Consumer Behavior, 10e (Schiffman/Kanuk) Chapter Consumer Motivation 1) Successful marketers define their markets in terms of A) the product the company has decided to produce B) the lowest price for which a particular product can be manufactured C) the needs they presume to satisfy D) the ethnicity of their primary consumers E) the geographic location of their primary consumers Answer: C Diff: Page Ref: 88 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 2) The key to a company's survival, profitability and growth in a highly competitive marketplace is to A) continue to increase quality at the expense of profits B) continue to identify and satisfy unfulfilled consumer needs better and sooner than the competition C) sell what it's good at making D) convince consumers that they should buy more products E) continually decrease the cost of production Answer: B Diff: Page Ref: 86 AACSB: Reflective Thinking Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 3) The driving force within individuals that impels them to action is known as A) a goal B) tension C) motivation D) a need E) desire Answer: C Diff: Page Ref: 88 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals ScholarStock 4) Motivation is produced by a state of tension, which exists as the result of A) peer pressure B) environmental forces C) satisfied desires D) unrealized desires E) unfulfilled needs Answer: E Diff: Page Ref: 88 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 5) The physiological needs for food, water, and air are called needs A) secondary B) innate C) acculturated D) psychogenic E) acquired Answer: B Diff: Page Ref: 88 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 6) Needs that we learn in response to our culture or environment are called needs A) primary B) biogenic C) acculturated D) acquired E) innate Answer: D Diff: Page Ref: 88 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 7) Self-esteem, prestige, affection, power, and learning are examples of A) acculturated needs B) biogenic needs C) primary needs D) secondary needs E) innate needs Answer: D Diff: Page Ref: 89 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals ScholarStock 8) motivations drive people toward some object or condition, whereas motivations drive people away from some object or condition A) Avoidance; affirmative B) Positive; negative C) Ought; ideal D) Acquired; innate E) Primary; secondary Answer: B Diff: Page Ref: 89 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 9) Gloria makes sure to always drive the speed limit in order to avoid getting a ticket Gloria's motive has a(n) direction A) upward B) negative C) neutral D) downward E) positive Answer: B Diff: Page Ref: 89 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 10) Chris jogs four days per week because he wants to feel fit and be attractive Chris' motives have a(n) direction A) upward B) negative C) neutral D) downward E) positive Answer: E Diff: Page Ref: 89 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals ScholarStock 11) are the sought-after results of motivated behavior A) Motivations B) Goals C) Rewards D) Behaviors E) Targets Answer: B Diff: Page Ref: 89 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 12) are general classes or categories of goals that consumers see as a means to fulfill their needs A) General goals B) Objective goals C) Generic goals D) Subjective goals E) Product-oriented goals Answer: C Diff: Page Ref: 89 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 13) are the specifically branded products and services that consumers select for goal fulfillment A) General goals B) Objective goals C) Generic goals D) Subjective goals E) Product-specific goals Answer: E Diff: Page Ref: 89 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals ScholarStock 14) Barry wants a sandwich for lunch Tom wants a turkey sandwich with lettuce, tomato, and mayonnaise from Subway Barry has a(n) , whereas Tom has a(n) A) generic goal; product-specific goal B) objective goal; subjective goal C) product-specific goal; objective goal D) subjective goal; generic goal E) product-specific goal; generic goal Answer: A Diff: Page Ref: 89 AACSB: Reflective Thinking Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 15) A positive goal is one toward which behavior is directed, and is often referred to as an A) inclining object B) approach object C) interactive object D) autonomous object E) avoidance object Answer: B Diff: Page Ref: 90 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 16) Jill gets good grades because her parents will punish her if she doesn't receive at least a 3.5 GPA Julia gets good grades because she likes the sense of accomplishment she feels when she gets a straight-A report card Jill's goal is referred to as a(n) , whereas Julia's goal is referred to as a(n) A) approach object; avoidance object B) avoidance object; defensive object C) positive object; negative object D) avoidance object; approach object E) physical object; psychological object Answer: D Diff: Page Ref: 90 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals ScholarStock 17) A negative goal is one from which behavior is directed away, and is often referred to as a(n) A) declining object B) approach object C) interactive object