Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 4 Consumer Motivation

1) 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
Answer: C
Diff: 2 Page Ref: 88
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

2) The key to a company's survival, profitability and growth in a highly competitive marketplace
is to ________.
A) continue to increase quality at the expense of profits
B) continue to identify and satisfy unfulfilled consumer needs better and sooner than the
competition
C) sell what it's good at making
D) convince consumers that they should buy more products
E) continually decrease the cost of production
Answer: B
Diff: 2 Page Ref: 86
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

3) The driving force within individuals that impels them to action is known as ________.
A) a goal
B) tension
C) motivation
D) a need
E) desire
Answer: C
Diff: 1 Page Ref: 88
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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4) 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
Answer: E
Diff: 1 Page Ref: 88
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

5) The physiological needs for food, water, and air are called ________ needs.
A) secondary
B) innate
C) acculturated
D) psychogenic
E) acquired
Answer: B
Diff: 2 Page Ref: 88
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

6) Needs that we learn in response to our culture or environment are called ________ needs.
A) primary
B) biogenic
C) acculturated
D) acquired
E) innate
Answer: D
Diff: 2 Page Ref: 88
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

7) Self-esteem, prestige, affection, power, and learning are examples of ________.

A) acculturated needs
B) biogenic needs
C) primary needs
D) secondary needs
E) innate needs
Answer: D
Diff: 2 Page Ref: 89
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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8) ________ motivations drive people toward some object or condition, whereas ________
motivations drive people away from some object or condition.
A) Avoidance; affirmative
B) Positive; negative
C) Ought; ideal
D) Acquired; innate
E) Primary; secondary
Answer: B
Diff: 1 Page Ref: 89
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

9) Gloria makes sure to always drive the speed limit in order to avoid getting a ticket. Gloria's
motive has a(n) ________ direction.
A) upward
B) negative
C) neutral
D) downward
E) positive
Answer: B
Diff: 2 Page Ref: 89
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

10) Chris jogs four days per week because he wants to feel fit and be attractive. Chris' motives
have a(n) ________ direction.
A) upward
B) negative
C) neutral
D) downward
E) positive
Answer: E
Diff: 2 Page Ref: 89
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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11) ________ are the sought-after results of motivated behavior.
A) Motivations
B) Goals
C) Rewards
D) Behaviors
E) Targets
Answer: B
Diff: 1 Page Ref: 89
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

12) ________ are general classes or categories of goals that consumers see as a means to fulfill
their needs.
A) General goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-oriented goals
Answer: C
Diff: 1 Page Ref: 89
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

13) ________ are the specifically branded products and services that consumers select for goal
fulfillment.
A) General goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals
Answer: E
Diff: 1 Page Ref: 89
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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14) 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
Answer: A
Diff: 2 Page Ref: 89
AACSB: Reflective Thinking
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

15) A positive goal is one toward which behavior is directed, and is often referred to as an
________.
A) inclining object
B) approach object
C) interactive object
D) autonomous object
E) avoidance object
Answer: B
Diff: 2 Page Ref: 90
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

16) 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
Answer: D
Diff: 3 Page Ref: 90
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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17) 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
Answer: E
Diff: 2 Page Ref: 92
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

18) Utilitarian product features, such as a car's antilock brakes, tend to fulfill consumers'
________ goals and enhance their satisfaction.
A) approach
B) prevention
C) promotion
D) positive
E) inclining
Answer: B
Diff: 2 Page Ref: 92
AACSB: Reflective Thinking
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

19) Hedonic product features, or those that are purely pleasure-seeking, tend to evoke feelings of
delight, rather than mere satisfaction, and fulfill consumers' ________ goals.
A) avoidance
B) promotion
C) prevention
D) negative
E) declining
Answer: B
Diff: 2 Page Ref: 92
AACSB: Reflective Thinking
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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20) Needs and goals are ________; neither exists without the other.
A) independent
B) interdependent
C) interactive
D) autonomous
E) mutually exclusive
Answer: B
Diff: 2 Page Ref: 92
AACSB: Analytic Skills
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

21) People with a(n) ________ are interested in their growth and development, have more hopes
and aspirations, and favor the presence of positive outcomes.
A) prevention focus
B) positive focus
C) ought focus
D) promotion focus
E) negative focus
Answer: D
Diff: 3 Page Ref: 92
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

