TBChap 010

Chapter 10
Motivation, Personality, and Emotion
Multiple Choice Questions

1. The energizing force that activates behavior and provides purpose and direction to that behavior
is known as _____.
A.
motivation
B.
personality
C.
D.
emotion
perception
E.
needs
2. Which of the following reflects the relatively stable behavioral tendencies that individuals display
across a variety of situations?
A.
motivation
B.
personality
C.
D.
emotion
perception
E.
needs
3. Strong, relatively uncontrollable feelings that affect our behavior are known as _____.
A.
motivations
B.
personality
C.
emotions
D.
perceptions
E.
needs
10-1
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McGraw-Hill Education.
4. Which construct represents an unobservable inner force that stimulates and compels a behavioral
response and provides specific direction to that response?
A.
B.
C.
D.
E.
motive
personality
emotion
perception
feeling
5. Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He
decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is
compelling him to search for food is known as a(n) _____.
A.
B.
C.
D.
E.
motive
personality trait
emotion
perception
feeling
6. Which term is often used interchangeably with the term "motivation"?
A.
B.
personality
emotion
C.
D.
E.
need
perception
feeling
7. Maslow's hierarchy of needs is based on which premise?
A. All humans acquire a similar set of motives through genetic endowment and social interaction.
B.
Some motives are more basic or critical than others.
C. The more basic motives must be satisfied to a minimum level before other motives are
activated.
D. As the basic motives become satisfied, more advanced motives come into play.
E.
All of the above are premises within Maslow's hierarchy.
10-2
8. Maslow's hierarchy of needs includes all EXCEPT which of the following?
A.
B.
cognition
physiological
C.
D.
E.
safety
belongingness
esteem
9. In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____
motives.
A.
B.
safety
self-actualization
C.
physiological
D.
belongingness
E.
esteem
10. Many victims of hurricane Katrina were left without their homes, food, and waterbasic
necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for
these individuals?
A.
B.
security
self-actualization
C.
physiological
D.
belongingness
E.
esteem
11. Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar
alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs.
A.
B.
safety
self-actualization
C.
physiological
D.
belongingness
E.
esteem
10-3
12. Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group
acceptance?
A.
B.
safety
self-actualization
C.
physiological
D.
belongingness
E.
esteem
13. Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and
prestige?
A.
B.
safety
self-actualization
C.
physiological
D.
belongingness
E.
esteem
14. Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable
of becoming?
A.
B.
safety
self-actualization
C.
physiological
D.
belongingness
E.
esteem
15. For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To
which of Maslow's needs is this appealing?
A.
B.
safety
self-actualization
C.
physiological
D.
belongingness
E.
esteem
10-4
16. In McGuire's classification of motives, which ones focus on the person's need for being adaptively
oriented toward the environment and achieving a sense of meaning?
A.
B.
C.
D.
E.
affective
preservation
growth
cognitive
self-actualization
17. _____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.
A.
Cognitive
B.
Affective
C.
Preservation-oriented
D.
Advancement-oriented
E.
Safety-oriented
18. ____ motives emphasize the individual as striving to maintain equilibrium.
A.
Cognitive
B.
Affective
C.
D.
E.
Growth
Leveling
19. Which motives emphasize development?
A.
cognitive
B.
affective
C.
preservation-oriented
D.
E.
growth
advancement
10-5
20. Which of the following is NOT used to classify McGuire's psychological motives?
A.
Is the mode of motivation cognitive or affective?
B. Is the motive focused on preservation of the status quo or on growth?

C. Is this behavior actively initiated or in response to the environment?
D.
Is the outcome of the behavior temporary or permanent?
E. Does this behavior help the individual achieve a new internal or a new external relationship to
the environment?
21. Which set of motives deals with our need to determine who or what causes the things that happen
to us?
A.
need for consistency
B.
need for attribution
C.
need to categorize
D.
need for objectification
E.
need for autonomy
22. The tendency of many consumers to discount claims made by salespeople and ads is related to
the need _____.
A.
B.
C.
D.
E.
for ego defense

