Tutorial 8
Before midterm revision:
1. Which of the following is considered an example of consumer behavior?
A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather
than the store brand.
B) Javier generally gets gas on Monday mornings on his way to work.
C) Jessica prefers to buy her produce from the farmer's market instead of the
grocery store.
D) Jeremy generally recycles his old newspapers and cardboard boxes.
E) All of the above are examples of consumer behavior
2. There are different types of behaviors and different theories focus more on one
type of behavior
A) Observable
B) Psychoanalytic theory
C) Both of them
True or False
1. People become thirsty whenever they see a coke, thereby effectively
increasing sales through associative learning.
2. When considering the end user or consumer, monetary is a must
Motivation
Essay:
1- From your exposure to motivation concept and the theories that discussed
that concept, please mention the two main theories.
2- What are the four categories of needs?
3- When we are motivated we might face conflicts with different situations and
alternatives so from mention the three types of the motivational conflict we
might face.
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
2) 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
3) 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
4) ________ 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
5) In the motivation process, the desired end state is the consumer's ________.
A) drive
B) need state
C) benefit
D) goal
Answer: D
6) Wants are a combination of ________.
A) personal factors
B) cultural factors
C) A and B
D) none of the above
Answer: C
8) 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
9) Goals can be positive or negative. This is an expression of a goal's ________.
A) direction
B) valence
C) strength
D) dissonance
Answer: B
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
21) ________ suggests that expectations of achieving desirable outcomes-positive
incentives-rather than being pushed from within motivate our behavior.
A) The theory of cognitive dissonance
B) Gestalt theory
C) Expectancy theory
D) Homeostasis
Answer: C
13) 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
14) 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
15) 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
16) 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
17) 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
18) 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
19) 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
20) 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
21) 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
approach-avoidance conflicts are typically simply resolved through behavioral
aspects of reinforcement learning.
Answer: B
22) 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
23) 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
24) ________ is based on the premise that people have a need for order and
consistency in their 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
25) 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
26) 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
True or False
1- 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
2- 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
3- Abraham Maslow developed the Hierarchy of Needs theory.
Answer: TRUE
4- 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
5- 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 – power
6- Maslow's hierarchy of needs implies that the order of needs is fixed.
Answer: TRUE
7- The term "dissonance" means tension.
Answer: TRUE
8- 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
9- 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
