Testbank chapter 5 - Consumer behavior PDF

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Consumer behavior course
Professor Greco Marketing
Questions used on midterm or final exams...

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Consumer Behavior Chapter 5 Motivation and Affect 1) ________ refer(s) to the processes that lead people to behave as they do. A) Goals B) Cues C) Motivation D) Directing Answer: C Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. 2) When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. A) homeostasis B) want C) desire D) motivation Answer: D Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 3) In the motivation process, the desired end state is the consumer's ________. A) drive B) need state C) benefit D) goal Answer: D Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. 4) What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A) Instinct theory B) Drive theory C) Expectancy theory D) Need theory Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

5) Which of the following is NOT a biological explanation of motivation? A) Expectancy theory B) Drive theory C) Homeostasis process D) Instinct Answer: A Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. 6) Wants are a combination of ________. A) personal factors B) cultural factors C) A and B D) none of the above Answer: C Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 7) When a woman buys expensive jewelry, which of the following needs is most likely being expressed? A) Hedonic B) Utilitarian C) Rational D) Biogenic Answer: A Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Application of knowledge 8) Goals can be considered positive or negative. This is an expression of a goal's ________. A) direction B) valence C) strength D) dissonance Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 9) Motivation that is driven by raw emotions is called ________. A) effect B) hedonic C) utility D) affect Answer: D Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 10) What type of conflict exists when we desire a goal but wish to avoid it at the same time?

A) Approach-avoidance conflict B) Approach-approach conflict C) Avoidance-avoidance conflict D) Direction-valence conflict Answer: A Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. 11) According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________. A) safety B) physiological C) belongingness D) esteem Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 12) Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? A) Safety needs B) Belongingness needs C) Ego needs D) Self-actualization needs Answer: D Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Application of knowledge 13) ________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis Answer: C Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

14) Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test? A) McClelland B) Murray C) Maslow D) Herzberg Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 15) An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. A) affiliation B) control C) achievement D) uniqueness Answer: C Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 16) Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? A) The goal process B) The directionality process C) The motivation process D) The involvement process Answer: C Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Application of knowledge 17) Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience? A) Fact-and-find theory B) Drive theory C) Emotional theory D) Theory of cognitive dissonance Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Application of knowledge

18) Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior? A) Drive theory B) Instinct theory C) Expectancy theory D) Theory of cognitive dissonance Answer: C Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Application of knowledge 19) In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? A) Sentiment needs B) Biogenic needs C) Hedonic needs D) Utilitarian needs Answer: D Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Application of knowledge 20) 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 college. 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? A) An approach-approach conflict B) An approach-avoidance conflict C) An avoidance-avoidance conflict D) An orientation conflict Answer: A Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Application of knowledge

21) If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________. A) achievement B) affiliation C) power D) uniqueness Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Application of knowledge 22) According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________. A) one must first satisfy basic needs before moving to higher order needs B) the need for power is one of the most fundamental needs C) advertisers who appeal to the need for achievement before other needs are more successful D) most needs are about equal for the average person Answer: A Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 23) In a speech at a research conference, a computer expert stated that shopping centers 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 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? A) The need for power B) The need for uniqueness C) The need for affiliation D) The need for safety Answer: C Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking

24) A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs? A) The theory is wrong. B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs. C) The hierarchy is often culture-bound. D) Psychogenic needs overwhelm biogenic needs. Answer: C Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Reflective thinking 25) Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts? A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition. B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected. C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies. D) Approach-approach conflicts are very confusing to resolve intellectually, but approachavoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning. Answer: B Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Reflective thinking 26) The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 27) Motivation explains the strength of behavior, but not its direction. Answer: FALSE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 28) A want is the particular form of consumption used to restore homeostasis. Answer: FALSE Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

29) Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 30) A goal has valence, which means it can be positive or negative. Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 31) The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. Answer: TRUE Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. 32) A degree of arousal is called a drive. Answer: TRUE Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. 33) Abraham Maslow developed the hierarchy of needs theory. Answer: TRUE Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs. 34) Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance). Answer: FALSE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 35) Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example illustrates a person choosing to meet utilitarian needs. Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking

36) Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions. Answer: FALSE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 37) Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus. Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. 38) Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement claiming that the perfume is "as individual as you are." Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 39) Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car. Answer: FALSE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 40) Maslow's hierarchy of needs implies that the order of needs is fixed. Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 41) Personal and social factors combine to create wants. Answer: FALSE Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs. 42) Explain the expectancy theory. Answer: The expectancy theory states that expectations of achieving desirable outcomes (positive incentives) rather than being pushed from within motivate our behavior. Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 43) There are a variety of need states or need forms described in the text. Characterize and discuss psychogenic needs, utilitarian needs, and hedonic needs.