for focus
for assertion
to attribute causation
none of the above
23. The tendency of many consumers to discount claims made by salespeople can be explained in
part by _____.
A.
contrast theory
B.
assimilation theory
C.
classical conditioning
D.
attribution theory
E.
none of the above
10-6
24. Which of the following is a type of cognitive preservation motive?
A.
need for tension reduction
B.
teleological need
C.
D.
need for stimulation
E.
need for ego defense
25. A consumer's tendency to initially react to a new product as though it were the same as similar
existing products is most likely to be based on a need _____.
A.
for modeling
B.
for assertion
C.
for consistency
D.
to categorize
E.
none of the above
26. Adam was working on a term paper and was exposed to so much information that he devised a
classification system to organize the different sources of information he was using. This reflects
which cognitive preservation motive?
A.
B.
C.
need to categorize
D.
E.
need for autonomy
27. Which motives reflect needs for observable cues or symbols that enable people to infer what they
feel and know?
A.
B.
C.
need to categorize
D.
E.
need for autonomy
10-7
28. Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of
the decisions that affect her, such as the clothes she wears, how late she can stay out, and what
school she attends. This is an example of Elizabeth's need for _____.
A.
objectification
B.
ego defense
C.
expression
D.
autonomy
E.
assertion
29. An advertisement theme of "do your own thing" is most likely to be based on a need for _____.
A.
B.
affiliation
modeling
C.
consistency
D.
independence
E.
none of the above
30. A substantial amount of brand switching when the current brand is satisfactory may be explained
by the _____ motive.
A.
expression
B.
reinforcement
C.
stimulation
D.
E.
affiliation
none of the above
31. Karen went to a movie and was disappointed because the main character died. She prefers
happy endings to movies, and this one really put her in a bad mood for the rest of the day. This
movie was in contrast with which need of Karen's?
A.
B.
teleological need
C.
utilitarian need
D.
E.
10-8
32. Theories based on which need view the consumer as a problem solver who approaches
situations as opportunities to acquire useful information or new skills?
A.
teleological need
B.
C.
utilitarian need
D.
need for autonomy
E.
need for identification
33. Stephanie is a working mother of two children. She has a stressful job, so she makes a point of
walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is
satisfying her _____.
A.
B.
need for autonomy
C.
D.
need for reinforcement
E.
need for modeling
34. A consumer who purchases a certain style of clothes to establish and reinforce a unique identity
is most likely fulfilling a need for _____.
A.
B.
ego-defense
affiliation
C.
modeling
D.
expression
E.
cues
35. Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types
of brands because he feels they communicate his image to others. These brands are satisfying
Shelby's _____.
A.
B.
need for autonomy
C.
D.
E.
need for expression
10-9
36. Which need is activated when one's identity is threatened, motivating the person to protect his or
her self-concept and utilize defensive behaviors and attitudes?
A.
need for cognition
B.
need for expression
C.
D.
E.
need for identity preservation
37. Consumers who purchase only popular brands because of insecurity are most likely influenced by
the _____ motive.
A.
B.
causation
assertion
C.
consistency
D.
ego-defense
E.
none of the above
38. A consumer's need for reinforcement is _____.
A.
active and internal
B.
active and external
C.
passive and internal
D.
passive and external
E.
active and passive
39. Consumers who actively complain when a product is not satisfactory are probably fulfilling _____
need.
A.
a modeling
B.
a consistency
C.
an affiliation
D.
an assertion
E.
attribution of causality
10-10
40. An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely
based on _____ motivation.
A.
tension reduction
B.
affiliation
C.
modeling
D.
expression
E.
none of the above
41. Kevin is shy and doesn't really like to be around others. Most of the others from his high school
who went to the same college he did got involved in student organizations (such as fraternities
and sororities), business organizations, and religious groups, but Kevin didn't join anything. Kevin
has a low need for _____.
A.
categorization
B.
consistency
C.
autonomy
D.
affiliation
E.
modeling
42. Which need results in the consumer playing various roles and gaining pleasure from adding new,
satisfying roles and by increasing the significance of roles already adopted?
A.
B.
C.
D.
teleological need
E.
need for expression
43. A consumer who buys a product because a close friend bought one may be fulfilling a _____
motivation.
A.
B.
modeling
independence
C.
causation
D.
ego-defense
E.
none of the above
10-11
44. The willingness to buy a particular product or service is known as _____.
A.
a need
B.
C.
D.
E.
a want
demand
motivation
an attitude
45. Motives that are known and freely admitted are called _____.
A.
manifest motives
B.
latent motives
C.
objective motives
D.
acceptable motives
E.
primary motives
46. When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage,
is rated one the best cars in terms of safety, and is in a moderate price range. These reasons
reflect Jeremy's _____ motives.
A.
B.
C.
D.
E.
latent
manifest
acceptable
primary
identifiable
47. Motives that are either unknown to the consumer or are such that he or she is reluctant to admit
them are referred to as _____ motives.
A.
B.
C.
manifest
hidden
secondary
D.
E.
latent
unacceptable
10-12
48. James begged his mother to buy him some high-top Converse shoes. When asked why he
wanted these shoes, he said that he wanted them because they were comfortable. He really
wanted them because his two best friends have them, and if he had them, he would be
considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends
represents which type of motive?
A.
B.
C.
manifest
hidden
secondary
D.
latent
E.
social
49. Which of the following is(are) designed to provide information on latent motives?
A.
perceptual mapping
B.
regression analysis
C.
projective techniques
D.
E.
conjoint analysis
multivariate analyses
50. Beyond projective techniques, a popular tool for identifying motives is _____.
A.
B.
laddering
means-end chain
C.
benefit chain
D.
latent listing
E.
A, B, and C
51. Raymond is conducting motivation research. He is using _____, which are designed to provide
information on latent motives.
A.
strategic manipulation techniques
B.
C.
latent labeling techniques
D.
marketing user techniques
E.
manifest techniques
10-13
52. Because latent motives often are less than completely socially desirable, _____ are frequently
used.
A.
affect appeals
B.
indirect appeals
C.
latent appeals
D.
direct appeals
E.
cross referencing appeals
53. While any given advertisement for a product may focus on only one or a few purchasing motives,
the _____.
A. advertising campaign should focus more on manifest motives because they always have a
stronger influence on purchase decisions
B. overall campaign should attempt to position the product in the schematic memory to
correspond with the target market's purchase motives
C. advertising campaign needs to cover all the important purchase motives of the target market
D.
E.
A and B
B and C
54. Which of the following is a motivational state caused by consumer perceptions that a product,
brand, or advertisement is relevant or interesting?
A.
involvement
B.
need
C.
want
D.
E.
desire
action
55. Which of the following is TRUE regarding consumers who are highly involved in a specific product
category?
A. They are more likely to pay attention to relevant marketing messages.

B. They are more likely to engage in analytical reasoning to process and learn new information.
C. They are more likely to seek out information from numerous sources prior to a decision.
D.
E.
They are more likely to act as opinion leaders.

All of the above are true.
10-14
56. "Get the best deals!" is an example of a ______ ad.
A.
prevention-focused
B.
promotion-focused
C.
negative consequence
D.
positive reinforcement
E.
decision making
57. In which type of motivational conflict must a consumer choose between two attractive
alternatives?
A.
approach-approach
B.
positive-positive
C.
win-win
D.
avoidance-avoidance
E.
primary-primary
58. Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting
and the cost of concessions. She wants to have fun, but she also knows that she needs to save
money for college. Which type of motivational conflict is Nikki experiencing?
A.
approach-approach
B.
approach-avoidance
C.
avoidance-avoidance
D.
E.
acceptable-unacceptable
unacceptable-acceptable
59. Two prominent sets of motives under regulatory focus theory are termed _____.
A.
approach and latent
B.
excess and manifest
C.
promotion and prevention
D.
acute and chronic
E.
motivate and conflict
10-15
60. In regulatory focus theory, _____ motives revolve around a desire for growth and development
and are related to consumers' hopes and aspirations.
A.
promotion-focused
B.
latent-focused
C.
manifest-focused
D.
prevention-focused
E.
all of the above
61. Regulatory focus theory suggests that ____.
A. consumers will react differently depending on which broad set of motives is most
inconspicuous
B. when prevention-focused motives are less salient, consumers seek to avoid negative
outcomes
C. when promotion-focused motives are less salient, consumers seek to gain positive outcomes
D. consumers will react differently depending on which broad set of motives is most salient
E. when promotion-focused motives are most salient, consumers are less eager and less riskseeking decision makers
62. _____ is an individual's characteristic response tendencies across similar situations.
A.
Motivation
B.
Emotion
C.
Empathy
D.
E.
Personality
Involvement
63. Which of the following is NOT a core trait in the Five-Factor Model of personality?
A.
extroversion
B.
instability
C.
reliability
D.
E.
openness to experience
conscientiousness
10-16
64. Dolly prefers to be in a large group rather than alone. She is talkative when with others and is
very bold. Which personality trait best describes Dolly?
A.
extroversion
B.
instability
C.
agreeableness
D.
E.
conscientiousness
65. Which core trait in the Five-Factor Model of personality is manifested by an individual being
moody, temperamental, and touchy?
A.
introversion
B.
instability
C.
sulkiness
D.
conscientiousness
E.
agreeableness
66. Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and
others come to her for novel solutions to problems because she tends to "think outside the box."
Which core trait best describes Erin?
A.
extroversion
B.
introversion
C.
D.
E.
instability
agreeableness
67. Which trait reflects an individual difference in consumers' propensity to be biased against the
purchase of foreign products?
A.
need for affiliation
B.
need for uniqueness
C.
consumer ethnocentrism
D.
agreeableness
E.
introversion
10-17
68. Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would
never consider drinking wine from California. Gwen is exhibiting _____.
A.
B.
stubbornness
C.
sincerity
D.
consumer culturalism
E.
patriotism
69. Lori reads three newspapers a day and is always reading a book in the evening. She has a high
need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles
and do other types of word games. Lori has a high need for _____.
A.
cognition
B.
affection
C.
D.
E.
ethnocentrism
uniqueness
acceptance
70. A consumer's propensity to pursue differentness relative to others through the acquisition,
utilization, and disposition of consumer goods is exhibiting _____.
A.
B.
a need for cognition
C.
a need for uniqueness
D.
extroversion
E.
agreeableness
71. Among Toyota owners, reliability is a brand personality trait associated with ______.
A.
image
B.
safety
C.
competence
D.
advertising
E.
word-of-mouth
10-18
72. Which of the following is Toyota doing to fix its image problem?
A.
B.
a recall information page on its website

