Question 1

An individual who fails to achieve a desired goal, but who quickly works through it and sets a substitute goal, would be regarded as:

Accepted Answer

An individual who is able to quickly work through a failure and set a new goal is considered adaptive because they are able to adjust to changing circumstances and continue moving forward. This is a positive trait that allows for personal growth and success. Aggressiveness, frustration, and regression are not necessarily associated with this behavior.

Question 2

Thinking that is dominated by needs and emotions with little relationship to reality is known as:

Accepted Answer

Daydreaming is characterized by a stream of thoughts that detach from reality, often influenced by needs and emotions, rather than logical or practical considerations.

Question 3

When a young woman yearns to purchase a leather coat but cannot afford to do so and then convinces herself that wearing animal-skin is a barbaric practice after which she settles for a different cloth, this is an example of a:

Accepted Answer

This is an example of a defence mechanism called rationalization, where the individual rationalizes their inability to achieve a desired goal by convincing themselves of an alternate belief or justification.

Question 4

The feeling of 'If I can't have it, then no one can have it' best represents the defence mechanism of:

Accepted Answer

The answer of The feeling of 'If I can't have...

Question 5

Tom always wanted to become a race car driver but never had the money to pursue his dream. Tom still dreams of winning the Bathurst 1000. He is using the defence mechanism of:

Accepted Answer

Tom is engaging in daydreaming as a defence mechanism to cope with his unfulfilled desire to become a race car driver. He is imagining a different reality where he can achieve his dream of winning the Bathurst 1000, which provides him with temporary relief from his present reality.

Question 6

A car company advertises to young males by portraying attractive couples riding around in the car. Implying that the car attracts attractive young females, the advertisement is using the defence mechanism of ______ to attract its target market.

Accepted Answer

The advertisement is using identification as a defence mechanism to attract its target market. By portraying attractive couples riding around in the car, it implies that owning the car can lead to attracting attractive partners. The target market, young males, may identify with the portrayed couples and want to emulate their lifestyle by purchasing the car.

Question 7

A young female university student with an average income who dreams of a luxurious life spends a day with some friends at a luxurious day spa for a special occasion. She is displaying the defence mechanism of:

Accepted Answer

The young female university student is displaying the defence mechanism of escapism by going to a luxurious day spa to escape from her reality of an average income and fulfilling her dream of a luxurious life, even if it's for a day only.

Question 8

Individuals who have attempted to attain a higher status in the company they work for but have failed to so and then go on to redirecting their energy to new and different activities, or even quit their position, are using:

Accepted Answer

This behavior is an example of withdrawal, which involves a retreat from a situation in order to avoid dealing with the problem. In this case, the individual is withdrawing from the situation where they have failed to attain a higher status in the company, and redirecting their energy to new and different activities or even quitting their position altogether. Aggression involves lashing out at others in a hostile manner, rationalization involves attempting to justify or excuse one's behavior, and regression involves returning to immature or childish behaviors as a coping mechanism.

Question 9

A Year 12 student who was not accepted into law may try business instead. If that fails they might try bookkeeping instead. This example most closely relates to which of the following facts about motivations and goals?

Accepted Answer

This example reflects the fact that when people do not achieve their initial goal, they may lower their aspirations and pursue a different, potentially more attainable goal instead. The student initially aimed to pursue law, but after not being accepted, they lowered their aspirations by trying business instead, and then bookkeeping if that doesn't work out.

Question 10

A man who cannot afford a BMW may convince himself that a Mazda MX5 has an image he clearly prefers. This is an example of:

Accepted Answer

This is an example of how a substitute goal assumes primary goal status, where the man cannot afford his primary goal (BMW) and therefore convinces himself that the substitute goal (Mazda MX5) has the image he prefers.

Question 11

The effects of success and failure on goal selection have strategy implications for marketers. Goals should be reasonably attainable, and this means that ads should:

Accepted Answer

Ads should not promise more than the product will deliver because unrealistic expectations can lead to disappointment and failure in achieving the goal, which will ultimately decrease consumer satisfaction and loyalty. In order to maintain customer satisfaction, it is better to set realistic expectations that can be reasonably achieved, leading to a greater likelihood of success and positive goal reinforcement.

Question 12

A consumer's behaviour often fulfils more than one need. In fact, goals are usually selected because they fulfil several needs. However, there is one overriding need that initiates behaviour, and it is called the:

Accepted Answer

The prepotent need is the one that is strongest and takes priority over other needs, initiating behaviour. It is also sometimes referred to as the dominant need. Therefore, options A, C and D are incorrect.

Question 13

A defence mechanism that an individual may employ is:

Accepted Answer

All of the options listed are recognized as defense mechanisms. Aggression can be a way to defend one's ego or self-esteem, rationalization involves justifying one's behaviors or feelings in a seemingly rational or logical manner to avoid the true explanation, and regression involves reverting to an earlier stage of development when faced with stress.

Question 14

When an individual fails to achieve an objective and redefines the situation to be more consistent with his/her self-image, then this person is:

Accepted Answer

The individual is using a defence mechanism, specifically the defence mechanism of rationalization, to protect their self-image and cope with the disappointment of not achieving their objective. They are redefining the situation in a way that makes them feel better about themselves.

Question 15

When people react to frustrating situations with childish or immature behaviour, they are employing the defence mechanism of:

Accepted Answer

Regression is a defence mechanism where individuals revert to immature or childish behaviours when faced with frustrating or anxiety-provoking situations. This can include tantrums, pouting, and other behaviors that may have been common in childhood but are inappropriate for adults. Regression may be unconscious, and individuals may not even realize that they are engaging in immature behaviors.

Question 16

When an individual eradicates a need from his conscious awareness, he is demonstrating which defence mechanism?

Accepted Answer

Repression involves pushing thoughts, memories, or emotions that are too difficult to deal with into the unconscious mind. In this case, eradicating a need from conscious awareness involves repressing it, making D the correct answer choice.

Question 17

The feelings that can arise when a person cannot achieve a goal are:

Accepted Answer

Frustration is the most common feeling that arises when a person is unable to achieve their goal. This feeling can then lead to other emotions such as anger, disappointment, or sadness. Option A (aggression), B (substitute goal), and D (defence mechanism) may also be possible reactions, but they are not as universal as frustration.

Question 18

When individuals do not attain their goals, they may:

Accepted Answer

When individuals do not attain their goals, they may select a substitute goal which then assumes primary-goal status. This means that individuals may prioritize a new goal and work towards it instead of dwelling on their failure to achieve their previous goal. This can help individuals maintain their motivation and sense of purpose.

Question 19

Ben is so frustrated that his boss does not pay him enough for him to afford a Mercedes Benz that he gets angry with his boss in the office and yells at him. Ben is using the defence mechanism of:

Accepted Answer

Ben's behaviour of yelling at his boss is an act of aggression. Aggression is a defence mechanism that involves expressing anger or hostility towards others, either physically or verbally, as a means of dealing with frustration or stress. Ben is projecting his frustration onto his boss, which is a form of displacement, a subcategory of aggression.

Question 20

People often adopt ______ to protect their egos from feelings of failure when they do not attain their goals.

Accepted Answer

Defense mechanisms are psychological strategies that people use to protect themselves from feelings of failure or anxiety. These mechanisms can help individuals preserve their self-esteem in the face of adversity or failure. Defensive needs, primary needs, and projective mechanisms are not directly related to protecting the ego.

Quiz 3: Consumer needs and motivation