a.
Outcomes appraisal
b.
Equity appraisal
c.
Anticipation appraisal
d.
Agency appraisal
e.
Introspective appraisal
32. Andy recently went to his favorite restaurant for dinner. However, he found the service slow and
tedious as all the waiters in the restaurant were busy serving a celebrity customer. Andy was angry that
the celebrity customer got preferential treatment at the expense of other diners. This is an example of
_____ appraisal.
a.
anticipation
b.
retrospective
c.
equity
d.
outcome
e.
introspective
33. Which of the following types of cognitive appraisals considers how something turned out relative to
one’s goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride?
a.
Anticipation appraisal
b.
Agency appraisal
c.
Equity appraisal
d.
Outcomes appraisal
e.
Introspective appraisal
34. When Joanna finally got the dress that she had been waiting for, she was ecstatic as it turned out to be
a perfect fit. This is an example of _____ appraisal.
a.
anticipation
b.
outcome
c.
agency
d.
equity
e.
introspective
35. Robert has been closely associated with an organization that works for the protection of street dogs.
When the organization signed up a celebrity with a history of animal cruelty as its brand ambassador,
Robert felt sad. This is an example of _____ appraisal.
a.
agency
b.
outcome
c.
anticipation
d.
equity
e.
retrospective
36. Which of the following is true of how mood influences consumer behavior?
a.
Consumers in bad moods tend to make decisions faster.
b.
Consumers in bad moods tend to outspend their good-mood counterparts.
c.
Consumers in bad moods tend to facilitate increased consumer satisfaction.
d.
Consumers in bad moods tend to react better to service providers in bad moods.
e.
Consumers in bad moods tend to be unaffected by environmental factors.
37. Which of the following ways of measuring emotions automatically records visceral reactions or
neurological brain activity?
a.
Autonomic measures
b.
Self-report measures
c.
Introspective measures
d.
Administered measures
e.
Standardized measures
38. Which of the following is true of autonomic measures?
a.
It requires a volitional response from a consumer.
b.
It has to be personally administered by a consumer.
c.
It requires the attachment of a measuring device to a consumer.
d.
It requires a consumer to recall their affect state from a recent experience.
e.
Its outcomes have little validity in representing consumer emotions.
39. Which of the following is true of self-report measures?
a.
It does not require a volitional response from a consumer.
b.
It requires the attachment of a measuring device to a consumer.
c.
Results obtained from self-report measures are not valid enough to be useful to consumer
and marketing researchers.
d.
It requires consumers to recall their affect state from a recent experience.
e.
It is considered to be more obtrusive than autonomic measures.
40. Electronic products can be frustrating or satisfying for consumers. For example, a consumer may be
highly satisfied with the applications available on his new smart phone, but becomes frustrated when
he is unable to operate it with ease. If a consumer researcher wants to measure these positive and
negative emotional reactions, then which of the following measures will be best suited for this
purpose?
a.
Cross-sectional survey
b.
Bipolar scale
c.
Longitudinal survey
d.
PANAS
e.
Likert scale
41. Which of the following self-report measures asks respondents to rate feelings using a number of
semantic differential items or bipolar opposites?
a.
Likert scale
b.
PANAS
c.
Discan scale
d.
PAD
e.
Thurstone scale
42. Deep personal interest that evokes strongly felt feelings associated with some object or activity is
known as _____ involvement.
a.
situational
b.
emotional
c.
associative
d.
momentary
e.
shopping
43. Extremely high emotional involvement in which a consumer is engrossed in an activity is referred to
as _____.
a.
trance
b.
contagion
c.
ennui
d.
flow
e.
self-concordance
44. Kyra was so lost in her writing that she hardly realized it was way past her bedtime. Which of the
following terms best describes Kyra’s involvement with her writing?
a.
Self-concordance
b.
Flow
c.
Trance
d.
Contagion
e.
