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Q:
As sensory input ________, our ability to detect changes in input or intensity ________.
A) decreases; increases
B) increases; increases
C) decreases; remains constant
D) remains constant; decreases
E) increases; remains constant
Q:
Products, packages, brand names, advertisements, and commercials are examples of ________.
A) sensations
B) receptors
C) realities
D) stimuli
E) intensities
Q:
________ is/are the immediate and direct response of the sensory organs to stimuli.
A) Sensory receptors
B) Sensation
C) Sensory input
D) Sensory adaptation
E) Sensory blocking
Q:
________ can simply be described as "How we see the world around us."
A) Knowledge
B) Perception
C) Motivation
D) Attitude
E) Understanding
Q:
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ________.
A) observation
B) perception
C) realization
D) rationalization
E) understanding
Q:
Your interpretation of visual and sensory input about polo shirts may be different from your classmate's because perception is ________.
A) objective
B) subjective
C) irrelevant
D) noise
E) based on personality traits
Q:
Individuals act and react on the basis of ________, not on the basis of ________.
A) objective reality; their previous experiences
B) their previous experiences; their perceptions
C) their perceptions; objective reality
D) their perceptions; their previous experiences
E) their previous experiences; peer pressure
Q:
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
Q:
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
Q:
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
Q:
Needs and goals are ________; neither exists without the other.
A) independent
B) interdependent
C) interactive
D) autonomous
E) mutually exclusive
Q:
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
Q:
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
Q:
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
Q:
________ 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
Q:
________ 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-oriented goals
Q:
________ are the sought-after results of motivated behavior.
A) Motivations
B) Goals
C) Rewards
D) Behaviors
E) Targets
Q:
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
Q:
The physiological needs for food, water, and air are called ________ needs.
A) secondary
B) innate
C) acculturated
D) psychogenic
E) acquired
Q:
When Procter and 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
Q:
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
Q:
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
Q:
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
Q:
Identify the ways in which possessions can extend the self.
Q:
A variety of different self-images have been recognized in consumer behavior. Talk about four kinds of self-image.
Q:
What is consumer ethnocentrism? Cite some examples.
Q:
What are some general characteristics of materialistic people?
Q:
What is consumer innovativeness, and how does it relate to personality and consumer behavior?
Q:
What did Karen Horney, a neo-Freudian theorist, propose with respect to personality?
Q:
Talk about Freud's psychoanalytic theory of personality. How do the three systems he proposed interact?
Q:
Discuss the theory that Abraham Maslow formulated with regard to human needs. Identify the advantages and disadvantages of Maslow's hierarchy-of-needs theory.
Q:
Give an example of a generic goal, and an example of a product-specific goal.
Q:
How do motivations drive consumer behavior?
Q:
Physical vanity is excessive concern or inflated view of one's personal achievements.
Q:
Harley-Davidson motorcycle owners who go so far as getting Harley tattoos and VW Beetle owners who give their cars names and stroke them with affection are examples of brand zealots.
Q:
Incorporating personality traits into websites' designs can generate more favorable attitudes from visitors and more clicks.
Q:
People who are preoccupied with their self-worth and have a negative view of people (high anxiety and high avoidance) prefer exciting brand personalities, while those with high anxiety and a favorable view of people prefer sincere brand personalities.
Q:
Consumers who have strong links to particular brands see such brands as representing an aspect of themselves.
Q:
Coca-Cola is associated with the color red, which connotes excitement.
Q:
Examples of compulsive consumption include eating disorders, shopping, gambling, and alcoholism.
Q:
Variety seeking measures a person's craving for or enjoyment of thinking.
Q:
The extent of consumer materialism is more or less the same from country to country.
Q:
Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek rest or relief.
Q:
People who are high in dogmatism are more likely to prefer innovative products to established or traditional alternatives.
Q:
Trait theory is focused on empirical personal characteristics or features that set one person apart from another person.
Q:
Compliant individuals are those who move against others; they desire to excel and win admiration.
Q:
According to Freud, the superego acts to restrain or inhibit the impulsive forces of the id.
Q:
Marketers are able to change consumers' personalities to conform to their products.
Q:
Researchers usually rely on a combination of various research techniques to try to establish the presence and strength of various motives.
Q:
In the Thematic Apperception Test, respondents are presented with words, one at a time, and asked to say the first word that comes to mind.
Q:
The trio of basic needs includes power, affiliation, and achievement.
Q:
The achievement need suggests that behavior is strongly influenced by the desire for friendship, acceptance, and belonging.
Q:
According to Maslow, once a lower-level need is met, it never becomes dominant again.
Q:
According to Maslow, individuals seek to satisfy higher-level needs before lower-level needs emerge.
Q:
When the Kaplan Bar Review course tells prospective law students they can "conquer the bar" or achieve a goal by taking the Kaplan course, they are trying to trigger a product-specific goal.
Q:
Marketers can take advantage of people's frustrations by portraying their products as means to resolve a particular set of frustrations.
Q:
When L'Oreal appeals to self-esteem with the tagline, "Because you're worth it," they are appealing to physiological needs.
Q:
WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women. To this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks, Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, after several weeks of exercising, Peter is still not seeing the desired results and decides that he is just too busy to go to the gym enough, and that his employer is really to blame for his failure to lose weight. Which of the following defense mechanisms has Peter demonstrated?
A) rationalization
B) projection
C) repression
D) aggression
E) withdrawal
Q:
WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women. To this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks, Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, when Peter decides that he prefers fruit to potato chips with his lunch, this is an example of a(n) ________.
