Question 1

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

Accepted Answer

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

Question 2

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 is what determines the urgency they feel to reduce it. The greater the tension, the more urgent the need becomes. The other options (B, C, D) do not directly relate to the level of urgency felt by the consumer.

Question 3

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, where he wants to approach the solution of stopping the toothache by going to the dentist, but he also wants to avoid the potential fear and discomfort associated with visiting the dentist.

Question 4

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

Approach-approach conflict occurs when a person must choose between two desirable alternatives. Both options are attractive, but the individual must choose only one. This type of conflict often leads to positive outcomes because whichever option is chosen, it will still be a desirable outcome.

Question 5

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 an individual's personality is comprised of a set of characteristics, or traits, that differentiate them from others. These traits may include introversion/extroversion, neuroticism/stability, openness, agreeableness, and conscientiousness among others.

Question 6

What is productivity orientation?

Accepted Answer

The answer of What is productivity orientation?...

Question 7

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

The answer of There are a variety of need states...

Question 8

Explain the expectancy theory.

Accepted Answer

The answer of Explain the expectancy theory....

Question 9

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

The answer of Alicia loves chocolate. She maintains that it...

Question 10

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

An approach-avoidance conflict occurs when a person wants a certain goal or outcome but is also aware of potential negative consequences or drawbacks associated with pursuing it. In this case, Tanya wants the mink coat, but is conflicted due to moral concerns regarding animal rights. Therefore, the best choice is B, which describes an approach-avoidance conflict.

Question 11

________ 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 description given in the question perfectly matches the theory of cognitive dissonance, which is the idea that people experience discomfort or dissonance when their beliefs, attitudes, or behaviors are inconsistent with one another. This theory proposes that people will be motivated to reduce this dissonance by either changing their behavior, changing their beliefs, or finding new information that supports their existing beliefs.

Question 12

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 accurately describes the theory of cognitive dissonance, which was first proposed by psychologist Leon Festinger in the 1950s. The theory suggests that people experience discomfort or dissonance when their attitudes, beliefs, or actions are inconsistent with each other, and that they are motivated to reduce this dissonance by changing their behavior or beliefs.

Question 13

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

Accepted Answer

The answer of A goal-oriented theory, which attempts to reduce...

Question 14

List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a product that fits each need form.

Accepted Answer

The answer of List the primary needs displayed in Maslow's...

Question 15

Personal and social factors combine to create wants.

Accepted Answer

The answer of Personal and social factors combine to create...

Question 16

A desired end state, that applies to many different cultures is called a core value.

Accepted Answer

The answer of A desired end state, that applies to...

Question 17

The term "dissonance" means tension.

Accepted Answer

Dissonance refers to a lack of harmony or agreement, resulting in a sense of tension or discord.

Question 18

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

The answer of Explain the theory of cognitive dissonance. Then...

Question 19

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 theory suggests that individuals must have their basic needs met before they can be motivated by higher needs. As such, marketers should consider the basic needs of their target audience, such as food, shelter, and safety, before attempting to appeal to higher level needs like belonging or self-actualization. Understanding and fulfilling these basic needs can increase the effectiveness of marketing efforts.

Question 20

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

The answer of Because a purchase decision can involve more...

Quiz 5: Motivation and Affect

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

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

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?

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

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