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1. Consumer emotions influence how marketing messages are processed.
a.
True
b.
False
ANSWER:
True
2. Consumers are more likely to recall autobiographical memories characterized by specific moods when the same mood
occurs again in the future.
a.
True
b.
False
ANSWER:
True
3. Research shows that consumers who are in bad moods are more likely to be generous to others.
a.
True
b.
False
ANSWER:
True
4. Consumers act to maintain things the way they are, and their wants are a function of the need driven by homeostasis.
a.
True
b.
False
ANSWER:
True
5. Schemata are developed and reinforced through actual experience.
a.
True
b.
False
ANSWER:
True
6. Consumers seem to be most receptive to an employee with a matching mood rather than to an employee who always
has a positive mood.
a.
True
b.
False
ANSWER:
True
7. One advantage of using autonomic measures to assess emotions is that they are less intrusive because they do not
involve physical contraptions.
a.
True
b.
False
ANSWER:
False
8. A consumer’s mood can serve as a type of frame that can transfer into product value judgments.
a.
True
b.
False
ANSWER:
True
9. A consumer needs some degree of involvement to have an ability to evaluate multiple brands effectively.
a.
True
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b.
False
ANSWER:
True
10. Jamie bought a new book. He found it so interesting that he forgot to have his dinner. Jamie achieved a state of flow
with the book.
a.
True
b.
False
ANSWER:
True
11. Utilitarian motivation is a drive to experience something personally gratifying.
a.
True
b.
False
ANSWER:
False
12. Consumers who perceive other consumers or employees around them as either happy or sad may experience a
corresponding change in actual happiness or sadness themselves.
a.
True
b.
False
ANSWER:
True
13. In the context of Maslow’s hierarchy of needs, the most basic needs are addressed with hedonic value.
a.
True
b.
False
ANSWER:
False
14. In a marketing context, salespeople and service providers with high emotional intelligence often are considered less
effective.
a.
True
b.
False
ANSWER:
False
15. The behaviors that result from hedonic motivation are usually emotionally satisfying.
a.
True
b.
False
ANSWER:
True
16. In the context of Maslow’s hierarchy of needs, as needs become more elaborate, utilitarian value is often needed to
satiate the need state.
a.
True
b.
False
ANSWER:
False
17. Product involvement represents the temporary involvement associated with some imminent purchase situation.
a.
True
b.
False
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ANSWER:
False
18. The behaviors that are aimed at changing one’s current state to a level that is more ideal result from a disturbance in
homeostasis.
a.
True
b.
False
ANSWER:
False
19. Consumers experiencing negative self-conscious emotions can perceive not only the need to rectify some problem, but
also the need to restore their self-esteem.
a.
True
b.
False
ANSWER:
True
20. Regulatory focus theory describes consumers as addressing a finite set of prioritized needs.
a.
True
b.
False
ANSWER:
False
21. Consumers in bad moods tend to make decisions faster than consumers in good moods.
a.
True
b.
False
ANSWER:
False
22. According to the pleasure–arousal–dominance (PAD) approach, when consumers feel lower control, situational
influences play a greater role in shaping their behavior.
a.
True
b.
False
ANSWER:
True
23. Autonomic measures automatically record visceral body reactions or neurological activity.
a.
True
b.
False
ANSWER:
True
24. According to Maslow’s theory, consumers first seek value by satisfying the safety and security needs.
a.
True
b.
False
ANSWER:
False
25. Emotional involvement drives one to consume generally through repeated experiences of relatively strong utilitarian
motivations.
a.
True
b.
False
ANSWER:
False
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26. Enduring involvement is not temporary but rather represents a continuing interest in some product or activity.
a.
True
b.
False
ANSWER:
True
27. From a utilitarian value perspective, highly involved shoppers are less likely to react to price reductions because they
are too involved with the product to care about the price.
a.
True
b.
False
ANSWER:
False
28. Self-improvement leads consumers to perform acts that cause emotions that help create utilitarian value.
a.
True
b.
False
ANSWER:
False
29. Marketing communications that present product information in a way that evokes mild levels of emotions will tend to
be more effective in producing recall than communications that are affectively neutral.
a.
True
b.
