Consumer Behaviour Buying Having and Being Canadian 7th Edition Solomon Test Bank 1

Consumer Behaviour, 7e (Solomon)
Full download at:

Solution Manual:
https://testbankpack.com/p/solution-manual-for-consumer-behavior-buying-having-and-being-
canadian-7th-edition-by-solomon-white-dahl-isbn-0133958094-9780133958096/
Test bank:
https://testbankpack.com/p/test-bank-for-consumer-behavior-buying-having-and-being-canadian-
7th-edition-by-solomon-white-dahl-isbn-0133958094-9780133958096/
Chapter 4 Motivation and Affect
1) What is the relationship between a drive, a need, and a want? Use an example.
Answer: Examples may vary.
- A drive is the degree of arousal typically created by a discrepancy between the customer's
present state and some ideal state.
- A need is what a customer requires to achieve a goal created by a drive.
- A want is a form of consumption used to satisfy a need.
- As an example, suppose that a student found a new job that required her to be at a certain
location at a certain time. The need to earn enough money to take care of her expenses motivated
her to obtain the job. She now also has a need to get to work. She wants a fuel-efficient car to
satisfy her need to get to work.
Type: ES Page Ref: 94-95
Skill: Concept
Objective: L4-01 Understand that it is important for marketers to recognize that products can
satisfy a range of consumer needs and L4-02 Understand that there are different theories that can
be used to predict what will motivate consumers.
2) Timothy ate just before his 11:00 a.m. class, but now he's beginning to feel hunger pangs. He
goes off to buy something to eat. Which need is being fulfilled?
A) self-actualization
B) psychogenic
C) hedonic
D) utilitarian
Answer: D
Type: MC Page Ref: 94
Skill: Application
satisfy a range of consumer needs.
3) Satisfaction of ________ needs is often subjective and experiential in nature; the satisfaction
may be motivated by fantasy and imagination.
A) utilitarian
B) totalitarian
1
Copyright © 2017 Pearson Canada Inc.
C) hedonic
D) subjective
Answer: C
Skill: Concept
2
4) Jasmine bought a new Linda Lundstrom coat for both style and warmth. Based on this
information, which of the following statements is correct?
A) By purchasing the coat, Jasmine was only satisfying her utilitarian needs.
B) By purchasing the coat, Jasmine was only satisfying her hedonic needs.
C) By purchasing the coat, Jasmine was satisfying her utilitarian and hedonic needs.
D) By purchasing the coat, Jasmine was not satisfying any needs because people cannot satisfy
needs, only wants.
Answer: C
Skill: Concept
5) When there is a gap between a consumer's present state and some ideal state, this gap creates
tension. The magnitude of this tension determines the urgency the consumer feels to reduce the
tension. This degree of arousal is:
A) motivation.
B) discomfort.
C) cognitive awareness.
D) drive.
Answer: D
Skill: Concept
6) Two terms often used to describe motivation are:

A) its strength and its duration.
B) its strength and its direction.
C) its magnitude and its force.
D) its magnitude and its feeling.
Answer: B
Skill: Concept
7) A drive is the same thing as a goal.

Answer: FALSE
Type: TF Page Ref: 94
Skill: Concept
3
8) What is motivation?
Answer: Motivation refers to the processes that cause people to behave as they do. It occurs
when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a
state of tension exists that drives the consumer to attempt to reduce or eliminate the need.
Type: ES Page Ref: 93
Skill: Concept
9) What is the difference between utilitarian and hedonic needs?

Answer: Needs may be utilitarian (a desire to achieve some functional or practical benefit, as
when a person requires a pair of durable sneakers), or they may be hedonic (an experiential need
involving emotional responses or fantasies, as when someone buys special running shoes for a
triathlon).
Skill: Concept
10) There are a variety of need states or need forms described in the text. Characterize and
discuss biogenic needs, psychogenic needs, utilitarian needs, and hedonic needs.
Answer: People are born with a need for certain elements necessary to maintain life, such as
food, water, air, and shelter. These are called biogenic needs.
Psychogenic needs are acquired in the process of becoming a member of a culture. These include
the need for status, power, affiliation, and so on. Psychogenic needs reflect the priorities of a
culture, and their effect on behaviour will vary in different environments.
The satisfaction of utilitarian needs implies that consumers will emphasize the objective, tangible
attributes of a product, such as fuel consumption of a car; the amount of fat, calories, and protein
in a cheeseburger; and the durability of a pair of blue jeans.
Hedonic needs are subjective and experiential; consumers may rely on a product to meet their
needs for excitement, self-confidence, fantasy, and so on.
Skill: Concept
4
11) Billy has not eaten all morning and he impulsively eats a Mars bar, which normally he would
avoid eating. Which theory would best explain his behaviour?
A) protection motivation theory
B) drive theory
C) incentive theory
D) self-affirmation theory
Answer: B
Skill: Application
Objective: L4-02 Understand that there are different theories that can be used to predict what
will motivate consumers.
12) Xavier developed a headache because he had skipped breakfast, but it went away after he ate
lunch. He had reached a state of:
A) biogenesis.
B) psychogenics.
C) equilibrium.
D) homeostasis.
Answer: D
Skill: Application
13) Which theory explains the view that one's behaviour is largely pulled by positive incentives?
A) self-interest theory
B) attribution theory
C) expectancy theory
D) involvement theory
Answer: C
Skill: Concept
14) At work, Olivia is highly motivated by praise from her boss and coworkers. This type of
motivation is accounted for by:
A) self-interest theory.
B) attribution theory.
C) expectancy theory.
D) drive theory.
Answer: C
Skill: Application
5
15) People are born with needs for certain elements that are necessary to maintain life: food,
water, air, and shelter. These needs are called:
A) a priori needs.
B) biogenic needs.
C) psychogenic needs.
D) actualization needs.
Answer: B
Skill: Concept
16) People acquire certain needs in the process of becoming a member of a culture: needs for
status, power, affiliation, and so on. These needs which reflect the priorities of a culture are
called:
A) a priori needs.
B) psychogenic needs.
C) pre-learned needs.
D) actualization needs.
Answer: B
Skill: Concept
17) A want is:

A) determined by its strength.
B) instinctive or inborn.
C) an ideal comparison point for the consumer's actual purchase decisions.
D) the particular way in which a need is satisfied, usually determined by a person's culture and
experiences.
Answer: D
Skill: Concept
6
18) Ryan and Jo were talking about which car was the better buy for their daily travel to and
from work. Ryan wants the status of driving a Porsche while Jo says he thinks a Honda is a more
practical choice. The particular form of consumption which would satisfy their needs is a/an:
A) want.
B) desire.
C) goal.
D) actuant.
Answer: A
Skill: Application
19) Tension activates goal-oriented behaviour that attempts to reduce or eliminate the state and
return to:
A) equilibrium.
B) homeostasis.
C) expectancy.
D) strength.
Answer: B
Skill: Concept
20) The anticipation of achieving desirable outcomes "drives" us and is the major tenet of drive
theory.
Answer: FALSE
Skill: Concept
21) The ability of some people to delay a need gratification—or even increase a drive—is
unexplained by drive theory.
Answer: TRUE
Skill: Concept
7
22) Biogenic needs are most associated with drive theories, while psychogenic needs are most
associated with expectancy theories.
Answer: TRUE
Skill: Concept
23) Yuri purchased a bike to cycle to work. He was satisfying his utilitarian needs.
Answer: TRUE
Skill: Application
24) Consumers may seek products that emphasize objective tangible attributes to satisfy certain
utilitarian needs.
Answer: TRUE
Skill: Concept
25) Alan feels like he is starving; he caves and eats a chocolate bar. Which theory would account
for the way in which he fulfilled his need and why?
Answer: Drive Theory. Drive theory focuses on biological needs that produce unpleasant states
of arousal (such as your stomach grumbling during a morning class). We are motivated to reduce
the tension caused by this physiological arousal. Tension reduction has been proposed as a basic
mechanism governing human behaviour. Hunger is an example of a physiological need.
Skill: Application
26) Explain expectancy theory.

