CRS Questions and Answers

1. Chapter 4 Consumer Motivation CRS Questions and Answers

2. Procter and Gamble’s mission statement reads: “We will provide branded products and services of superior quality and value that improve the lives of the world's consumers.” P&G’s statement is based on: • profit growth • human needs • psychology • modernization • the selling concept

3. Procter and Gamble’s mission statement reads: “We will provide branded products and services of superior quality and value that improve the lives of the world's consumers.” P&G’s statement is based on: Their mission statement is very much designed around consumer needs. Although profits are important to them, they follow from understanding and meeting consumer’s needs. • profit growth • human needs • psychology • modernization • the selling concept

4. You may be considering a spring break trip to Florida, but it is really ______ which will drive you to action. • status • consumption • materialism • motivation • certainty

5. You may be considering a spring break trip to Florida, but it is really ______ which will drive you to action. Motivation is the driving force that moves a consumer from a need or want to actually purchasing or fulfilling that need. • status • consumption • materialism • motivation • certainty

6. When a student decides he wants a laptop but does not specify a brand, he is stating a(n) ____ goal. • technology-related • generic • psychological • achievement • brand non-specific goal

7. When a student decides he wants a laptop but does not specify a brand, he is stating a(n) ____ goal. If the student stated they wanted a Dell, then this would be a product-specific goal. • technology-related • generic • psychological • achievement • brand non-specific goal

8. Marketers of rich foods, such as Häagen-Dazs ice cream, must often deal with _________ motivation. • positive • negative • neutral • food-related • ice cream

9. Marketers of rich foods, such as Häagen-Dazs ice cream, must often deal with _________ motivation. Negative motivation is a driving force away from some object. Often people will avoid fattening foods so they do not gain weight. • positive • negative • neutral • food-related • ice cream

10. _____ imply that fast food consumers select goals according to objective criteria such as size, price, and ingredients. • Emotional motives • Innate needs • Substitute goals • Negative motivation • Rational motives

11. _____ imply that fast food consumers select goals according to objective criteria such as size, price, and ingredients. As opposed to emotional motives, which are based on subjective criteria, rational motives are based on more objective criteria. • Emotional motives • Innate needs • Substitute goals • Negative motivation • Rational motives

12. If a student who has their heart set on the state university gets rejected, they often attend their second choice school. They are developing ____. • lower standards • mental problems • avoidance goals • rejection avoidance • substitute goals

13. If a student who has their heart set on the state university gets rejected, they often attend their second choice school. They are developing ____. In time, doing well at this school, their substitute goal, will probably become their primary goal. • lower standards • mental problems • avoidance goals • rejection avoidance • substitute goals

14. Although most students at your high school graduated, those who did not will probably: • lower their level of aspiration • set substitute goals • reach a frustration level • all of the above • none of the above

15. Although most students at your high school graduated, those who did not will probably: These students can have any or all of these responses to not meeting their goal of graduating from high school. • lower their level of aspiration • set substitute goals • reach a frustration level • all of the above • none of the above

16. Many diet products offer spectacular results in short periods of time. Consumers are often disappointed because the product: • over promised • under promised • promised less than it can deliver • was poorly communicated • was poorly executed

17. Many diet products offer spectacular results in short periods of time. Consumers are often disappointed because the product: These products are often not repurchased since they fail to help the consumer meet their goals. • over promised • under promised • promised less than it can deliver • was poorly communicated • was poorly executed

18. A couple who really want a house realize they cannot afford a home and must rent for a few more years. When they convince themselves that renting is more convenient, they are using a defense mechanism known as ______. • rationalization • regression • projection • disqualification • defending

19. A couple who really want a house realize they cannot afford a home and must rent for a few more years. When they convince themselves that renting is more convenient, they are using a defense mechanism known as ______. Rationalization is often used when a goal can not be achieved and the consumer wants to protect themselves from feelings of failure. • rationalization • regression • projection • disqualification • defending

20. Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem are known as: • feelings of aggression • generic goals • psychogenics • defense mechanisms • behavior mechanisms

21. Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem are known as: Defense mechanisms include aggression, rationalization, regression, projection, withdrawal, identification, and repression. • feelings of aggression • generic goals • psychogenics • defense mechanisms • behavior mechanisms

22. LoJack designs products to protect your car against theft. They are meeting the need for ______ . • self-actualization • self esteem • safety and security • social needs • physiological needs

23. LoJack designs products to protect your car against theft. They are meeting the need for ______ . Home alarm systems also fulfill this level of need on Maslow’s hierarchy of needs. • self-actualization • self esteem • safety and security • social needs • physiological needs

24. Some products meets many levels of Maslow’s hierarchy of needs. For instance, an expensive leather coat could meet all of the following levels of the hierarchy EXCEPT: • physiological needs • social needs • primal needs • ego needs • self-actualization needs

25. Some products meets many levels of Maslow’s hierarchy of needs. For instance, an expensive leather coat could meet all of the following levels of the hierarchy EXCEPT: Primal needs are not a level on Maslow’s hierarchy of needs. The leather coat fulfills all the other levels presented in the question. • physiological needs • social needs • primal needs • ego needs • self-actualization needs

26. When Sony conducts research they often try to discover the underlying feelings, attitudes and emotions of their consumers. This type of research is called ______ research. • observational • secondary • motivational • experimental • causal

27. When Sony conducts research they often try to discover the underlying feelings, attitudes and emotions of their consumers. This type of research is called ______ research. Sony might use this to understand the motivation behind consumer purchases and choice. • observational • secondary • motivational • experimental • causal

28. Murray’s psychogenic needs include all the following except: • sado-masochistic • needs concerned with attraction between people • needs concerned with social intercourse • needs associated with inanimate objects • needs connected with technology

29. Murray’s psychogenic needs include all the following except: Although people do have technology- related needs, they are not one of the groups identified by Murray in his classification system. • sado-masochistic • needs concerned with attraction between people • needs concerned with social intercourse • needs associated with inanimate objects • needs connected with technology

30. Which of the following is not a type of qualitative motivational research? • storytelling • word association • simile analysis • thematic apperception tests • metaphor analysis

31. Which of the following is not a type of qualitative motivational research? Although metaphor analysis is a research method used for motivation research, simile analysis is NOT a type of research. • storytelling • word association • simile analysis • thematic apperception tests • metaphor analysis