Question 1

Which of the following describes the situation in which consumers remember information better when the mood they are currently in matches the mood they were in when originally exposed to the information?

Accepted Answer

Mood-congruent recall is the phenomenon in which information is better remembered when the mood during recall matches the mood during encoding. This is because emotions and moods can serve as retrieval cues for memories.

Question 2

Disney tries to create a magical experience for guests visiting its parts and resorts. The company knows that positive emotions can become stored as part of the meaning visitors have for Disney, and the company wants consumers to come back again and again. Positive emotion that becomes stored as part of the meaning of Disney for consumers is called _____.

Accepted Answer

Schema-based affect refers to emotions that become associated with a particular brand or entity and become stored as part of a consumer's meaning for that brand. In this case, Disney wants to create positive emotions that become associated with their brand and encourage repeat visits. Emotional contagion refers to the spread of emotions from one person to another, nostalgia is a feeling of longing for the past, mood-congruent knowledge refers to the influence of mood on memory recall, and emotional network is not a recognized term in consumer behavior.

Question 3

A new western-themed family steakhouse requires its employees to dress like cowboys and cowgirls from head-to-toe with cowboy hats, bandanas, red-and-white checkered shirts, blue jeans, and cowboy boots. The employees are not allowed to have tattoos or pierced body parts, either, because that doesn't fit the cowboy stereotype. The owners believe that this specific appearance is needed to generate the emotional reaction it is seeking from its customers. What does this illustrate?

Accepted Answer

This scenario illustrates aesthetic labor, which refers to the effort employees put into presenting a certain image or appearance to create a specific emotional reaction from customers. In this case, the steakhouse owners believe that the cowboy/cowgirl attire is necessary to create the desired emotional reaction.

Question 4

The United States Speaker of the House of Representatives, John Boehner, couldn't help showing his emotion when he was sworn in. He often has trouble hiding his emotions and sometimes breaks out in tears when he is talking about something he is so passionate about. Mr. Boehner can be said to have high emotional _____.

Accepted Answer

High emotional expressiveness refers to the tendency to openly and visibly display one's emotions. The description of John Boehner breaking out in tears when discussing something he is passionate about fits this definition.

Question 5

Which expression refers to relatively superior recall for information presented with mild affective content compared to similar information presented in an effectively neutral way?

Accepted Answer

The expression that refers to relatively superior recall for information presented with mild affective content compared to similar information presented in an effectively neutral way is "emotional effect on memory."

Question 6

_____ is a term used to capture one's awareness of the emotions experienced in a situation and the ability to control reactions to theses emotions.

Accepted Answer

The term used to capture one's awareness of the emotions experienced in a situation and the ability to control reactions to these emotions is referred to as emotional intelligence. Emotional expressiveness refers to the degree to which individuals express their emotions, emotional contagion refers to the phenomenon of emotion spreading from one person to another, emotional labor refers to the effort required to manage one's feelings in a professional setting, and emotional assessment refers to the process of measuring emotions. Therefore, the best choice is B, emotional intelligence.

Question 7

Effort put forth by service workers who have to overtly manage their own emotional displays as part of the requirements of the job is called _____.

Accepted Answer

The concept described in the question is commonly known as emotional labor, which is the effort put forth by service workers to manage their emotions and expressions as part of their job requirements. Other options such as aesthetic labor, emotional flow, emotional fabrication, and emotional consistency do not accurately describe this phenomenon.

Question 8

Dillard's, a regional department store, requires sales clerks to put a yellow sticker that has a bar code on it when customers purchase products to minimize fraudulent exchanges by unethical consumers. However, sales clerks have overheard shoppers comment that they don't want to purchase an item that has one of those tags on it because they know it is an item that has been returned and put back on the sales floor. Consumers are uneasy about purchasing these items because they don't like the fact that other consumers previously touched them, which is a phenomenon referred to as _____.

Accepted Answer

The consumers' unease about purchasing items with yellow bar code stickers suggests that they perceive the products as potentially contaminated or compromised. The fact that the stickers signify a returned item may raise concerns about the hygiene, safety, or quality of the product, even though it may be in good condition. Therefore, option A) product contamination is the most appropriate choice to describe this phenomenon. The other options do not capture the nature of the consumers' reluctance to purchase items with the yellow sticker. For instance, cognitive dissonance refers to the mental discomfort that arises from conflicting thoughts or beliefs, whereas buyer's remorse is the regret or dissatisfaction that follows a purchase decision. Emotional contagion refers to the spread of emotions from one person to another, which is not relevant to this scenario. Product rejection could be a relevant term, but it does not specify the reason why consumers reject the products.

