Test bank consumer behavior 10e schiffman kanuk chapter 04

Diff: 3 Page Ref: 97 AACSB: Reflective Thinking Skill: Application Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship betwee

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Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 4 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

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: 2 Page Ref: 86

AACSB: Reflective Thinking

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4) Motivation is produced by a state of tension, which exists as the result of A) peer pressure

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8) motivations drive people toward some object or condition, whereas motivations drive people away from some object or condition

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11) are the sought-after results of motivated behavior

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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

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

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17) A negative goal is one from which behavior is directed away, and is often referred to as a(n) .

18) Utilitarian product features, such as a car's antilock brakes, tend to fulfill consumers'

goals and enhance their satisfaction

Skill: Application

Objective: 4.1: Understand motivation as a psychological force, the types of human need and motives, and the meaning of goals

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20) Needs and goals are ; neither exists without the other

AACSB: Analytic Skills

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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 priceAnswer: E

Skill: Concept

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 priceAnswer: B

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26) Individuals who successfully achieve their goals usually set new and higher goals for themselves; that is, they raise their

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

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29) Barry started drinking sodas and began drinking more water in an effort to lose weight Overtime, he found that he actually disliked sodas and preferred water In this case, water constitutes

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32) An individual may redefine a frustrating situation by assigning blame for his or her own failures and inabilities on other objects or persons This is known as .

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35) Most of an individual's specific needs are

A) active most of the time

Skill: Concept

Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals

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38) Concerning the arousal of human motives, the school sees behavior as a response

to a stimulus, and elements of conscious thought are ignored

Skill: Application

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41) According to Maslow, the that an individual experiences serves to motivate his or her behavior

A) highest level of chronically unsatisfied need

Objective: 4.3: Learn about several systems of needs developed by researchers

42) According to Murray's list of psychogenic needs, dominance and autonomy are examples of

A) needs associated with inanimate objects

B) needs that reflect ambition, power, accomplishment, and prestige

C) needs concerned with human power

D) needs concerned with affection between people

E) needs concerned with social intercourse

Answer: C

Diff: 3 Page Ref: 99, Table 4.3

Skill: Concept

43) According to Murray's list of psychogenic needs, acquisition and retention are examples of

A) needs concerned with human power

B) needs concerned with affection between people

C) needs that reflect ambition, power, accomplishment, and prestige

D) needs concerned with social intercourse

E) needs associated with inanimate objects

Answer: E

Diff: 3 Page Ref: 99, Table 4.3

Skill: Concept

44) According to Maslow's hierarchy of needs, protection, order, and stability are examples of

A) self-actualization needs

B) egoistic needs

C) social needs

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45) Savings accounts, insurance policies, and education are all means by which individuals satisfy the need for

46) According to Maslow, are the first and most basic level of human needs A) egoistic needs

47) Almost all personal care and grooming products, as well as most clothes, are bought to satisfy

Skill: Application

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48) Egoistic needs can take either an inward or an outward orientation, or both Inwardly directed ego needs reflect an individual's need for .

Skill: Concept

49) Egoistic needs can take either an inward or an outward orientation, or both Outwardly directed ego needs reflect an individual's need for

Skill: Concept

50) According to Maslow's hierarchy-of-needs theory, the need for refers to an individual's desire to fulfill his or her potential

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51) According to Maslow's hierarchy-of-needs theory, motivates behavior

Skill: Concept

52) The key to positioning is to find

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

Skill: Concept

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

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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

Skill: Application

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

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

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58) is based on the premise that consumers are not always aware of the reasons for their actions

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?

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

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61) In the PARTY BEER MINI CASE, Party Beverages' advertisements suggest that Party Beer will satisfy which element of the trio of basic needs?

62) In the PARTY BEER MINI CASE, the need that Party Beer alleges to satisfy is best

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

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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

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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

69) In the WEIGHT LOSS MINI CASE, the desire to be attractive to women is Peter's

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70) In the WEIGHT LOSS MINI CASE, Peter's motivation is in a(n) direction A) negative

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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?

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78) Marketers are particularly concerned with product-specific goals, where they can provide specifically branded products and services that consumers select for goal fulfillment

83) Needs and goals change and grow in response to an individual's physical condition,

environment, interactions with others, and experiences

Answer: TRUE

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84) Most human needs are fully and permanently satisfied

Skill: Concept

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

87) Marketers can take advantage of people's frustrations by portraying their products as means

to resolve a particular set of frustrations

Answer: TRUE

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89) It is possible for people with different needs to seek fulfillment through selection of the samegoal

93) According to Maslow, once a lower-level need is met, it never becomes dominant again Answer: FALSE

Skill: Concept

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

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95) According to Maslow, stability, routine, and control over one's life are examples of safety needs

Answer: TRUE

Skill: Concept

96) According to Maslow, outwardly-directed ego needs include the need for success,

independence, and personal satisfaction with a job well done

Answer: FALSE

Skill: Concept

97) The achievement need suggests that behavior is strongly influenced by the desire for

friendship, acceptance, and belonging

Answer: FALSE

Skill: Concept

98) Researchers usually rely on a combination of various research techniques to try to establish the presence and strength of various motives

Answer: TRUE

Skill: Application

99) Why do 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 do not change, but the products that satisfy them do Acorporate 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: 3 Page Ref: 88

Skill: Application

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