Answer: Expectancy theory suggests that behaviour is largely pulled by expectations of
achieving desirable outcomes—positive incentives—rather than pushed from within. We choose
one product over another because we expect this choice to have more positive consequences for
us. Under expectancy theory, positive incentives could include things like money or even social
status. Thus, the term drive can be used here more loosely to refer to both physical and cognitive
processes.
Skill: Concept
8
27) A goal has ________, which means it can be positive or negative.
A) valence
B) utility
C) ranking
D) voltage
Answer: A
Skill: Concept
Objective: L4-03 Understand that consumers can experience different types of motivational
conflicts that can impact their purchase decisions.
28) Denise is shopping for a dress. She has narrowed down her final choice to two dresses, but
she has a new dilemma. The black number is elegant, and she looks awesome in it, and
sophisticated. She anticipates her husband Tim's reaction. The blue dress flatters her figure and it
would be practical for future occasions. She wants to buy both. She is experiencing which type
of motivational conflict?
A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian
Answer: A
Skill: Application
29) Katrina had a difficult choice to make. The Honda Civic and Mazda 3 cars were almost
identical in terms of features and styling, but the Mazda 3 was priced $400 less. She decided to
buy the Mazda, but the next day read a Consumer Reports article that said the Mazda resale
value would be $800 less than the Honda after 3 years. In terms of conflict, what was Katrina
most likely facing?
A) approach-avoidance
B) cognitive dissonance
C) caveat emptor
D) avoidance-avoidance
Answer: B
Skill: Application
9
30) Denise loves ice cream but feels it is a "guilty pleasure" because it contains a large amount of
fat and calories. She is not sure whether to indulge as she is trying to eat right. This purchase
situation is typical of which type of motivational conflict?
Answer: B
Skill: Application
31) When Toyota developed the Prius, it focused on offering customers all of the positive
benefits of their current models such as reliability and a good price, but it also was able to reduce
consumer concerns about a car's negative impact on the environment. In other words, the
marketing managers were able to resolve a/an ________ conflict.
Answer: B
Type: MC Page Ref: 98-99
Skill: Application
32) Georgio could not decide if it was worth trying to repair his ten-year-old VCR or get a loan
to buy a new one. This is an example of an ________ conflict.
A) approach-avoidance
B) avoidance-avoidance
C) acculturation-avoidance
D) activation-approach
Answer: B
Skill: Application
10
33) Shaun became tired of his routine IT job and decided to enroll in a Fine Arts degree. He was
trying to satisfy which of Murray's psychogenic needs?
A) self-depreciation
B) superiority
C) achievement
D) change
Answer: D
Skill: Application
34) When Carlos considers automobile purchases, he almost always ends up choosing high
horsepower "muscle" cars. This is most likely linked to a/an:
A) avoidance need.
B) preliminary need.
C) need for acceptance.
D) need for power.
Answer: D
Skill: Application
35) The female manager chose dark tailored suits over soft feminine outfits. This suggested she
had a:
A) high need for affiliation.
B) high need for power.
C) high need for achievement.
D) high need for success.
Answer: C
Skill: Concept
36) Harry tremendously enjoys his Saturday nights "hanging out with the guys" at the Drop-In
Tavern. He is showing which of the following needs?
A) the need for uniqueness
B) the need for affiliation
C) the need for power
D) the need for hierarchy
Answer: B
Skill: Application
11
37) Cachet perfume has used the advertising copy theme of "as individual as you are," which
appeals to a consumer's need to assert one's individual identity, a need termed:
A) the need for self-actualization.
B) the need for advancement.
C) the need for uniqueness.
D) the need for leadership.
Answer: C
Skill: Concept
38) The valence of a goal is only negative when a person experiences an approach-avoidance
conflict.
Answer: FALSE
Skill: Concept
39) The theory of cognitive dissonance is based upon the premise that individuals crave variety
in their actions and their values.
Answer: FALSE
Skill: Concept
40) Affiliation needs can be satisfied at athletic venues such as hockey arenas.
Answer: TRUE
Skill: Application
41) Those people who strongly value personal accomplishment are said to have a need for
power.
Answer: FALSE
Skill: Concept
12
42) What do we mean when we say "a goal has valence"?
Answer: That a goal has valence means that it can be positive or negative. A positively valued
goal is one toward which consumers direct their behaviour; they are motivated to approach the
goal and will seek out products that will be instrumental in attaining it. However, not all
behaviour is motivated by the desire to approach a goal. As we saw in Chapter 3, sometimes
consumers are motivated to avoid a negative outcome. They will structure their purchases or
consumption activities to reduce the chances of attaining this end result. For example, many
consumers work hard to avoid rejection, an avoidance goal. They will stay away from products
that they associate with social disapproval. Products such as deodorants and mouthwash
frequently rely upon consumers' avoidance motivation by depicting the onerous social
consequences of underarm odour or bad breath.
Skill: Concept
43) Emily has narrowed down her search to two prom dresses. Each of the dresses is unique and
has desirable qualities, but she can only choose one of the dresses. Describe the type of
motivational conflict she is likely experiencing.
Answer: This is an example of an approach-approach conflict. In an approach-approach conflict,
a person must choose between two desirable alternatives. A student might be torn between going
home for the holidays or going on a ski trip with friends. Or she might have to choose between
two different concerts because she has only enough money to attend one of them.
Skill: Application
44) Ethan wants to purchase a car that is sporty, but he is worried about its impact on the
environment. What type of motivational conflict is he likely experiencing?
Answer: This is an example of approach-avoidance conflict. Many of the products and services
we desire have negative consequences attached to them as well as positive consequences. When
we desire a goal but wish to avoid it at the same time, an approach-avoidance conflict exists.
Skill: Application
13
45) Caitlyn and her husband are deciding if they should renovate their current house (which
would be very disruptive to their lifestyle) or purchase a new one (which would be very
expensive). Explain which type of motivational conflict this is.
Answer: This is an example of an avoidance-avoidance conflict. Sometimes consumers find
themselves caught "between a rock and a hard place": They face a choice between two
undesirable alternatives.
Skill: Application
46) List and define the three types of motivational conflicts.

Answer: An approach-approach conflict is one where a person must choose between two
desirable alternatives. An approach-avoidance conflict is one where a product of service has a
negative consequence attached to the positive consequence. Avoidance-avoidance conflict is one
where a consumer is faced with two undesirable alternatives.
Skill: Concept
47) What is an approach-approach conflict? Provide an example of this.

In an approach—approach conflict, a person must choose between two desirable alternatives. A
student might be torn between going home for the holidays or going on a ski trip with friends. Or
she might have to choose between two different concerts because she only has enough money to
attend one of them. Choosing to buy either a pair of shoes or a jacket because the consumer only
has enough money for one is an example of an approach—approach conflict.
Skill: Concept
48) What is an approach-avoidance conflict? Provide an example of this.

Many of the products and services we desire have negative consequences attached to them as
well as positive consequences. We may feel guilty or ostentatious when buying a status-laden
product like a mink coat or feel like a glutton when contemplating a bag of potato chips. When
we desire a goal but wish to avoid it at the same time, an approach-avoidance conflict exists.
Buying a fur coat might create an approach-avoidance conflict since the consumer likes the
appearance but doesn't like the fact it is not humane to animals.
Skill: Concept
14
49) Discuss the importance of the theory of cognitive dissonance to a firm in regards to sales
revenue.
Answer: Many firms do not recognize the need for talking to present customers after their
purchases, especially if they do not hear from them. If it is a fairly significant purchase,
customers may still be unsure if what they did was the right thing. Many need reassurance,
especially in the face of conflicting competitive information they may encounter. This
reassurance may help save a significant amount of consumers needing to justify their decision.
Further, easing a consumer's post-purchase anxiety will increase the likelihood that they will
become loyal to a company, which can lead to future sales. It will also help in facilitating
positive word of mouth, which can result in new customers through referrals.
Skill: Concept
50) As the marketing manager for Dodge Durango (a large sport utility vehicle), you have been
asked to identify what types of "motivational conflict" might arise on the part of consumers
considering purchasing a Dodge Durango vehicle. Identify and explain the three possible
motivational conflicts that might arise in this context. Explain how you might resolve each
conflict as the marketing manager.
Answer: Approach-approach conflict → two equally desirable actions but can't do both (i.e.,
want to buy a Durango, but also want to by some other SUV)
∙ marketers resolve the conflict → comparative advertising "ours is the better product"
∙ adding additional features
∙ highlighting negative features of competition
∙ could create a new product that has aspects of both approach attributes
Approach-avoidance conflict → both positive and negative consequences of buying/using

