Motivation and Affect Answer Key

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 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 3) In the motivation process, the desired end state is the consumer's ________. A) drive B) need state C) benefit D) goal Answer: D 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 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 6) Wants are a combination of ________. A) personal factors B) cultural factors C) A and B D) none of the above Answer: C 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 8) Goals can be positive or negative. This is an expression of a goal's ________. A) direction B) valence C) strength D) dissonance Answer: B 9) Motivation that is driven by raw reactions is called ________. A) effect B) hedonic C) utility D) affect Answer: D 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 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 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 13) ________ suggests that expectations of achieving desirable outcomes-positive incentivesrather than being pushed from within motivate our behavior. A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis Answer: C 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 Apperception Test? A) McClelland B) Murray C) Maslow D) Herzberg Answer: B 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 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 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 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 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 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 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 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 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 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 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 26) 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 27) The degree to which a person is willing to expend energy to reach a specific need is called ________. A) motivational direction B) motivation path C) motivation scheme D) motivation strength Answer: A 28) 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 29) ________ 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 cognitive dissonance C) Value theory D) Choice theory Answer: B 30) Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it. A) magnitude of the tension B) direction of the tension C) expectancy D) reinforcement Answer: A 31) What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) Trait theory B) Collective unconscious theory C) Freudian theory D) Social conflict theory Answer: A 32) Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict Answer: B 33) What is the most important thing a marketing practitioner can learn from Maslow's theory? A) Safety needs are more important than social needs. B) Maslow's hierarchy scheme of needs has been found to be universal and applies equally in all cultures. C) Maslow's theory is theoretical and has been very difficult to actually apply in practice. D) Most people must first have their basic needs met before they will be motivated by higher needs. Answer: D 34) 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 35) Motivation explains the strength of behavior, but not its direction. Answer: FALSE 36) A want is the particular form of consumption used to restore homeostasis. Answer: FALSE 37) Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. Answer: TRUE 38) A goal has valence, which means it can be positive or negative. Answer: TRUE 39) 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 40) A degree of arousal is called a drive. Answer: TRUE 41) Abraham Maslow developed the Hierarchy of Needs theory. Answer: TRUE 42) 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 43) 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 44) 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 45) Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus. Answer: TRUE 46) 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