D) autonomous object E) avoidance object Answer: E Diff: Page Ref: 92 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 18) Utilitarian product features, such as a car's antilock brakes, tend to fulfill consumers' goals and enhance their satisfaction A) approach B) prevention C) promotion D) positive E) inclining Answer: B Diff: Page Ref: 92 AACSB: Reflective Thinking Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 19) Hedonic product features, or those that are purely pleasure-seeking, tend to evoke feelings of delight, rather than mere satisfaction, and fulfill consumers' goals A) avoidance B) promotion C) prevention D) negative E) declining Answer: B Diff: Page Ref: 92 AACSB: Reflective Thinking Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals ScholarStock 20) Needs and goals are ; neither exists without the other A) independent B) interdependent C) interactive D) autonomous E) mutually exclusive Answer: B Diff: Page Ref: 92 AACSB: Analytic Skills Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 21) People with a(n) are interested in their growth and development, have more hopes and aspirations, and favor the presence of positive outcomes A) prevention focus B) positive focus C) ought focus D) promotion focus E) negative focus Answer: D Diff: Page Ref: 92 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 22) People with a(n) are interested in safety and security, are more concerned with duties and obligations, and favor the absence of negative outcomes A) prevention focus B) subjective focus C) promotion focus D) positive focus E) ideal focus Answer: A Diff: Page Ref: 92 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals ScholarStock 23) In a marketing context, the term rationality implies that A) consumers are fully conscious of what motivates their behavior B) consumers select goals based on personal or subjective criteria, such as pride, fear, or affection C) consumers constantly seek the lowest price for the goods they purchase D) consumers always seek to make purchases that match those of their peers E) consumers select goals based on totally objective criteria, such as size, weight, and price Answer: E Diff: Page Ref: 92 AACSB: Analytic Skills Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 24) In a marketing context, emotional motives imply A) full consciousness of needs and motivations B) the selection of goals according to personal or subjective criteria, such as pride, fear, or affection C) rigorous analysis surrounding all purchases D) continual effort to achieve purchasing parity with peers E) the selection of goals according to totally objective criteria, such as size, weight, and price Answer: B Diff: Page Ref: 92 AACSB: Analytic Skills Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 25) Individuals are usually somewhat more aware of their needs than they are of their needs A) psychological; physiological B) secondary; primary C) physiological; psychological D) psychogenic; biogenic E) acquired; innate Answer: C Diff: Page Ref: 92 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals ScholarStock 26) Individuals who successfully achieve their goals usually set new and higher goals for themselves; that is, they raise their A) levels of self-awareness B) social status C) levels of aspiration D) biogenic needs E) motivational state Answer: C Diff: Page Ref: 93 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 27) Products and services are often evaluated by the size and direction of the gap between A) consumer expectations and objective performance B) the target market and the income of the average consumer C) consumer expectations and product cost D) the cost of production and the price at sale E) the price of the final product and the company's marketing expenditures Answer: A Diff: Page Ref: 94 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 28) A can take the place of a primary goal when an individual cannot attain a specific goal or type of goal that is expected to satisfy certain needs A) specific goal B) biogenic goal C) substitute goal D) secondary goal E) objective goal Answer: C Diff: Page Ref: 94 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals ScholarStock 29) Barry started drinking sodas and began drinking more water in an effort to lose weight Over time, he found that he actually disliked sodas and preferred water In this case, water constitutes a A) specific goal B) biogenic goal C) substitute goal D) secondary goal E) objective goal Answer: C Diff: Page Ref: 94 AACSB: Reflective Thinking Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 30) Failure to achieve a goal often results in feelings of A) achievement B) aspiration C) self-awareness D) personal promotion E) frustration Answer: E Diff: Page Ref: 94 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 31) Aggression and rationalization are examples of that people sometimes adopt to protect their egos from feelings of failure when they not attain their goals A) fulfillment mechanisms B) defense mechanisms C) substitute goals D) subjective criteria E) secondary behaviors Answer: B Diff: Page Ref: 94 Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 10 ScholarStock 51) According to Maslow's hierarchy-of-needs theory, motivates behavior