a "safety first" ad campaign
C.
increased spending on technology and safety
D.
star safety system made standard on every vehicle
E.
all of the above
73. A set of human characteristics that become associated with a brand is referred to as _____.
A.
brand image
B.
brand equity
C.
brand leverage
D.
brand personality
E.
brand positioning
74. Which of the following is considered a dimension of brand personality?
A.
ruggedness
B.
excitement
C.
D.
E.
sincerity
competence
all of the above
75. Whole Foods supermarkets have been described as down-to-earth, honest, wholesome, and
cheerful. Which dimension of brand personality does this represent?
A.
sincerity
B.
excitement
C.
competence
D.
sophistication
E.
ruggedness
10-19
76. Consumers have described Apple's products as imaginative and up-to-date. The brand is also
considered daring, changing the traditional media models. Based on this description, which
dimension of brand personality best describes Apple?
A.
sincerity
B.
excitement
C.
competence
D.
sophistication
E.
ruggedness
77. Which of the following is NOT an advertising tactic used to communicate brand personality?
A.
celebrity endorsers
B.
user imagery
C.
length of the ad
D.
tone of the ad
E.
type of media outlet
78. Advertisements for BC Headache Powders usually show blue-collar workers using this product to
obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using
to communicate its brand personality?
A.
celebrity endorsers
B.
user imagery
C.
pace of the ad
D.
media outlet
E.
all of the above
79. Which of the following is a characteristic associated with emotions?
A.
B.
C.
Emotions occur independently from physiological changes.

Emotions are not associated with behaviors.
Emotions involve objective feelings.
D.
Emotions are often triggered by environmental events.
E.
All of the above are associated with emotions.
10-20
80. Which term is used to refer to the liking/disliking aspect of a specific feeling?
A.
emotion
B.
C.
D.
E.
affect
hedonic
cognition
valence
81. Which of the following is NOT considered an emotional dimension?
A.
B.
C.
D.
E.
pleasure
arousal
dominance
feeling
All of the above are emotional dimensions.
82. Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which
emotion is Barbara experiencing?
A.
faith
B.
desire
C.
joy
D.
gratitude
E.
serenity
83. Which emotion would be classified under the "arousal" dimension of emotion?
A.
B.
duty
distraction
C.
D.
E.
guilt
shame
disgust
10-21
84. After a very negative service encounter, Sam vents his emotions and seeks emotional and
problem-focused assistance from others. This is called _____.
A.
dominance
B.
helplessness
C.
active coping
D.
expressive support seeking
E.
avoidance
85. Consumer ability to effectively cope with stressful situations relates to the concept of _______.
A.
B.
message filtering
emotional intelligence
C.
rage reduction
D.
anger management
E.
consumer support
86. Which of the following is FALSE regarding how emotional responses to advertising influence
consumer behavior?
A. Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the
ad itself.
B. Emotional content in advertisements enhances their attention, attraction, and maintenance
capabilities.
C. While emotional content in advertisements may increase attention, emotional messages have
not been found to be processed more thoroughly than neutral messages.
D. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through
classical conditioning.
E. Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in
a direct, high-involvement way.
True / False Questions

87. According to Maslow, all humans acquire a similar set of motives through genetic endowment and
social interaction.
True
False
10-22
88. Affective motives focus on the person's need for being adaptively oriented toward the environment
and achieving a sense of meaning.
True
False
89. The fact that consumers need to attribute cause underlies an area of research known as cognitive
theory.
True
False
90. Need for stimulation is an active, external motive.

True
False
91. Affective preservation motives include the need for tension reduction, teleological needs, need for
expression, and need for ego defense.
True
False
92. Marketers create needs.

True
False
93. Motives that are known and freely admitted are called primary motives.
True
False
94. Laddering is a popular tool for identifying latent motives.

True
False
95. Conflicts between motives are rare.

True
False
96. Personality is an individual's characteristic response tendencies across similar situations.

True
False
97. Need for uniqueness reflects an individual difference in consumers' propensity to engage in and
enjoy thinking.
True
False
10-23
98. Extroversion, instability, agreeableness, openness to experience, and conscientiousness are

dimensions of brand personality.
True
False
99. Celebrity endorsers are often a useful way to personify a brand since the characteristics and
meanings of the celebrity can be transferred to the brand.
True
False
100 Emotions are rarely accompanied by cognitive thought.

.
True False
101 Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the
.
ad itself.
True
False
Essay Questions
102 List Maslow's hierarchy of needs, in order from lowest to highest, and the four premises on which
.
the hierarchy is based.
10-24
103 Name and describe McGuire's cognitive preservation motives.

.
104 Regulatory focus theory suggests that consumers will react differently depending on which broad
.
set of motives is more salient. Name and describe the two prominent sets of motives, and
describe how consumers will react when each set of motives is more noticeable.
105 The Five-Factor Model of personality identifies five core traits. Name each trait, and explain the
.
manifestation of each.
10-25
106 Brand personality is a set of human characteristics that become associated with a brand. What
.
are the basic dimensions of brand personality and their facets?
10-26
Chapter 10 Motivation, Personality, and Emotion Answer Key
Multiple Choice Questions

1.
The energizing force that activates behavior and provides purpose and direction to that
behavior is known as _____.
A.
motivation
B.
personality
C.
D.
emotion
perception
E.
needs
Motivation helps answer the question of why consumers engage in specific behaviors.
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 10-01 Define motivation and summarize the motivation sets put forth by Maslow and McGuire
Topic: Motivation, Personality, and Emotion
2.
Which of the following reflects the relatively stable behavioral tendencies that individuals
display across a variety of situations?
A.
motivation
B.
personality
C.
D.
emotion
perception
E.
needs
Personality helps answer the question of what behaviors consumers choose to engage in to
achieve their goals.

Blooms: Remember
10-27
3.
Strong, relatively uncontrollable feelings that affect our behavior are known as _____.
A.
B.
C.
D.
motivations
personality
emotions
perceptions
E.
needs
Emotions are triggered by a complex interplay among motives, personality, and external
factors.

Blooms: Remember
4.
Which construct represents an unobservable inner force that stimulates and compels a
behavioral response and provides specific direction to that response?
A.
B.
C.
D.
motive
personality
emotion
perception
E.
feeling
A motive is why an individual does something.

Blooms: Remember
Topic: The Nature of Motivation
10-28
5.
Kelly is hungry, and this inner force is making him search for the type of food he wants to eat.
He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is
compelling him to search for food is known as a(n) _____.
A.
B.
C.
D.
motive
personality trait
emotion
perception
E.
feeling
A motive is why an individual does something.