False
ANSWER:
True
30. In the context of measuring emotion, self-report affect measures require the attachment of some type of device to the
consumer.
a.
True
b.
False
ANSWER:
False
31. In the context of regulatory focus theory, a promotion focus orients consumers toward avoiding negative
consequences.
a.
True
b.
False
ANSWER:
False
32. In the context of measuring emotion, self-report measures are more obtrusive than biological measures.
a.
True
b.
False
ANSWER:
False
33. Autonomic measures of assessing emotional activity require a volitional response from the consumer.
a.
True
b.
False
ANSWER:
False
34. Research shows that a product’s value decreases after a consumer sees the product handled by an attractive member of
the opposite sex.
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a.
True
b.
False
ANSWER:
False
35. Situational involvement represents how emotional a consumer gets during some specific consumption activity.
a.
True
b.
False
ANSWER:
False
36. When Janice went on a holiday to a tropical island, she felt hot and thirsty all the time. To keep herself hydrated, she
frequently drank water and other beverages. Janice was driven to drink water and beverages because of _____.
a.
mood-congruent judgment
b.
hedonic motivation
c.
tropism
d.
homeostasis
ANSWER:
d
37. Henry considers himself a cheese connoisseur and subscribes to the Wine & Cheese magazine. He spends many of his
weekends visiting the farmers’ market to try out different kinds of cheeses. In the context of the given scenario, Henry
_____.
a.
has a high degree of situational involvement
b.
is a product enthusiast
c.
is a shopping enthusiast
d.
has a high degree of emotional involvement
ANSWER:
b
38. Anne is meticulous when it comes to planning her weekly grocery store visits. Before buying anything, she makes
sure that she is well-informed about the best deals. Anne exhibits high level of _____.
a.
shopping involvement
b.
product involvement
c.
situational involvement
d.
enduring involvement
ANSWER:
a
39. In the context of regulatory focus theory, a promotion focus shares similarity with _____.
a.
homeostasis
b.
self-improvement
c.
physiological motivation
d.
utilitarian motivation
ANSWER:
b
40. Kyra is so engrossed in window shopping that she does not realize that it is way past eight in the night, and she needs
to head home now. In the context of emotional behavior, Kyra’s engrossment in window shopping exemplifies _____.
a.
an emotional contagion
b.
consumer affect
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c.
a state of flow
d.
homeostasis
ANSWER:
c
41. Which of the following terms refers to the effort put forth by service workers who have to overtly manage their own
emotional displays as part of the requirements of the job?
a.
Emotional branding
b.
Emotional expressiveness
c.
Emotional contagion
d.
Emotional labor
ANSWER:
d
42. Utilitarian motivation bears much in common with:
a.
a promotion focus.
b.
the idea of self-improvement.
c.
the idea of maintaining behavior.
d.
the idea of experiencing something personally gratifying.
ANSWER:
c
43. In the context of Maslow’s hierarchy of needs, which of the following needs is a self-actualization need?
a.
The need to be secure
b.
The need to feel like a member of a family or community
c.
The need to be recognized as a person of worth
d.
The need for personal fulfillment
ANSWER:
d
44. Ed used to buy his clothing from affordable fashion retail chain stores. He recently got promoted at work, and now he
prefers to shop at premium men’s clothing stores that sell exclusive designs. In this scenario, the change in Ed‘s buying
behavior is driven by _____.
a.
temporal factors
b.
ecological factors
c.
utilitarian motivation
d.
self-improvement motivation
ANSWER:
d
45. Alice regularly visits her dentist even though she dreads dental visits. She wants to prevent any dental issues and
maintain dental hygiene. In the context of regulatory focus theory, Alice’s behavior is driven by _____.
a.
hedonic motivation
b.
a promotion focus
c.
a prevention focus
d.
self-improvement motivation
ANSWER:
c
46. Daniel was very hungry when he got home from work. He was too tired to cook, so he ate a whole pint of chocolate
fudge ice cream. As soon as the ice cream was finished, he felt guilty for not making an effort to eat healthy food. In the
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given scenario, Daniel experienced _____.
a.
emotional contagion
b.
mood-congruent recall
c.
self-conscious emotions
d.
schema-based affect
ANSWER:
c
47. James likes to learn about the latest technologies in smartphones. He finds it gratifying to learn more about new
models in the market, and he changes his phone every few months. In the given scenario, which of the following types of
involvement exemplifies James’s interest in phones?
a.