22) People with a(n) ________ are interested in safety and security, are more concerned with
duties and obligations, and favor the absence of negative outcomes.
A) prevention focus
B) subjective focus
C) promotion focus
D) positive focus
E) ideal focus
Answer: A
Diff: 3 Page Ref: 92
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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23) In a marketing context, the term rationality implies that ________.
A) consumers are fully conscious of what motivates their behavior
B) consumers select goals based on personal or subjective criteria, such as pride, fear, or
affection
C) consumers constantly seek the lowest price for the goods they purchase
D) consumers always seek to make purchases that match those of their peers
E) consumers select goals based on totally objective criteria, such as size, weight, and price
Answer: E
Diff: 3 Page Ref: 92
AACSB: Analytic Skills
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

24) In a marketing context, emotional motives imply ________.

A) full consciousness of needs and motivations
B) the selection of goals according to personal or subjective criteria, such as pride, fear, or
affection
C) rigorous analysis surrounding all purchases
D) continual effort to achieve purchasing parity with peers
E) the selection of goals according to totally objective criteria, such as size, weight, and price
Answer: B
Diff: 3 Page Ref: 92
AACSB: Analytic Skills
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

25) Individuals are usually somewhat more aware of their ________ needs than they are of their
________ needs.
A) psychological; physiological
B) secondary; primary
C) physiological; psychological
D) psychogenic; biogenic
E) acquired; innate
Answer: C
Diff: 2 Page Ref: 92
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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26) 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
Answer: C
Diff: 2 Page Ref: 93
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

27) 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
Answer: A
Diff: 2 Page Ref: 94
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

28) A ________ 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
Answer: C
Diff: 3 Page Ref: 94
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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29) Barry started drinking sodas and began drinking more water in an effort to lose weight. Over
time, he found that he actually disliked sodas and preferred water. In this case, water constitutes
a ________.
A) specific goal
B) biogenic goal
C) substitute goal
D) secondary goal
E) objective goal
Answer: C
Diff: 3 Page Ref: 94
AACSB: Reflective Thinking
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

30) Failure to achieve a goal often results in feelings of ________.

A) achievement
B) aspiration
C) self-awareness
D) personal promotion
E) frustration
Answer: E
Diff: 1 Page Ref: 94
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

31) 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
Answer: B
Diff: 2 Page Ref: 94
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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32) 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
Answer: D
Diff: 2 Page Ref: 95, Table 4.2
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

33) A shopper attending a bargain sale may fight over merchandise and even rip a garment that
another shopper will not relinquish rather than allow the other person to have it. This is known
as ________.
A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression
Answer: E
Diff: 2 Page Ref: 95, Table 4.2
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

34) 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
Answer: B
Diff: 2 Page Ref: 95, Table 4.2
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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35) Most of an individual's specific needs are ________.
A) active most of the time
B) always dormant
C) never dormant
D) dormant much of the time
E) never active
Answer: D
Diff: 2 Page Ref: 96
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

36) A drop in blood sugar level that triggers the awareness of a hunger need constitutes
________.
A) physiological arousal
B) voluntary arousal
C) cognitive arousal
D) emotional arousal
E) psychological arousal
Answer: A
Diff: 3 Page Ref: 96
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

37) When an advertisement leads the consumer to think about things that draw attention to an
unrecognized need, this is known as ________.
A) cognitive arousal
B) physiological arousal
C) environmental arousal
D) emotional arousal
E) biogenic arousal
Answer: A
Diff: 3 Page Ref: 96
AACSB: Analytic Skills
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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38) Concerning the arousal of human motives, the ________ school sees behavior as a response
to a stimulus, and elements of conscious thought are ignored.
A) cognitive
B) emotional
C) behaviorist
D) market-driven
E) analytical
Answer: C
Diff: 2 Page Ref: 97
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

39) Concerning the arousal of human motives, the ________ school believes that all behavior is
directed at goal achievement.
A) emotional
B) behaviorist
C) market-driven
D) cognitive
E) analytical
Answer: D
Diff: 2 Page Ref: 97
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

