Question 1

Psychoanalytic theory was pioneered by

Accepted Answer

Psychoanalytic theory was developed by Sigmund Freud, who believed that human behavior is influenced by unconscious thoughts, feelings, and motives. He developed concepts such as the id, ego, and superego to explain human personality and behavior.

Question 2

Robert, the CEO of a software company in Houston, has fulfilled his career goals.Therefore, he decides to retire and help eliminate societal problems.In order to achieve this, he starts a charitable organization that helps in educating underprivileged children.With respect to Maslow's hierarchy of needs theory, Robert is looking to fulfill his _____ need.

Accepted Answer

According to Maslow's hierarchy of needs theory, self-actualization is the highest level of need that is achieved only after all other needs are fulfilled. It refers to fulfilling one's potential, achieving personal growth, and contributing to society. Robert has already achieved his career goals and now desires to fulfill his purpose by giving back to society, which indicates that he is seeking self-actualization.

Question 3

Which of the following is true of perception?

Accepted Answer

Perception is subjective and varies from person to person based on their individual experiences and cognitive processes. It is influenced by internal psychological factors such as attention, expectation, and past experiences.

Question 4

The desire to have satisfying relationships with others and feel a sense of love, affection, belonging, and acceptance is a reflection of _____ need.

Accepted Answer

The desire for satisfying relationships and a sense of love, belonging, and acceptance is a fundamental social need.

Question 5

_____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives.

Accepted Answer

The stage being described is the internal information search, where the individual uses information stored in their memory to recall past experiences and knowledge related to various purchase alternatives. This occurs after problem recognition and before external information search, alternative evaluation, and post-purchase evaluation.

Question 6

When Bloomingdale's New York store sprayed Donna Karan's new perfume DKNY onto the sidewalks outside the store to introduce the perfume to consumers, it was trying to increase the level of _______________ so the product would get noticed.

Accepted Answer

Spraying the perfume onto the sidewalks outside the store would increase the level of sensory input, as consumers walking by would be able to smell the fragrance and associate it with the store.

Question 7

Which of the following perception processes is the immediate, direct response to the taste, smell, touch, and hearing of stimuli?

Accepted Answer

Sensation is the perception process that occurs immediately and directly in response to taste, smell, touch, and hearing stimuli. This process involves the activation of sensory receptors in the body, which transmit signals to the brain for further processing. Selection, assimilation, disintegration, and interpretation are all subsequent processes that occur after the initial sensation.

Question 8

With respect to the consumer decision-making process, the stage that occurs immediately after the problem recognition stage is

Accepted Answer

The stage that occurs immediately after the problem recognition stage is the information search stage. This is where the consumer begins to actively search for information about the product or service in order to make an informed decision.

Question 9

Which of the following best defines perception?

Accepted Answer

Perception refers to the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. It is the cognitive process through which an individual forms an understanding of their environment based on sensory information.

Question 10

With respect to motivation research, which of the following is a face-to-face situation in which an interviewer asks a consumer to talk freely in an unstructured interview using specific questions designed to obtain insights into his or her motives, ideas, or opinions?

Accepted Answer

The face-to-face situation described in the question is an in-depth interview. In an in-depth interview, the interviewer asks open-ended questions to allow the consumer to talk freely and obtain insights into their motives, ideas, or opinions. This is often done using specific questions designed to uncover deeper insights. Focus group interviews involve a group of individuals and are more structured, while stress interviews are designed to put the consumer under pressure to observe their reactions. Projective interviews involve asking the consumer to project their feelings onto a third party or object, and coolhunting involves observing consumer behavior in their natural environment.

Question 11

Before purchasing a car, John sought advice from his friends and researched auto reviews on the Internet.He also visited car dealers and went for a test-drive.In which of the following stages of the consumer decision-making process is John engaged?

Accepted Answer

John is engaging in external information search by seeking advice from his friends, researching auto reviews online, and visiting car dealers for a test-drive. This is all information gathered from sources outside of his personal experience or knowledge and is part of the external information search stage of the consumer decision-making process.

Question 12

With respect to motivation research, which of the following is a technique in which small numbers of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue?

Accepted Answer

Focus groups are a technique in which small numbers of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue. In-depth interviews are one-on-one interviews, the Delphi technique involves a series of questionnaires sent to experts in a particular field, association tests measure the strength of the association between two concepts, and the nominal group technique is a structured method for generating and prioritizing ideas.

Question 13

Critics of psychoanalytic theory believe any results from motivation research are unusable because

Accepted Answer

Critics of psychoanalytic theory argue that the theory is too vague and lacks clear definitions and measurement criteria, which makes any results from motivation research using this theory unreliable and difficult to interpret.

Question 14

In the context of motivation research, _____ are efforts designed to gain insights into consumers' values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal states upon some external object.

Accepted Answer

Projective techniques are designed to understand the underlying motives, attitudes, and emotions of consumers by allowing them to project their internal states onto ambiguous stimuli, such as pictures or stories. This can reveal insights that might be difficult for participants to express or identify on their own. Focus interviews, assimilation techniques, association tests, and subliminal tests are all research methods that may be used to study motivation, but are not specifically designed to uncover internal states that are difficult to express.

Question 15

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ needs.

Accepted Answer

Self-actualization needs refer to the desire to realize one's full potential and achieve personal growth and fulfillment. Maslow believed that individuals must satisfy lower level needs (physiological, safety, love/belonging, and esteem) before they can focus on self-actualization needs.

Question 16

James, an interviewer, instructs Lily to respond to his questions with the first thing that comes to her mind.James provides Lily with several stimuli such as words, pictures, and ads.With respect to motivation research, James is using a(n)

Accepted Answer

An association test is a type of projective technique where respondents are asked to respond with the first thing that comes to mind when presented with a stimulus, such as words or images.

Question 17

Which of the following is true of the psychoanalytic theory?

Accepted Answer

The psychoanalytic theory has been criticized for being unresponsive to the external environment. It is focused more on internal conflicts and emotions rather than external factors. The other options are incorrect as the theory did not ignore early development (A), is not structured and easy to administer (C), has not been validated experimentally (D), and in fact places more emphasis on the unconscious (E).

Question 18

Lower-level needs such as hunger and thirst are important to marketers because these needs

Accepted Answer

Lower-level needs such as hunger and thirst are ongoing sources of motivation for most consumer purchase behavior. Marketers can take advantage of this by promoting their products as satisfying these basic needs, such as food and beverage brands advertising their products as hunger or thirst-quenching.

Question 19

_____ theory is an approach that deals with the structure and development of personality and focuses on the underlying motivations for human behavior.

Accepted Answer

The statement describes the psychoanalytic theory, which was developed by Sigmund Freud and focuses on the unconscious mind and early childhood experiences as shaping factors for personality development and human behavior.

Question 20

Various brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.

Accepted Answer

Scented strips are used to influence the consumer's level of sensory input, as they emit a fragrance that allows the consumer to smell the perfume and potentially increase the chances of the product being noticed and perceived.

Quiz 4: Perspectives on Consumer Behavior