A) dissatisfaction B) rationalization C) withdrawal D) projection E) aggression Answer: A Diff: Page Ref: 102 AACSB: Reflective Thinking Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 52) The key to positioning is to find A) a target market B) an unsatisfied need C) an optimal marketing mix D) an affordable price E) an effective advertising theme Answer: B Diff: Page Ref: 103 Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 53) According to the trio-of-basic-needs theory, the trio of basic needs includes A) power, affiliation, and achievement B) prestige, affiliation, and achievement C) environment, affection, self-actualization D) achievement, affection, power E) safety, physical satisfaction, social belonging Answer: A Diff: Page Ref: 103 Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 54) According to the trio-of-basic-needs theory, the is closely related to the ego need A) affection need B) affiliation need C) power need D) prestige need E) achievement need Answer: C Diff: Page Ref: 103 AACSB: Reflective Thinking Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 17 ScholarStock 55) People with a high tend to be more self-confident, enjoy taking calculated risks, actively research their environments, and value feedback A) need for prestige B) need for power C) need for affiliation D) need for achievement E) need for affection Answer: D Diff: Page Ref: 103 Skill: Application Objective: 4.3: Learn about several systems of needs developed by researchers 56) Oftentimes consumer research respondents may be unaware of their motives or are unwilling to reveal them when asked directly In such situations, researchers use to delve into the consumer's unconscious or hidden motivations A) quantitative techniques B) projective techniques C) Likert scales D) telephone surveys E) empirical techniques Answer: B Diff: Page Ref: 106 Skill: Concept Objective: 4.4: Understand how human motives are studied and measured 57) The psychoanalyst that adapted Freud's psychoanalytical techniques to study consumer buying habits was A) Abraham Maslow B) Earnest Dichter C) Henry Murray D) Karen Horney E) Henry Ford Answer: B Diff: Page Ref: 108 Skill: Concept Objective: 4.4: Understand how human motives are studied and measured 18 ScholarStock 58) is based on the premise that consumers are not always aware of the reasons for their actions A) Psychological research B) Motivational research C) Physiological research D) Market research E) Segmentation research Answer: B Diff: Page Ref: 108 Skill: Concept Objective: 4.4: Understand how human motives are studied and measured PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party." 59) In the PARTY BEER MINI CASE, Party Beverages' advertisements suggest that Party Beer will satisfy which step in Maslow's hierarchy of needs? A) power needs B) achievement needs C) social needs D) ego needs E) physiological needs Answer: C Diff: Page Ref: 100 Skill: Application Objective: 4.3: Learn about several systems of needs developed by researchers 60) In the PARTY BEER MINI CASE, Party Beverages' advertisements suggest that Party Beer will satisfy which of Murray's psychogenic needs? A) needs associated with inanimate objects B) needs concerned with human power C) needs that reflect ambition, power, accomplishment, and prestige D) needs concerned with social intercourse E) needs concerned with affection between people Answer: E Diff: Page Ref: 99, Table 4.3 Skill: Application Objective: 4.3: Learn about several systems of needs developed by researchers 19 ScholarStock 61) In the PARTY BEER MINI CASE, Party Beverages' advertisements suggest that Party Beer will satisfy which element of the trio of basic needs? A) power B) self-actualization C) affection D) affiliation E) achievement Answer: D Diff: Page Ref: 103 Skill: Application Objective: 4.3: Learn about several systems of needs developed by researchers 62) In the PARTY BEER MINI CASE, the need that Party Beer alleges to satisfy is best described as a(n) A) innate need B) secondary need C) physiological need D) biogenic need E) subjective need Answer: B Diff: Page Ref: 88 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 63) In the PARTY BEER MINI CASE, if Joe sees a Party Beer ad and, as a result, calls a couple of his friends and invites them over for drinks, Joe has experienced A) physiological arousal B) cognitive arousal C) emotional arousal D) biogenic arousal E) subjective arousal Answer: B Diff: Page Ref: 96 Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 20 ScholarStock NAIL POLISH MINI CASE: Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user 64) In the NAIL POLISH MINI CASE, introducing new colors every year is known as a strategy A) planned obsolescence B) materialistic C) modernization D) updating E) market development Answer: A Diff: Page Ref: 86 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 65) In the NAIL POLISH MINI CASE, Revlon nail polish is positioned to meet which of the following types of needs? A) innate needs B) acquired needs C) physiological needs D) biogenic needs E) primary needs Answer: B Diff: Page Ref: 88 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 66) In the NAIL POLISH MINI CASE, Jenny wants a bottle of Revlon Berry Bon Bon nail polish to match her