Blooms: Understand
6.
Which term is often used interchangeably with the term "motivation"?
A.
B.
personality
emotion
need
C.
D.
perception
E.
feeling
When a consumer feels a gap between a desired state and his or her actual current state, a
need is recognized as a drive state referred to as motivation.

Blooms: Remember
10-29
7.
Maslow's hierarchy of needs is based on which premise?
A. All humans acquire a similar set of motives through genetic endowment and social
interaction.
B.
Some motives are more basic or critical than others.
C. The more basic motives must be satisfied to a minimum level before other motives are
activated.
D. As the basic motives become satisfied, more advanced motives come into play.
E.
All of the above are premises within Maslow's hierarchy.
Maslow's hierarchy of needs is based on four premises.

Blooms: Remember
Difficulty: 1 Easy
Topic: Maslow's Hierarchy of Needs
8.
Maslow's hierarchy of needs includes all EXCEPT which of the following?
A.
B.
cognition
physiological
C.
D.
safety
belongingness
E.
esteem
Cognition is not part of Maslow's hierarchy of needs.

Blooms: Remember
10-30
9.
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered
_____ motives.
A.
safety
B.
self-actualization
C.
physiological
D.
belongingness
E.
esteem
Food, water, sleep, and to an extent, sex, are considered physiological motives.

Blooms: Remember
Difficulty: 1 Easy
10.
Many victims of hurricane Katrina were left without their homes, food, and waterbasic
necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for
these individuals?
A.
security
B.
self-actualization
C.
physiological
D.
belongingness
E.
esteem
Food, water, sleep, and to an extent, sex, are considered physiological motives.

Blooms: Understand
Difficulty: 1 Easy
10-31
11.
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar
alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs.
safety
A.
B.
self-actualization
C.
physiological
D.
belongingness
E.
esteem
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar
alarms, and sunscreen are all examples of products that satisfy consumers' safety needs.

Blooms: Understand
Difficulty: 1 Easy
12.
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group
acceptance?
A.
safety
B.
self-actualization
C.
physiological
D.
belongingness
E.
esteem
Belongingness motives are reflected in a desire for love, friendship, affiliation, and group
acceptance.

Blooms: Remember
Difficulty: 1 Easy
10-32
13.
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and
prestige?
A.
safety
B.
self-actualization
C.
physiological
D.
belongingness
E.
esteem
Esteem needs relate to the individual's feelings of usefulness and accomplishment.

Blooms: Remember
Difficulty: 1 Easy
14.
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is
capable of becoming?
A.
safety
B.
self-actualization
C.
physiological
D.
belongingness
E.
esteem
Self-actualization needs involve the desire for self-fulfillment, to become all that one is capable
of becoming.

Blooms: Remember
Difficulty: 1 Easy
10-33
15.
For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To
which of Maslow's needs is this appealing?
A.
safety
B.
self-actualization
C.
physiological
D.
belongingness
E.
esteem
Self-actualization involves the desire for self-fulfillment, to become all that one is capable of
being.

Blooms: Understand
Difficulty: 1 Easy
16.
In McGuire's classification of motives, which ones focus on the person's need for being
adaptively oriented toward the environment and achieving a sense of meaning?
A.
B.
C.
D.
affective
preservation
growth
cognitive
E.
self-actualization
Cognitive motives focus on the person's need for being adaptively oriented toward the
environment and achieving a sense of meaning.

Blooms: Remember
Topic: McGuire's Psychological Motives
10-34
17.
_____ motives deal with the need to reach satisfying feeling states and to obtain personal
goals.
A.
Cognitive
B.
Affective
C.
D.
Advancement-oriented
E.
Safety-oriented
Affective motives deal with the need to reach satisfying feeling states and to obtain personal
goals.

Blooms: Remember
18.
____ motives emphasize the individual as striving to maintain equilibrium.
A.
Cognitive
B.
Affective
C.
D.
Growth
E.
Leveling
Preservation-oriented motives are a desire for consistency.

Blooms: Remember
10-35
19.
Which motives emphasize development?
A.
B.
C.
D.
cognitive
affective
preservation-oriented
growth
E.
advancement
Growth motives emphasize the need for independence and individuality.

Blooms: Remember
20.
Which of the following is NOT used to classify McGuire's psychological motives?
A.
Is the mode of motivation cognitive or affective?
B.
Is the motive focused on preservation of the status quo or on growth?
C.
Is this behavior actively initiated or in response to the environment?
D.
Is the outcome of the behavior temporary or permanent?
E. Does this behavior help the individual achieve a new internal or a new external relationship
to the environment?
Whether the outcome of the behavior is temporary or permanent is not used to classify
McGuire's psychological motives.

Blooms: Understand
10-36
21.
Which set of motives deals with our need to determine who or what causes the things that
happen to us?
A.
B.
C.
need to categorize
D.
E.
need for autonomy
Need for attribution is extremely relevant to consumer reactions to promotional messages.

Blooms: Remember
22.
The tendency of many consumers to discount claims made by salespeople and ads is related
to the need _____.
A.
B.
C.
D.
for ego defense

for focus
for assertion
to attribute causation
E.
none of the above
Attribution causation is extremely relevant to consumer reactions to promotional messages.

Blooms: Remember
10-37
23.
The tendency of many consumers to discount claims made by salespeople can be explained in
part by _____.
A.
contrast theory
B.
assimilation theory
C.
classical conditioning
D.
attribution theory
E.
none of the above
The attribution theory means that consumers explain the cause of a favorable or unfavorable
outcome to themselves or to some outside force.

Blooms: Remember
24.
Which of the following is a type of cognitive preservation motive?
A.
B.

teleological need
C.
D.
E.
This motive reflects needs for observable cues or symbols that enable people to infer what
they feel and know.

Blooms: Remember
10-38
25.
A consumer's tendency to initially react to a new product as though it were the same as similar
existing products is most likely to be based on a need _____.
A.
B.
for modeling
for assertion
C.
for consistency
D.
to categorize
E.
none of the above
Consumers establish categories or mental partitions to help them initially react to a new
product.

Blooms: Understand
26.
Adam was working on a term paper and was exposed to so much information that he devised
a classification system to organize the different sources of information he was using. This
reflects which cognitive preservation motive?
A.
B.
C.
need to categorize
D.
E.
need for autonomy
A consumer's tendency to initially react to a new product as though it were the same as similar
existing products is most likely to be based on a need to categorize.

Blooms: Understand
10-39
27.
Which motives reflect needs for observable cues or symbols that enable people to infer what
they feel and know?
A.
B.
C.
need to categorize
D.
E.
need for autonomy
The need for objectification is a type of cognitive preservation motive.

Blooms: Remember
28.
Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more
of the decisions that affect her, such as the clothes she wears, how late she can stay out, and
what school she attends. This is an example of Elizabeth's need for _____.
A.
objectification
B.
ego defense
C.
expression
D.
autonomy
E.
assertion
The need for independence and individuality is a characteristic of the American culture.

Blooms: Understand
10-40
29.
An advertisement theme of "do your own thing" is most likely to be based on a need for
_____.
A.
B.
affiliation
modeling
C.
consistency
D.
independence
E.
none of the above
The need for independence and individuality is a characteristic of the American culture.