Product involvement
b.
Situational involvement
c.
Shopping involvement
d.
Visceral involvement
ANSWER:
a
48. Andy recently went to his favorite restaurant for dinner. The service was slow because the waiters were busy serving a
celebrity customer. Andy was angry that the celebrity customer got preferential treatment at the expense of the other
diners. This is an example of _____.
a.
anticipation appraisal
b.
outcomes appraisal
c.
agency appraisal
d.
equity appraisal
ANSWER:
d
49. Jason is buying a new car. He does not know much about automobiles. However, because of the high price of the car,
he gets involved in the shopping process by visiting showrooms, searching for information on the Internet, and looking at
other sources of information. Which type of involvement does the given scenario represent?
a.
Shopping involvement
b.
Emotional involvement
c.
Situational involvement
d.
Product involvement
ANSWER:
c
50. Whenever Robert watches an ad for a charitable cause, he feels moved. He feels that he should do his share to help
that cause and donates to the charity. This is an example of _____.
a.
anticipation appraisal
b.
outcomes appraisal
c.
agency appraisal
d.
equity appraisal
ANSWER:
c
51. Consumers in bad moods tend to:
a.
make decisions faster.
b.
be unaffected by environmental factors.
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c.
outspend their good-mood counterparts.
d.
react better to service providers who are in bad moods.
ANSWER:
d
52. When Lily shops for clothes at a retail store, she picks up clothes that are at the back of the racks. She avoids buying
clothes that may have been tried by other customers. Lily’s actions imply that she is worried about _____.
a.
product involvement
b.
product quality
c.
product differentiation
d.
product contamination
ANSWER:
d
53. Raul steps out to meet his friends for a drink. As it is cold outside, he dresses in layers of warm clothing to protect
himself from the sub-zero temperatures. Raul feels the need to dress warmly because of _____.
a.
tropism
b.
homeostasis
c.
self-improvement motivation
d.
an outcomes appraisal
ANSWER:
b
54. Holly is a flight attendant for an international airline. Sometimes, despite being tired and grumpy, she needs to stay
cheerful and friendly on her job. Being a flight attendant requires her to not give vent to her emotions. Holly’s efforts at
managing her emotions are an example of _____.
a.
emotional consistency
b.
emotional detachment
c.
emotional contagion
d.
emotional labor
ANSWER:
d
55. In the context of regulatory focus theory, a prevention focus captures the motivation to _____.
a.
maintain homeostasis
b.
make self-improvement
c.
achieve self-actualization
d.
achieve hedonic value
ANSWER:
a
56. Miranda has bought an expensive pair of exquisite pearl earrings to gift her mother on Mother’s Day. Her mother is
quite selective about the jewelry she wears. Miranda feels that she has found the perfect pair for her mother and is hopeful
that her mother will like them. Miranda’s hopefulness is an example of _____.
a.
equity appraisal
b.
outcomes appraisal
c.
anticipation appraisal
d.
agency appraisal
ANSWER:
c
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57. Electronic products can be satisfying as well as frustrating for consumers. For example, a consumer may be highly
satisfied with the applications available on his new smartphone but becomes frustrated when he is unable to operate the
phone with ease because of the presence of many applications. Which of the following approaches will best suit consumer
researchers who want to measure these emotional reactions?
a.
The predictive analysis approach
b.
The sentiment analysis approach
c.
The positive-affect-negative-affect scale (PANAS) approach
d.
The pleasure–arousal–dominance (PAD) approach
ANSWER:
c
58. Rochelle Cosmetics launches a television commercial featuring a popular actress for its new line of lip colors. Bianca,
who usually buys cosmetics of another brand, is quite excited to see her favorite actress as the brand ambassador of
Rochelle Cosmetics. She immediately places an online order for two shades of lip color and also talks her friend into
trying them out. In this scenario, Bianca is exhibiting a high degree of _____.
a.
emotional intelligence
b.
emotional expressiveness
c.
equity appraisal
d.
product appraisal
ANSWER:
b
59. _____ are memories of previous meaningful events in one’s life.
a.