new sweater This is an example of a A) generic goal B) general goal C) needs-driven goal D) product-specific goal E) subjective goal Answer: D Diff: Page Ref: 89 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 21 ScholarStock 67) In the NAIL POLISH MINI CASE, Patti wants to paint her nails in order to be more attractive This is an example of a(n) goal A) negative B) avoidance C) utilitarian D) approach E) prevention-focused Answer: D Diff: Page Ref: 92 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 68) In the NAIL POLISH MINI CASE, Sophia buys Revlon nail polish, even though the brand does not offer the lowest price for the highest volume of nail polish, because wearing Revlon makes her feel glamorous and successful In doing so, Sophia is acting on A) emotional motives B) rational motives C) avoidance motives D) objective motives E) utilitarian motives Answer: A Diff: Page Ref: 92 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women To this end, he joins a gym and begins eating low-fat, low-calorie foods In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead After a few weeks, Peter decides that he actually prefers fruit with his lunch 69) In the WEIGHT LOSS MINI CASE, the desire to be attractive to women is Peter's A) goal B) target C) tension D) motivation E) need Answer: D Diff: Page Ref: 88 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 22 ScholarStock 70) In the WEIGHT LOSS MINI CASE, Peter's motivation is in a(n) direction A) negative B) subjective C) positive D) objective E) intrinsic Answer: C Diff: Page Ref: 89 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 71) In the WEIGHT LOSS MINI CASE, Peter's goal is best described as a(n) A) approach object B) ideal C) biogenic need D) avoidance object E) ought Answer: A Diff: Page Ref: 90 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 72) In the WEIGHT LOSS MINI CASE, when Peter decides that he prefers fruit to potato chips with his lunch, this is an example of a(n) A) approach goal B) substitute goal C) avoidance goal D) biogenic goal E) primary goal Answer: B Diff: Page Ref: 93 Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 23 ScholarStock 73) In the WEIGHT LOSS MINI CASE, after several weeks of exercising, Peter is still not seeing the desired results and decides that he is just too busy to go to the gym enough, and that his employer is really to blame for his failure to lose weight Which of the following defense mechanisms has Peter demonstrated? A) rationalization B) projection C) repression D) aggression E) withdrawal Answer: B Diff: Page Ref: 95, Table 4.2 Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 74) Marketers create needs Answer: FALSE Diff: Page Ref: 88 AACSB: Reflective Thinking Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 75) Consumers' basic needs not change, but the products that satisfy them Answer: TRUE Diff: Page Ref: 88 AACSB: Reflective Thinking Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 76) Individuals strive, both consciously and subconsciously, to reduce the tension of unfulfilled needs through behavior that they anticipate will fulfill their needs and thus relieve them of the stress they feel Answer: TRUE Diff: Page Ref: 88 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 77) Primary needs result from the individual's subjective psychological state and from relationships with others Answer: FALSE Diff: Page Ref: 88 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 24 ScholarStock 78) Marketers are particularly concerned with product-specific goals, where they can provide specifically branded products and services that consumers select for goal fulfillment Answer: TRUE Diff: Page Ref: 89 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 79) People with a promotion focus favor the status quo and inaction over action Answer: FALSE Diff: Page Ref: 92 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 80) People are often more aware of their goals than they are of their needs Answer: TRUE Diff: Page Ref: 92 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 81) Both positive and negative motivations serve to initiate and sustain human behavior Answer: TRUE Diff: Page Ref: 89 AACSB: Analytic Skills Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 82) Rational motives imply the selection of goals according to personal or subjective criteria Answer: FALSE Diff: Page Ref: 92 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 83) Needs and goals change and grow in response to an individual's physical condition, environment, interactions with others, and experiences Answer: TRUE Diff: Page Ref: 93 AACSB: Reflective Thinking Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 25 ScholarStock 84) Most human needs are fully and permanently satisfied Answer: FALSE Diff: Page Ref: 93 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 85) The nature and persistence of an individual's behavior are often influenced by expectations of success or failure in reaching certain goals Answer: TRUE Diff: Page Ref: 94 AACSB: Reflective Thinking Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 86) John wants to lose weight, so he switches from regular Coca Cola to Diet Coke and subsequently decides that he actually prefers the taste