product (i.e., like the look of the Durango, but care about the environment)
∙ Create a new product that resolves the conflict (i.e., hybrid SUV)
∙ Could add features, or take away to improve the balance
Avoidance-avoidance conflict → two negative alternatives (i.e., put more money into lemon or
buy new vehicle)
The marketer can offer the consumer a way to pay for the car that takes away the negatives of the
new purchase, such as a financing plan.
Skill: Application
15
51) Maslow's theory basically states:
A) people can jump levels in the hierarchy to reach the highest level.
B) satisfaction motivates behaviour.
C) dissatisfaction motivates behaviour.
D) lower-level needs, once satisfied, remain satisfied.
Answer: C
Skill: Concept
Objective: L4-04 Understand that Maslow's hierarchy outlines how various levels of needs can
motivate consumers.
52) Certain clubs have limited membership and long waiting lists, and convey status.
Membership in such clubs can satisfy which needs?
A) self-actualization
B) ego
C) belongingness
D) safety
Answer: B
Skill: Application
motivate consumers.
53) An Allstate Insurance ad that says, "You're in good hands with Allstate" appeals to which
level in Maslow's hierarchy?
A) ego needs
B) safety needs
C) self-actualization needs
D) belongingness needs
Answer: B
Skill: Application
motivate consumers.
54) Which of the following is NOT one of the levels of Maslow's hierarchy of needs?
A) safety
B) self-actualization
C) materialism
D) self-esteem
Answer: C
Skill: Concept
motivate consumers.
16
55) In terms of SMART goal setting, "S" stands for:
A) simple.
B) specific.
C) satisfy.
D) successive.
Answer: B
Skill: Application
motivate consumers.
56) In terms of SMART goal setting, "M" stands for:

A) matter.
B) monitored.
C) measurable.
D) managed.
Answer: C
Skill: Concept
motivate consumers.
57) In terms of SMART goal setting, "T" stands for:

A) time-bound.
B) total.
C) targeted.
D) temperate.
Answer: A
Skill: Concept
motivate consumers.
58) Research on goal attainment has found that consumers who felt they were closer to attaining
their weight-loss goal were:
A) under cognitive load.
B) more motivated to achieve their goal.
C) more likely to achieve other unrelated goals too.
D) subsequently more likely to choose a chocolate bar over an apple.
Answer: D
Skill: Concept
motivate consumers.
17
59) Research examining consumer goal attainment shows that:
A) all goals are conscious.
B) the Apple brand can activate hedonic goals.
C) the mere presence of a healthy option on a menu can vicariously fulfill nutrition-related goals.
D) goals that don't set a time frame are usually more effective.
Answer: C
Skill: Concept
motivate consumers.
60) Maslow's hierarchy of needs has flexibility in that higher levels can be attained before lower
levels.
Answer: FALSE
Skill: Concept
motivate consumers.
61) The majority of people do eventually move on to the top level of self-actualization needs.
Answer: FALSE
Skill: Concept
motivate consumers.
62) Maslow's hierarchy of needs approach implies that the order of development of motives is
fixed–that a certain level must be attained before the next higher level is activated.
Answer: TRUE
Skill: Concept
motivate consumers.
63) Describe the lowest level of needs in Maslow's hierarchy.

Answer: Physiological needs are the lowest level. These include the need for water, sleep, food,
etc.
Skill: Concept
motivate consumers.
18
64) Describe the top level of needs in Maslow's hierarchy.
Answer: The top level is self-actualization. This need refers to individuals' desire to fulfil their
own potential, to become everything they are capable of becoming, so that they are totally and
completely satisfied with their lives.
Skill: Concept
motivate consumers.
65) What is meant by the term "self-actualization"? Give an example of a marketing context
where this is used.
The top level of Maslow's hierarchy of needs is called self-actualization. This need refers to
individuals' desire to fulfil their own potential, to become everything they are capable of
becoming, so that they are totally and completely satisfied with their lives.
An example of this is ads for the military that say: "Be All That You Can Be." This would appeal
to consumers' need for self-actualization.
Skill: Application
motivate consumers.
66) Why is Maslow's hierarchy of needs important to marketing?

