Chapter 5: Motivation and Emotion: Driving Consumer Behavior
TRUE/FALSE
1. Consumer needs start the consumption process because they kick-start or “motivate” subsequent
thoughts, feelings, and behavior.
2. Consumer wants are a function of the need driven by homeostasis.
3. Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant,
normal bloodstream.
4. The behaviors that result from the self-improvement motivation are aimed at maintaining the current
state of existence rather than changing one’s current state to a level that is more ideal.
5. Regulatory focus theory puts forward the notion that consumers orient their behavior either through a
hedonic focus or a utilitarian focus.
6. According to Maslow’s theory, consumers first seek value by satisfying the most basic needs.
7. The most basic needs are addressed with hedonic value, and as needs become more elaborate,
utilitarian value is often needed to satiate the need state.
8. Utilitarian motivation involves a drive to experience something personally gratifying.
9. Hedonic motivation is a drive to acquire products that consumers can use to accomplish things.
10. Drinking soft drinks because one really likes the taste is driven by hedonic motivations.
11. Going to a new, trendy restaurant is most likely driven by hedonic motivations.
12. When a consumer is highly involved, there is a lesser chance that relatively high value can be
achieved, as long as things go as expected.
13. A consumer needs some degree of involvement to have an ability to evaluate multiple brands
effectively.
14. Product involvement represents the temporary involvement associated with some imminent purchase
situation.
15. Enduring involvement is not temporary but rather represents a continuing interest in some product or
activity.
16. Consumers with very high involvement in some product category are called market mavens.
17. From a utilitarian value perspective, highly involved shoppers are less likely to react to price
reductions as they are too involved in their lives to notice such things.
18. Situational involvement often comes about when consumers are shopping for something that they have
little interest in but that comes with a relatively high price.
19. Hal is a computer enthusiast and knows a lot about desktops and laptops. He even fixes hardware and
software problems for his friends. It can be said that Hal exhibits situational involvement with
computers.
20. Situational involvement is associated with hedonic value because consuming a product for which a
consumer has high enduring involvement is personally gratifying.
21. Emotions create visceral responses, meaning that certain feeling states are tied to behavior in a very
direct way.
22. Emotions are considered psychobiological because they involve both psychological processing and
physical responses.
23. Research shows that consumers who are in bad moods can be more likely to be generous to others.
24. Things that lower a consumer’s mood make them less likely to trust market information.
25. Consumers seem to be most receptive to an employee with a matching mood rather than to an
employee who always has a positive mood.
26. Consumers in bad moods tend to make decisions faster and to outspend their good-mood counterparts.
27. Mood-congruent judgments are evaluations in which the value of a target is judged in a way that is
consistent with one’s mood.
28. Autonomic measures automatically record visceral reactions or neurological brain activity.
29. Autonomic measures of assessing emotional activity require a volitional response from the consumer.
30. One advantage of using autonomic measures to assess emotions is that they are less intrusive as
compared to self-report measures because they don’t involve physical contraptions.
31. Self-report measures are less obtrusive than biological measures because they don’t involve physical
contraptions.
32. PANAS measures of emotions include physiological responses such as sweating, heart rate, and brain
imaging which can document activity in areas of the brain.
33. Every PANAS item represents a good feeling.
34. According to the PAD approach, when consumers feel greater control, situational influences play a
greater role in shaping their behavior.
35. Personality characteristics can affect the way consumers respond or demonstrate their emotions.
36. Emotional involvement drives one to consume generally through relatively strong utilitarian
motivations.
37. Emotional involvement increases when the consumer receives something extra with products
purchased.
38. Jamie found the new book he bought interesting and was so lost in reading it that he forgot to have his
dinner. Jamie has achieved a state of flow with the book.
39. The consumer with relatively high emotional expressiveness is likely to react in some way to outcomes
that are unexpected.
40. Consumers with low emotional intelligence (EI) are better able to manage their own emotions and
exhibit self-control.
41. In a marketing context, salespeople with high emotional intelligence are more effective in closing sales
with consumers than are salespeople with low emotional intelligence.
42. Clever ads work best for common consumer products, whereas comedic ads are usually more
appropriate for higher-end, luxury, or high-involvement products.
43. Consumers are more likely to recall autobiographical memories characterized by specific moods when
the same mood occurs again in the future.
44. Marketing communications that present product information in a way that evokes mild levels of
emotions will tend to be less effective in producing recall than communications that are affectively
neutral.
45. Nostalgia is characterized by a yearning for the past motivated by the belief that previous times were
somehow more pleasant.
46. When a nostalgic ad evokes or recaptures a childhood mood, consumers become lost in their memories
and are distracted, so they become less willing to indulge in any kind of purchasing activity.