Ennui
45. The extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to
emotional experiences is called emotional _____.
a.
expressiveness
b.
flow
c.
focus
d.
attachment
e.
contagion
46. Mr. Robert Smith is the United States Speaker of the House of Representatives. He couldn’t help
showing his emotion when he was sworn in. He often has trouble hiding his emotions and sometimes
breaks out in tears when he is talking about something he is passionate about. Mr. Smith can be said to
have high emotional _____.
a.
contagion
b.
expressiveness
c.
intelligence
d.
focus
e.
flow
47. Which of the following terms is used to capture one’s awareness of the emotions experienced in a
situation, and an ability to control reactions to these emotions?
a.
Emotional expressiveness
b.
Emotional intelligence
c.
Emotional involvement
d.
Emotional abandonment
e.
Emotional detachment
48. Some consumers get very upset when they are served “bad food” in a restaurant. They lose control and
start yelling at the server. Sometimes, they even demand to see the manager. This lack of emotional
control on the part of consumers suggests that such consumers have low emotional _____.
a.
tolerance
b.
contagion
c.
intelligence
d.
expressiveness
e.
regulation
49. Memories of previous, meaningful events in one’s life are known as _____ memories.
a.
procedural
b.
implicit
c.
autobiographical
d.
iconic
e.
echoic
50. Chelsea, who has four siblings, has vivid memories of her special Saturday mornings when her father
used to take her out for breakfast. It was their special time together as she got her dad all to herself.
Chelsea’s memories are an example of _____ memories.
a.
procedural
b.
implicit
c.
iconic
d.
autobiographical
e.
echoic
51. According to _____, a consumer’s memories and evaluations can be influenced to the extent that the
consumer’s mood can be controlled.
a.
mood-congruent sensory stimuli
b.
mood-congruent encoding
c.
mood euthymia affect
d.
mood-association affect
e.
mood-congruent recall
52. Florence often thinks of the past when her children were young. She remembers all the good times
they had and how much they depended on her. She yearns for those times thinking that it was more
pleasant than her life is now. Florence is experiencing _____.
a.
cognitive dissonance
b.
mood-appropriate affect
c.
nostalgia
d.
mood-congruent recall
e.
emotional flow
53. When emotions become part of the meaning for a category, it is referred to as _____.
a.
affective resonance
b.
positive affect optimization
c.
non-conscious affect
d.
schema-based affect
e.
integrated affect
54. Disney tries to create a magical experience for guests visiting its resorts. The company knows that
positive emotions can become stored as part of the meaning visitors have for Disney. Disney wants its
customers to feel happy when they think of Disney resorts. This indicates that Disney is trying to
create _____.
a.
emotional contagion
b.
schema-based affect
c.
cognitive dissonance
d.
non-conscious affect
e.
affective resonance
55. Which of the following terms refers to the efforts put forth by employees in carefully managing their
own personal appearances as a requisite to performing their job well?
a.
Emotional labor
b.
Emotional contagion
c.
Emotional flow
d.
Aesthetic labor
e.
Aesthetic expression
56. A new western-themed family steakhouse requires its employees to dress like cowboys and cowgirls
from head-to–toe with cowboy hats, red-and-white checkered shirts, blue jeans, and cowboy boots. The
owners believe that this specific appearance is needed to generate the emotional reaction it seeks from
its customers. This dressing requirement for employees is an example of _____.
a.
emotional labor
b.
emotional contagion
c.
aesthetic labor
d.
aesthetic expression
e.
emotional expressiveness
57. Which of the following represents the extent to which an emotional display by one person influences
the emotional state of a bystander?
a.
Emotional involvement
b.
Emotional labor
c.
Emotional flow
d.
Emotional activation
e.
Emotional contagion
58. Julie believes that if she smiles, the whole world would smile with her. Her belief is based on the
concept of emotional _____.
a.
activation
b.
contagion
c.
intelligence
d.
labor
e.
flow
59. 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 _____ emotions.
a.
self-conscious
b.
autobiographical
c.
contagious
d.
laborious
e.
extraneous
60. A consumer who eats a whole pint of Ben & Jerry’s New York Super Fudge Chunk ice-cream and
later feels guilty, is experiencing _____.
a.
emotional contagion
b.
emotional labor
c.
extraneous emotions
d.
self-conscious emotions
e.
autonomic emotions
61. Which of the following terms refers to the efforts put forth by service workers who must overtly
manage their own emotional displays as part of the requirements of the job?
a.
