the future.

Accepted Answer

This phenomenon is known as mood-dependent memory and it can influence a person's behavior and decision-making when shopping or making product choices.

Question 2

When a nostalgic ad evokes or recaptures a childhood mood,consumers become lost in their memories and are distracted,so they become less willing to indulge in any kind of purchasing activity.

Accepted Answer

Consumers become more willing to make purchases when a nostalgic ad evokes or recaptures a childhood mood.

Question 3

Many people lost their homes and everything they owned during hurricane Katrina.While they realized the need for shelter,they also realized that they didn't have any food or water.These were the needs that required to be addressed immediately.According to Maslow's hierarchy of needs,which needs were these people most concerned about?
A)Self-actualization needs
B)Esteem needs
C)The need for belongingness and love
D)Physiological needs
E)The need for achievement

Accepted Answer

Physiological needs, such as the need for food, water, and shelter, are at the base of Maslow's hierarchy and are considered the most important and urgent needs to fulfill in order to survive.

Question 4

When Janice went for a holiday in the Sahara,she made it a point to drink lots of water to keep herself hydrated.Which of the following types of motivations drove Janice to avoid dehydration?
A)Homeostasis
B)Apoptosis
C)Homeorhesis
D)Necrosis
E)Osmosis

Accepted Answer

Homeostasis is the physiological process by which the body maintains a stable internal environment despite changes in the external environment. Thirst and the need to drink water is one of the ways the body maintains homeostasis and avoids dehydration. Janice's motivation to drink water to stay hydrated during her holiday in the Sahara is driven by the homeostatic mechanism in her body. Apoptosis, homeorhesis, necrosis, and osmosis are not relevant to Janice's motivation to avoid dehydration.

Question 5

Jennifer wants to buy crockery for her house from Crystals,a brand that positions itself as "the ultimate choice in dining with royalty." In buying from Crystals,Jennifer is adopting a(n)_____ focus.
A)promotion
B)prevention
C)fixation
D)accommodation
E)assimilation

Accepted Answer

Jennifer's focus on buying crockery from Crystals, a brand that positions itself as "the ultimate choice in dining with royalty," suggests that she is motivated by the desire to achieve the best possible outcome - to have crockery that makes her feel like royalty. This is consistent with a promotion focus, which is characterized by a desire for growth, achievement, and advancement. In contrast, a prevention focus is characterized by a desire to avoid negative outcomes and ensure safety and security, which doesn't seem to be Jennifer's primary concern in this scenario.

Question 6

In a marketing context,salespeople with high emotional intelligence are more effective in closing sales with consumers than are salespeople with low emotional intelligence.

Accepted Answer

Salespeople with high emotional intelligence are better able to understand and connect with consumers, build rapport, handle objections, and adapt their communication style, all of which are important for closing sales. They are also able to manage their own emotions, remain positive and motivated, and effectively deal with rejection, which can be a significant factor in sales success. On the other hand, salespeople with low emotional intelligence may struggle to connect with customers, come across as insincere or uninterested, have difficulty adapting to different selling situations, and may be more easily discouraged by rejection.

Question 7

Consumers who perceive other consumers or employees surrounding them as either happy or sad may experience a corresponding change in actual happiness or sadness themselves.

Accepted Answer

This phenomenon is known as emotional contagion, and studies have shown that it can occur both in person and online. Seeing or interacting with happy people can boost our mood, while seeing or interacting with sad people can bring us down.

Question 8

Nostalgia is characterized by a yearning for the past motivated by the belief that previous times were somehow more pleasant.

Accepted Answer

Nostalgia is indeed characterized by a longing for a past time that is believed to have been more enjoyable or satisfying.

Question 9

Jennifer wants to buy Shine,a hand dishwashing brand that positions itself as a product that can help you avoid "grease and embarrassment" in front of guests.In buying Shine,Jennifer is adopting a(n)_____ focus.
A)promotion
B)prevention
C)fixation
D)accommodation
E)assimilation

Accepted Answer

Jennifer is adopting a prevention focus because she wants to avoid the negative experience of "grease and embarrassment" in front of guests by using Shine.

