Question 1

Some researchers measure brain wave activity to assess consumers' emotional responses to advertising. Which term refers to this type of measurement?
A) introspective
B) self-report
C) autonomic
D) PANAS

Accepted Answer

The measurement of brain wave activity falls under the category of autonomic measurements, which involves assessing physiological responses such as heart rate, skin conductance, and brain waves.

Question 2

Which of the following can be thought of as a transient (temporary and changing) and general feeling state?
A) mood
B) involvement
C) emotion
D) affect

Accepted Answer

Mood is considered a transient and general feeling state, as it is less specific and less intense than emotions, and can last for a longer period without a specific cause.

Question 3

Which type of cognitive appraisal reviews responsibility for events and can evoke emotions such as gratefulness, frustration, or sadness?
A) outcomes
B) equity
C) anticipation
D) agency

Accepted Answer

Agency appraisal reviews responsibility for events and can evoke emotions such as gratefulness, frustration, or sadness. Outcomes appraisal evaluates the potential consequences of a situation, equity appraisal assesses fairness or injustice, and anticipation appraisal evaluates the likelihood of future events.

Question 4

Which type of cognitive appraisal considers how something turned out relative to one's goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride?
A) anticipation
B) agency
C) outcomes
D) results

Accepted Answer

The type of cognitive appraisal described is outcomes, as it considers the result or outcome of a situation in relation to one's goals. This type of appraisal can evoke various emotional responses such as joy, satisfaction, sadness, or pride depending on whether the outcome was positive or negative.

Question 5

Which term represents the feelings a consumer has about a particular product or activity?
A) cognition
B) affect
C) mood
D) nostalgia

Accepted Answer

Affect refers to the emotional reactions or feelings that a consumer has about a particular product or activity. Cognition refers to the mental processes and knowledge that a consumer has about a product, while mood refers to a general state of emotional feeling that is not necessarily specific to a particular product or activity. Nostalgia refers to a sentimental longing or wistful affection for the past.

Question 6

What is one of the most commonly applied ways to assess one's emotional state by measuring both positive and negative affect?
A) PANAS
B) PAD
C) PN scale
D) galvanic scale

Accepted Answer

The most commonly applied way to assess one's emotional state by measuring both positive and negative affect is the Positive and Negative Affect Schedule (PANAS). This scale consists of a list of adjectives that describe different emotions and feelings. Participants rate how much they experienced each emotion on a scale ranging from 1 (very slightly or not at all) to 5 (extremely). The PANAS has been widely used in research and clinical settings to assess emotional states and changes over time.

Question 7

Many senior citizens do not want to go to the doctor because they are afraid they might learn they have some disease. This type of appraisal focuses on the future and elicits worry and fear. What type of appraisal is this an example of?
A) anticipation
B) outcomes
C) agency
D) emotional

Accepted Answer

This is an example of anticipation appraisal, where the individual is thinking about a possible future event and the potential negative outcomes associated with it.

Question 8

Which term refers to a deep personal interest that evokes strong feelings simply from the thoughts or behaviour associated with some object or activity?
A) emotional involvement
B) emotional expressiveness
C) emotional intelligence
D) emotional commitment

Accepted Answer

Emotional involvement refers to a deep personal interest that evokes strong feelings simply from the thoughts or behaviour associated with some object or activity. It implies being emotionally invested in something, leading to a higher level of interest and dedication. Emotional expressiveness, emotional intelligence, and emotional commitment are related concepts but do not fully capture the idea of a deep personal interest that evokes strong feelings.

Question 9

Danny woke up kind of grumpy one morning and was snapping at the people around him. Fortunately, he didn't stay like that and ended up having a pretty good day and getting along with everyone. Which of the following likely influenced Danny's behaviour?
A) equity appraisal
B) congruity
C) involvement
D) mood

Accepted Answer

Danny's grumpiness and snapping behavior indicates a negative mood that likely influenced his behavior.

Question 10

Marty doesn't like to shop, so he decided he wanted to get all of his Christmas shopping done in one trip to the mall on a Saturday afternoon. Which type of cognitive appraisal does Marty use when he evaluates whether or not he achieved his goal of accomplishing this task?
A) anticipation
B) outcomes
C) completion
D) results

Accepted Answer

Marty is evaluating whether he achieved his goal, which involves assessing the outcomes of his shopping trip.

Question 11

Which term refers to the extent to which a consumer shows outward behavioural signs and otherwise reacts obviously to emotional experiences?
A) emotional expressiveness
B) emotional display
C) emotional labour
D) emotional contagion

Accepted Answer

Emotional expressiveness refers to the extent to which a consumer shows outward behavioural signs and otherwise reacts obviously to emotional experiences.

Question 12

A school guidance counsellor is the organizer for a school trip that can accommodate only 10 students. She is trying to determine how to select the students who will get to go in a manner that is fair for all those applying. Which type of cognitive appraisal is the counsellor using?
A) agency
B) equity
C) outcomes
D) fairness

Accepted Answer

The counsellor is using the equity cognitive appraisal by trying to select the students in a fair and equal manner. This means that each student has an equal chance of being selected based on the same criteria.

Question 13

Which way of measuring emotions automatically records responses based on either automatic visceral reactions or neurological brain activity?
A) autonomic measures
B) self-report measures
C) PAD measures
D) PANAS measures

Accepted Answer

Autonomic measures automatically record physiological responses such as changes in heart rate or skin conductance, which are associated with emotional reactions.