Answer: This hierarchy of needs is important to marketing because it reminds marketers that
consumers have different priorities for their needs at different times and stages of their lives. It
helps marketers know what their target audience is and can be a tool in terms of segmenting the
market and positioning product offerings.
Skill: Concept
motivate consumers.
67) Provide an example of how products help consumers with goal fulfillment.
An example of how products help consumers with motivation and goal fulfillment is the Nike+.
This product designed by Nike helps people who are motivated to lose weight keep track of their
caloric intake, outtake, and how many kilometres they have jogged.
Skill: Application
motivate consumers.
19
68) Name and describe the five levels of Maslow's hierarchy of needs.
Answer: The five levels of needs (beginning at the lowest of the pyramid) are physiological
(water, sleep, food); safety (security, shelter, protection); belongingness (love, friendship,
acceptance by others); ego needs (prestige, status, accomplishment); and self-actualization (self-
fulfillment, enriching experiences).
Skill: Concept
motivate consumers.
69) In her research, Elizabeth conducted a content analysis of print advertisements from North
American magazines. She found that the ads rarely targeted the bottom two levels of Maslow's
hierarchy. Please explain Maslow's hierarchy and why Elizabeth likely found these results.
Answer: The answer should note that most individuals in North American society have their
lower needs, such as physiological needs and safety needs, satisfied. As such, marketers often
target other levels of the hierarchy such as belongingness and ego needs.
Skill: Application
motivate consumers.
70) Why could it be argued that the purchase of a car can satisfy more than one of Maslow's
needs?
Answer: A car purchase has the ability to satisfy an individual's belongingness and ego needs.
More specifically, the purchase of a car can increase an individual's self-esteem and sense of
achievement (ego needs), especially when buying a luxury car like a Mercedes. It can also help
consumers to gain acceptance from others, especially from people that also have similar cars
(belongingness needs). Note, the student could also argue that a car purchase could also
indirectly satisfy safety and physiological needs if they are using for work to acquire income for
shelter and food.
Skill: Application
motivate consumers.
71) Marketers can enhance the consumer's motivation to process relevant information by using
________ and/or ________ stimuli.
A) novel; prominent
B) visual; audible
C) physiological; psychological
D) affective; effective
Answer: A
Skill: Concept
Objective: L4-05 Understand that the way we evaluate and choose a product depends on our
degree of involvement with the product, the marketing message, and/or the purchase situation.
20
72) Juan, a high school student in Montreal, likes McDonald's so much that he had a special pin
made for him that says "I like McDonald's better than anyone." He is seen wearing this pin
constantly. This is an example of:
A) extremism.
B) unhealthy attachment.
C) physiological needs.
D) consumer involvement.
Answer: D
Skill: Application
73) When consumers are intent on doing what they can to satisfy a need, they are inclined to pay
attention and process any information they feel is relevant to achieving their goals. This state is
termed:
A) involvement.
B) motivation.
C) attribution.
D) participation.
Answer: A
Skill: Concept
74) Which element below is an example of message-response involvement?

A) mass customization
B) SMART
C) valences
D) spectacles
Answer: D
Skill: Concept
21
75) The type of information processing that will occur depends upon the consumers' level of
involvement. Which type of information processing are consumers using when they make
extensive comparisons of product claims with their existing knowledge, weighing the
alternatives?
A) simple processing
B) casual processing
C) elaboration
D) intersubjectivism
Answer: C
Skill: Concept
76) When a consumer becomes so involved with a product that he or she loses track of time, he
or she has entered into what is known as a ________ state.
A) flow
B) social
C) drive
D) need
Answer: A
Skill: Concept
77) Which of the following is a "person" factor for creating involvement with an advertisement?
A) content of communication
B) use
C) needs
D) occasion
Answer: C
Skill: Concept
22
78) Luanne drove into work and went through the drive-thru of her local coffee shop for a
"double-double," like she does every single weekday. What level of involvement does this
describe?
A) flow state
B) inertia
C) high
D) affective
Answer: B
Skill: Concept
79) When John picks up a six-pack of Budweiser beer out of habit, without consideration of
other choices, he is making a decision characterized by:
A) inertia.
B) willed disinterest.
C) resistance.
D) ignorance.
Answer: A
Skill: Application
80) Which element below is an example of product involvement?

A) mass customization
B) SMART
C) valences
D) spectacles
Answer: A
Skill: Concept
23
81) Ray was starting to feel hungry. He checked the clock and it was almost time for his lunch
break. Just then he received a text form his favourite deli letting him know of the daily special.
This is an example of:
A) simulated involvement.
B) message-response involvement.
C) product involvement.
D) purchase situation involvement.
Answer: B
Skill: Application
82) When Hilary bought a pair of shoes for work, she went through a different process than when
she bought shoes for her sister's wedding. This is an example of:
A) product involvement.
B) message-response involvement.
C) purchase situation involvement.
D) simulated involvement.
Answer: C
Skill: Application
83) If we achieve a "flow state" in regards to our company website, the visitor:
A) wants to buy immediately.
B) wants to exit immediately.
C) loses all track of time.
D) does not feel in control.
Answer: C
Skill: Concept
84) If a marketer wants to increase involvement from their consumers, one of the best ways is to
actually get them involved in the information process. One way of doing this is through:
A) sentiment analysis.
B) crowdsourcing.
C) opinion mining.
D) novel stimuli.
Answer: B
Skill: Concept
24
85) Involvement can be viewed as the consumer's motivation to pay attention to and process
information about products.
Answer: TRUE
Skill: Concept
86) "Elaboration" is the term used to refer to the level of personal importance or interest the
consumer perceives, evoked by a stimulus within a specific situation.
Answer: FALSE
Skill: Concept
87) What is meant by the term "flow state"?

Answer: Flow is a state is characterized by a sense of playfulness, a feeling of being in control,
concentration and highly focused attention, mental enjoyment of the activity for its own sake, a
distorted sense of time, and a match between the challenge at hand and one's skills.
Skill: Concept
88) Describe the different types of consumer involvement.

