978-1260100044 Test Bank Chapter 10 Part 3

79. Which of the following is a characteristic associated with emotions?

A. Emotions occur independently from physiological changes.

B. Emotions are not associated with behaviors.

C. Emotions involve objective feelings.

D. Emotions are often triggered by environmental events.

E. All of these choices are correct.

80. Which term is used to refer to the liking/disliking aspect of a specific feeling?

A. emotion

B. affect

C. hedonic

D. cognition

E. valence

81. Which of the following is not considered an emotional dimension?

A. pleasure

B. arousal

C. dominance

D. feeling

E. All of these choices are emotional dimensions.

10-34

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Hard

Gradable: automatic

Learning Objective: 10-05 Define emotions and list the major emotional dimensions.

Topic: Types of Emotions

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. duty

B. distraction

C. guilt

D. shame

E. disgust

84. After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused

assistance from others. What is this 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. message filtering.

B. 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.

10-36

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Hard

Gradable: automatic

Learning Objective: 10-06 Discuss how emotions can be used in developing marketing strategies.

Topic: Emotion in Advertising

True or False Questions

87. According to Maslow, all humans acquire a similar set of motives through genetic endowment and social

interaction.

88. Affective motives focus on the person’s need for being adaptively oriented toward the environment and

achieving a sense of meaning.

89. The fact that consumers need to attribute cause underlies an area of research known as cognitive theory.

90. Need for stimulation is an active, external motive.

91. Affective preservation motives include the need for tension reduction, teleological needs, need for expression,

and need for ego defense.

92. Marketers create needs.

93. Motives that are known and freely admitted are called primary motives.

94. Laddering is a popular tool for identifying latent motives.

95. Conflicts between motives are rare.

96. Personality is an individual’s characteristic response tendencies across similar situations.

97. Need for uniqueness reflects an individual difference in consumers’ propensity to engage in and enjoy thinking.

98. Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand

personality.

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.

100. Emotions are rarely accompanied by cognitive thought.

101. Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself.

10-40

of McGraw-Hill Education.

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.

Explanation:

Maslow’s hierarchy of needs from lowest to highest are: physiological, safety, belongingness, esteem, and self-

actualization. This hierarchy is based on four premises:

103. Name and describe McGuire’s cognitive preservation motives.

Explanation:

The four cognitive preservation motives are:

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.

Explanation:

The two prominent sets of motives are termed:

105. The Five-Factor Model of personality identifies five core traits. Name each trait, and explain the manifestation

of each.

Explanation:

The five core traits are:

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?

Explanation:

The basic dimensions of brand personality and their facets are:

10-42

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: manual

Learning Objective: 10-04 Discuss how brand personality can be used in developing marketing strategies.

Topic: The Use of Personality in Marketing Practice

Chapter 10 Test Bank Summary