Chapter 3 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

2) 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

3) 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

4) The physiological needs for food, water, and air are called ________ needs.
A) secondary
B) innate
C) acculturated
D) psychogenic
E) acquired
Answer: B

5) 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

6) 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

7) ________ 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

8) ________ are the sought-after results of motivated behavior.

A) Motivations
B) Goals
C) Rewards
D) Behaviors
E) Targets
Answer: B

9) ________ 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

10) ________ 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

11) 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

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
Answer: E

13) Needs and goals are ________; neither exists without the other.
A) independent
B) interdependent
C) interactive
D) autonomous
E) mutually exclusive
Answer: B

14) 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

15) 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