Emotional labor
b.
Aesthetic labor
c.
Emotional flow
d.
Emotional fabrication
e.
Emotional consistency
62. Holly works as an attendant on international flights. Sometimes, despite being tired and grumpy, she
has to remain kind, helpful, and upbeat on her job. Being an attendant requires that she does not give
vent to her emotions. Holly’s efforts at managing her emotions are an example of emotional _____.
a.
flow
b.
labor
c.
contagion
d.
consistency
e.
fabrication
63. _____ refers to the fact that consumers feel uneasy about buying things that others have previously
touched.
a.
Product contagion
b.
Product dissociation
c.
Buyer’s remorse
d.
Buyer’s dissonance
e.
Product contamination
64. Maria sees 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 from its packaging, she notices that the box in which the kit was
kept is open and torn. This gives her a feeling that it might have been used by somebody else earlier.
This thought makes her feel uneasy. Which of the following terms refers to this situation?
a.
Product contamination
b.
Buyer’s dissonance
c.
Buyer’s remorse
d.
Product contagion
e.
Product dissociation
CHRISTMAS SHOPPING SCENARIO
Maisie waits for Black Friday each year to do her Christmas gift shopping. She maintains the tradition
of gift-giving faithfully, as it makes her feel a sense of kinship and attachment with her family and
close friends. As she lives alone, she strongly feels the need for relationships at this time of year. She
steps out wearing her warm fur coat to protect herself from the sub-zero temperatures. As she shops
for her gifts, she comes across a pair of designer sunglasses that are on sale. She buys them
immediately as she does not like her old pair, and has been thinking of replacing her it with a new one.
As a rule, every year, she buys her mother’s gift last, after she has checked out all the available gift
options. This year, she gets her mother a pair of exquisite pearl drop earrings. She is a bit anxious
because they are very expensive and she hopes that her mother will like them. While at the jeweler, she
decides to buy herself an ornate Christmas dove as an indulgence. Maisie has had a fascination for
them for as long as she can remember. She has a huge collection of Christmas doves in various sizes
and colors. Maisie comes back tired, but satisfied with her day’s shopping.
65. Refer to Christmas Shopping Scenario. Maisie steps out wearing a warm fur coat to protect herself
from the sub-zero temperature. Which of the following types of motivation drove Maisie to keep
herself warm?
a.
Self-improvement motivation
b.
Homeostasis
c.
Hedonic motivation
d.
Promotional motivation
e.
Homeorhesis
66. Refer to Christmas Shopping Scenario. Maisie instantly buys a pair of designer sunglasses that are on
sale as she did not like her old pair and had been thinking of replacing it. Which of the following
motivated Maisie’s purchasing activity?
a.
Self-improvement motivation
b.
Homeostatic motivation
c.
Preventive motivation
d.
Utilitarian motivation
e.
Physiological motivation
67. Refer to Christmas Shopping Scenario. As Maisie stays alone, she strongly feels the need for kinship
and attachment with her family and close friends. According to Maslow’s hierarchy of needs, which of
the following needs is Maisie most concerned with?
a.
Self-actualization needs
b.
Esteem needs
c.
Physiological needs
d.
The need for belongingness and love
e.
The need for safety and security
68. Refer to Christmas Shopping Scenario. Maisie has had a fascination for Christmas doves for as long as
she can remember. She has a huge collection of them in various sizes and colors. Which of the
following is exemplified by Maisie’s involvement with doves?
a.
Monetary involvement
b.
Enduring involvement
c.
Situational involvement
d.
Momentary involvement
e.