47. Aesthetic labor deals specifically with employees who most carefully manage their own personal
appearance as a requisite to performing their job well, and fitting what managers see as the stereotype
for their particular company’s service.
48. Consumers experiencing negative self-conscious emotions have illusions of their actual needs resulting
in misidentification of needs.
49. Consumers who perceive other consumers or employees surrounding them as either happy or sad may
experience a corresponding change in actual happiness or sadness themselves.
50. Research shows that through a type of emotional contagion process, a product’s value can actually
decrease after a consumer sees the product handled by an attractive member of the opposite sex.
MULTIPLE CHOICE
1. The fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream is
known as _____.
a.
homeorhesis
b.
osmosis
c.
necrosis
d.
apoptosis
e.
homeostasis
2. When Janice went for a holiday in the Sahara, she made it a point to drink lots of water to keep herself
hydrated. Which of the following types of motivations drove Janice to avoid dehydration?
a.
Homeostasis
b.
Apoptosis
c.
Homeorhesis
d.
Necrosis
e.
Osmosis
3. Which of the following types of motivations promotes behaviors that are aimed at changing one’s
current state to a level that is more ideal—not simply maintaining the current state of existence?
a.
Preventive motivation
b.
Homeostatic motivation
c.
Self-improvement motivation
d.
Utilitarian motivation
e.
Fixative motivation
4. Ed had been long thinking of exchanging his old car for a new convertible and so he recently bought
himself a Volvo C70. Ed’s purchasing activity is most likely driven by _____.
a.
preventive motivation
b.
physiological motivation
c.
homeorhesis
d.
homeostasis
e.
self-improvement motivation
5. Jennifer wants to buy Shine, a hand dishwashing brand that positions itself as a product that can help
you avoid “grease and embarrassment” in front of guests. In buying Shine, Jennifer is adopting a(n)
_____ focus.
a.
promotion
b.
prevention
c.
fixation
d.
accommodation
e.
assimilation
6. Which of the following orients consumers toward the pursuit of their aspirations or ideals?
a.
Homeostatic focus
b.
Assimilation focus
c.
Utilitarian focus
d.
Promotion focus
e.
Prevention focus
7. Jennifer wants to buy crockery for her house from Crystals, a brand that positions itself as “the
ultimate choice in dining with royalty.” In buying from Crystals, Jennifer is adopting a(n) _____ focus.
a.
promotion
b.
prevention
c.
fixation
d.
accommodation
e.
assimilation
8. Which of the following orients consumers toward avoiding negative consequences?
a.
Promotion focus
b.
Prevention focus
c.
Improvement focus
d.
Hedonic focus
e.
Assimilation focus
9. Susan, a single-parent, is very close to her friends and relatives and she feels the need to be connected
with them. She visits her grandparents every week, as doing so makes her feel as a part of the extended
family. According to Maslow’s hierarchy of needs, Susan is most concerned with:
a.
the need for self-actualization.
b.
the need for self-esteem.
c.
physiological need.
d.
the need for safety and security.
e.
the need for belongingness and love.
10. Many people lost their homes and everything they owned during hurricane Katrina. While they
realized the need for shelter, they also realized that they didn’t have any food or water. These were the
needs that required to be addressed immediately. According to Maslow’s hierarchy of needs, which
needs were these people most concerned about?
a.
Self-actualization needs
b.
Esteem needs
c.
The need for belongingness and love
d.
Physiological needs
e.
The need for achievement
11. Monica, a 25-year-old software engineer, works in a company as a business analyst. She saves 20
percent of her salary every month and invests it in a pension plan. According to her, this saving is
important because it will help her live a comfortable life after retirement. According to Maslow’s
hierarchy of needs, Monica is most concerned with:
a.
the need for self-esteem.
b.
physiological need.
c.
the need for safety and security.
d.
the need for self-actualization.
e.
the need for belongingness and love.
12. Many upper-class Americans devote time and effort to ensure a sense of satisfaction and completion
by doing things such as taking language classes, traveling, or volunteering at a local charity.
According to Maslow’s hierarchy of needs, which of the following needs is addressed by this
example?
a.
Physiological need
b.
Self-actualization need
c.
The need for belongingness and love
d.
The need for safety and security
e.
Esteem need
13. According to Maslow’s hierarchy of needs, which of the following represents the need to be
recognized as a person of worth?
a.
Esteem needs
b.
Physiological needs
c.
Self-actualization needs
d.
The need for safety and security
e.