of Diet Coke John's primary goal is the refreshment of a Coca Cola, but he meets it with the substitute goal of a Diet Coke to maintain his weight-loss regimen Answer: TRUE Diff: Page Ref: 94 Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 87) Marketers can take advantage of people's frustrations by portraying their products as means to resolve a particular set of frustrations Answer: TRUE Diff: Page Ref: 92 AACSB: Reflective Thinking Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 88) Each consumer behavior is designed to fulfill a single need Answer: FALSE Diff: Page Ref: 95 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 26 ScholarStock 89) It is possible for people with different needs to seek fulfillment through selection of the same goal Answer: TRUE Diff: Page Ref: 95 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 90) When people live in poor or deprived environments, they experience many opportunities for need arousal Answer: FALSE Diff: Page Ref: 96 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 91) The impulse buyer who reacts largely to external stimuli in the buying situation is the classic example of the cognitive theory of motivation Answer: FALSE Diff: Page Ref: 97 Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 92) According to Maslow, individuals seek to satisfy higher-level needs before lower-level needs emerge Answer: FALSE Diff: Page Ref: 98 Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 93) According to Maslow, once a lower-level need is met, it never becomes dominant again Answer: FALSE Diff: Page Ref: 98 AACSB: Reflective Thinking Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 94) In Maslow's hierarchy of needs, the major driving force within the individual is the lowest level of need that remains largely unsatisfied Answer: TRUE Diff: Page Ref: 98 Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 27 ScholarStock 95) According to Maslow, stability, routine, and control over one's life are examples of safety needs Answer: TRUE Diff: Page Ref: 99 Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 96) According to Maslow, outwardly-directed ego needs include the need for success, independence, and personal satisfaction with a job well done Answer: FALSE Diff: Page Ref: 101 Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 97) The achievement need suggests that behavior is strongly influenced by the desire for friendship, acceptance, and belonging Answer: FALSE Diff: Page Ref: 103 Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 98) Researchers usually rely on a combination of various research techniques to try to establish the presence and strength of various motives Answer: TRUE Diff: Page Ref: 106 Skill: Application Objective: 4.4: Understand how human motives are studied and measured 99) Why savvy marketers define their missions in terms of the consumer needs they satisfy and not the products that satisfy those needs? Answer: Because consumers' basic needs not change, but the products that satisfy them A corporate focus on making products that satisfy the consumer needs will ensure that a company stays in the forefront of the search for new and effective solutions By doing so, such companies are likely to survive and even grow despite strong competition or adverse economic conditions Companies that define themselves in terms of products may suffer or even go out of business when their products are replaced by competitive offerings that better satisfy the same need Diff: Page Ref: 88 AACSB: Reflective Thinking Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 28 ScholarStock 100) How motivations drive consumer behavior? Answer: Motivations are the driving force that impels consumers to act This driving force is produced by a state of tension, which exists as the result of an unfulfilled need Therefore, individuals consciously and subconsciously take on behaviors that they anticipate will fulfill their needs and relieve them from the state of stress they feel Consumers take on behaviors to satisfy their needs based on their individual thinking and learning, as well as their perceptions Marketers must view motivation as the force that induces consumption Diff: Page Ref: 88 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 101) Differentiate between innate and acquired needs Give an example of each Answer: Innate needs, also known as primary needs, are physiological They are basic requirements for life that all people share They include things like food, water, air, clothing, and shelter Acquired needs, also known as secondary needs, are needs that we learn in response to our culture or environment They are generally psychological and result from the individual's subjective psychological state and from relationships with others Acquired needs include needs for self-esteem, prestige, affection, power, and learning Diff: Page Ref: 88-89 Skill: Concept Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 102) Give an example of a generic goal, and an example of a product-specific goal Answer: Here the student may cite any examples of generic goals such as wanting to get a college degree from a year college, versus a product-specific goal such as obtaining a degree from a certain university Diff: Page