40) Retailers strategically place single-serve candy at the check-out aisle because consumers
have to pause there on their way out of the store and are likely to make impulse purchases of
such items. This impulse purchasing behavior best fits the ________ philosophy of human
motivation.
A) emotional
B) behaviorist
C) market-driven
D) cognitive
E) analytical
Answer: B
Diff: 3 Page Ref: 97
AACSB: Reflective Thinking
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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41) According to Maslow, the ________ that an individual experiences serves to motivate his or
her behavior.
A) highest level of chronically unsatisfied need
B) emotional distress
C) physiological distress
D) cognitive distress
E) lowest level of chronically unsatisfied need
Answer: E
Diff: 2 Page Ref: 98
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

42) According to Murray's list of psychogenic needs, dominance and autonomy are examples of
________.
A) needs associated with inanimate objects
B) needs that reflect ambition, power, accomplishment, and prestige
C) needs concerned with human power
D) needs concerned with affection between people
E) needs concerned with social intercourse
Answer: C
Diff: 3 Page Ref: 99, Table 4.3
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

43) According to Murray's list of psychogenic needs, acquisition and retention are examples of
________.
A) needs concerned with human power
B) needs concerned with affection between people
C) needs that reflect ambition, power, accomplishment, and prestige
D) needs concerned with social intercourse
E) needs associated with inanimate objects
Answer: E
Diff: 3 Page Ref: 99, Table 4.3
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

44) 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
Answer: D
Diff: 2 Page Ref: 98, Figure 4.5
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

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45) 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
Answer: C
Diff: 2 Page Ref: 99
Skill: Application
Objective: 4.3: Learn about several systems of needs developed by researchers

46) 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
Answer: B
Diff: 1 Page Ref: 98
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

47) Almost all personal care and grooming products, as well as most clothes, are bought to
satisfy ________.
A) egoistic needs
B) physiological needs
C) social needs
D) self-actualization needs
E) safety and security needs
Answer: C
Diff: 3 Page Ref: 100
AACSB: Reflective Thinking
Skill: Application
Objective: 4.3: Learn about several systems of needs developed by researchers

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48) 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
Answer: C
Diff: 2 Page Ref: 100
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

49) 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
Answer: C
Diff: 2 Page Ref: 100
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

50) 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
Answer: A
Diff: 2 Page Ref: 101
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

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51) According to Maslow's hierarchy-of-needs theory, ________ motivates behavior.
A) dissatisfaction
B) rationalization
C) withdrawal
D) projection
E) aggression
Answer: A
Diff: 3 Page Ref: 102
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

52) The key to positioning is to find ________.

A) a target market
B) an unsatisfied need
C) an optimal marketing mix
D) an affordable price
E) an effective advertising theme
Answer: B
Diff: 1 Page Ref: 103
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

53) According to the trio-of-basic-needs theory, the trio of basic needs includes ________.
A) power, affiliation, and achievement
B) prestige, affiliation, and achievement
C) environment, affection, self-actualization
D) achievement, affection, power
E) safety, physical satisfaction, social belonging
Answer: A
Diff: 1 Page Ref: 103
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

54) According to the trio-of-basic-needs theory, the ________ is closely related to the ego need.
A) affection need
B) affiliation need
C) power need
D) prestige need
E) achievement need
Answer: C
Diff: 3 Page Ref: 103
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

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55) 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
Answer: D
Diff: 2 Page Ref: 103
Skill: Application
Objective: 4.3: Learn about several systems of needs developed by researchers

56) 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) empirical techniques
Answer: B
Diff: 3 Page Ref: 106
Skill: Concept
Objective: 4.4: Understand how human motives are studied and measured

57) The psychoanalyst that adapted Freud's psychoanalytical techniques to study consumer
buying habits was ________.
A) Abraham Maslow
B) Earnest Dichter
C) Henry Murray
D) Karen Horney
E) Henry Ford
Answer: B
Diff: 3 Page Ref: 108
Skill: Concept
Objective: 4.4: Understand how human motives are studied and measured

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58) ________ 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) Segmentation research
Answer: B
Diff: 2 Page Ref: 108
Skill: Concept
Objective: 4.4: Understand how human motives are studied and measured

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."