Blooms: Remember
Difficulty: 1 Easy
30.
A substantial amount of brand switching when the current brand is satisfactory may be
explained by the _____ motive.
A.
B.
expression
reinforcement
C.
stimulation
D.
affiliation
E.
none of the above
Such variety-seeking behavior may be a prime reason for brand switching and some impulse
purchasing.

Blooms: Remember
10-41
31.
Karen went to a movie and was disappointed because the main character died. She prefers
happy endings to movies, and this one really put her in a bad mood for the rest of the day. This
movie was in contrast with which need of Karen's?
A.
B.
teleological need
C.
utilitarian need
D.
E.
Consumers are pattern matchers who have images of desired outcomes with which they
compare their current situation.

Blooms: Understand
Difficulty: 3 Hard
32.
Theories based on which need view the consumer as a problem solver who approaches
situations as opportunities to acquire useful information or new skills?
A.
B.
C.
D.
teleological need
utilitarian need
need for autonomy
E.
Consumers may approach ads and salespeople as a source of learning for future decisions as
well as the current one.

Blooms: Remember
10-42
33.
Stephanie is a working mother of two children. She has a stressful job, so she makes a point
of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is
satisfying her _____.
A.
B.
need for autonomy
C.
D.
E.
need for modeling
In order to effectively manage tension and stress, people are motivated to seek ways to reduce
arousal.

Blooms: Understand
Difficulty: 1 Easy
34.
A consumer who purchases a certain style of clothes to establish and reinforce a unique
identity is most likely fulfilling a need for _____.
A.
ego-defense
B.
affiliation
C.
modeling
D.
expression
E.
cues
People feel the need to let others know who and what they are by their actions, which includes
the purchase and use of goods.

Blooms: Remember
10-43
35.
Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these
types of brands because he feels they communicate his image to others. These brands are
satisfying Shelby's _____.
A.
B.
need for autonomy
C.
D.
E.
need for expression
A consumer who purchases a certain style of clothes to establish and reinforce a unique
identity is most likely fulfilling a need for expression.

Blooms: Understand
36.
Which need is activated when one's identity is threatened, motivating the person to protect his
or her self-concept and utilize defensive behaviors and attitudes?
A.
need for cognition
B.
need for expression
C.
D.
E.
need for identity preservation
A consumer who feels insecure may rely on well-known brands to avoid any chance of making
a socially incorrect purchase.

Blooms: Remember
10-44
37.
Consumers who purchase only popular brands because of insecurity are most likely influenced
by the _____ motive.
A.
B.
causation
assertion
C.
consistency
D.
ego-defense
E.
none of the above
The ego-defense need is activated when one's identity is threatened, motivating the person to
protect his or her self-concept and utilize defensive behaviors and attitudes.

Blooms: Remember
38.
A consumer's need for reinforcement is _____.
A.
active and internal
B.
active and external
C.
passive and internal
D.
passive and external
E.
active and passive
People are often motivated to act in certain ways because they were rewarded for behaving
that way in similar situations in the past.

Blooms: Remember
10-45
39.
Consumers who actively complain when a product is not satisfactory are probably fulfilling
_____ need.
A.
a modeling
B.
a consistency
C.
an affiliation
D.
an assertion
E.
attribution of causality
Many people are competitive achievers who seek success, admiration, and dominance.

Blooms: Remember
40.
An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely
based on _____ motivation.
A.
B.
tension reduction
affiliation
C.
modeling
D.
expression
E.
none of the above
Affiliation refers to the need to develop mutually helpful and satisfying relationships with others.

Blooms: Remember
10-46
41.
Kevin is shy and doesn't really like to be around others. Most of the others from his high school
who went to the same college he did got involved in student organizations (such as fraternities
and sororities), business organizations, and religious groups, but Kevin didn't join anything.
Kevin has a low need for _____.
A.
B.
categorization
consistency
C.
autonomy
D.
affiliation
E.
modeling
Affiliation refers to the need to develop mutually helpful and satisfying relationships with others.

Blooms: Understand
42.
Which need results in the consumer playing various roles and gaining pleasure from adding
new, satisfying roles and by increasing the significance of roles already adopted?
A.
B.
C.
D.
teleological need
E.
need for expression
One gains pleasure from adding new, satisfying roles and by increasing the significance of
roles already adopted.

Blooms: Remember
10-47
43.
A consumer who buys a product because a close friend bought one may be fulfilling a _____
motivation.
A.
B.
C.
D.
modeling
independence
causation
ego-defense
E.
none of the above
The need for modeling reflects a tendency to base behavior on that of others.

Blooms: Remember
44.
The willingness to buy a particular product or service is known as _____.
A.
a need
B.
a want
C.
D.
demand
motivation
E.
an attitude
Demand is caused by a need or motive, but it is not the motive.

Blooms: Remember
Learning Objective: 10-02 Articulate motivation's role in consumer behavior and marketing strategy
Topic: Motivation Theory and Marketing Strategy
10-48
45.
Motives that are known and freely admitted are called _____.
A.
manifest motives
B.
latent motives
C.
objective motives
D.
acceptable motives
E.
primary motives
Motives that conform to a society's prevailing value system are more likely to be manifest than
are those in conflict with those values.

Blooms: Remember
Topic: Discovering Purchase Motives
46.
When asked why he bought a specific automobile, Jeremy replied that is has good gas
mileage, is rated one the best cars in terms of safety, and is in a moderate price range. These
reasons reflect Jeremy's _____ motives.
A.
B.
C.
D.
latent
manifest
acceptable
primary
E.
identifiable
Motives that are known and freely admitted are called manifest motives.

Blooms: Understand
10-49
47.
Motives that are either unknown to the consumer or are such that he or she is reluctant to
admit them are referred to as _____ motives.
A.
B.
C.
manifest
hidden
secondary
latent
D.
E.
unacceptable
Determining latent motives is substantially more complex.

Blooms: Remember
48.
James begged his mother to buy him some high-top Converse shoes. When asked why he
wanted these shoes, he said that he wanted them because they were comfortable. He really
wanted them because his two best friends have them, and if he had them, he would be
considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his
friends represents which type of motive?
A.
B.
C.
D.
manifest
hidden
secondary
latent
E.
social
Motives that are either unknown to the consumer or are such that he or she is reluctant to
admit them are referred to as latent motives.

Blooms: Understand
10-50
49.
Which of the following is(are) designed to provide information on latent motives?
A.
perceptual mapping
B.
regression analysis
C.
D.
conjoint analysis
E.
multivariate analyses
One example is the third-person technique whereby consumers provide reasons why "other
people" might buy a certain brand.

Blooms: Remember
50.
Beyond projective techniques, a popular tool for identifying motives is _____.
A.
laddering
B.
means-end chain
C.
benefit chain
D.
latent listing
E.
A, B, and C
Popular tools for identifying motives are laddering, means-end chain, and benefit chain.

