17136C Understanging Buyers Ch.08 Motivation and emotion Section A:True or False

1.Motivation is a set of the common responses that an individual makes to a variety of situations. Answer: Fpage If two individuals purchase the same style of jumper, we could be confident that they were responding to the same motive. Answer: Fpage Motives may have a positive or negative effect on purchase behaviour. Answer: Tpage An advertising theme of ‘be your own kind of person’ is most likely appealing to a need for affiliation. Answer: F page Maslow's hierarchy holds that all motives are innate. Answer: Fpage 228

6.A consumer having difficulty deciding about a particular purchase because the acquisition of the item has both positive and negative consequences is experiencing approach-avoidance conflict. Answer: Tpage A consumer having difficulty choosing between two attractive alternatives is experiencing approach-avoidance conflict. Answer: Fpage Someone who reconsiders buying an expensive item they don’t really need on credit is experiencing motivational conflict. Answer: Tpage Motivational research tells marketers how to ‘rev up’ the sales force to sell more. Answer: Fpage Marketers can use emotion arousal as a product benefit. Answer: Tpage 242

17136C Understanging Buyers Ch.08 Motivation and emotion Section B:Multiple Choice

Question 1 Motivation is: a) The common responses that an individual makes to a variety of situations b) The underlying pattern that isolates specific behaviours c) The reason for behaviour d) A state of physiological imbalance, which compels action Answer: Cpage 222 Question 2 Motivation: a) Is closely linked to other internal influences of behaviour, such as personality b) Has no relationship to other internal influences of behaviour, such as personality c) Is predominantly an external influence d) Is usually money or profit in the business market Answer: Apage 222

Question 3 A keen soccer fan buying a plasma screen to watch the World Cup is making the purchase for: a) Expressive reasons b) Impressive reasons c) Functional reasons d) Envy reasons Answer: Cpage 223 Question 4 A person who buys a gift that they think will please a rich relative is making the purchase for: a) Expressive reasons b) Impressive reasons c) Functional reasons d) Envy reasons Answer: Apage 223

Question 5 Needs activate an individual’s: a) Motives b) Desire state c) Impulse to purchase d) Action state Answer: Bpage 224 Question 6 According to Clark Hull, saying no to a third piece of cake is a result of: a) Manners b) Social habits c) Reduction of tension d) Not wanting to be seen as greedy Answer: Cpage 225

Question 7 In drive reduction theory, hunger and thirst are referred to as: a) Secondary needs b) Essential needs c) Satisfaction needs d) Homeostatic needs Answer: Dpage 225 Question 8 Affiliation needs prompt a person to: a) Join social clubs b) Buy products that will make them fit with their desired social set c) Buy products that are ethically acceptable d) All of the above Answer: Dpage 226

Question 9 The key to McClelland’s secondary needs theory is that the three major needs are learned, based on: a) Rewards and punishment b) What our friends tell us c) Our level of education d) What we read in the paper Answer: Apage 226 Question 10 Maslow's need hierarchy involves all the motives below, except: a) Belongingness b) Psychological c) Self-actualisation d) Safety Answer: Bpage 227

Question 11 The need to become all that one is capable of becoming is: a) Self-actualisation b) Status c) Esteem d) Achievement Answer: Apage 227 Question 12 A person who buys an outfit similar to that belonging to someone they admire, even though it may not particularly suit them, is exhibiting a need for: a) Self-actualisation b) Safety c) Esteem d) Achievement Answer: Cpage 227

Question 13 Today’s food advertisements focus on satisfying _______________ needs. a) Self-actualisation b) Physiological c) Esteem d) Achievement Answer: Cpage 228 Question 14 The desire to have all aspects of our lives and attitudes in harmony with each other is based on the need for: a) Cues b) Independence c) Causation d) Consistency Answer: Dpage 229

Question 15 A consumer's tendency to initially react to a new product as though it were the same as similar existing products is based on the need: a) To categorise b) For cues c) For causation d) For modelling Answer: Apage 229 Question 16 Consumers who are in, or aspire to, higher social class groups are more likely to be motivated by: a) Greed b) Functionality factors c) Self-expressive factors d) Safety Answer: Cpage 230

Question 17 Clothing and fashion fulfil the function of: a) Utility b) Sensory pleasure c) Gaining social approval d) All of the above Answer: D page 230 Question 18 In organisational buying, motives are: a) Purely functional b) Sometimes social c) Based on economic constraints d) All of the above Answer: Bpage 232

Question 19 In organisational buying, the buyer’s level of satisfaction is determined by: a) 37% functional attributes; 63% psychological attributes b) 63% functional attributes; 37% psychological attributes c) 100% functional attributes d) 100% psychological attributes Answer: A page 232 Question 20 Consumer and business buyers have: a) Very different types of needs b) Very similar types of needs c) Motives not needs d) Needs not motives Answer: Bpage 233

Question 21 A consumer having difficulty choosing between a weekend holiday or a compact disc player is experiencing: a) Approach-avoidance conflict b) Approach-approach conflict c) Avoidance-avoidance conflict d) Alternative allocation conflict Answer: Bpage 235 Question 22 A consumer having difficulty deciding between buying a new microwave when the old one breaks down, or choosing to do without one, is experiencing: a) Approach-avoidance conflict b) Approach-approach conflict c) Avoidance-avoidance conflict d) Alternative allocation conflict Answer: C page 234

Question 23 A consumer having difficulty deciding whether to purchase a motorcycle, because the acquisition of the item has both positive and negative consequences, is experiencing: a) Approach-avoidance conflict b) Approach-approach conflict c) Avoidance-avoidance conflict d) Alternative allocation conflict Answer: Apage 234 Question 24 Which of the following is NOT an advantage of using emotional appeals in advertisements? a) Emotional messages may be processed more thoroughly b) Emotional messages may be remembered better than neutral ads c) Emotional messages enhance the attention, attraction and maintenance capabilities of advertisements d) All of the above are advantages Answer: Dpage 242

Question 25 The motive to buy a jumper because it is cold is: a) Psychological b) Conscious c) Unconscious d) Extrinsic Answer: Bpage 242