Question 1

In a speech at a research conference, a computer expert stated that shopping centres would become obsolete in the future.He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future.A psychologist who spoke next disagreed and stated that this concept of the future violated a basic human need.What need did the computer expert ignore, according to the psychologist?

Accepted Answer

The psychologist believed that the computer expert was ignoring the basic human need for affiliation, which refers to the social need to be with and around others. Shopping centers not only serve as a place to buy goods, but also as a social gathering place for people to meet and interact.

Question 2

Which of the following is the best illustration of a terminal value?

Accepted Answer

Terminal values are the ultimate goals or end states that individuals strive for, such as family security, peaceful life, happiness, etc. Among the given options, family security is the only terminal value. Ambition, cheerfulness, and cleanliness are all instrumental values that help individuals achieve their terminal values.

Question 3

Person, object and situational factors are the three types of influences that determine a person's level of ________.

Accepted Answer

Person, object, and situational factors are the three types of influences that affect a person's level of involvement, which refers to the degree of personal relevance a person finds in a particular product, service, or activity. Enculturation refers to the process of learning and adopting the values, beliefs, and behaviors of one's culture, while needs refer to the basic requirements for survival and well-being, such as food, water, shelter, and safety. Values are the principles or standards that individuals use to evaluate ideas, behaviors, and objects.

Question 4

The process of learning the beliefs and behaviours endorsed by one's own culture is called ________.

Accepted Answer

Enculturation is the process of learning the beliefs and behaviors endorsed by one's own culture. Acculturation refers to learning the beliefs and behaviors of another culture, accumulation is the process of gathering or collecting things, and creolisation refers to the blending of different cultures.

Question 5

Bill has a toothache, and he wants the tooth to stop hurting.However, he has always been afraid to go to a dentist.What type of motivational conflict is Bill experiencing?

Accepted Answer

Bill is experiencing an approach-avoidance conflict because he wants to stop his toothache (approach) but is afraid of going to the dentist (avoidance).

Question 6

A ________ is a belief that some condition is preferable to its opposite.

Accepted Answer

A value is a belief or principle that is held to be important or desirable. It represents a judgment about what is good or bad, desirable or undesirable, right or wrong. A preference or belief that some condition is preferable to its opposite is a type of value judgment. Options A, B, and C all represent different types of objectives or aims, but do not inherently involve a judgment of what is preferable or good.

Question 7

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings.Vintage bikes are shown, food is served, and some people travel more than 100 kilometres on their Harleys to be there almost every Saturday morning.The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

Accepted Answer

The fact that people are traveling long distances and attending events regularly suggests that Harley-Davidson has developed a cult following among its customers. This indicates that the brand has a strong emotional connection with its customers and its marketing approach is successful in cultivating a loyal customer base.

Question 8

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualisation needs are addressed.What does this example say about Maslow's hierarchy of needs?

Accepted Answer

Maslow's hierarchy of needs has been criticized for being culture-bound, as different cultures prioritize and value needs differently. In this case, the example shows how a religious person who has taken a vow of celibacy places self-actualization needs above physiological needs, which goes against Maslow's hierarchy. This suggests that the hierarchy may not be applicable or relevant to all cultures and beliefs.

Question 9

The way a culture arranges values in order of importance is referred to as ________.

Accepted Answer

The term "value system" is commonly used to refer to the arrangement of values in a culture. A differential value set refers to the differences in values between different cultures or subcultures. An acculturated importance set is not a commonly used term in anthropology. Enculturation refers to the process by which an individual learns and acquires the cultural values and behaviors of their society.

Question 10

In its advertising, an automobile company emphasises such features as high kilometres per litre of petrol, an excellent rating in safety, and high resale value of its product.The company is trying to appeal to which of the following consumer needs?