59) 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
Answer: C
Diff: 2 Page Ref: 100
Skill: Application
Objective: 4.3: Learn about several systems of needs developed by researchers

60) 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 social intercourse
E) needs concerned with affection between people
Answer: E
Diff: 3 Page Ref: 99, Table 4.3
Skill: Application
Objective: 4.3: Learn about several systems of needs developed by researchers

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61) 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
Answer: D
Diff: 2 Page Ref: 103
Skill: Application
Objective: 4.3: Learn about several systems of needs developed by researchers

62) In the PARTY BEER MINI CASE, the need that Party Beer alleges to satisfy is best
described as a(n) ________.
A) innate need
B) secondary need
C) physiological need
D) biogenic need
E) subjective need
Answer: B
Diff: 2 Page Ref: 88
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

63) In the PARTY BEER MINI CASE, if Joe sees a Party Beer ad and, as a result, calls a couple
of his friends and invites them over for drinks, Joe has experienced ________.
A) physiological arousal
B) cognitive arousal
C) emotional arousal
D) biogenic arousal
E) subjective arousal
Answer: B
Diff: 2 Page Ref: 96
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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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.

64) In the NAIL POLISH MINI CASE, introducing new colors every year is known as a
________ strategy.
A) planned obsolescence
B) materialistic
C) modernization
D) updating
E) market development
Answer: A
Diff: 3 Page Ref: 86
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

65) In the NAIL POLISH MINI CASE, Revlon nail polish is positioned to meet which of the
following types of needs?
A) innate needs
B) acquired needs
C) physiological needs
D) biogenic needs
E) primary needs
Answer: B
Diff: 2 Page Ref: 88
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

66) 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
Answer: D
Diff: 2 Page Ref: 89
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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67) 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
Answer: D
Diff: 2 Page Ref: 92
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

68) In the NAIL POLISH MINI CASE, Sophia buys Revlon nail polish, even though the brand
does not offer the lowest price for the highest volume of nail polish, because wearing Revlon
makes her feel glamorous and successful. In doing so, Sophia is acting on ________.
A) emotional motives
B) rational motives
C) avoidance motives
D) objective motives
E) utilitarian motives
Answer: A
Diff: 2 Page Ref: 92
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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.

69) 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
Answer: D
Diff: 2 Page Ref: 88
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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70) In the WEIGHT LOSS MINI CASE, Peter's motivation is in a(n) ________ direction.
A) negative
B) subjective
C) positive
D) objective
E) intrinsic
Answer: C
Diff: 3 Page Ref: 89
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

71) 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
Answer: A
Diff: 3 Page Ref: 90
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

72) 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
Answer: B
Diff: 3 Page Ref: 93
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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73) 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
Answer: B
Diff: 3 Page Ref: 95, Table 4.2
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

74) Marketers create needs.

Answer: FALSE
Diff: 1 Page Ref: 88
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

75) Consumers' basic needs do not change, but the products that satisfy them do.
Answer: TRUE
Diff: 2 Page Ref: 88
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

76) Individuals strive, both consciously and subconsciously, to reduce the tension of unfulfilled
needs through behavior that they anticipate will fulfill their needs and thus relieve them of the
stress they feel.
Answer: TRUE
Diff: 2 Page Ref: 88
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

77) Primary needs result from the individual's subjective psychological state and from
relationships with others.
Answer: FALSE
Diff: 1 Page Ref: 88
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals
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78) Marketers are particularly concerned with product-specific goals, where they can provide
specifically branded products and services that consumers select for goal fulfillment.
Answer: TRUE
Diff: 2 Page Ref: 89
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

79) People with a promotion focus favor the status quo and inaction over action.
Answer: FALSE
Diff: 2 Page Ref: 92
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

80) People are often more aware of their goals than they are of their needs.
Answer: TRUE
Diff: 1 Page Ref: 92
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

81) Both positive and negative motivations serve to initiate and sustain human behavior.
Answer: TRUE
Diff: 2 Page Ref: 89
AACSB: Analytic Skills
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

82) Rational motives imply the selection of goals according to personal or subjective criteria.
Answer: FALSE
Diff: 1 Page Ref: 92
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

83) Needs and goals change and grow in response to an individual's physical condition,
environment, interactions with others, and experiences.
Answer: TRUE
Diff: 2 Page Ref: 93
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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84) Most human needs are fully and permanently satisfied.
Answer: FALSE
Diff: 1 Page Ref: 93
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

