10-21
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 10-02 Articulate motivation’s role in consumer behavior and marketing strategy.
Topic: Discovering Purchase Motives
51. Raymond is conducting motivation research. He is using __________, which are designed to provide
information on latent motives.
A. strategic manipulation techniques
B. projective techniques
C. latent labeling techniques
D. marketing user techniques
E. manifest techniques
52. Since 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 since 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. advertising campaign should focus more on manifest motives since they always have a stronger influence on
purchase decisions and overall campaign should attempt to position the product in the schematic memory to
correspond with the target market’s purchase motives.
E. overall campaign should attempt to position the product in the schematic memory to correspond with the target
market’s purchase motives and advertising campaign needs to cover all the important purchase motives of the target
market.
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
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 these choices are correct.
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
10-24
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-02 Articulate motivation’s role in consumer behavior and marketing strategy.
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
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.
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 these choices are correct.
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 risk-seeking decision
makers.
62. __________ is an individual’s characteristic response tendencies across similar situations.
A. Motivation
B. Emotion
C. Empathy
D. Personality
E. Involvement
10-26
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-03 Define personality and the various theories of personality.
Topic: Personality
63. Which of the following is not a core trait in the Five-Factor Model of personality?
A. extroversion
B. instability
C. reliability
D. openness to experience
E. conscientiousness
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. openness to experience
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. instability
D. agreeableness
E. openness to experience
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
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. consumer ethnocentrism.
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. ethnocentrism.
D. uniqueness.
E. acceptance.
70. A consumer’s propensity to pursue differentness relative to others through the acquisition, utilization, and
disposition of consumer goods is exhibiting
A. consumer ethnocentrism.
B. a need for cognition.
C. a need for uniqueness.
D. extroversion.
E. agreeableness.
71. Old Navy shoppers find the brand to be joyful due to its colorful clothing and spirited advertising. The brand
personality trait best associated with Old Navy is
A. image.
B. safety.
C. excitement.
D. advertising.
E. word-of-mouth.
10-30
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
72. Banana Republic is promoting high-end accessories in its “The Company We Keep” collection. This may help
consumers recognize Banana Republic’s personality dimension as __________?
A. cognitive
B. safety
C. excitement
D. pleasure
E. sophistication
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. sincerity
D. competence
E. All of these choices are correct.
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
76. Consumers have described Apple’s iPod products, such as the iPod Touch and the new HomePod player, as
imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based
on this description, which dimension of brand personality best describes the iPod?
A. sincerity
B. excitement
C. competence
D. sophistication
E. ruggedness
10-32
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.
Topic: The Use of Personality in Marketing Practice
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 these choices are correct.