Contextual involvement
69. Refer to Christmas Shopping Scenario. Maisie gets her mother a pair of exquisite pearl drop earrings.
She feels anxious because they are very expensive and hopes that her mother will love them. This is an
example of _____ appraisal.
a.
anticipation
b.
outcome
c.
agency
d.
equity
e.
retrospective
VISITING THE DENTIST SCENARIO
According to a survey conducted by the American Dental Association, almost 25 percent of Americans
don’t go to the dentist as they nurture deep-rooted fears. According to the general public opinion
there’s plenty to fear—pain, needles, gagging, feeling of helplessness, invasion of personal space, and
being lectured for not brushing, flossing, or visiting often enough. Of course, avoiding the situation
can make matters even worse when a patient does finally visit the dentist. Some patients, especially
older ones, are reluctant to visit the dentist due to fears based on bad experiences when they were kids.
However, the dental industry has evolved tremendously over the years, eliminating almost all pain for
patients. Many dentists go even further to dispel patients’ fears, offering sedation, painkillers,
entertainment, atmospherics, and spa services during a patient’s visit. While sedation and painkillers
have been offered for years, several others are trying newer alternatives to enhance the dental
experience for their patients. For example, some dentists offer entertainment options such as TVs,
headphones with soothing music, or goggles for watching 3-D movies. Spa services include warm
neck rolls and hand and foot massages all in a Zen-like environment complete with soothing waterfalls
and candles. The most common technique, though, is simply to provide ‘service with a smile’, which
goes a long way in making patients comfortable. The hope is that these efforts will minimize patients’
anxiety by creating a positive atmosphere that will result in the recommended twice-a-year visits.
70. Refer to Visiting the Dentist Scenario. Many people don’t go to the dentist as they nurture deep-rooted
fears, preferring instead to go only when they have a problem such as a toothache or a broken tooth
which needs immediate attention. Which of the following types of motivation drives us to visit the
dentist for dental problems that require immediate attention?
a.
Self-improvement motivation
b.
Homeostasis
c.
Promotional motivation
d.
Homeorhesis
e.
Hedonic motivation
71. Refer to Visiting the Dentist Scenario. Most patients go to the dentist because they want to maintain
dental hygiene. This is an example of consumer behavior driven by _____ motivation.
a.
hedonic
b.
utilitarian
c.
promotional
d.
self-actualization
e.
adaptive
72. Refer to Visiting the Dentist Scenario. Providing ‘service with a smile’ helps minimize patients’
anxiety about the experience as patients generally respond in the same manner. Which of the following
describes this phenomenon?
a.
Equity appraisal
b.
Agency appraisal
c.
The emotional contagion effect
d.
The product contamination effect
e.
Nostalgia
73. Refer to Visiting the Dentist Scenario. Patients feel fearful of visiting the dentist, though they also
know that keeping up the recommended twice-a-year visits is actually good for them. This is an
example of _____ appraisal.
a.
equity
b.
outcomes
c.
anticipation
d.
agency
e.
retrospective
74. Refer to Visiting the Dentist Scenario. Dentists are trying to enhance patients’ moods by creating a
pleasant environment and experience during visits. The hope is that patients’ evaluation and memories
of the experience can be influenced in a positive way. This hope is based on the concept of _____.
a.
affective forecasting
b.
doublethink
c.
cognitive dissonance
d.
choice-supportive bias
e.
mood-congruent recall
ESSAY
1. Explain how motivation drives human behavior and describe the two key groups of behaviors around
which human motivations are oriented.
2. Explain the regulatory focus theory.
3. Describe Maslow’s hierarchy of needs and give an example of each type of need.
4. Define cognitive appraisal theory. Describe the four types of cognitive appraisals and their relevance
to consumer behavior.
5. Compare and contrast two self-report measures for measuring emotions. Explain how consumers can
experience both positive and negative emotions, and which self-report measure is best at capturing
that?
6. Define autobiographical memory and describe one of yours. Explain how a marketer might be able to
influence consumers to recall positive autobiographical memories.
7. Define aesthetic labor and explain why it is important. Apply it in the following types of businesses:
(a) Clothing store catering to teenagers
(b) Cosmetic counter in a department store
(c) Expensive imported car dealership
(d) Amusement park