Question 10

Marketing communications that present product information in a way that evokes mild levels of emotions will tend to be less effective in producing recall than communications that are affectively neutral.

Accepted Answer

Marketing communications that present product information in a way that evokes mild levels of emotions will tend to be more effective in producing recall than communications that are affectively neutral.

Question 11

Consumers experiencing negative self-conscious emotions have illusions of their actual needs resulting in misidentification of needs.

Accepted Answer

Consumers experiencing negative self-conscious emotions can perceive not only the need to rectify some problem,but also the need to restore their self-esteem.

Question 12

Ed had been long thinking of exchanging his old car for a new convertible and so he recently bought himself a Volvo C70.Ed's purchasing activity is most likely driven by _____.
A)preventive motivation
B)physiological motivation
C)homeorhesis
D)homeostasis
E)self-improvement motivation

Accepted Answer

Ed's decision to purchase a new convertible reflects self-improvement motivation, as he is seeking to upgrade his current mode of transportation. Preventive motivation is driven by avoiding negative outcomes, physiological motivation is driven by basic physical needs like hunger and thirst, and homeorhesis and homeostasis refer to the body's ability to maintain stability and balance, which are not applicable in this scenario.

Question 13

Susan,a single-parent,is very close to her friends and relatives and she feels the need to be connected with them.She visits her grandparents every week,as doing so makes her feel as a part of the extended family.According to Maslow's hierarchy of needs,Susan is most concerned with:
A)the need for self-actualization.
B)the need for self-esteem.
C)physiological need.
D)the need for safety and security.
E)the need for belongingness and love.

Accepted Answer

The need to feel connected and a part of a group is a characteristic of the need for belongingness and love in Maslow's hierarchy of needs. Susan's desire to visit her grandparents and be part of her extended family highlights this need.

Question 14

Which of the following orients consumers toward avoiding negative consequences?
A)Promotion focus
B)Prevention focus
C)Improvement focus
D)Hedonic focus
E)Assimilation focus

Accepted Answer

Prevention focus is the orientation towards avoiding negative consequences, whereas promotion focus is an orientation towards achieving positive outcomes. Improvement focus is the orientation towards achieving personal growth or improvement, hedonic focus is the orientation towards pleasure-seeking, and assimilation focus is the orientation towards fitting in with a specific social group.

Question 15

Research shows that through a type of emotional contagion process,a product's value can actually decrease after a consumer sees the product handled by an attractive member of the opposite sex.

Accepted Answer

Research shows that through a type of emotional contagion process,a product's value can actually increase after a consumer sees the product handled by an attractive member of the opposite sex.

Question 16

Clever ads work best for common consumer products,whereas comedic ads are usually more appropriate for higher-end,luxury,or high-involvement products.

Accepted Answer

Comedic ads work best for common consumer products,whereas clever ads are usually more appropriate for higher-end,luxury,or high-involvement products.

Question 17

The fact that the body naturally reacts in a way so as to maintain a constant,normal bloodstream is known as _____.
A)homeorhesis
B)osmosis
C)necrosis
D)apoptosis
E)homeostasis

Accepted Answer

Homeostasis refers to the body's ability to maintain a constant internal environment, including the composition and temperature of the blood. This is essential for proper bodily function and survival. Homeorhesis is a similar concept, but it specifically refers to the maintenance of a dynamic equilibrium in response to changing conditions. Osmosis is a process by which water moves through cell membranes in response to differences in solute concentration. Necrosis and apoptosis are types of cell death.