Answer: Product involvement is related to a consumer's level of interest in a particular product.
Message-response involvement is defined as a consumer's interest in processing a particular
marketing communication. Purchase situation involvement refers to differences in involvement
that may occur when buying the same product in different contexts.
Skill: Concept
25
89) Most researchers feel there are several broad types of involvement. Define and describe
involvement and its relationship to motivation. Link your discussion to the identification of the
various types of involvement. Is the concept useful in differentiating among competing brands or
types of products?
Answer: Involvement is the perceived level of self-interest or personal importance the individual
feels toward a certain stimulus or situation. Further, involvement:
- may be viewed as the motivation to process information.

- exists as a continuum ranging from simple processing of basic features to elaboration where the
rule is extensive comparison of processed information with existing knowledge systems and re-
examination of alternatives.
- exists on a consumption continuum from inertia or consumption by passive habit to passionate
intensity reserved for very special circumstances.
Types of involvement include:

- Product involvement–related to a consumer's level of interest in making a particular purchase.
- Message-response involvement–the consumer's interest in processing marketing
communications. It recognizes that some media, such as newspapers, require more involvement
than others, such as television.
- Purchase situation involvement–differences that may occur when buying the same object for
different contexts.
Yes, involvement can help distinguish between brands and types of products. For example,
marketers of leading brands will want to heighten involvement with their products to help
develop brand loyalty. Marketers of me-too products will seek to lower involvement in the hopes
of stealing away customers who are not committed to a particular product.
Skill: Concept
26
90) James is vice president of a company that manufacturers clothing to younger consumers. He
wants to enhance consumer involvement with his products. What can he offer them in order to
accomplish this and why will it be effective?
Answer: Different answers can be given here, but a good answer will define involvement and
state that there are different types of involvement. In this case, James wants to increase product
involvement. The students can give various examples of how to increase product involvement.
Involvement can be defined as "a person's perceived relevance of the object based on their
inherent needs, values, and interests."
Product involvement is related to a consumer's level of interest in a particular product. Many

sales promotions are designed to increase this type of involvement. Perhaps the most powerful
way to enhance product involvement is to invite consumers to play a role in designing or
personalizing what they buy. Student could recommend something along these lines to increase
product involvement.
Type: ES Page Ref: 104, 108-109
Skill: Application
91) Moods are:

A) valenced reactions to events and objects that are not accompanied by high levels of arousal.
B) temporary positive or negative affective states that are accompanied by moderate levels of
arousal.
C) related to a specific triggering event.
D) valenced reactions to events and objects that are accompanied by high levels of arousal.
Answer: B
Skill: Concept
Objective: L4-06 Understand that consumers can experience different types of affective
responses, which can influence consumption behaviours.
92) Evaluations are:

arousal.
C) relate to a specific triggering event.
Answer: A
Skill: Concept
27
93) Emotions are:
arousal.
C) related to a specific triggering event.
Answer: D
Skill: Concept
94) Which of the following is an example of marketers using positive affect to highlight product
benefits?
A) Samsung showcases functional benefits of their new phone and the fact their rival, the
iPhone, does not have these features.
B) A political campaign advertisement conveys that the right thing to do is not vote for the other
candidate.
C) Gambling ads show the side effects of excessive gambling.
D) An ad for headache relief medication depicts a satisfied user of its product enjoying his or her
child's first music recital.
Answer: D
Skill: Application
95) The term mood congruency refers to the fact that:

A) judgments are often consistent with our existing mood state.
B) recall is more accurate when the same mood state is experienced at retrieval as at encoding.
C) we prefer products that are congruent with other products that we already own.
D) we prefer advertisements that are the same valence as the show we are watching.
Answer: A
Skill: Concept
28
96) A technique called ________ scours the social media universe to collect and analyze the
words people use when they describe a specific product or company.
A) data scouring
B) sentiment analysis
C) mood monitoring
D) valenced reporting
Answer: B
Skill: Concept
97) When Lululemon monitors consumers' emotional reactions to its products on Twitter, it is
engaging in:
A) data scouring.
B) a sentiment analysis.
C) mood monitoring.
D) valence reporting.
Answer: B
Skill: Concept
98) Evaluations are temporary positive or negative affective states that are accompanied by
moderate levels of arousal.
Answer: FALSE
Skill: Application
99) Emotions tend to be more intense than moods and are often related to a specific triggering
event.
Answer: TRUE
Skill: Application
100) Mood congruency refers to the fact that recall is enhanced when one's mood at recall is
congruent with the mood that was present at the time of encoding.
Answer: FALSE
Skill: Concept
29
101) What are the differences between emotions and moods?
Answer: Moods involve temporary positive or negative affective states accompanied by
moderate levels of arousal. Moods tend to be diffuse and are not necessarily linked to a particular
affect-arousing event. Emotions (happiness, anger, fear, etc.), in contrast to moods, tend to be
more intense and are often related to a specific triggering event.
Skill: Concept
102) What is one way in which marketers take advantage of positive consumer mood states?
Answer: Students can provide different answers, such as:
Marketers use affective states in many ways. First, positive moods and emotions
are often highlighted as a product benefit. Take, for example, Viagra's marketing campaign that
uses humour and music to convey the positive affective qualities of the product.
Skill: Application
103) What is one way in which marketers take advantage of negative consumer mood states?
Answer: Students can provide different answers, such as:
One way negative moods are sometimes utilized is by activating a negative mood
on the part of the consumer (e.g., by showing a picture of starving children in Africa) and
then giving the consumer a means by which to make him- or herself feel better (by donating to
the cause). Helping others as a means of resolving one's own negative moods has been referred
to as negative state relief.
Skill: Application
104) Define mood congruency and provide an example.