85) The nature and persistence of an individual's behavior are often influenced by expectations of
success or failure in reaching certain goals.
Answer: TRUE
Diff: 2 Page Ref: 94
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

86) John wants to lose weight, so he switches from regular Coca Cola to Diet Coke and
subsequently decides that he actually prefers the taste of Diet Coke. John's primary goal is the
refreshment of a Coca Cola, but he meets it with the substitute goal of a Diet Coke to maintain
his weight-loss regimen.
Answer: TRUE
Diff: 3 Page Ref: 94
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

87) Marketers can take advantage of people's frustrations by portraying their products as means
to resolve a particular set of frustrations.
Answer: TRUE
Diff: 2 Page Ref: 92
AACSB: Reflective Thinking
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

88) Each consumer behavior is designed to fulfill a single need.

Answer: FALSE
Diff: 1 Page Ref: 95
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

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89) It is possible for people with different needs to seek fulfillment through selection of the same
goal.
Answer: TRUE
Diff: 1 Page Ref: 95
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

90) When people live in poor or deprived environments, they experience many opportunities for
need arousal.
Answer: FALSE
Diff: 3 Page Ref: 96
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

91) The impulse buyer who reacts largely to external stimuli in the buying situation is the classic
example of the cognitive theory of motivation.
Answer: FALSE
Diff: 3 Page Ref: 97
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

92) According to Maslow, individuals seek to satisfy higher-level needs before lower-level needs
emerge.
Answer: FALSE
Diff: 1 Page Ref: 98
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

93) According to Maslow, once a lower-level need is met, it never becomes dominant again.
Answer: FALSE
Diff: 2 Page Ref: 98
AACSB: Reflective Thinking
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

94) In Maslow's hierarchy of needs, the major driving force within the individual is the lowest
level of need that remains largely unsatisfied.
Answer: TRUE
Diff: 1 Page Ref: 98
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

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95) According to Maslow, stability, routine, and control over one's life are examples of safety
needs.
Answer: TRUE
Diff: 2 Page Ref: 99
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

96) According to Maslow, outwardly-directed ego needs include the need for success,
independence, and personal satisfaction with a job well done.
Answer: FALSE
Diff: 3 Page Ref: 101
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

97) The achievement need suggests that behavior is strongly influenced by the desire for
friendship, acceptance, and belonging.
Answer: FALSE
Diff: 2 Page Ref: 103
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

98) Researchers usually rely on a combination of various research techniques to try to establish
the presence and strength of various motives.
Answer: TRUE
Diff: 2 Page Ref: 106
Skill: Application
Objective: 4.4: Understand how human motives are studied and measured

99) Why do savvy marketers define their missions in terms of the consumer needs they satisfy
and not the products that satisfy those needs?
Answer: Because consumers' basic needs do not change, but the products that satisfy them do. A
corporate focus on making products that satisfy the consumer needs will ensure that a company
stays in the forefront of the search for new and effective solutions. By doing so, such companies
are likely to survive and even grow despite strong competition or adverse economic conditions.
Companies that define themselves in terms of products may suffer or even go out of business
when their products are replaced by competitive offerings that better satisfy the same need.
Diff: 3 Page Ref: 88
AACSB: Reflective Thinking
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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100) How do motivations drive consumer behavior?
Answer: Motivations are the driving force that impels consumers to act. This driving force is
produced by a state of tension, which exists as the result of an unfulfilled need. Therefore,
individuals consciously and subconsciously take on behaviors that they anticipate will fulfill
their needs and relieve them from the state of stress they feel. Consumers take on behaviors to
satisfy their needs based on their individual thinking and learning, as well as their perceptions.
Marketers must view motivation as the force that induces consumption.
Diff: 3 Page Ref: 88
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

101) Differentiate between innate and acquired needs. Give an example of each.
Answer: Innate needs, also known as primary needs, are physiological. They are basic
requirements for life that all people share. They include things like food, water, air, clothing, and
shelter.

Acquired needs, also known as secondary needs, are needs that we learn in response to our
culture or environment. They are generally psychological and result from the individual's
subjective psychological state and from relationships with others. Acquired needs include needs
for self-esteem, prestige, affection, power, and learning.
Diff: 2 Page Ref: 88-89
Skill: Concept
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

102) Give an example of a generic goal, and an example of a product-specific goal.