Iconic memories
b.
Autobiographical memories
c.
Implicit memories
d.
Procedural memories
ANSWER:
b
60. Which of the following is true of aesthetic labor?
a.
It refers to the spatial layout of a business environment.
b.
It helps manage the emotions of customers.
c.
It is something that employees perform to enhance their confidence.
d.
It helps induce impulse buying through attractive product display.
ANSWER:
b
61. _____ refers to the state of equilibrium wherein the body naturally reacts in a way so as to maintain a constant, normal
bloodstream.
a.
Flow state
b.
Homeostasis
c.
Self-actualization
d.
Touchpoint
ANSWER:
b
62. Florence often recalls the time when her children were young. While browsing through a store, she notices a cream-
colored satin dress, edged with hand-made lace. It reminds her of a dress her daughter used to wear when she was little.
She decides to buy the dress as a gift for her granddaughter. This is an example of _____.
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a.
product involvement
b.
a state of flow
c.
an autobiographical memory
d.
sentiment analysis
ANSWER:
c
63. Which of the following is true of self-report measures?
a.
They do not require consumers to indicate how much they feel a certain emotion.
b.
They require the attachment of measuring devices like imaging machines or lie detectors to consumers.
c.
They do not give results that are valid enough to be useful to consumer and marketing researchers.
d.
They are considered to be less obtrusive than biological measures.
ANSWER:
d
64. Maria notices a price reduction on a makeup kit she has wanted for a long time. She buys it, but when she gets home
and begins to take it out of the box, she notices that the kit has already been opened. This makes her feel that it might have
been used by somebody else earlier, and she feels uneasy. The given scenario exemplifies _____.
a.
product contamination
b.
cognitive dissonance
c.
product differentiation
d.
emotional contagion
ANSWER:
a
65. Which of the following is true of autonomic measures?
a.
Their results are reflected on the positive-affect-negative-affect scale.
b.
They do not involve physical contraptions like imaging machines or lie detectors.
c.
Their results correspond fairly well to introspective self-reports of emotional experience.
d.
They cannot measure things like facial reactions without a volitional response from the consumer.
ANSWER:
c
66. Many people do not go to the dentist regularly as they nurture deep-rooted fears. They prefer to go only when they
have a problem such as a toothache or a broken tooth, which needs immediate attention. Which of the following drives
people to visit the dentist for dental problems that require immediate attention?
a.
Self-improvement motivation
b.
Promotional motivation
c.
A need to maintain homeostasis
d.
A need to achieve hedonic value
ANSWER:
c
67. Which of the following is true of self-improvement motivation?
a.
It aims at maintaining a perceived current state.
b.
It is a function of a need driven by homeostasis.
c.
It orients consumers toward avoiding negative consequences and maintaining homeostasis.
d.
It leads consumers to perform acts that cause emotions that help create hedonic value.
ANSWER:
d
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68. Which of the following statements is true in the context of research conducted on product contagion?
a.
Consumers prefer buying things that others have previously touched as it shows that they are buying
something that is a popular choice.
b.
Consumers at supermarkets can be seen searching for items in the front of the shelves.
c.
A product’s value can increase when a consumer sees it being handled by an attractive member of the opposite
sex.
d.
A product’s value can increase when a consumer finds it on a crowded shelf as it shows that the product is in
demand.
ANSWER:
c
69. _____ refers to the fact that consumers feel uneasy about buying things that others have previously touched.
a.
Emotional labor
b.
Product differentiation
c.
Emotional dissonance
d.
Product contamination
ANSWER:
d
70. Sara is waiting for the result of the blood sugar test she took at a doctor’s clinic. She is very anxious and worried.
Sara’s anxiousness is an example of _____.
a.
anticipation appraisal
b.
outcomes appraisal
c.
agency appraisal
d.
equity appraisal
ANSWER:
a
71. John likes to dine out frequently. However, he gets very upset if the service at the restaurant is not to his liking. He
loses his temper with the servers and rebukes them. Although he regrets his behavior later, he ends up repeating his
behavior. His fellow diners usually avoid going out with him again. John’s lack of control on his emotions suggests that:
a.
he has low emotional expressiveness.
b.
he has low emotional intelligence.
c.
he has high emotional contagion susceptibility.
d.
he has heightened awareness of his emotions.
