Motivation and Affect Answer Key 2

47) 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 48) Maslow's hierarchy of needs implies that the order of needs is fixed. Answer: TRUE 49) Personal and social factors combine to create wants. Answer: FALSE 50) A goal-oriented theory, which attempts to reduce or eliminate an unpleasant state and return to homeostasis, is called the expectancy theory. Answer: FALSE 51) The term "dissonance" means tension. Answer: TRUE 52) Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with the expectancy theory. Answer: FALSE 53) 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 54) The desired end state is the consumer's goal. Answer: TRUE 55) A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict. Answer: TRUE 56) A clothing store made the proper decision when they targeted women with a high need for achievement for their line of business suits. Answer: TRUE 57) 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. 58) 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, selfconfidence, fantasy, and so on. 59) 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) "no-lose" 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. 60) 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. 61) 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. 62) It is known that consumers differ in their level of involvement with a product message. Marketers use attention-getting factors to ensure that a message gets through the clutter that constantly bombards the consumer's senses. Name the techniques cited in the text that can be used to enhance the consumer's motivations to process product information and increase their involvement. Be specific in your comments and descriptions. Answer: a. Appeal to consumers' hedonic needs (e.g., ads using sensory appeals generate higher levels of attention). b. Use novel stimuli in a commercial, such as unusual cinematography, sudden silences, or unexpected movements. c. Use prominent stimuli, such as loud music and fast action, to capture attention in commercials. In print formats, larger ads increase attention. Also, viewers look longer at full-color pictures than at black-and-white. d. Include celebrity endorsers in commercials to generate higher interest. e. Develop a bond (i.e., brand loyalty) by maintaining an ongoing relationship with consumers. 63) Who identified a set of 20 psychogenic needs? A) McClelland B) Murray C) Maslow D) Zaichkowsky Answer: B 64) Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"-Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________. A) hedonic B) utilitarian C) biological D) learned Answer: A 65) ________ 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) Value theory C) The theory of cognitive dissonance D) Choice theory Answer: C 66) Explain the term "affect." Answer: Affect indicates that many of our decisions are driven by our emotional responses to products. 67) How has social media benefited a company's brand? Answer: The reality is that social media has given company's a global audience that they could not have hoped to achieve through traditional means. The social media tools we have at our fingertips is the most significant development in marketing and knowledge promotion since the invention of the Gutenberg press over 500 years ago. With nearly half of the world's population using social media platforms, they're a natural place to reach new and highly targeted potential customers. People not only connect with brands they already know on social media they also use social media to discover new products. 68) Describe the motivation process. Answer: Motivation refers to the processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. Needs may be utilitarian or hedonic. In either case, a discrepancy exists between the consumer's present state and some ideal state; this gulf creates a state of tension. Satisfying needs can be done in any of several ways, depending upon the consumer's cultural upbringing. Once the goal is attained, tension is reduced and the motivation recedes-for the time being. 69) Explain the term "mood congruency" and give an example. Answer: Mood congruency refers to the idea that our judgements tend to be shaped by our moods. 70) Sally always buys Coca-Cola out of habit, which is an example of ________. A) routine buying B) low passion C) inertia D) flow state Answer: C 71) Products that command fierce loyalty, devotion and even worship by consumers are called ________. A) routine products B) cult products C) staple products D) specialty products Answer: B 72) When M&M's put consumers' names and faces on their candy, this is an example of ________. A) mass marketing B) mass consumer needs C) mass customization D) mass distribution Answer: C 73) ________ performances are where the message itself is a form of entertainment. A) Ad target B) Spectacle C) Encoding D) Decoding Answer: B 74) Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________. A) mass customization marketing B) consumer-generated content C) performance marketing D) mobile marketing Answer: B 75) Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit. A) inertia B) flow C) formation D) actualization Answer: A 76) Person, object, and situational factors are the three types of influences that determine a person's level of ________. A) enculturation B) involvement C) values D) needs Answer: B 77) The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product. A) fuzzy B) cult C) consumer-generated D) Lifestyles of Health and Sustainability (LOHAS) Answer: B 78) 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 mall 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 behavior? A) product involvement B) price involvement C) purchase situation involvement D) message involvement Answer: C 79) 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 has Lindsay ignored? A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors. B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations. C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant. D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved customers. Answer: A 80) Involvement can be seen as the motivation to process information about products or services that consumers believe will help solve a problem or achieve a goal. Answer: TRUE 81) Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers. Answer: FALSE 82) Product involvement refers to a consumer's level of interest in a product. Answer: TRUE 83) When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs. Answer: TRUE 84) A good example of a cult product is an Apple computer. Answer: TRUE 85) Explain the concept of involvement and its relationship to motivation. Answer: Involvement is a person's perceived relevance of an object based on his or her inherent needs, values, and interests. We use the word object in the generic sense to refer to a product (or a brand), an advertisement, or a purchase situation. Consumers find involvement in these objects. Involvement is a motivational construct; different antecedents can trigger it. These factors can be something about the person, something about the object, or something about the situation. Involvement reflects how motivated we are to process information. To the degree that you feel knowing more about a product will help you to achieve some goal, you'll be motivated to pay attention to information about it. As our involvement with a product increases, we devote more attention to ads related to the product, we exert more cognitive effort to understand these ads, and we focus more attention on the product-related information in the ads. 86) Explain purchase involvement. Answer: Purchase involvement refers to the differences in motivation during the process of interacting with the store or Web site.