Question 1

Autonomic measures automatically record visceral body reactions or neurological activity.

Accepted Answer

Autonomic measures, such as heart rate, skin conductance, and respiratory activity, are automatic physiological responses that do not require conscious control and can indicate visceral body reactions or neurological activity.

Question 2

When Janice went on a holiday to a tropical island, she felt hot and thirsty all the time. To keep herself hydrated, she frequently drank water and other beverages. Janice was driven to drink water and beverages because of _____.

Accepted Answer

Janice's desire to drink water and other beverages was due to her body's need for homeostasis, which is the maintenance of a stable internal environment. Hot weather can cause dehydration, and the body responds by increasing thirst to ensure adequate hydration levels are maintained.

Question 3

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.

Accepted Answer

Research has shown that emotions can have a significant impact on recall, with mild levels of emotions producing better results than affectively neutral communications. This is because emotions help to grab attention and make information more memorable.

Question 4

Autonomic measures of assessing emotional activity require a volitional response from the consumer.

Accepted Answer

Autonomic measures are physiological measures that do not require volitional response from the consumer. They include measures like heart rate, skin conductance, and facial electromyography.

Question 5

In the context of measuring emotion, self-report affect measures require the attachment of some type of device to the consumer.

Accepted Answer

Self-report affect measures involve asking the consumer to report their own emotions, usually through surveys or questionnaires, and do not require any type of device attachment.

Question 6

According to Maslow's theory, consumers first seek value by satisfying the safety and security needs.

Accepted Answer

According to Maslow's hierarchy of needs, consumers first seek to satisfy physiological needs (such as food, water, and shelter) before safety and security needs.

Question 7

Self-improvement leads consumers to perform acts that cause emotions that help create utilitarian value.

Accepted Answer

The answer of Self-improvement leads consumers to perform acts that...

Question 8

Anne is meticulous when it comes to planning her weekly grocery store visits. Before buying anything, she makes sure that she is well-informed about the best deals. Anne exhibits high level of _____.

Accepted Answer

Shopping involvement refers to how much importance and attention a consumer places on the act of shopping itself. Anne's behavior demonstrates a high level of shopping involvement as she takes time to plan and research before going to the grocery store. Product involvement refers to the level of interest a person has in a specific product category, situational involvement refers to the level of interest a person has in a specific purchase situation, and enduring involvement refers to the ongoing interest a person has in a specific product or category over time. None of these options fully capture Anne's behavior in this scenario.

Question 9

In the context of regulatory focus theory, a promotion focus orients consumers toward avoiding negative consequences.

Accepted Answer

In the context of regulatory focus theory, a promotion focus orients consumers toward achieving positive outcomes, while a prevention focus orients consumers toward avoiding negative consequences.

Question 10

Emotional involvement drives one to consume generally through repeated experiences of relatively strong utilitarian motivations.

Accepted Answer

Emotional involvement often drives consumption through hedonic motivations, which are related to the pleasure and emotional experiences associated with a product or service, rather than utilitarian motivations, which are more about practicality and functionality.

Question 11

Henry considers himself a cheese connoisseur and subscribes to the Wine & Cheese magazine. He spends many of his weekends visiting the farmers' market to try out different kinds of cheeses. In the context of the given scenario, Henry _____.

Accepted Answer

Henry's consistent interest in trying out different kinds of cheeses and subscribing to a magazine dedicated to cheese indicates that he is a product enthusiast.

Question 12

In the context of measuring emotion, self-report measures are more obtrusive than biological measures.

Accepted Answer

Self-report measures are considered less obtrusive because they rely on individuals consciously reporting their emotions, whereas biological measures require physical monitoring equipment, which can be more intrusive.

Question 13

Kyra is so engrossed in window shopping that she does not realize that it is way past eight in the night, and she needs to head home now. In the context of emotional behavior, Kyra's engrossment in window shopping exemplifies _____.

Accepted Answer

Kyra's engrossment in window shopping exemplifies a state of flow, a concept in psychology that refers to being fully absorbed and focused on an activity to the point of losing track of time and one's surroundings. This state of flow is often associated with positive emotions and psychological well-being. Emotional contagion refers to the phenomenon of emotions spreading from one person to another, consumer affect refers to emotions and feelings that consumers experience in response to marketing stimuli, and homeostasis refers to the tendency of the body to maintain a stable, balanced internal environment. None of these concepts are applicable to Kyra's situation.

Question 14

Consumers in bad moods tend to make decisions faster than consumers in good moods.

Accepted Answer

Research suggests that consumers in bad moods tend to process information more carefully and take longer to make decisions compared to those in good moods, who may rely more on heuristics and make quicker decisions.

Question 15

Situational involvement represents how emotional a consumer gets during some specific consumption activity.

Accepted Answer

Situational involvement refers to the temporary interest or engagement a consumer has in a product or service due to a specific situation or context, rather than the emotional intensity of their experience.

Question 16

Research shows that a product's value decreases after a consumer sees the product handled by an attractive member of the opposite sex.

Accepted Answer

Research indicates that a product's value can actually increase when consumers see it being handled by an attractive member of the opposite sex, due to the positive associations and increased desirability generated by the attractive individual's interaction with the product.

Question 17

In the context of regulatory focus theory, a promotion focus shares similarity with _____.

Accepted Answer

A promotion focus, as described in regulatory focus theory, is concerned with the pursuit of aspirations, ideals, and accomplishments. This aligns closely with the concept of self-improvement, which involves activities and goals aimed at enhancing one's skills, abilities, and overall personal development.

Question 18

Enduring involvement is not temporary but rather represents a continuing interest in some product or activity.

Accepted Answer

Enduring involvement is a long-term interest in a particular product or activity, and it is not temporary or fleeting.

Question 19

From a utilitarian value perspective, highly involved shoppers are less likely to react to price reductions because they are too involved with the product to care about the price.

Accepted Answer

From a utilitarian value perspective, price is an important factor in the decision-making process, regardless of a shopper's level of involvement with the product. Therefore, highly involved shoppers are still likely to react to price reductions.

Question 20

According to the pleasure-arousal-dominance (PAD) approach, when consumers feel lower control, situational influences play a greater role in shaping their behavior.

Accepted Answer

The pleasure-arousal-dominance (PAD) approach suggests that consumers' emotions can be characterized along three dimensions - pleasure, arousal, and dominance. When consumers feel lower control, their behavior is more likely to be shaped by situational influences, which makes them more susceptible to environmental cues, social norms, and marketing messages. In other words, when consumers feel less in control of their actions, they are more likely to be influenced by external factors in their decision-making.

Quiz 5: Motivation and Emotion: Driving Consumer Behavior