Question 9

A consumer who eats a whole pint of Ben & Jerry's New York Super Fudge Chunk ice cream and later feels guilty and ashamed of herself is experiencing _____.

Accepted Answer

The consumer is experiencing self-conscious emotions because she is feeling guilty and ashamed of herself after eating the ice cream.

Question 10

Most consumers have vivid memories of meaningful events in their lives. These are called _____.

Accepted Answer

Autobiographical memories refer to memories of events that are personal and meaningful to an individual, such as their first kiss or wedding day.

Answer: A 
 Emotional memories refer to memories that are linked to strong emotional experiences, either positive or negative.

Answer: E 
 Nostalgic memories refer to memories that are characterized by a strong sense of longing or affection for the past.

Options B and D are not accurate descriptions of memories related to personal experiences.

Question 11

Some consumers get very upset when they receive bad food in a restaurant and lose control by yelling at the server and demand to see the manager. This lack of emotional control on the part of the consumer suggests that this consumer has low emotional _____.

Accepted Answer

Emotional intelligence involves the ability to recognize, understand, and manage one's own emotions, as well as the emotions of others. A consumer who loses control and yells at a server is demonstrating low emotional intelligence.

Question 12

Eugenie believes that if she smiles, the whole world smiles with her. Her belief is based on the concept of emotional _____.

Accepted Answer

Eugenie's belief in smiling and the world smiling with her is based on the idea of emotional contagion, which refers to the tendency for emotions to spread from one person to another.

Question 13

Specific emotions that result from some evaluation or reflection of one's own behavior, including pride, shame, guilt, and embarrassment, are called _____.

Accepted Answer

Self-conscious emotions are specific emotions that arise from an individual's evaluation or reflection of their own behavior. These emotions include pride, shame, guilt, and embarrassment. Autobiographical emotions refer to emotions triggered by personal memories, while contagion emotions arise from the influence of the emotions of others. Laborious emotions and internalized emotions are not relevant to this concept.

Question 14

Florence thinks often of life when her children were little. She remembers all the good times they had and how much they depended on her and she yearns for those times thinking that they were more pleasant than her life is now. What is Florence experiencing?

Accepted Answer

Florence is experiencing nostalgia, a sentimental longing or wistful affection for the past.

Question 15

Consumer uneasy about buying things that others have previously touched is called _____.

Accepted Answer

The consumer's uneasiness about buying things that others have previously touched is called product contamination. This can occur due to concerns about hygiene and the spread of germs or viruses, which has become especially relevant in light of the COVID-19 pandemic. Consumers may avoid purchasing products that have been handled by multiple people or opt for products that are sealed or packaged to reduce the risk of contamination.

Question 16

Which of the following means the extent to which an emotional display by one person influences the emotional state of others?

Accepted Answer

Emotional contagion refers to the extent to which emotions spread from one person to another, causing changes in emotional states. It involves the unconscious mimicry of others' emotions and can be seen in both positive and negative emotions.

Question 17

Effort put forth by employees in carefully managing their appearance as a requisite for performing their job well is referred to as _____.

Accepted Answer

Aesthetic labor refers to the effort put forth by employees in managing their appearance as a requisite for performing their job well. It includes things like dressing appropriately, hair and makeup maintenance, and maintaining a certain level of fitness or physique.

Question 18

Emotion that becomes stored as part of the meaning for a category is referred to as _____.

Accepted Answer

Schema-based affect refers to the emotions that become associated with a particular category or mental framework, such as the emotional response one might have towards the category of "dogs" or "pizza." This emotional knowledge becomes integrated into our understanding and expectations of these categories.

Question 19

Holly is a flight attendant on international flights. Sometimes she is just plain tired and grumpy, but she has to remain kind, helpful, and upbeat on her job. This overt management of her own emotional display as part of the requirements of her job is called emotional _____.

Accepted Answer

Emotional labor refers to the effort put in by employees to manage and regulate their emotions as part of their job requirements. In this case, Holly has to manage her emotional display to appear kind, helpful, and upbeat, even when she is tired and grumpy. Therefore, option B, emotional labor, best fits the scenario described. Options A, C, D, and E do not accurately describe the situation.

Question 20

Chelsea, who has four brothers, has vivid memories of the Saturday mornings once a month her father used to take her out for breakfast. It was their special time together where she got her dad all to herself. Chelsea's memories of these events are called _____.

Accepted Answer

Autobiographical memories are specific memories of personal experiences and events, such as Chelsea's memories of going out for breakfast with her father.

Quiz 5: Motivation and Emotion: Driving Consumer Behavior