Answer: Here the student may cite any examples of generic goals such as wanting to get a
college degree from a 4 year college, versus a product-specific goal such as obtaining a degree
from a certain university.
Diff: 1 Page Ref: 89
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

103) Give an example of an approach goal, and an example of an avoidance goal.

Answer: Here the student could refer to the classic example of exercising as a way to get into
shape and feel confident about one's physique as positive motivation (approach goal), and the
other type of exercising as a means to avoid health problems (avoidance goal).
Diff: 1 Page Ref: 90
Skill: Application
Objective: 4.1: Understand motivation as a psychological force, the types of human need and
motives, and the meaning of goals

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104) Need-driven human activity never ceases. Why is this?
Answer: Need-driven human activity never ceases due to the following reasons:
a. many needs are never fully satisfied – they continually impel actions designed to attain or
maintain satisfaction.
b. as needs become satisfied, new and higher-order needs emerge that cause tension and induce
activity.
c. people who achieve their goals set new and higher goals for themselves.
Diff: 3 Page Ref: 93
Skill: Concept
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

105) The nature and persistence of an individual's behavior are often influenced by expectations
of success or failure in reaching certain goals. What are the implications of this observation for
marketers?
Answer: Marketers should make goals reasonably attainable. Advertisements should not
promise more than the product will deliver. Products and services are often evaluated by size
and direction of the gap between consumer expectations and objective performance. Thus, even
a good product will not be repurchased if it fails to live up to unrealistic expectations created by
ads that "over-promise." Similarly, a consumer is likely to regard a mediocre product with
greater satisfaction than it warrants if its performance exceeds the person's expectations.
Diff: 2 Page Ref: 94
AACSB: Reflective Thinking
Skill: Application
Objective: 4.2: Understand the dynamics of motivation, arousal of needs, setting of goals, and
interrelationship between needs and goals

106) Discuss the theory that Abraham Maslow formulated with regard to human needs.
Answer: Abraham Maslow formulated a widely accepted theory based on the notion of a
universal hierarchy of human needs. Maslow identifies five basic levels of human needs, which
rank in order of importance from lower-level biogenic needs to higher-level psychogenic needs.
The theory postulates that individuals seek to satisfy lower-level needs before higher-level needs
emerge. The lowest level of chronically unsatisfied need that an individual experiences serves to
motivate his or her behavior.

Maslow ranked the needs in order. The lowest level of needs are the physiological needs such as
the need for food, air and shelter, then come the safety and security needs; the need for
protection, order and stability. Social needs act as motivators when safety and security needs are
met – the need for affection, friendship and belonging. The needs that emerge after that are the
egoistic needs – the need for power, prestige and self-esteem. The highest need that, according to
Maslow, most people never seem to fulfill, is the self-actualization need – the need for self-
fulfillment.
Diff: 2 Page Ref: 98
Skill: Concept
Objective: 4.3: Learn about several systems of needs developed by researchers

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107) The need hierarchy has received wide acceptance in many social disciplines. Nevertheless,
there are problems with the theory. Identify the advantages and disadvantages of Maslow's
hierarchy-of-needs theory.
Answer: The major problem with Maslow's hierarchy-of-needs theory is that it cannot be tested
empirically – there is no way to measure precisely how satisfied one level of need must be before
the next higher need becomes operative. The need hierarchy also appears to be very closely
bound to our contemporary American culture.

Despite these concerns, the theory is still useful as a framework for developing advertising
appeals for products. It enables marketers to focus their advertising appeals on a need level that
is likely to be shared by a large segment of the target audience. It also facilitates product
positioning and repositioning.
Diff: 3 Page Ref: 103-104
AACSB: Analytic Skills
Skill: Application
Objective: 4.3: Learn about several systems of needs developed by researchers

108) How can marketers use the need hierarchy in making product positioning decisions?
Answer: The key to positioning is to find a niche - an unsatisfied need - that is not occupied by
some competing product or brand. The need hierarchy is a versatile tool for developing
positioning strategies because different appeals for the same product can be based on different
needs included in this framework.
Diff: 3 Page Ref: 103
Skill: Application
Objective: 4.3: Learn about several systems of needs developed by researchers

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