Ch10 Motivation Personality and Emotion

Chapter 10 Motivation, Personality, and Emotion Multiple Choice Questions 1. One factor motivating U.K. travelers is status. Which of Maslow's needs is this most related to? A) physiological B) safety C) belongingness D) esteem E) self-actualization Answer: D Page: 364-365 2. One factor motivating U.K. travelers is learning. Which of Maslow's needs is this most related to? A) physiological B) safety C) belongingness D) esteem E) self-actualization Answer: E Page: 364-365 3. The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. A) motivation B) personality C) emotion D) perception E) needs Answer: A Page: 364 4. Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? A) motivation B) personality C) emotion D) perception E) needs Answer: B Page: 364 5. Strong, relatively uncontrollable feelings that affect our behavior are known as _____. A) motivations B) personality C) emotions D) perceptions E) needs Answer: C Page: 364 6. Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? A) motive B) personality C) emotion D) perception E) feeling Answer: A Page: 364 7. Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____. A) motive B) personality trait C) emotion D) perception E) feeling Answer: A Page: 364 8. Which term is often used interchangeably with the term “motivation”? A) personality B) emotion C) need D) perception E) feeling Answer: C Page: 364 9. Maslow's hierarchy of needs is based on which premise? A) All humans acquire a similar set of motives through genetic endowment and social interaction. B) Some motives are more basic or critical than others. C) The more basic motives must be satisfied to a minimum level before other motives are activated. D) As the basic motives become satisfied, more advanced motives come into play. E) all of the above Answer: E Page: 364-365 10. Maslow's hierarchy of needs includes all EXCEPT which of the following? A) cognition B) physiological C) safety D) belongingness E) esteem Answer: A Page: 365 11. In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives. A) safety B) self-actualization C) physiological D) belongingness E) esteem Answer: C Page: 365 12. Many victims of hurricane Katrina were left without their homes, food, and water--basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals? A) security B) self-actualization C) physiological D) belongingness E) esteem Answer: C Page: 365 13. Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs. A) safety B) self-actualization C) physiological D) belongingness E) esteem Answer: A Page: 365 14. Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? A) safety B) self-actualization C) physiological D) belongingness E) esteem Answer: D Page: 365 15. Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? A) safety B) self-actualization C) physiological D) belongingness E) esteem Answer: E Page: 365 16. Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? A) safety B) self-actualization C) physiological D) belongingness E) esteem Answer: B Page: 365 17. For years, the U.S. Army ran an advertising campaign with the tagline, “Be all you can be.” To which of Maslow's needs is this appealing? A) safety B) self-actualization C) physiological D) belongingness E) esteem Answer: B Page: 365 18. In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning? A) affective B) preservation C) growth D) cognitive E) self-actualization Answer: D Page: 366 19. _____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. A) Cognitive B) Affective C) Preservation-oriented D) Advancement-oriented E) Safety-oriented Answer: B Page: 366 20. ____ motives emphasize the individual as striving to maintain equilibrium. A) Cognitive B) Affective C) Preservation-oriented D) Growth E) Leveling Answer: C Page: 366 21. Which motives emphasize development? A) cognitive B) affective C) preservation-oriented D) growth E) advancement Answer: D Page: 366 22. Which of the following is NOT used to classify McGuire's psychological motives? A) Is the mode of motivation cognitive or affective? B) Is the motive focused on preservation of the status quo or on growth? C) Is this behavior actively initiated or in response to the environment? D) Is the outcome of the behavior temporary or permanent? E) Does this behavior help the individual achieve a new internal or a new external relationship to the environment? Answer: D Page: 366 23. Which of the following is a type of cognitive preservation motive? A) need for tension reduction B) teleological need C) need for objectification D) need for stimulation E) need for ego defense Answer: C Page: 367 24. Which set of motives deals with our need to determine who or what causes the things that happen to us? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy Answer: B Page: 367 25. The tendency of many consumers to discount claims made by sales people and ads is related to the need _____. A) for ego defense B) for focus C) for assertion D) to attribute causation E) none of the above Answer: D Page: 367 26. The tendency of many consumers to discount claims made by sales people can be explained in part by _____. A) contrast theory B) assimilation theory C) classical conditioning D) attribution theory E) none of the above Answer: D Page: 367 27. A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need _____. A) for modeling B) for assertion C) for consistency D) to categorize E) none of the above Answer: D Page: 367 28. Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy Answer: C Page: 367 29. Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy Answer: D Page: 367 30. Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for _____. A) objectification B) ego defense C) expression D) autonomy E) assertion Answer: D Page: 368 31. An advertisement theme of “do your own thing” is most likely to be based on a need for _____. A) affiliation B) modeling C) consistency D) independence E) none of the above Answer: D Page: 368 32. A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive. A) expression B) reinforcement C) stimulation D) affiliation E) none of the above Answer: C Page: 368 33. Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's? A) need for stimulation B) teleological need C) utilitarian need D) need for tension reduction E) need for objectification Answer: B Page: 369 34. Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills? A) teleological need B) need for tension reduction C) utilitarian need D) need for autonomy E) need for identification Answer: C Page: 369 35. Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her _____. A) need for attribution B) need for autonomy C) need for tension reduction D) need for reinforcement E) need for modeling Answer: C Page: 369-370 36. A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____. A) ego-defense B) affiliation C) modeling D) expression E) cues Answer: D Page: 370 37. Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Shelby's _____. A) need for attribution B) need for autonomy C) need for tension reduction D) need for reinforcement E) need for expression Answer: E Page: 370 38. Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes? A) need for cognition B) need for expression C) need for reinforcement D) need for ego defense E) need for identity preservation Answer: D Page: 370 39. Consumers who purchase only popular brands because of insecurity, are most likely influenced by the _____ motive. A) causation B) assertion C) consistency D) ego-defense E) none of the above Answer: D Page: 370 40. A consumer's need for reinforcement is _____. A) active and internal B) active and external C) passive and internal D) passive and external E) active and passive Answer: D Page: 370 41. Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need. A) a modeling B) a consistency C) an affiliation D) an assertion E) attribution of causality Answer: D Page: 371 42. An advertising theme such as “Serve Pepsi to your friends, they'll love you for it” is most likely based on _____ motivation. A) tension reduction B) affiliation C) modeling D) expression E) none of the above Answer: B Page: 371 43. Kevin is shy and doesn't really like to be around others. Most of the others from his high school that went to the same college he did got involved in student organizations, such as fraternities and sororities, business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for _____. A) categorization B) consistency C) autonomy D) affiliation E) modeling Answer: D Page: 371 44. Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted? A) need for stimulation B) need for identification C) need or objectification D) teleological need E) need for expression Answer: B Page: 371 45. A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. A) modeling B) independence C) causation D) ego-defense E) none of the above Answer: A Page: 371 46. The willingness to buy a particular product or service is known as _____. A) a need B) a want C) demand D) motivation E) an attitude Answer: C Page: 372 47. Motives that are known and freely admitted are called _____. A) manifest motives B) latent motives C) objective motives D) acceptable motives E) primary motives Answer: A Page: 373 48. When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's _____ motives. A) latent B) manifest C) acceptable D) primary E) identifiable Answer: B Page: 373 49. Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives. A) manifest B) hidden C) secondary D) latent E) unacceptable Answer: D Page: 373 50. James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered “cool,” but he didn't want to tell his mother that. Wanting to appear “cool” to his friends represents which type of motive? A) manifest B) hidden C) secondary D) latent E) social Answer: D Page: 373 51. Which of the following is(are) designed to provide information on latent motives? A) perceptual mapping B) regression analysis C) projective techniques D) conjoint analysis E) multivariate analyses Answer: C Page: 373 52. Which of the following is a motivation research technique? A) story completion B) picture response C) analysis and use D) word association E) all of the above Answer: E Page: 374 53. Raymond is conducting motivation research. He gives consumers a list of words, and they are asked to respond to the list with the first word that comes to mind. This is an example of _____. A) analysis and use B) a construction technique C) an association technique D) story completion E) a third-person technique Answer: C Page: 374 54. Which of the following is NOT a construction technique of motivate research? A) cartoon techniques B) analysis and use C) story completion D) picture response E) third-person techniques Answer: C Page: 374 55. One motivation research technique known as the cartoon technique has consumers fill in the words or thoughts of one of the characters in a cartoon drawing. Which type of technique is this? A) association technique B) completion technique C) construction technique D) third-person technique E) animated technique Answer: C Page: 374 56. Nicholas is examining consumers' responses for themes and key concepts, which is referred to as content analysis. Which type of motivation research technique is Nicholas using? A) word association B) analysis and use C) picture response D) story completion E) successive word association Answer: B Page: 374 57. Angie was participating in a market research study. The researcher gave her a shopping list and asked Angie to describe the type of person who would go shopping with this list. This is an example of which motivation research technique? A) word association B) story completion C) picture response D) analysis and use E) third-person technique Answer: E Page: 374 58. One type of motivation research involves showing consumers a product or brand and asking them to name all the benefits that possession or use of that product might provide. Then for each benefit mentioned, the respondent is asked to identify further benefits that the named benefit provides, and this is repeated for each round of benefits until the consumer can no longer identify additional benefits. This technique is known as _____. A) laddering B) probing C) questioning D) third-party techniques E) story completion Answer: A Page: 374 59. Which of the following is a hedonic shopping motive related to McGuire's typology? A) adventure shopping B) social shopping C) gratification shopping D) idea shopping E) all of the above Answer: E Page: 376 60. When asked why she likes to shop, Melanie replied that it relaxes her, and she looks at is as a personal reward. This is an example of which hedonic shopping motive? A) adventure shopping B) social shopping C) gratification shopping D) value shopping E) role shopping Answer: C Page: 376 61. In which type of motivational conflict must a consumer choose between two attractive alternatives? A) approach-approach B) positive-positive C) win-win D) avoidance-avoidance E) primary-primary Answer: A Page: 377 62. Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing? A) approach-approach B) approach-avoidance C) avoidance-avoidance D) acceptable-unacceptable E) unacceptable-acceptable Answer: B Page: 377 63. Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A) involvement B) need C) want D) desire E) action Answer: A Page: 377 64. Which of the following is true regarding consumers who are highly involved in a specific product category? A) They are more likely to pay attention to relevant marketing messages. B) They are more likely to engage in analytical reasoning to process and learn new information. C) They are more likely to seek out information from numerous sources prior to a decision. D) They are more likely to act as opinion leaders. E) all of the above Answer: E Page: 377 65. _____ is an individual's characteristic response tendencies across similar situations. A) Motivation B) Emotion C) Empathy D) Personality E) Involvement Answer: D Page: 378 66. Which of the following is NOT a core trait in the Five-Factor Model of personality? A) extroversion B) instability C) reliability D) openness to experience E) conscientiousness Answer: C Page: 378 67. Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly? A) extroversion B) instability C) agreeableness D) openness to experience E) conscientiousness Answer: A Page: 378 68. Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy? A) introversion B) instability C) sulkiness D) conscientiousness E) agreeableness Answer: B Page: 378 69. Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to “think outside the box.” Which core trait best describes Erin? A) extroversion B) introversion C) instability D) agreeableness E) openness to experience Answer: E Page: 378 70. Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A) need for affiliation B) need for uniqueness C) consumer ethnocentrism D) agreeableness E) introversion Answer: C Page: 379 71. Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting _____. A) stubbornness B) consumer ethnocentrism C) sincerity D) consumer culturalism E) patriotism Answer: B Page: 379 72. Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for _____. A) cognition B) affection C) ethnocentrism D) uniqueness E) acceptance Answer: A Page: 379 73. A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____. A) consumer ethnocentrism B) a need for cognition C) a need for uniqueness D) extroversion E) agreeableness Answer: C Page: 379 74. A set of human characteristics that become associated with a brand is referred to as _____. A) brand image B) brand equity C) brand leverage D) brand personality E) brand positioning Answer: D Page: 380 75. Which of the following is considered a dimension of brand personality? A) ruggedness B) excitement C) sincerity D) competence E) all of the above Answer: E Page: 380 76. Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent? A) sincerity B) excitement C) competence D) sophistication E) ruggedness Answer: A Page: 380 77. Consumers have described Apple's iPod products, such as the MP3 music player and the new video player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod? A) sincerity B) excitement C) competence D) sophistication E) ruggedness Answer: B Page: 380 78. Which of the following is NOT an advertising tactic used to communicate brand personality? A) celebrity endorsers B) user imagery C) length of the ad D) tone of the ad E) type of media outlet Answer: C Page: 381 79. Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality? A) celebrity endorsers B) user imagery C) pace of the ad D) media outlet E) all of the above Answer: B Page: 381 80. Which of the following is a characteristic associated with emotions? A) Emotions occur independently from physiological changes. B) Emotions are not associated with behaviors. C) Emotions involve objective feelings. D) Emotions are often triggered by environmental events. E) all of the above Answer: D Page: 382 81. Which term is used to refer to the liking/disliking aspect of a specific feeling? A) emotion B) affect C) hedonic D) cognition E) valence Answer: B Page: 383 82. Which of the following is NOT considered an emotional dimension? A) pleasure B) arousal C) dominance D) feeling E) all of the above are emotional dimensions Answer: D Page: 384 83. Barbara is an individual that usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? A) faith B) desire C) joy D) gratitude E) serenity Answer: E Page: 384 84. Which emotion would be classified under the “arousal” dimension of emotion? A) duty B) distraction C) guilt D) shame E) disgust Answer: B Page: 384 85. After experiencing a major earthquake in California, Tina often felt powerless and helpless. This caused her to be fearful and anxious, which sometimes made her panicked. Which dimension of emotions is Tina experiencing? A) arousal B) dominance C) negative D) uncontrollable E) destructive Answer: B Page: 384 86. Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior? A) Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself. B) Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities. C) While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages. D) Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. E) Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high-involvement way. Answer: C Page: 386 True/False Questions 87. According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction. Answer: True Page: 364 88. Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning. Answer: False Page: 366 89. The fact that consumers need to attribute cause underlies an area of research known as cognitive theory. Answer: False Page: 367 90. Need for stimulation is an active, external motive. Answer: True Page: 368 91. Affective preservation motives include the need for tension reduction, teleological needs, need for expression, and need for ego defense. Answer: False Page: 369-370 92. Marketers create needs. Answer: False Page: 372 93. Motives that are known and freely admitted are called primary motives. Answer: False Page: 373 94. Picture response is a construction technique of motivation research. Answer: True Page: 374 95. Conflicts between motives are rare. Answer: False Page: 376 96. Personality is an individual's characteristic response tendencies across similar situations. Answer: True Page: 378 97. Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking. Answer: False Page: 379 98. Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality. Answer: False Page: 380 99. Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand. Answer: True Page: 381 100. Emotions are rarely accompanied by cognitive thought. Answer: False Page: 382 101. Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself. Answer: True Page: 386 Essay Questions 102. List Maslow's hierarchy of needs, in order from lowest to highest, and the four premises on which the hierarchy is based. Page: 364-365 Answer: Maslow's hierarchy of needs from lowest to highest are: physiological, safety, belongingness, esteem, and self-actualization. This hierarchy is based on four premises: All humans acquire a similar set of motives through genetic endowment and social interaction. Some motives are more basic or critical than others. The more basic motives must be satisfied to a minimum level before other motives are activated. As the basic motives become satisfied, more advanced motives come into play. 103. Name and describe McGuire's cognitive preservation motives. Page: 367 Answer: The four cognitive preservation motives are: Need for Consistency (active, internal)--a basic desire to have all facets or parts of oneself consistent with each other. These facets include attitudes, behaviors, opinions, self-images, view of others, and so forth. Need for Attribution (active, external)--this set of motives deals with our need to determine who or what causes the things that happen to us. Need to Categorize (passive, internal)--people behave a need to categorize and organize the vast array of information and experiences they encounter in a meaningful yet manageable way. So they establish categories or mental partitions that allow them to process large quantities of information. Need for Objectification (passive, external)--reflects needs for observable cues or symbols that enable people to infer what they feel and know. 104. Motivation Research, Inc. is a consumer research firm that specializes in motivation research techniques. Name and describe the three broad categories of motivation research techniques that this company most likely uses, and discuss an example of a specific technique used in each. Page: 374 Answer: Motivation research techniques are described in Table 10-2 and can be broken down into three broad categories: association techniques, completion techniques, and construction techniques. Association techniques include word association, successive word association, and analysis and use. Completion techniques include sentence completion, story completion, and analysis and use. Construction techniques include cartoon techniques, third-person techniques, picture response, and analysis and use. 105. Tish owns a home decor store and has asked your assistance in helping her understand shoppers' motives. You know that research has uncovered six hedonic shopping motives related to McGuire's typology. Explain these to Tish, and discuss how she can use them to enhance her business. Page: 376 Answer: The six hedonic shopping motives related to McGuire's typology are: Adventure shopping--refers to shopping for fun and adventure and relates to the need for stimulation. Tish could feature a unique assortment of merchandise that is not found in chain stores. Social shopping--refers to the enjoyment that comes from socializing and bonding while shopping and relates to the need for affiliation. Tish could hold a sale or event where someone accompanied by a friend or family member receives a discount or special gift. Gratification shopping--relates to shopping to reduce stress or as a self-reward and relates to the tension reduction need. Tish can make the environment in her store relaxing with soothing music, pleasant fragrances, etc. Idea shopping--involves shopping to keep up with trends and fashions and relates to categorization and objectification needs. Tish could hold decorating workshops or feature invited speakers from decorating magazines to her store. Role shopping--relates to the enjoyment that consumers feel from shopping for others and relates to the identification motivation. Tish can offer gift ideas for that special someone. Value shopping--involves shopping for deals and relates to assertion needs. Tish can inform her customers that she can obtain lower prices on furniture than consumers would normally pay at retail. 106. The Five-Factor Model of personality identifies five core traits. Name each trait, and explain the manifestation of each. Page: 378 Answer: The five core traits are: Extroversion--prefer to be in a large group rather than alone, talkative when with others, and bold. Instability--moody, temperamental, and touchy. Agreeableness--sympathetic, kind to others, and polite with others. Openness to experience--imaginative, appreciative of art, and find novel solutions. Conscientiousness--careful, precise, and efficient.