The need for belongingness and love
14. Since _____ motivation helps a consumer maintain his or her state, it works much like homeostasis.
a.
hedonic
b.
utilitarian
c.
promotional
d.
self-improvement
e.
end-state
15. _____ motivation involves a drive to experience something personally gratifying.
a.
Utilitarian
b.
Preventive
c.
Homeostatic
d.
Physiological
e.
Hedonic
16. A drive to acquire products that consumers can use to accomplish things is known as _____
motivation.
a.
utilitarian
b.
preventive
c.
self-improvement
d.
promotional
e.
accommodative
17. Harry spends his weekends visiting automobile stores and going for test drives. This gives him a high,
though he admits that he is not necessarily looking for a specific car. Which of the following is most
likely to account for Harry’s weekend behavior?
a.
Physiological motivation
b.
Preventive motivation
c.
Hedonic motivation
d.
Homeostatic motivation
e.
Utilitarian motivation
18. Which of the following types of variable changes the nature of a relationship between two other
variables?
a.
Independent variable
b.
Dependent variable
c.
Interactive variable
d.
Moderating variable
e.
Intervening variable
19. As consumers get older, the value they receive from certain consumption activities often changes. For
example, some older consumers do not have as much fun attending sporting events as they did when
they were younger. In this case, consumers’ age is an example of a _____ variable.
a.
constant
b.
dependent
c.
moderating
d.
situational
e.
intervening
20. Which of the following types of customer involvement represents a continuing interest in some
product or activity?
a.
Enduring involvement
b.
Contextual involvement
c.
Situational involvement
d.
Shopping involvement
e.
Monetary involvement
21. Consumers with very high involvement in some product category are referred to as _____.
a.
product enthusiasts
b.
market mavens
c.
product endorsers
d.
product moderators
e.
market movers
22. Henry considers himself a cheese connoisseur and subscribes to the Cheese Connoisseur magazine. He
spends his weekends buying and trying out different kinds of cheese. Henry would be best described as
a(n) _____.
a.
whistle-blower
b.
spokesperson
c.
product enthusiast
d.
idea champion
e.
boundary spanner
23. Anne is extremely thrifty with her household expenses. Before buying anything, she makes sure that
she is well-informed about all the best deals. This way Anne ensures that she gets more value from any
purchasing activity. Which of the following types of consumer involvement is exemplified by Anne?
a.
Shopping involvement
b.
Momentary involvement
c.
Associative involvement
d.
Emotional involvement
e.
Situational involvement
24. Jason is buying a new car. He does not really know much about automobiles and does not care to
know much about them. However, due to the high price of the car, he gets involved in the shopping
process by visiting show rooms, searching the Internet, and looking at other sources of information.
Which type of involvement does this represent?
a.
Enduring involvement
b.
Unemotional involvement
c.
Associative involvement
d.
Situational involvement
e.
Moderate involvement
25. Susan has an extensive collection of dolls from all over the world. She has had an interest in them for
as long as she can remember. Susan finds it personally gratifying whenever she acquires a new one for
her collection. Which of the following types of involvement is exemplified by Susan’s involvement
with dolls?
a.
Enduring involvement
b.
Contextual involvement
c.
Monetary involvement
d.
Momentary involvement
e.
Situational involvement
26. James likes learning about latest technologies and he is especially interested in smartphones. He finds
it gratifying to learn more about new models in the market and changes his phone every few months.
Which of the following is exemplified by James’ involvement with phones?
a.
Product involvement
b.
Situational involvement
c.
Monetary involvement
d.
Momentary involvement
e.
Contextual involvement
27. According to which of the following theories specific types of thoughts can serve as a basis for
specific emotions?
a.
Cognitive appraisal theory
b.
Regulatory focus theory
c.
Goal-setting theory
d.
The social learning theory
e.
The cognitive-affective theory
28. Which of the following types of cognitive appraisals considers how fair some event is and can evoke
emotions like warmth or anger?
a.
Anticipation appraisal
b.
Agency appraisal
c.
Equity appraisal
d.
Outcomes appraisal
e.
Introspective appraisal
29. Which of the following types of cognitive appraisals focuses on the future and elicits emotions like
hopefulness or anxiety?
a.
Outcomes appraisal
b.
Equity appraisal
c.
Anticipation appraisal
d.
Agency appraisal
e.
Retrospection appraisal
30. Sara is waiting for the results of a job interview she appeared for. She is anxious to know about the
outcome and hopes that she will be selected for the job. This is an example of _____ appraisal.
a.
anticipation
b.
situational
c.
agency
d.
equity
e.
retrospective
31. Which of the following types of cognitive appraisals reviews responsibility for events and can evoke
emotions like gratefulness, frustration, or sadness?