Mood congruency is the notion that our judgments are often consistent with our mood states. An
example is that if Emma is looking at potentially purchasing a new silk scarf, she might evaluate
the scarf more positively if she is in a positive rather than in a negative mood.
Skill: Application
30
105) What is sentiment analysis and how is it related to social media?
Answer: Sentiment analysis is a process that scours the social media universe to collect and
analyze the words people use when they describe a specific product or company. When people
feel a particular way, they are likely to choose certain words that tend to relate to the emotion.
Sentiment tracks these emotions.
Skill: Concept
106) What is meant by the term "affect"? What are three distinct ways marketers can use affect?
Answer: Affect refers to the experience of emotionally laden states, which can range from
evaluations, to moods, to full-blown emotions.
Marketers use affective states in many ways. First, positive moods and emotions are often
highlighted as a product benefit. Take, for example, Viagra's marketing campaign that uses
humour and music to convey the positive affective quality of the product. Certainly, some
product categories such as fragrances, alcohol, tobacco, and caffeinated beverages are consumed
for their mood-altering qualities.
Marketers will also sometimes highlight the avoidance of negative affect as a product attribute.
For example, lottery corporations may ask consumers to consider how they would feel if they
hadn't played the extra bonus draw.
Another way negative moods are sometimes utilized is by activating a negative mood on the part
of the consumer (for example, by showing a picture of starving children in Africa) and then
giving the consumer a means by which to make him or herself feel better (by donating to the
cause). Helping others as a means of resolving one's own negative moods has been referred to as
negative state relief. One other way consumers can repair negative moods is by purchasing and
consuming mood-enhancing products such as chocolate.
Skill: Concept
107) ________ is a mental state of well-being characterized by positive emotions.

A) Guilt
B) Happiness
C) Embarrassment
D) Anger
Answer: B
Skill: Application
Objective: L4-07 Understand that marketers can tap into various discrete emotions to influence
consumer responses.
31
108) Research on material versus experiential purchases suggests that:
A) material goods are the secret to happiness.
B) experiential products make consumers happier than do material products.
C) material goods are more meaningful to one's identity than are experiential products.
D) material products are more open to interpretation than are experiential products.
Answer: B
Skill: Concept
consumer responses.
109) Research on happiness suggests that:

A) material goods are the secret to happiness.
B) people report decreased levels of happiness when they spend money on others, as opposed to
on themselves.
C) encouraging people to think about time (as opposed to money) motivates them to spend more
time with family and friends.
D) encouraging people to think about money (as opposed to time) induces people to socialize
less more.
Answer: C
Skill: Concept
consumer responses.
110) Research on happiness throughout the lifespan suggests that:

A) younger people are more likely to associate happiness with excitement.
B) younger people are more likely to focus on the importance of material goods in bringing
happiness.
C) younger people prefer hedonic purchases.
D) older people are more likely to focus on the importance of material products in bringing
happiness.
Answer: A
Skill: Concept
consumer responses.
32
111) An anti-smoking advertisement states that smoking in the car while taking your children to
school can cause second-hand smoke to affect your children, and shows a picture of two children
with innocent expressions on their faces. What emotion is this ad trying to convey to the
audience?
A) guilt
B) happiness
C) embarrassment
D) anger
Answer: A
Skill: Application
consumer responses.
112) A commercial for Childrens' Christian Fund shows a series of images of thin and
malnourished children from Africa. What emotion is this ad trying to induce on the part of the
audience?
A) guilt
B) happiness
C) embarrassment
D) anger
Answer: A
Skill: Application
consumer responses.
113) ________ is a negative emotion that is associated with the desire to reduce the gap between
oneself and someone who is superior on some dimension.
A) Guilt
B) Jealousy
C) Anger
D) Envy
Answer: D
Skill: Concept
consumer responses.
33
114) Eli isn't happy. He wishes that he didn't have to take the bus to school and that he had a
BMW like his friend Jonathan. Eli is experiencing:
A) jealousy.
B) embarrassment.
C) anger.
D) envy.
Answer: D
Skill: Application
consumer responses.
115) An ad for a credit card shows a man and a woman going out on a date. While on the date,
the man uses a rival credit card to pay the bill and his card is not accepted at that restaurant. The
woman ends up paying for the bill with the "acceptable" credit card, while the man is awkwardly
smiling. What type of emotion is this commercial conveying?
A) anger
B) embarrassment
C) happiness
D) guilt
Answer: B
Skill: Application
consumer responses.
116) A Samsung commercial shows people lining up for the new upcoming iPhone. Other people
with the Samsung phone come up to the line and show them features that Samsung has that the
rival phone does not. What emotion is this commercial attempting to convey?
A) anger
B) embarrassment
C) happiness
D) envy
Answer: D
Skill: Application
consumer responses.
34
117) A Coca-Cola ad uses a cute polar bear and Christmas music to advertise its products during
the winter holiday season. What type of emotion is this commercial trying to convey?
A) guilt
B) happiness
C) sadness
D) embarrassment
Answer: B
Skill: Application
consumer responses.
118) ________ envy occurs when the consumer believes that the superior "other" does not
deserve his or her status.
A) Malignant
B) Benign
C) Comparative
D) Malicious
Answer: A
Skill: Concept
consumer responses.
119) Embarrassment is a social emotion driven by a concern for what others are thinking about
us.
Answer: TRUE
Skill: Concept
consumer responses.
120) Give an example of a particular discrete emotion and how this is used by marketers.
Answer: Students can give different answers (happiness, envy, and embarrassment).
For example:
Guilt is defined as "an individual's unpleasant emotional state associated with possible objections
to his or her actions, inaction, circumstances, or intentions." Guilt is often activated in contexts
where marketers want consumers to engage in prosocial behaviours, such as charitable giving.
Marketing communications that activate a sense of guilt on the part of the consumer, or "guilt
appeals," can be particularly compelling when other people are present, because this activates a
sense of consumer social responsibility.
Skill: Concept
consumer responses.
35
121) What is meant by the term "discrete emotions?" Provide definitions for two discrete
emotions and explain how each emotion is relevant in a marketing context.
Answer: Discrete emotions refer to specific emotional states (rather than just positive versus
negative affect). Students can choose from happiness, guilt, envy, and embarrassment. They
should define the emotion and give an example of how it relates to the marketing context. For
example:
Happiness is a mental state of well-being characterized by positive emotions. Researchers have