ANSWER:
b
72. In the context of regulatory focus theory, which of the following orients consumers toward the pursuit of their
aspirations or ideals?
a.
A utilitarian focus
b.
A promotion focus
c.
An equity appraisal
d.
An outcomes appraisal
ANSWER:
b
73. Isabella has retired recently. She is excited to finally have the time and the money to travel and see the world. She
joins a women’s travel group and starts making a list of all the places she wants to visit. In the context of Maslow’s
hierarchy of needs, which of the following needs is Isabella trying to address?
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a.
Physiological needs
b.
Esteem needs
c.
Security needs
d.
Self-actualization needs
ANSWER:
d
74. Susan, a single parent, is very close to her friends and relatives. She tries to visit her parents and grandparents
frequently as that makes her feel that she is a vital part of her extended family. In the context of Maslow’s hierarchy of
needs, the given scenario reflects Susan’s _____.
a.
basic needs
b.
esteem needs
c.
need for belongingness
d.
need for self-actualization
ANSWER:
c
75. Which of the following types of cognitive appraisals focuses on the future and elicits emotions like hopefulness or
anxiety?
a.
Agency appraisal
b.
Outcomes appraisal
c.
Equity appraisal
d.
Anticipation appraisal
ANSWER:
d
76. Susan has an extensive collection of dolls from all over the world. She has had this interest from a very long time and
finds it personally gratifying whenever she adds to her collection. Which of the following exemplifies Susan’s interest in
dolls?
a.
Enduring involvement
b.
Situational involvement
c.
Shopping involvement
d.
Visceral involvement
ANSWER:
a
77. In the context of Maslow’s hierarchy of needs, which of the following needs represents the need to be recognized as a
person of worth?
a.
Esteem needs
b.
Need for security
c.
Physiological needs
d.
Need for belongingness
ANSWER:
a
78. Harry spends his weekends visiting automobile stores and going for test drives. He enjoys trying out new cars though
he is not looking to buy a car. Harry’s behavior is most likely driven by _____.
a.
physiological motivation
b.
preventive motivation
c.
hedonic motivation
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d.
utilitarian motivation
ANSWER:
c
79. Which of the following is true in the context of consumer emotions?
a.
Marketers like to create appraisals leading to emotions that evoke avoidance behaviors in consumers.
b.
Actions bring value to a consumer to the extent that desirable emotional states can be created.
c.
Appraisals do not involve conflicting behavioral responses.
d.
Emotions do not influence how marketing messages are processed.
ANSWER:
b
80. Joana has been wanting to buy a dress that she had seen in the display window of her favorite store. After considering
it for a couple of weeks, she finally makes up her mind to buy it. When she tries it out in the store, she is ecstatic to find
out that it is a perfect fit and looks wonderful on her. In the given scenario, Joana has made an _____.
a.
anticipation appraisal
b.
outcomes appraisal
c.
agency appraisal
d.
equity appraisal
ANSWER:
b
81. In the sense that utilitarian motivation helps a consumer maintain his or her state, these motivations work much like
_____.
a.
homeostasis
b.
self-improvement
c.
self-actualization
d.
promotion focus
ANSWER:
a
82. Emotions that result from some evaluation or reflection of one’s own behavior—which can include both actions and
failures to act—are known as _____.
a.
self-conscious emotions
b.
emotional contagions
c.
visceral responses
d.
reflex responses
ANSWER:
a
83. Chelsea has vivid childhood memories of Saturday mornings when her father used to take her out to a restaurant for
breakfast. It was their special time together as she got her father all to herself. Chelsea’s memories are an example of
_____.
a.
procedural memories
b.
echoic memories
c.
sensory memories
d.
autobiographical memories
ANSWER:
d
84. Michelle is shopping for a wedding gift for her friend. While looking around the store, she comes across a pair of
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designer sunglasses that are on sale. She tries them on and makes an impulsive decision to buy them for herself. She feels
that her old sunglasses are not of the latest style. Michelle’s decision is driven by _____.
a.
physiological motivation
b.
mood-congruent judgment
c.
self-improvement motivation
d.