Ref: 89 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 103) Give an example of an approach goal, and an example of an avoidance goal Answer: Here the student could refer to the classic example of exercising as a way to get into shape and feel confident about one's physique as positive motivation (approach goal), and the other type of exercising as a means to avoid health problems (avoidance goal) Diff: Page Ref: 90 Skill: Application Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals 29 ScholarStock 104) Need-driven human activity never ceases Why is this? Answer: Need-driven human activity never ceases due to the following reasons: a many needs are never fully satisfied – they continually impel actions designed to attain or maintain satisfaction b as needs become satisfied, new and higher-order needs emerge that cause tension and induce activity c people who achieve their goals set new and higher goals for themselves Diff: Page Ref: 93 Skill: Concept Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 105) The nature and persistence of an individual's behavior are often influenced by expectations of success or failure in reaching certain goals What are the implications of this observation for marketers? Answer: Marketers should make goals reasonably attainable Advertisements should not promise more than the product will deliver Products and services are often evaluated by size and direction of the gap between consumer expectations and objective performance Thus, even a good product will not be repurchased if it fails to live up to unrealistic expectations created by ads that "over-promise." Similarly, a consumer is likely to regard a mediocre product with greater satisfaction than it warrants if its performance exceeds the person's expectations Diff: Page Ref: 94 AACSB: Reflective Thinking Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals 106) Discuss the theory that Abraham Maslow formulated with regard to human needs Answer: Abraham Maslow formulated a widely accepted theory based on the notion of a universal hierarchy of human needs Maslow identifies five basic levels of human needs, which rank in order of importance from lower-level biogenic needs to higher-level psychogenic needs The theory postulates that individuals seek to satisfy lower-level needs before higher-level needs emerge The lowest level of chronically unsatisfied need that an individual experiences serves to motivate his or her behavior Maslow ranked the needs in order The lowest level of needs are the physiological needs such as the need for food, air and shelter, then come the safety and security needs; the need for protection, order and stability Social needs act as motivators when safety and security needs are met – the need for affection, friendship and belonging The needs that emerge after that are the egoistic needs – the need for power, prestige and self-esteem The highest need that, according to Maslow, most people never seem to fulfill, is the self-actualization need – the need for selffulfillment Diff: Page Ref: 98 Skill: Concept Objective: 4.3: Learn about several systems of needs developed by researchers 30 ScholarStock 107) The need hierarchy has received wide acceptance in many social disciplines Nevertheless, there are problems with the theory Identify the advantages and disadvantages of Maslow's hierarchy-of-needs theory Answer: The major problem with Maslow's hierarchy-of-needs theory is that it cannot be tested empirically – there is no way to measure precisely how satisfied one level of need must be before the next higher need becomes operative The need hierarchy also appears to be very closely bound to our contemporary American culture Despite these concerns, the theory is still useful as a framework for developing advertising appeals for products It enables marketers to focus their advertising appeals on a need level that is likely to be shared by a large segment of the target audience It also facilitates product positioning and repositioning Diff: Page Ref: 103-104 AACSB: Analytic Skills Skill: Application Objective: 4.3: Learn about several systems of needs developed by researchers 108) How can marketers use the need hierarchy in making product positioning decisions? Answer: The key to positioning is to find a niche - an unsatisfied need - that is not occupied by some competing product or brand The need hierarchy is a versatile tool for developing positioning strategies because different appeals for the same product can be based on different needs included in this framework Diff: Page Ref: 103 Skill: Application Objective: 4.3: Learn about several systems of needs developed by researchers 31 ScholarStock ... that A) consumers are fully conscious of what motivates their behavior B) consumers select goals based on personal or subjective criteria, such as pride, fear, or affection C) consumers constantly... and direction of the gap between A) consumer expectations and objective performance B) the target market and the income of the average consumer C) consumer expectations and product cost D)... meaning of goals 28 ScholarStock 100) How motivations drive consumer behavior? Answer: Motivations are the driving force that impels consumers to act This driving force is produced by a state