Blooms: Remember
Difficulty: 1 Easy
10-51
51.
Raymond is conducting motivation research. He is using _____, which are designed to provide
information on latent motives.
A.
strategic manipulation techniques
B.
C.
latent labeling techniques
D.
marketing user techniques
E.
manifest techniques
An example of a projective technique is the third-person technique whereby consumers
provide reasons why "other people" might buy a certain brand.

Blooms: Understand
52.
Because latent motives often are less than completely socially desirable, _____ are frequently
used.
A.
affect appeals
B.
indirect appeals
C.
latent appeals
D.
direct appeals
E.
cross referencing appeals
For example, J. Crew's website uses font, white space, designer collections, and so forth to
indirectly suggest its upscale and trendy nature.

Blooms: Remember
Difficulty: 1 Easy
Topic: Marketing Strategies Based on Multiple Motives
10-52
53.
While any given advertisement for a product may focus on only one or a few purchasing
motives, the _____.
A. advertising campaign should focus more on manifest motives because they always have a
stronger influence on purchase decisions
B. overall campaign should attempt to position the product in the schematic memory to
correspond with the target market's purchase motives
C. advertising campaign needs to cover all the important purchase motives of the target
market
D.
A and B
E.
B and C
Once a marketer has isolated the combination of motives influencing the target market, the
next step is to design the marketing strategy around the appropriate set of motives.

Blooms: Remember
Difficulty: 3 Hard
Topic: Marketing Strategies Based on Multiple Motives
54.
Which of the following is a motivational state caused by consumer perceptions that a product,
brand, or advertisement is relevant or interesting?
A.
involvement
B.
need
C.
want
D.
desire
E.
action
Perceived relevance or interestingness creates a motivational state referred to as involvement.

Blooms: Remember
Topic: Motivation and Consumer Involvement
10-53
55.
Which of the following is TRUE regarding consumers who are highly involved in a specific
product category?
A.
They are more likely to pay attention to relevant marketing messages.
B. They are more likely to engage in analytical reasoning to process and learn new
information.
C. They are more likely to seek out information from numerous sources prior to a decision.
D.
They are more likely to act as opinion leaders.
E.
All of the above are true.
Involvement is important to marketers because it affects numerous consumer behaviors.

Blooms: Remember
Difficulty: 1 Easy
Topic: Motivation and Consumer Involvement
56.
"Get the best deals!" is an example of a ______ ad.
A.
prevention-focused
B.
promotion-focused
C.
negative consequence
D.
positive reinforcement
E.
decision making
Consumers are often strategic in terms of the behaviors they choose to attain a desired
outcome.

Blooms: Remember
Difficulty: 1 Easy
Topic: Marketing Strategies Based on Regulatory Focus
10-54
57.
In which type of motivational conflict must a consumer choose between two attractive
alternatives?
A.
approach-approach
B.
positive-positive
C.
D.
win-win
avoidance-avoidance
E.
primary-primary
Resolution of a motivational conflict often affects consumption patterns.

Blooms: Remember
Topic: Marketing Strategies Based on Motivation Conflict
58.
Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are
getting and the cost of concessions. She wants to have fun, but she also knows that she
needs to save money for college. Which type of motivational conflict is Nikki experiencing?
A.
approach-approach
B.
approach-avoidance
C.
avoidance-avoidance
D.
acceptable-unacceptable
E.
unacceptable-acceptable
A consumer facing a purchase choice with both positive and negative consequences
experiences approach-avoidance conflict.

Blooms: Understand
10-55
59.
Two prominent sets of motives under regulatory focus theory are termed _____.
A.
approach and latent
B.
excess and manifest
C.
promotion and prevention
D.
acute and chronic
E.
motivate and conflict
Regulatory focus theory suggests that consumers will react differently depending on which
broad set of motives is most salient.

Blooms: Remember
60.
In regulatory focus theory, _____ motives revolve around a desire for growth and development
and are related to consumers' hopes and aspirations.
A.
promotion-focused
B.
latent-focused
C.
manifest-focused
D.
prevention-focused
E.
all of the above
Promotion-focused motives regulate nurturance needs.

Blooms: Remember
10-56
61.
Regulatory focus theory suggests that ____.
A. consumers will react differently depending on which broad set of motives is most
inconspicuous
B. when prevention-focused motives are less salient, consumers seek to avoid negative
outcomes
C. when promotion-focused motives are less salient, consumers seek to gain positive
outcomes
D. consumers will react differently depending on which broad set of motives is most salient
E. when promotion-focused motives are most salient, consumers are less eager and less riskseeking decision makers
The salience of particular sets of motives triggers consumers to regulate their behavior in
different ways in order to achieve desired outcomes.

Blooms: Remember
Difficulty: 3 Hard
62.
_____ is an individual's characteristic response tendencies across similar situations.
A.
Motivation
B.
Emotion
C.
Empathy
D.
Personality
E.
Involvement
The personality of the consumer helps guide and further direct the behaviors chosen to
accomplish goals in different situations.

Blooms: Remember
Learning Objective: 10-03 Define personality and the various theories of personality
Topic: Personality
10-57
63.
Which of the following is NOT a core trait in the Five-Factor Model of personality?
A.
extroversion
B.
instability
C.
reliability
D.
E.
conscientiousness
The five core traits are extroversion, instability, agreeableness, openness to experience, and
conscientiousness.

Blooms: Remember
Topic: Multitrait Approach
64.
Dolly prefers to be in a large group rather than alone. She is talkative when with others and is
very bold. Which personality trait best describes Dolly?
A.
extroversion
B.
instability
C.
agreeableness
D.
E.
conscientiousness
The extroversion core trait is manifested by an individual being talkative, bold, and preferring to
be in a large group rather than alone.

Blooms: Understand
Difficulty: 1 Easy
10-58
65.
Which core trait in the Five-Factor Model of personality is manifested by an individual being
moody, temperamental, and touchy?
A.
B.
C.
D.
introversion
instability
sulkiness
conscientiousness
E.
agreeableness
The instability core trait is manifested by an individual being moody, temperamental, and
touchy.

Blooms: Remember
66.
Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and
others come to her for novel solutions to problems because she tends to "think outside the
box." Which core trait best describes Erin?
A.
extroversion
B.
introversion
C.
instability
D.
agreeableness
E.
The openness to experience core trait is manifested by an individual being imaginative,
appreciative of art, and open to finding novel solutions.

Blooms: Understand
Difficulty: 3 Hard
10-59
67.
Which trait reflects an individual difference in consumers' propensity to be biased against the
purchase of foreign products?
A.
need for affiliation
B.
need for uniqueness
C.
D.
agreeableness
E.
introversion
Consumer ethnocentrism is a global phenomenon, thus also affecting perceptions of American
brands doing business in other countries.

Blooms: Remember
Topic: Single-Trait Approach
68.
Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she
would never consider drinking wine from California. Gwen is exhibiting _____.
A.
stubbornness
B.
C.
sincerity
D.
consumer culturalism
E.
patriotism
Consumer ethnocentrism reflects an individual difference in consumers' propensity to be
biased against the purchase of foreign products.

