Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 3 Consumer Motivation and Personality
1) The driving force within individuals that impels them to action is known as ________.
A) a goal
B) tension
C) motivation
D) a need
E) personality
2) Motivation is produced by a state of tension, which exists as the result of ________.
A) peer pressure
B) environmental forces
C) satisfied desires
D) unrealized desires
E) unfulfilled needs
3) Successful marketers define their markets in terms of ________.
A) the product the company has decided to produce
B) the lowest price for which a particular product can be manufactured
C) the needs they presume to satisfy
D) the ethnicity of their primary consumers
E) the geographic location of their primary consumers
4) When Procter & Gamble defines its business as “providing branded products and services of
quality and value that improve the lives of the world’s consumers,” they are using a ________.
A) need-focused definition
B) product-oriented definition
C) motivation-oriented definition
D) personality-oriented definition
E) production-oriented definition
5) The physiological needs for food, water, and air are called ________ needs.
A) secondary
B) innate
C) acculturated
D) psychogenic
E) acquired
6) Needs that we learn in response to our parents, social environment, and interactions with the
environment are called ________ needs.
A) primary
B) biogenic
C) acculturated
D) psychological
E) innate
7) ________ are the sought-after results of motivated behavior.
A) Motivations
B) Goals
C) Rewards
D) Behaviors
E) Targets
8) ________ are outcomes that consumers seek in order to fulfill their physiological and
psychological needs.
A) Broad-spectrum goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals
9) ________ are sought outcomes to be achieved by using a given product or service.
A) General goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals
10) Barry wants a sandwich for lunch. Tom wants a turkey sandwich with lettuce, tomato, and
mayonnaise from Subway. Barry has a(n) ________, whereas Tom has a(n) ________.
A) generic goal; product-specific goal
B) objective goal; subjective goal
C) product-specific goal; objective goal
D) subjective goal; generic goal
E) product-specific goal; generic goal
11) Jill gets good grades because her parents will punish her if she doesn’t receive at least a 3.5
GPA. Julia gets good grades because she likes the sense of accomplishment she feels when she
gets a straight-A report card. Jill’s goal is referred to as a(n) ________, whereas Julia’s goal is
referred to as a(n) ________.
A) approach object; avoidance object
B) avoidance object; defensive object
C) positive object; negative object
D) avoidance object; approach object
E) physical object; psychological object
12) A negative goal is one from which behavior is directed away, and is often referred to as a(n)
________.
A) declining object
B) approach object
C) interactive object
D) autonomous object
E) avoidance object
13) Needs and goals are ________; neither exists without the other.
A) independent
B) interdependent
C) interactive
D) autonomous
E) mutually exclusive
14) The category of shopping motivations where consumers do not have an urgent-product need
in mind, but go shopping for the personal enjoyment of shopping is known as ________.
A) recreational shopping
B) activity-specific shopping
C) fill-in shopping
D) demand-specific shopping
E) self-image shopping
15) Individuals who successfully achieve their goals usually set new and higher goals for
themselves; that is, they raise their ________.
A) levels of self-awareness
B) social status
C) levels of aspiration
D) biogenic needs
E) motivational state
16) Products and services are often evaluated by the size and direction of the gap between
________.
A) consumer expectations and objective performance
B) the target market and the income of the average consumer
C) consumer expectations and product cost
D) the cost of production and the price at sale
E) the price of the final product and the company’s marketing expenditures
17) A(n) ________ can take the place of a primary goal when an individual cannot attain a
specific goal or type of goal that is expected to satisfy certain needs.
A) specific goal
B) biogenic goal
C) substitute goal
D) secondary goal
E) objective goal
18) Failure to achieve a goal often results in feelings of ________.
A) achievement
B) aspiration
C) self-awareness
D) personal promotion
E) frustration
19) Aggression and rationalization are examples of ________ that people sometimes adopt to
protect their egos from feelings of failure when they do not attain their goals.
A) fulfillment mechanisms
B) defense mechanisms
C) substitute goals
D) subjective criteria
E) secondary behaviors
20) An individual may redefine a frustrating situation by assigning blame for his or her own
failures and inabilities on other objects or persons. This is known as ________.
A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression
21) People sometimes resolve frustration by inventing plausible reasons for being unable to
attain their goals or deciding that the goal is not really worth pursuing. This is known as
________.
A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression
22) According to Murray’s list of psychogenic needs, need for dominance/power may conflict
with ________.