A) approach goal
B) substitute goal
C) avoidance goal
D) biogenic goal
E) primary goal
Q:
WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women. To this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks, Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, Peter's goal is best described as a(n) ________.
A) approach object
B) ideal
C) biogenic need
D) avoidance object
E) ought object
Q:
WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women. To this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks, Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, Peter's motivation is in a(n) ________ direction.
A) negative
B) subjective
C) positive
D) objective
E) intrinsic
Q:
WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women. To this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks, Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, the desire to be attractive to women is Peter's ________.
A) goal
B) target
C) tension
D) motivation
E) need
Q:
NAIL POLISH MINI CASE: Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish. In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations. Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user.
In the NAIL POLISH MINI CASE, Patti wants to paint her nails in order to be more attractive. This is an example of a(n) ________ goal
A) negative
B) avoidance
C) utilitarian
D) approach
E) prevention-focused
Q:
NAIL POLISH MINI CASE: Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish. In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations. Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user.
In the NAIL POLISH MINI CASE, Jenny wants a bottle of Revlon Berry Bon Bon nail polish to match her new sweater. This is an example of a ________.
A) generic goal
B) general goal
C) needs-driven goal
D) product-specific goal
E) subjective goal
Q:
PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals. Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party."
In the PARTY BEER MINI CASE, Party Beverages' advertisements suggest that Party Beer will satisfy which element of the trio of basic needs?
A) power
B) self-actualization
C) affection
D) affiliation
E) achievement
Q:
PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals. Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party."
In the PARTY BEER MINI CASE, Party Beverages' advertisements suggest that Party Beer will satisfy which of Murray's psychogenic needs?
A) needs associated with inanimate objects
B) needs concerned with human power
C) needs that reflect ambition, power, accomplishment, and prestige
D) needs concerned with exhibition
E) needs concerned with affiliation or affection between people
Q:
PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its products to college students and young professionals. Its advertisements typically show a group of young adults having fun and drinking Party Beer together, along with their slogan "Without the right Beer, it's just not a Party."
In the PARTY BEER MINI CASE, Party Beverages' advertisements suggest that Party Beer will satisfy which step in Maslow's hierarchy of needs?
A) power needs
B) achievement needs
C) social needs
D) ego needs
E) physiological needs
Q:
FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company's long history of production and sales in the United States. It also encourages cross-generational brand loyalty within families by suggesting adults should buy the same furniture that their parents had in their homes.
In the FURNITURE MINI CASE, Andrews Mountain Furniture is most likely to appeal to consumers who are ________ and value tradition over novelty.
A) low in ethnocentricity
B) low in dogmatism
C) high in dogmatism
D) sensation seekers
E) novelty seekers
Q:
FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company's long history of production and sales in the United States. It also encourages cross-generational brand loyalty within families by suggesting adults should buy the same furniture that their parents had in their homes.
In the FURNITURE MINI CASE, by encouraging consumers to remain loyal to the brands to which their parents were loyal, Andrews Mountain is appealing to consumers with low ________.
A) dogmatism
B) ethnocentricity
C) need for cognition
D) inner-directedness
E) need for uniqueness
Q:
TEQUILA MINI CASE: Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues:
WOMAN: What can I do for you?
MAN: I don't know, something different.
WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and whispers into MAN's ear)
MAN: I never have, but I'd like to ...
(WOMAN serves MAN a Viva Tequila)
In the TEQUILA MINI CASE, what kind of consumer behavior does Viva's slogan encourage?
A) ethnocentricity
B) dogmatism
C) consumer innovativeness
D) consumer satisfaction
E) consumer uniqueness
Q:
TEQUILA MINI CASE: Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues:
WOMAN: What can I do for you?
MAN: I don't know, something different.
WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and whispers into MAN's ear)
MAN: I never have, but I'd like to ...
(WOMAN serves MAN a Viva Tequila)
In the TEQUILA MINI CASE, the advertisement would most accurately be described as appealing to which of the following Freudian elements of the personality?
A) super-id
B) ego
C) self-image
D) superego
E) id
Q:
WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming " a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, Gloria is particularly excited to try new and different group exercise classes. Gloria is probably best described as ________.
A) highly ethnocentric
B) highly dogmatic
C) inner-directed
D) novelty seeking
E) high in her need for cognition
Q:
WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming " a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, "fun and welcoming" describes the local gym's ________.
A) brand personification
B) dogmatism
C) brand personality
D) expected self-image
E) extended self
Q:
WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming " a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before.
In the WEIGHT LOSS MINI CASE, Gloria sees herself as being a bit heavy. This is Gloria's ________.
A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) actual self-image
Q:
The type of self-image that characterizes the way consumers would like others to see them is ________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
Q:
The type of self-image that characterizes the way consumers feel others see them is ________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
Q:
The type of self-image that characterizes the way consumers would like to see themselves is ________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
Q:
The type of self-image that characterizes the way consumers see themselves is ________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
Q:
Consumers use ________ to attempt to express new versions of themselves and/or to take on the appearances of other types of people.
A) brand personification
B) anthropomorphization
C) vanity
D) status
E) self-altering products
Q:
Jenna buys a pair of sought-after, vintage Levi jeans to enrich her self-image. Which of the following is NOT one of the ways the possession of the vintage jeans might be viewed as an extension of the self?
A) ideally
B) actually
C) symbolically
D) by conferring status or rank
E) by feelings of immortality