Blooms: Understand
10-60
69.
Lori reads three newspapers a day and is always reading a book in the evening. She has a
high need to engage in thinking, and she actually enjoys it. She likes to complete crossword
puzzles and do other types of word games. Lori has a high need for _____.
A.
B.
C.
D.
cognition
affection
ethnocentrism
uniqueness
E.
acceptance
Need for cognition (NFC) reflects an individual's propensity to engage in and enjoy thinking.

Blooms: Understand
70.
A consumer's propensity to pursue differentness relative to others through the acquisition,

utilization, and disposition of consumer goods is exhibiting _____.
A.
B.
a need for cognition
C.
a need for uniqueness
D.
extroversion
E.
agreeableness
This affects what consumers own and value, why they own it, and how they use it.

Blooms: Remember
10-61
71.
Among Toyota owners, reliability is a brand personality trait associated with ______.
A.
image
B.
safety
C.
competence
D.
advertising
E.
word-of-mouth
Perceptions of reliability and quality went down after the Toyota recall, as shown in the chapter
opener.

Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies
Topic: The Use of Personality in Marketing Practice
72.
Which of the following is Toyota doing to fix its image problem?
A.
B.
C.
D.
a recall information page on its website

a "safety first" ad campaign
increased spending on technology and safety
star safety system made standard on every vehicle
E.
all of the above
As shown in the chapter opener, Toyota is attempting to fix image problems due to reliability
and quality issues.

Blooms: Remember
Difficulty: 3 Hard
10-62
73.
A set of human characteristics that become associated with a brand is referred to as _____.
A.
brand image
B.
brand equity
C.
brand leverage
D.
brand personality
E.
brand positioning
Consumers perceive brand personalities in terms of five basic dimensions, each with several
facets.

Blooms: Remember
74.
Which of the following is considered a dimension of brand personality?
A.
ruggedness
B.
excitement
C.
D.
sincerity
competence
E.
all of the above
Ruggedness, excitement, sincerity, competence, and sophistication are the five dimensions of
brand personality.

Blooms: Remember
Difficulty: 1 Easy
10-63
75.
Whole Foods supermarkets have been described as down-to-earth, honest, wholesome, and
cheerful. Which dimension of brand personality does this represent?
A.
sincerity
B.
excitement
C.
competence
D.
sophistication
E.
ruggedness
Sincerity is a dimension of brand personality.

Blooms: Understand
Difficulty: 1 Easy
76.
Consumers have described Apple's products as imaginative and up-to-date. The brand is also
considered daring, changing the traditional media models. Based on this description, which
dimension of brand personality best describes Apple?
A.
sincerity
B.
excitement
C.
competence
D.
sophistication
E.
ruggedness
Excitement is a dimension of brand personality.

Blooms: Understand
10-64
77.
Which of the following is NOT an advertising tactic used to communicate brand personality?
A.
celebrity endorsers
B.
user imagery
C.
length of the ad
D.
tone of the ad
E.
type of media outlet
Length of the ad is not an advertising tactic used to communicate brand personality.

Blooms: Remember
Difficulty: 3 Hard
Topic: Communicating Brand Personality
78.
Advertisements for BC Headache Powders usually show blue-collar workers using this product
to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC
using to communicate its brand personality?
A.
celebrity endorsers
B.
user imagery
C.
pace of the ad
D.
media outlet
E.
all of the above
User imagery involves showing a typical user along with images of the types of activities they
engage in while using the brand.

Blooms: Understand
10-65
79.
Which of the following is a characteristic associated with emotions?
A.
B.
C.
D.
Emotions occur independently from physiological changes.

Emotions are not associated with behaviors.
Emotions involve objective feelings.
Emotions are often triggered by environmental events.
E.
All of the above are associated with emotions.
Viewing an ad and consuming a product that meets a need are environmental events.

Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 10-05 Define emotions and list the major emotional dimensions
Topic: Emotion
80.
Which term is used to refer to the liking/disliking aspect of a specific feeling?
A.
emotion
affect
B.
C.
D.
hedonic
cognition
E.
valence
Emotion refers to specific feelings, whereas affect deals more generally with the way in which
those feelings are evaluated such as like/dislike or good/bad.

Blooms: Remember
Difficulty: 3 Hard
Topic: Emotion
10-66
81.
Which of the following is NOT considered an emotional dimension?
A.
B.
C.
D.
pleasure
arousal
dominance
feeling
E.
All of the above are emotional dimensions.
Emotional dimensions are pleasure, arousal, and dominance.

Blooms: Remember
Difficulty: 3 Hard
Topic: Types of Emotions
82.
Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which
emotion is Barbara experiencing?
A.
B.
faith
desire
C.
D.
joy
gratitude
E.
serenity
Serenity is classified under the pleasure dimension of emotion.

Blooms: Understand
10-67
83.
Which emotion would be classified under the "arousal" dimension of emotion?
A.
B.
duty
distraction
C.
guilt
D.
shame
E.
disgust
Distraction is classified under the arousal dimension of emotion.

Blooms: Remember
84.
After a very negative service encounter, Sam vents his emotions and seeks emotional and
problem-focused assistance from others. This is called _____.
A.
dominance
B.
helplessness
C.
D.
active coping
expressive support seeking
E.
avoidance
Consumers may vent to the company, which is desirable, or they may vent to friends, which is
damaging.

Blooms: Understand
Learning Objective: 10-06 Discuss how emotions can be used in developing marketing strategies
Topic: Consumer Coping in Product and Service Encounters
10-68
85.
Consumer ability to effectively cope with stressful situations relates to the concept of _______.
A.
B.
C.
D.
message filtering
emotional intelligence
rage reduction
anger management
E.
consumer support
Consumer emotional intelligence is defined as a person's ability to skillfully use emotional
information to achieve a desirable outcome.

Blooms: Remember
Topic: Consumer Coping in Product and Service Encounters
86.
Which of the following is FALSE regarding how emotional responses to advertising influence
consumer behavior?
A. Emotional advertisements that trigger a positively evaluated emotion will enhance liking of
the ad itself.
B. Emotional content in advertisements enhances their attention, attraction, and maintenance
capabilities.
C. While emotional content in advertisements may increase attention, emotional messages
have not been found to be processed more thoroughly than neutral messages.
D. Repeated exposure to positive-emotion-eliciting ads may increase brand preference
through classical conditioning.
E. Repeated exposure to positive-emotion-eliciting ads may result in brand preference
occurring in a direct, high-involvement way.
Emotional ads may be remembered better than neutral ads.

Blooms: Understand
Difficulty: 3 Hard
Topic: Emotion in Advertising
True / False Questions
10-69
87.
According to Maslow, all humans acquire a similar set of motives through genetic endowment
and social interaction.
TRUE
Maslow proposed a need hierarchy shared by all.

Blooms: Remember
88.
Affective motives focus on the person's need for being adaptively oriented toward the
environment and achieving a sense of meaning.
FALSE
Affective motives deal with the need to reach satisfying feeling states and to obtain personal
goals.

Blooms: Remember
89.
The fact that consumers need to attribute cause underlies an area of research known as
cognitive theory.
FALSE
The tendency of many consumers to discount claims made by salespeople and ads is related
to the need to attribute causation.