A) needs associated with inanimate objects
B) need for prestige/ambition
C) need for affiliation/affection
D) need for achievement
E) need for information
23) According to Maslow’s hierarchy of needs, protection, order, and stability are examples of
________.
A) self-actualization needs
B) egoistic needs
C) social needs
D) safety and security needs
E) physiological needs
24) Savings accounts, insurance policies, and education are all means by which individuals
satisfy the need for ________.
A) self-actualization
B) self-esteem
C) safety and security
D) social acceptance
E) self-fulfillment
25) According to Maslow, ________ are the first and most basic level of human needs.
A) egoistic needs
B) physiological needs
C) self-actualization needs
D) safety and security needs
E) social needs
26) Almost all personal care and grooming products, as well as most clothes, are bought to
satisfy ________.
A) growth needs
B) physiological needs
C) social needs
D) self-actualization needs
E) safety and security needs
27) Egoistic needs can take either an inward or an outward orientation, or both. Inwardly
directed ego needs reflect an individual’s need for ________.
A) reputation
B) prestige
C) self-esteem
D) recognition from others
E) status
28) Egoistic needs can take either an inward or an outward orientation, or both. Outwardly
directed ego needs reflect an individual’s need for ________.
A) self-acceptance
B) personal satisfaction with a job well done
C) reputation
D) independence
E) self-esteem
29) According to Maslow’s hierarchy-of-needs theory, the need for ________ refers to an
individual’s desire to fulfill his or her potential.
A) self-actualization
B) safety and security
C) physiological well-being
D) social acceptance
E) egoistic fulfillment
30) People with a high ________ tend to be more self-confident, enjoy taking calculated risks,
actively research their environments, and value feedback.
A) need for prestige
B) need for power
C) need for affiliation
D) need for achievement
E) need for affection
31) Oftentimes consumer research respondents may be unaware of their motives or are unwilling
to reveal them when asked directly. In such situations, researchers use ________ to delve into
the consumer’s unconscious or hidden motivations.
A) quantitative techniques
B) projective techniques
C) Likert scales
D) telephone surveys
E) none of the above
32) The psychoanalyst that adapted Freud’s psychoanalytical techniques to study motivations and
consumer buying habits was ________.
A) Abraham Maslow
B) Ernest Dichter
C) Henry Murray
D) Karen Horney
E) Henry Ford
33) ________ is based on the premise that consumers are not always aware of the reasons for
their actions.
A) Psychological research
B) Motivational research
C) Physiological research
D) Market research
E) none of the above
34) ________ refers to a person’s unique psychological makeup and how it consistently
influences the way a person responds to his/her environment.
A) Self-image
B) Consumer image
C) Personality
D) Mirror image
E) none of the above
35) The emphasis in the definition of personality is on inner characteristics, which are ________.
A) those characteristics of an individual that are not readily apparent to others
B) those characteristics which individuals try to hide from others
C) those characteristics that distinguish one individual from others
D) those characteristics that make one individual similar to others
E) those characteristics that constitute the individual’s ideal self-image
36) Knowing why consumers interact with brands online allows marketers to increase
engagement that ultimately leads to sales. What motivates consumers to interact with brands over
the Internet?
A) interested in buying and comparing products’ features online
B) find personalizing products fun
C) receiving good customer service
D) winning prizes and receiving free product samples
E) all of the above
37) In the study of personality, three distinct properties are of central importance. They are
________.
A) that personality reflects individual differences, personality is consistent and enduring, and
personality can change
B) that personality reflects similarities between individuals, personality is consistent and
enduring, and personality can change
C) that personality reflects individual differences, personality is consistent and enduring, and
personality does not change
D) that personality reflects similarities between individuals, personality is consistent and
enduring, and personality does not change
E) that personality reflects individual differences, personality is inconsistent and fleeting, and
personality can change
38) The mother who comments about her teenage son, that her child “has been impulsive from
the day he was born,” is supporting the contention that personality ________.
A) is enduring
B) can change
C) reflects individual differences
D) is more apparent in childhood than adulthood
E) develops as a result of social circumstances
39) Stacy notes that, after her freshman year of college, her daughter is more mature and is
willing to listen to points of view other than those with which she agrees. This supports the
contention that personality ________.
A) is consistent
B) reflects individual differences
C) can change
D) is more apparent in childhood than in adulthood
E) is enduring
40) Sigmund Freud’s psychoanalytic theory of personality is built on the premise that ________
are at the heart of human motivations and personality.