Question 14

Which self-report measure of emotions asks respondents to rate feelings using semantic differential items (bipolar opposites)?
A) Likert emotional profile
B) PANAS
C) emotion battery
D) PAD

Accepted Answer

The PAD (Pleasure-Arousal-Dominance) scale is a self-report measure of emotions that asks respondents to rate their feelings using bipolar opposite items (semantic differential items). It is a widely used and validated measure of emotions in research and clinical settings.

Question 15

A consumer in a bad mood tends to judge things negatively. Which term best describes the situation when the value of a target, such as a product, is influenced in a consistent way by one's mood?
A) affect-based judgments
B) situation involvement
C) visceral responsiveness
D) mood-congruent judgments

Accepted Answer

Mood-congruent judgments refer to the consistent influence of one's mood on the evaluation of a target, such as a product. When a consumer is in a bad mood, they tend to judge things negatively, and vice versa. Affect-based judgments refer to evaluations that are based on emotional reactions, while situation involvement refers to the level of personal relevance a situation holds for a consumer. Visceral responsiveness refers to physiological reactions to stimuli.

Question 16

Keely was so engrossed in her book that she didn't realize that five hours had passed. Which term represents Keely's high emotional involvement when she is engrossed in reading the book?
A) emotional involvement
B) flow
C) bipolar
D) emotional labour

Accepted Answer

The term "flow" describes a state of complete absorption and high emotional involvement in an activity, such as reading a book. Keely's engrossment in her book indicates that she was experiencing flow.

Question 17

Which measure of consumer emotions uses PANAS and PAD?
A) autonomic
B) introspective
C) physiological
D) self-report

Accepted Answer

PANAS (Positive and Negative Affect Schedule) and PAD (Pleasure-Arousal-Dominance) are both self-report measures of consumer emotions. Participants are asked to rate their own emotional states using a questionnaire or rating scale, making this a self-report measure of emotional response.

Question 18

Sony recognizes that electronic products can be especially frustrating or satisfying for consumers and often are both at the same time. To better their product and customer experience, they have hired a consumer researcher to measure consumers' positive and negative emotions when using Sony's electronic products like video games, cellphones, computers, and televisions. Which measure is best for this purpose?
A) bipolar scale
B) PAD
C) PANAS
D) PN scale

Accepted Answer

The PANAS (Positive and Negative Affect Schedule) is designed to measure both positive and negative emotions, making it suitable for assessing the emotional responses of consumers using Sony's electronic products.

Question 19

Which term refers to extremely high emotional involvement in which a consumer is engrossed in an activity?
A) emotional expressiveness
B) contagion
C) flow
D) emotional labour

Accepted Answer

Flow refers to an extremely high emotional involvement in which a consumer is engrossed in an activity, feeling fully focused, energized, and involved.

Question 20

The theory behind PAD is that pleasure and unhappiness have a particular relationship. What kind of relationship do they have?
A) bi-dimensional
B) all-inclusive
C) uni-polar
D) bipolar

Accepted Answer

PAD theory proposes that pleasure (P) and arousal (A) are two separate dimensions of emotional experience, but that negative emotions (such as unhappiness) are a combination of high arousal and unpleasantness, making them bipolar. Therefore, pleasure and unhappiness have a bipolar relationship in the PAD theory.

Quiz 5: Motivation and Emotion: Driving Consumer Behaviour

Some researchers measure brain wave activity to assess consumers' emotional responses to advertising. Which term refers to this type of measurement?

Which of the following can be thought of as a transient (temporary and changing) and general feeling state?

Which type of cognitive appraisal reviews responsibility for events and can evoke emotions such as gratefulness, frustration, or sadness?

Which type of cognitive appraisal considers how something turned out relative to one's goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride?

Which term represents the feelings a consumer has about a particular product or activity?

What is one of the most commonly applied ways to assess one's emotional state by measuring both positive and negative affect?

Many senior citizens do not want to go to the doctor because they are afraid they might learn they have some disease. This type of appraisal focuses on the future and elicits worry and fear. What type of appraisal is this an example of?

Which term refers to a deep personal interest that evokes strong feelings simply from the thoughts or behaviour associated with some object or activity?

Danny woke up kind of grumpy one morning and was snapping at the people around him. Fortunately, he didn't stay like that and ended up having a pretty good day and getting along with everyone. Which of the following likely influenced Danny's behaviour?

Marty doesn't like to shop, so he decided he wanted to get all of his Christmas shopping done in one trip to the mall on a Saturday afternoon. Which type of cognitive appraisal does Marty use when he evaluates whether or not he achieved his goal of accomplishing this task?

Which term refers to the extent to which a consumer shows outward behavioural signs and otherwise reacts obviously to emotional experiences?

A school guidance counsellor is the organizer for a school trip that can accommodate only 10 students. She is trying to determine how to select the students who will get to go in a manner that is fair for all those applying. Which type of cognitive appraisal is the counsellor using?

Which way of measuring emotions automatically records responses based on either automatic visceral reactions or neurological brain activity?

Which self-report measure of emotions asks respondents to rate feelings using semantic differential items (bipolar opposites) ?

A consumer in a bad mood tends to judge things negatively. Which term best describes the situation when the value of a target, such as a product, is influenced in a consistent way by one's mood?

Keely was so engrossed in her book that she didn't realize that five hours had passed. Which term represents Keely's high emotional involvement when she is engrossed in reading the book?

Which measure of consumer emotions uses PANAS and PAD?

Which term refers to extremely high emotional involvement in which a consumer is engrossed in an activity?

The theory behind PAD is that pleasure and unhappiness have a particular relationship. What kind of relationship do they have?