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53.
While any given advertisement for a product may focus on only one or a few purchasing
motives, the _____.
54.
Which of the following is a motivational state caused by consumer perceptions that a product,
brand, or advertisement is relevant or interesting?
55.
Which of the following is TRUE regarding consumers who are highly involved in a specific
product category?
56.
"Get the best deals!" is an example of a ______ ad.
57.
In which type of motivational conflict must a consumer choose between two attractive
alternatives?
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?
59.
Two prominent sets of motives under regulatory focus theory are termed _____.
60.
In regulatory focus theory, _____ motives revolve around a desire for growth and development
and are related to consumers' hopes and aspirations.
61.
Regulatory focus theory suggests that ____.
62.
_____ is an individual's characteristic response tendencies across similar situations.
63.
Which of the following is NOT a core trait in the Five-Factor Model of personality?
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?
65.
Which core trait in the Five-Factor Model of personality is manifested by an individual being
moody, temperamental, and touchy?
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?
67.
Which trait reflects an individual difference in consumers' propensity to be biased against the
purchase of foreign products?
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 _____.
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 _____.
70.
A consumer's propensity to pursue differentness relative to others through the acquisition,
utilization, and disposition of consumer goods is exhibiting _____.
71.
Among Toyota owners, reliability is a brand personality trait associated with ______.
72.
Which of the following is Toyota doing to fix its image problem?
73.
A set of human characteristics that become associated with a brand is referred to as _____.
74.
Which of the following is considered a dimension of brand personality?
75.
Whole Foods supermarkets have been described as down-to-earth, honest, wholesome, and
cheerful. Which dimension of brand personality does this represent?
76.
Consumers have described Apple's products as imaginative and up-to-date. The brand is also
considered daring, changing the traditional media models. Based on this description, which
dimension of brand personality best describes Apple?
77.
Which of the following is NOT an advertising tactic used to communicate brand personality?
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?
79.
Which of the following is a characteristic associated with emotions?
80.
Which term is used to refer to the liking/disliking aspect of a specific feeling?
81.
Which of the following is NOT considered an emotional dimension?
82.
Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which
emotion is Barbara experiencing?
83.
Which emotion would be classified under the "arousal" dimension of emotion?
84.
After a very negative service encounter, Sam vents his emotions and seeks emotional and
problem-focused assistance from others. This is called _____.
85.
Consumer ability to effectively cope with stressful situations relates to the concept of
_______.
86.
Which of the following is FALSE regarding how emotional responses to advertising influence
consumer behavior?
True / 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.
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.
103.
Name and describe McGuire's cognitive preservation motives.
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.
105.
The Five-Factor Model of personality identifies five core traits. Name each trait, and explain
the manifestation of each.
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?