Answer: Psychogenic needs are acquired in the process of becoming a member of a culture. These include the need for status, power, affiliation, and so on. Psychogenic needs reflect the priorities of a culture, and their effect on behavior will vary in different environments. The satisfaction of utilitarian needs implies that consumers will emphasize the objective, tangible attributes of a product, such as miles per gallon in a car; the amount of fat, calories, and protein in a cheeseburger; and the durability of a pair of blue jeans. Hedonic needs are subjective and experiential; consumers may rely on a product to meet their needs for excitement, self-confidence, fantasy, and so on. Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking 44) Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases. Answer: The three types of motivational conflict are: • Approach-approach conflict—A choice between two desirable alternatives. • Approach-avoidance conflict—Involves a choice in which some aspects of the product are positive and others are negative. • Avoidance-avoidance conflict—Involves a choice between two negative alternatives. Generally, each time the consumer is faced with making choices, the dissonance that is created can potentially keep the consumer from feeling fulfilled in his or her decision. In each case, marketers should provide additional information the consumer can use to justify the choice he or she made: • In approach-approach conflicts, marketing communications should emphasize (a) "nolose" and/or "win either way" message(s). • In approach-avoidance conflicts, messages should accentuate the positive aspects and either downplay the negative or provide some additional counterbalancing information about the choices. • In avoidance-avoidance conflicts, messages should emphasize the need for making a choice and link it to some other more attractive value held by the consumer. Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Reflective thinking

45) Explain the theory of cognitive dissonance. Then create an example that illustrates the theory. Be sure that your example illustrates the phenomena that occur within the confines of the theory. Answer: The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. The conflict arises when choosing between two alternatives may be resolved through a process of cognitive dissonance reduction in which people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension. A state of dissonance occurs when there is psychological inconsistency between two or more beliefs or behaviors. Illustration—A person purchases an expensive automobile with the expectation that it will increase his or her status within his or her social set. However, the increased status does not occur and he or she begins to doubt that the purchase was a wise idea. If unchecked, this doubt can create negative feelings about the automobile and the dealer that sold it to the person. However, dissonance reduction will occur if friends compliment the person or make it known to him or her that the purchase was a good one. In lieu of friends performing this role, the marketer must sometimes perform the confirmation role by running reassurance ads for their customers. Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Reflective thinking 46) List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a product that fits each need form. Answer: The different needs as identified by Maslow are: • Physiological—Product: medicines, staple items, generics. • Safety—Product: insurance, alarm systems, retirement investments. • Belongingness—Product: clothing, grooming products, clubs, and drinks. • Esteem needs—Products: cars, furniture, credit cards, stores, country clubs, and liquors. • Self-actualization—Products: hobbies, travel, and education. Note to instructor: Be sure to give any specific directions you might feel to be necessary with the example portion of this question to ensure consistency of student responses. Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Reflective thinking 47) What is productivity orientation? Answer: Productivity orientation refers to consumers striving to use time constrictively. Trying new things is a way to check them off our "bucket list" of experiences we want to achieve before we move on to others. Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs. AACSB: Analytical thinking

48) Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing? A) A cognitive dissonance conflict B) An approach-approach conflict C) An avoidance-avoidance conflict D) An approach-avoidance conflict Answer: D Diff: 3 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. 49) The degree to which a person is willing to expend energy to reach a specific need is called ________. A) motivation direction B) motivation path C) motivation scheme D) motivation strength Answer: A Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. 50) Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict Answer: A Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. 51) ________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. A) Expectancy theory B) The theory of cogni...