understandably long been interested in what it is that truly makes people happy. Material goods,
it seems, are not the secret to happiness. The higher people score on materialism scales, the less
happy they seem to be. In one study, respondents were asked to think of either a material
purchase (defined as a purchase made with the primary intention of acquiring a material
possession) or an experiential purchase (defined as a purchase made with the primary intention of
acquiring a life experience), which were matched for price. The authors found that experiential
purchases brought respondents more happiness than did material purchases. This is because
experiential purchases are more open to positive reinterpretations, are a more meaningful part of
one's identity, and contribute more to successful social relationships.
Envy is a negative emotion that is associated with the desire to reduce the gap between oneself
and someone who is superior on some dimension. The phrase "keeping-up-with-the-Joneses"
suggests consumers often experience envy. It has been suggested that two distinct types of envy
can emerge. Benign envy occurs when the individual believes that the superior others deserves
their status. Researchers find that when consumers experience benign envy over a product (e.g.,
an iPhone) they are willing to pay more for that particular product. Malicious envy occurs when
the consumer believes that the superior others do not deserve their status. In this case, consumers
do not desire the focal product (iPhone), but were instead willing to pay more for a different
product in the same category (a BlackBerry). Feelings of malicious envy have also been shown
to produce negative attitudes and actions towards the envied other. In these instances, envy can
result in negative word of mouth and even acts of sabotage towards another consumer.
Skill: Application
consumer responses.
36
122) Janelle believes that having luxurious products is the secret to happiness. Given what you
know about happiness, what would you tell her?
Answer: Happiness is a mental state of well-being characterized by positive emotions.
I would tell Janelle that material, luxurious products are not the secret to happiness. People who
put greater emphasis on material goods are less happy. And people are less happy after making a
purchase of a material good as opposed to a purchase of an experience. In one study, respondents
were asked to think of either a material purchase (defined as a purchase made with the primary
intention of acquiring a material possession) or an experiential purchase (defined as a purchase
made with the primary intention of acquiring a life experience), which were matched for price.
The authors found that experiential purchases brought respondents more happiness than did
material purchases. This is because experiential purchases are more open to positive
reinterpretations, are a more meaningful part of one's identity, and contribute more to successful
social relationships.
Skill: Application
consumer responses.
37

Consumer Behaviour Buying Having and Being Canadian 7th Edition Solomon Test Bank 1

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Consumer Behaviour Buying Having and Being Canadian 7th Edition Solomon Test Bank 1

Uploaded by

Copyright:

Available Formats

Consumer Behaviour, 7e (Solomon)

Full download at:

Chapter 4 Motivation and Affect

6) Two terms often used to describe motivation are:

7) A drive is the same thing as a goal.

9) What is the difference between utilitarian and hedonic needs?

17) A want is:

26) Explain expectancy theory.

46) List and define the three types of motivational conflicts.

47) What is an approach-approach conflict? Provide an example of this.

48) What is an approach-avoidance conflict? Provide an example of this.

Approach-avoidance conflict → both positive and negative consequences of buying/using

56) In terms of SMART goal setting, "M" stands for:

57) In terms of SMART goal setting, "T" stands for:

63) Describe the lowest level of needs in Maslow's hierarchy.

66) Why is Maslow's hierarchy of needs important to marketing?

74) Which element below is an example of message-response involvement?

80) Which element below is an example of product involvement?

87) What is meant by the term "flow state"?

88) Describe the different types of consumer involvement.

- may be viewed as the motivation to process information.

Types of involvement include:

Product involvement is related to a consumer's level of interest in a particular product. Many

91) Moods are:

92) Evaluations are:

95) The term mood congruency refers to the fact that:

104) Define mood congruency and provide an example.

107) ________ is a mental state of well-being characterized by positive emotions.

109) Research on happiness suggests that:

110) Research on happiness throughout the lifespan suggests that:

Happiness is a mental state of well-being characterized by positive emotions. Researchers have

You might also like