equity judgment
ANSWER:
c
85. Megan and her friends are in a mall for Christmas shopping. Megan is not in a good mood as she had an argument
with her sister in the morning. As they enter a store, they are greeted by an employee dressed as Santa Claus. There is a
general feeling of excitement and festivity among her friends and other shoppers in the store. After a while, Megan
realizes that she is not upset any more. In fact, she becomes excited about shopping and even finds a lovely scarf for her
sister. In the given scenario, Megan’s changing mood is an example of _____.
a.
self-actualization
b.
mood-congruent recall
c.
emotional labor
d.
emotional contagion
ANSWER:
d
86. The type of deep personal interest that evokes strongly felt feelings associated with some object or activity is known
as _____.
a.
emotional involvement
b.
emotional dissonance
c.
emotional consistency
d.
emotional contagion
ANSWER:
a
87. Which of the following is true of consumers with high shopping involvement?
a.
They care most about the things that will eventually create highly emotional responses.
b.
They typically find hedonic value in learning more about a particular product or activity.
c.
They are more likely to process information about deals and are more likely to react to price reductions.
d.
They have a continuing interest in a particular product and passion for activities in which they are enduringly
involved.
ANSWER:
c
88. Which of the following statements is true in the context of emotional behavior?
a.
Highly involved shoppers cannot achieve a flow experience.
b.
Salespeople with high emotional intelligence are not considered effective.
c.
Humor creates value-added experiences and can serve more utilitarian functions such as reducing stress.
d.
Emotional involvement decreases when the consumer receives something extra with products purchased.
ANSWER:
c
89. Which of the following statements is true in the context of emotional expressiveness?
a.
Negative emotions decrease value and loyalty more strongly among male than female consumers.
b.
When male and female consumers react with similar emotions, men express the emotions more noticeably.
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c.
Female consumers may prove more valuable in signaling poor or outstanding service than would male
consumers.
d.
The consumer with high emotional expressiveness is less likely to react to unexpected outcomes.
ANSWER:
c
90. Which of the following terms refers to one’s awareness of the emotions experienced in a situation, and an ability to
control reactions to these emotions?
a.
Emotional expressiveness
b.
Emotional detachment
c.
Emotional consistency
d.
Emotional intelligence
ANSWER:
d
91. Briefly describe the impact of product contamination on a product’s value as perceived by consumers.
ANSWER:
Answers will vary. Product contamination refers to the fact that consumers feel uneasy about buying things
that others have previously touched. Supermarket consumers can be seen searching the back of the shelf for
an untouched package or avoiding produce that they have seen others handling. Even subtle cues of others
touching products such as disorganized shelving can lead to perceived contamination. However, in an
interesting twist, research shows that through a type of emotional contagion process, a product’s value can
actually increase after a consumer sees the product handled by an attractive member of the opposite sex.
Instead of avoiding that product, the consumer will actually seek it out.
92. Describe the two key groups of behavior around which human motivations are oriented.
ANSWER:
Answers will vary. Human motivations are oriented around two key groups of behavior. The first is
homeostasis, where behavior is aimed at maintaining one in a current acceptable state. Homeostasis refers to
the fact that the body naturally reacts in a way to maintain a constant, normal bloodstream. Shivering
motivates consumers to wear coats to keep their blood from becoming too cold. Thus, consumers act to
maintain things the way they are, and their wants are a function of the need driven by homeostasis.The
second group of behavior results from self-improvement motivation. These behaviors are aimed at changing
one’s current state to a level that is more ideal—not simply maintaining the current state of existence. Self-
improvement leads consumers to perform acts that cause emotions that help create hedonic value.
93. Briefly describe Maslow’s hierarchy of needs and give an example of each type of need.
ANSWER:
Answers will vary. Maslow’s hierarchy of needs describes consumers as addressing a finite set of prioritized
needs. According to this theory, people first seek value by satisfying the most basic needs. The following list
displays the set of needs, starting with the most basic.
• Physiological: Basic survival (food, drink, shelter, etc.)
• Safety and security: The need to be secure and protected
• Belongingness and love: The need to feel like a member of a family or community
• Esteem: The need to be recognized as a person of worth
• Self-actualization: The need for personal fulfillment
Answers will vary. Following are eight signs that might indicate social networking addiction:
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