Blooms: Remember
10-70
90.
Need for stimulation is an active, external motive.

TRUE
Such variety-seeking behavior may be a prime reason for brand switching and some impulse
purchasing.

Blooms: Remember
91.
Affective preservation motives include the need for tension reduction, teleological needs, need
for expression, and need for ego defense.
FALSE
Affective preservation motives include the need for tension reduction.

Blooms: Remember
Difficulty: 3 Hard
92.
Marketers create needs.

FALSE
Marketers seldom, if ever, create a need; however, they do create demand.

Blooms: Remember
Topic: Motivation Theory and Marketing Strategy
93.
Motives that are known and freely admitted are called primary motives.
FALSE
Motives that are known and freely admitted are called manifest motives.

Blooms: Remember
10-71
94.
Laddering is a popular tool for identifying latent motives.

TRUE
Laddering is constructing a means-end or benefit chain.

Blooms: Remember
95.
Conflicts between motives are rare.

FALSE
With the many motives consumers have, there are frequent conflicts among them.

Blooms: Remember
Difficulty: 1 Easy
96.
Personality is an individual's characteristic response tendencies across similar situations.

TRUE
The personality of the consumer helps guide and further direct the behaviors chosen to
accomplish goals in different situations.

Blooms: Remember
Difficulty: 1 Easy
Topic: Personality
10-72
97.
Need for uniqueness reflects an individual difference in consumers' propensity to engage in

and enjoy thinking.
FALSE
Need for uniqueness reflects an individual difference in consumer's propensity to pursue
differentness relative to others.

Blooms: Remember
98.
Extroversion, instability, agreeableness, openness to experience, and conscientiousness are

dimensions of brand personality.
FALSE
Ruggedness, excitement, sincerity, competence, and sophistication are the five dimensions of
brand personality.

Blooms: Remember
99.
Celebrity endorsers are often a useful way to personify a brand since the characteristics and
meanings of the celebrity can be transferred to the brand.
TRUE
Nike uses Serena Williams to show an edgy, individualistic brand.

Blooms: Remember
Difficulty: 1 Easy
10-73
100.
Emotions are rarely accompanied by cognitive thought.

FALSE
Emotions generally, though not necessarily, are accompanied by cognitive thought.

Blooms: Remember
Topic: Emotion
101.
Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of
the ad itself.
TRUE
Liking an ad has a positive impact on liking the product and purchase intentions.

Blooms: Remember
Difficulty: 1 Easy
Topic: Emotion in Advertising
Essay Questions
10-74
102.
List Maslow's hierarchy of needs, in order from lowest to highest, and the four premises on
which the hierarchy is based.
Maslow's hierarchy of needs, from lowest to highest, are physiological, safety, belongingness,
esteem, and self-actualization. This hierarchy is based on four premises:
a. All humans acquire a similar set of motives through genetic endowment and social
interaction.
b. Some motives are more basic or critical than others.
c. The more basic motives must be satisfied to a minimum level before other motives are
activated.
d. As the basic motives become satisfied, more advanced motives come into play.

Blooms: Understand
Difficulty: 3 Hard
103.
Name and describe McGuire's cognitive preservation motives.
The four cognitive preservation motives are:

a. Need for consistency (active, internal)a basic desire to have all facets or parts of
oneself consistent with each other. These facets include attitudes, behaviors, opinions, selfimages, view of others, and so forth.
b. Need for attribution (active, external)this set of motives deals with our need to
determine who or what causes the things that happen to us.
c. Need to categorize (passive, internal)people have a need to categorize and organize
the vast array of information and experiences they encounter in a meaningful yet manageable
way. So they establish categories or mental partitions that allow them to process large
quantities of information.
d. Need for objectification (passive, external)reflects needs for observable cues or
symbols that enable people to infer what they feel and know.

Blooms: Understand
Difficulty: 3 Hard
10-75
104.
Regulatory focus theory suggests that consumers will react differently depending on which
broad set of motives is more salient. Name and describe the two prominent sets of motives,
and describe how consumers will react when each set of motives is more noticeable.
The two prominent sets of motives are termed:

a. Promotion-focused motiveswhich revolve around a desire for growth and development
and are related to consumers' hopes and aspirations. When promotion-focused motives are
more salient, consumers seek to gain positive outcomes, think in more abstract terms, make
decisions based more on affect and emotion, and prefer speed versus accuracy in their
decision making.
b. Prevention-focused motiveswhich revolve around a desire for safety and security and
are related to consumers' sense of duties and obligations. When prevention-focused motives
are more salient, consumers seek to avoid negative outcomes, think in more concrete terms,
make decisions based more on factual substantive information, and prefer accuracy over
speed in their decision making.

Blooms: Understand
Difficulty: 3 Hard
105.
The Five-Factor Model of personality identifies five core traits. Name each trait, and explain the
manifestation of each.
The five core traits are:

a. Extroversionprefer to be in a large group rather than alone, talkative when with others,
and bold
b. Instabilitymoody, temperamental, and touchy
c. Agreeablenesssympathetic, kind to others, and polite with others
d. Openness to experienceimaginative, appreciative of art, and find novel solutions
e. Conscientiousnesscareful, precise, and efficient

Blooms: Understand
10-76
106.
Brand personality is a set of human characteristics that become associated with a brand. What
are the basic dimensions of brand personality and their facets?
The basic dimensions of brand personality and their facets are:

a. Sinceritydown-to-earth, honest, wholesome, cheerful
b. Excitementdaring, spirited, imaginative, up-to-date
c. Competencereliable, intelligent, successful
d. Sophisticationupper class, charming
e. Ruggednessoutdoorsy, tough

Blooms: Understand
10-77

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Chapter 10

Motivation, Personality, and Emotion

Multiple Choice Questions

6. Which term is often used interchangeably with the term "motivation"?

7. Maslow's hierarchy of needs is based on which premise?

Some motives are more basic or critical than others.

All of the above are premises within Maslow's hierarchy.

8. Maslow's hierarchy of needs includes all EXCEPT which of the following?

18. ____ motives emphasize the individual as striving to maintain equilibrium.

19. Which motives emphasize development?

Is the mode of motivation cognitive or affective?

B. Is the motive focused on preservation of the status quo or on growth?

Is the outcome of the behavior temporary or permanent?

need for consistency

need for attribution

need for objectification

need for autonomy

for ego defense

none of the above

24. Which of the following is a type of cognitive preservation motive?

need for tension reduction

need for objectification

need for stimulation

need for ego defense

none of the above

need for consistency

need for attribution

need for objectification

need for autonomy

need for consistency

need for attribution

need for objectification

need for autonomy

none of the above

need for stimulation

need for tension reduction

need for objectification

need for tension reduction

need for autonomy

need for identification

need for attribution

need for autonomy

need for tension reduction

need for reinforcement

need for modeling

need for attribution

need for autonomy

need for tension reduction

need for reinforcement

need for expression

need for cognition

need for expression

need for reinforcement

need for ego defense

need for identity preservation

none of the above

38. A consumer's need for reinforcement is _____.

active and internal

active and external

passive and internal

passive and external

active and passive

none of the above