Accepted Answer

The company is highlighting practical and functional features of its product, such as high mileage, safety, and resale value, which cater to utilitarian needs of consumers who want reliable and cost-efficient transportation. Sentiment needs relate to emotional and expressive aspects of consumption, biogenic needs pertain to physiological requirements, and hedonic needs involve enjoyment and sensory pleasure in consumption.

Question 11

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

Accepted Answer

Approach-approach conflicts involve choosing between two positive alternatives and the need to reject one creates a cognitive need for explanation, leading to more cognitive dissonance. Approach-avoidance conflicts have a clear positive and negative alternative and the cognitive inconsistencies can be resolved through behavioral aspects of reinforcement learning.

Question 12

Which of the following is characterised by a sense of playfulness, a distorted sense of time, and mental enjoyment of the activity for its own sake?

Accepted Answer

The given characteristics (sense of playfulness, distorted sense of time, and mental enjoyment of the activity for its own sake) are all indicative of a flow state. Homeostasis refers to the body's ability to maintain a stable internal environment, cognitive dissonance is the mental discomfort experienced when holding conflicting beliefs, and inertia refers to an object's resistance to change in its state of motion.

Question 13

Consumption at the extreme low end of the involvement continuum is characterised by ________, where decisions are made out of habit.

Accepted Answer

Inertia refers to a sense of immobilization or inactivity, which means that decision-making is automatic and occurs out of habit without much thought or involvement from the consumer. This is typical of consumption at the extreme low end of the involvement continuum. Choices B, C, and D are not relevant to this concept.

Question 14

Freelancers and fans film their own commercials for their favourite products and post them on Web sites.This is referred to as ________.

Accepted Answer

User-generated content refers to content created by consumers or users of a product or service, including commercials made by freelancers and fans for their favourite products.

Question 15

An item that commands fierce customer loyalty and devotion is known as a ________.

Accepted Answer

A cult product refers to an item that has a small but dedicated group of customers who are intensely loyal and enthusiastic about the product. These customers often become evangelists for the product, spreading the word and further increasing its popularity. Examples of cult products include Apple's iPhone and Nike's Air Jordan sneakers.

Question 16

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from university.Mary would love to be able to do both.Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

Accepted Answer

Mary is experiencing an approach-approach conflict because she is choosing between two desirable options: visiting her parents or going on a skiing trip.

Question 17

Joe was told by his mother that he needed to get a gift for his aunt's birthday.He had only met his aunt once before and hardly knew her.Joe was walking through a shopping centre and saw a candy specialty store.He entered and looked at the selection without much interest.He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate.Joe really liked Julie.He began to inspect each box of chocolates carefully, trying to find evidence of quality.Which type of involvement explains Joe's change of behaviour?

Accepted Answer

Joe's change in behavior is due to the purchase situation involvement, as he becomes more interested in the quality of the chocolates when he considers buying them for someone he cares about (Julie), rather than just making a quick purchase for his aunt.

Question 18

The ________ is a scale used to measure terminal and instrumental values.

Accepted Answer

The Rokeach Value Survey is specifically designed to measure terminal and instrumental values by having respondents rank order a list of values in terms of their personal importance. The other options listed (Means-End Chain Model, Hierarchy of Needs, List of Values Scale) are related to values or needs, but do not directly measure terminal and instrumental values.

Question 19

Tristan's favourite television show is an international singing competition show.Often, the host of the show asks the audience use their phones to engage with a particular hashtag on Twitter or to send votes via text message to a particular number.Tristan always participates in this ________.

Accepted Answer

Tristan's participation in the use of hashtags on Twitter and sending votes via text message is an example of interactive mobile marketing.

Question 20

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view.Instead, she found that many of her customers came to the hotel only when she offered special price discounts.What aspect of consumer involvement had Lindsay ignored?

Accepted Answer

Lindsay had focused only on the object factors (quality property and excellent view) and neglected the situational factors (special price discounts) that also influence consumer involvement. Consumer involvement includes personal, situational, and object factors.

Quiz 6: Motivation and Values