Chapter 4 Motivation and Affect
1) 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: 100
Skill: Application
Objective: L4-01 It is important for marketers to understand the motivation process.
2) Satisfaction of needs is often subjective and experiential in nature; the satisfaction
may be motivated by fantasy and imagination.
A) utilitarian
B) totalitarian
C) hedonic
D) subjective
ANSWER:
C
Type: MC Page Ref: 103
Skill: Concept
Objective: L4-01 It is important for marketers to understand the motivation process.
3) 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
Type: MC Page Ref: 103
Skill: Concept
Objective: L4-01 It is important for marketers to understand the motivation process.
,4) 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 dissonance.
D) drive.
ANSWER:
D
Type: MC Page Ref: 103
Skill: Concept
Objective: L4-01 It is important for marketers to understand the motivation process.
5) 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
Type: MC Page Ref: 101
Skill: Concept
Objective: L4-01 It is important for marketers to understand the motivation process.
6) 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
Type: MC Page Ref: 101
Skill: Application
, Objective: L4-01 It is important for marketers to understand the motivation process.
7) 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
Type: MC Page Ref: 101
Skill: Application
Objective: L4-01 It is important for marketers to understand the motivation process.
1) 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: 100
Skill: Application
Objective: L4-01 It is important for marketers to understand the motivation process.
2) Satisfaction of needs is often subjective and experiential in nature; the satisfaction
may be motivated by fantasy and imagination.
A) utilitarian
B) totalitarian
C) hedonic
D) subjective
ANSWER:
C
Type: MC Page Ref: 103
Skill: Concept
Objective: L4-01 It is important for marketers to understand the motivation process.
3) 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
Type: MC Page Ref: 103
Skill: Concept
Objective: L4-01 It is important for marketers to understand the motivation process.
,4) 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 dissonance.
D) drive.
ANSWER:
D
Type: MC Page Ref: 103
Skill: Concept
Objective: L4-01 It is important for marketers to understand the motivation process.
5) 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
Type: MC Page Ref: 101
Skill: Concept
Objective: L4-01 It is important for marketers to understand the motivation process.
6) 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
Type: MC Page Ref: 101
Skill: Application
, Objective: L4-01 It is important for marketers to understand the motivation process.
7) 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
Type: MC Page Ref: 101
Skill: Application
Objective: L4-01 It is important for marketers to understand the motivation process.