A) social relationships
B) conscious decision-making processes
C) efforts to avoid anxiety
D) efforts to overcome inferiority
E) unconscious needs or drives
41) According to Freud’s theories, the ________ is a conceptualization of the basic biogenic
needs for which the individual seeks immediate satisfaction without concern for the specific
means of satisfaction.
A) ego
B) id
C) super-id
D) self-image
E) superego
42) Using sexual imagery to sell a product primarily appeals to Freud’s conceptualization of the
________.
A) ego
B) self-image
C) superego
D) id
E) super-id
43) According to Freud’s theories, the ________ is responsible for ensuring that the individual
satisfies needs in a socially acceptable fashion.
A) superego
B) id
C) ego
D) super-id
E) self-image
44) According to Freud’s theories, the ________ functions as an internal monitor that helps
balance the impulses stimulated by biogenic needs and the constraints applied by the
sociocultural setting.
A) super-id
B) self-image
C) ego
D) superego
E) id
45) Neo-Freudian theorists believe that ________.
A) consumption situations are extensions of the consumer’s personality
B) human drives are largely unconscious
C) social relationships are fundamental to the formation and development of personality
D) consumers are primarily unaware of their true reasons for making decisions
E) consumer purchases are a reflection of an individual’s personality
46) Alfred Adler, a neo-Freudian theorist, believed that ________.
A) unconscious needs and drives are at the heart of human motivation
B) people continuously attempt to establish significant and rewarding relationships with others
C) human beings are seeking to attain various rational goals, which he called style of life
D) personality is measured in terms of specific psychological characteristics called traits
E) personality is largely impacted by child-parent relationships and the individual’s desire to
conquer feelings of anxiety
47) According to Karen Horney, ________ individuals desire independence, self-reliance, and
self-sufficiency.
A) compliant
B) subversive
C) aggressive
D) detached
E) obtrusive
48) Consumer research using Karen Horney’s CAD theory found that ________ personalities
were less likely to be brand loyal and more likely to try different brands.
A) submissive
B) aggressive
C) detached
D) compliant
E) subversive
49) Recent research using Karen Horney’s CAD theory found that ________ personalities tend to
prefer name-brand products such as Bayer aspirin.
A) submissive
B) aggressive
C) detached
D) compliant
E) subversive
50) The degree of a consumer’s willingness to adopt new products and services shortly after they
have been introduced is known as ________.
A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism
51) Which of the following factors is NOT an inspiration for consumer innovativeness?
A) functional factors
B) material factors
C) hedonic factors
D) social factors
E) cognitive factors
52) The degree of rigidity towards information and opinion contradictory to one’s beliefs and
views – or close-mindedness; the opposite of being open-minded – is known as ________.
A) dogmatism
B) inner-directedness
C) social character
D) innovativeness
E) need for uniqueness
53) Which of the following is NOT a statement that is illustrative of opinions of an individual
with a high need for uniqueness?
A) I like to seek out unusual gifts for myself.
B) I enjoy it when others tell me my taste is different or uncommon.
C) I work at maintaining my own unique persona.
D) Some of my acquaintances think I’m somewhat weird in my seeking to be different.
E) All the above are illustrative of an individual with a high need for uniqueness
54) A recent study discovered that consumers who scored high on ________ and innovativeness
were more likely to incorporate volunteerism into their vacations.
A) dogmatism
B) ethnocentrism
C) need for cognition
D) sensation seeking
E) materialism
55) ________ define themselves by acquiring possessions.
A) Object visualizers
B) Spatial visualizers
C) Highly materialistic consumers
D) Verbalizers
E) Highly dogmatic consumers
56) Georgiana collects stationery from hotels and restaurants she has visited around the world.
She is passionate about her collection and goes out of her way to acquire more, even if she needs
to plan a special trip to do so. This is an example of ________.
A) ethnocentrism
B) innovativeness
C) fixated consumption
D) materialistic consumption
E) compulsive consumption
57) Which of the following is NOT a characteristic of compulsive buyers?
A) Compulsive buyers feel compelled to spend all or part of their money.
B) Compulsive buyers buy products they do not need despite having little money left.
C) Compulsive buyers feel others would be horrified if they knew about their shopping habits.
D) Compulsive buyers are more likely to be males (75% of compulsive buyers).
E) Compulsive buyers knowingly write checks that will bounce.