Question 18

Which of the following types of motivations promotes behaviors that are aimed at changing one's current state to a level that is more ideal-not simply maintaining the current state of existence?
A)Preventive motivation
B)Homeostatic motivation
C)Self-improvement motivation
D)Utilitarian motivation
E)Fixative motivation

Accepted Answer

Self-improvement motivation promotes behaviors aimed at reaching a more ideal state, rather than just maintaining the current state (as in homeostatic motivation) or preventing a negative outcome (as in preventive motivation). Utilitarian motivation relates to achieving practical outcomes, while fixative motivation is not a recognized type of motivation.

Question 19

Aesthetic labor deals specifically with employees who most carefully manage their own personal appearance as a requisite to performing their job well,and fitting what managers see as the stereotype for their particular company's service.

Accepted Answer

This is the definition of aesthetic labor.

Question 20

Which of the following orients consumers toward the pursuit of their aspirations or ideals?
A)Homeostatic focus
B)Assimilation focus
C)Utilitarian focus
D)Promotion focus
E)Prevention focus

Accepted Answer

Promotion focus orients consumers towards pursuing their aspirations or ideals. This type of focus emphasizes achieving positive outcomes and encourages consumers to seize opportunities that will help them attain their goals. It is in contrast to prevention focus, which is more concerned with avoiding negative outcomes and maintaining the status quo. Homeostatic focus emphasizes maintaining stability and balance, while assimilation and utilitarian focus are more focused on practical considerations and meeting basic needs.

Quiz 5: Motivation and Emotion: Driving Consumer Behavior

Consumers are more likely to recall autobiographical memories characterized by specific moods when the same mood occurs again in the future.

When a nostalgic ad evokes or recaptures a childhood mood,consumers become lost in their memories and are distracted,so they become less willing to indulge in any kind of purchasing activity.

When Janice went for a holiday in the Sahara,she made it a point to drink lots of water to keep herself hydrated.Which of the following types of motivations drove Janice to avoid dehydration?

Jennifer wants to buy crockery for her house from Crystals,a brand that positions itself as "the ultimate choice in dining with royalty." In buying from Crystals,Jennifer is adopting a(n) _____ focus.

In a marketing context,salespeople with high emotional intelligence are more effective in closing sales with consumers than are salespeople with low emotional intelligence.

Consumers who perceive other consumers or employees surrounding them as either happy or sad may experience a corresponding change in actual happiness or sadness themselves.

Nostalgia is characterized by a yearning for the past motivated by the belief that previous times were somehow more pleasant.

Jennifer wants to buy Shine,a hand dishwashing brand that positions itself as a product that can help you avoid "grease and embarrassment" in front of guests.In buying Shine,Jennifer is adopting a(n) _____ focus.

Marketing communications that present product information in a way that evokes mild levels of emotions will tend to be less effective in producing recall than communications that are affectively neutral.

Consumers experiencing negative self-conscious emotions have illusions of their actual needs resulting in misidentification of needs.

Ed had been long thinking of exchanging his old car for a new convertible and so he recently bought himself a Volvo C70.Ed's purchasing activity is most likely driven by _____.

Susan,a single-parent,is very close to her friends and relatives and she feels the need to be connected with them.She visits her grandparents every week,as doing so makes her feel as a part of the extended family.According to Maslow's hierarchy of needs,Susan is most concerned with:

Which of the following orients consumers toward avoiding negative consequences?

Research shows that through a type of emotional contagion process,a product's value can actually decrease after a consumer sees the product handled by an attractive member of the opposite sex.

Clever ads work best for common consumer products,whereas comedic ads are usually more appropriate for higher-end,luxury,or high-involvement products.

The fact that the body naturally reacts in a way so as to maintain a constant,normal bloodstream is known as _____.

Which of the following types of motivations promotes behaviors that are aimed at changing one's current state to a level that is more ideal-not simply maintaining the current state of existence?

Aesthetic labor deals specifically with employees who most carefully manage their own personal appearance as a requisite to performing their job well,and fitting what managers see as the stereotype for their particular company's service.

Which of the following orients consumers toward the pursuit of their aspirations or ideals?