MKTG 351 EXAM 2| 41 QUESTIONS AND ANSWERS|GUARANTEED SUCCESS

Motivation; Motive The reason for behavior; a construct representing an unobservable inner force that stimulates and compels a behavioral response Self Actualization achieving one's full potential, including creative activities (part of self-fulfillment needs) Esteem Needs (Psychological Needs) Prestige and feeling of accomplishment Belongingness and love needs (Psychological Needs) Intimate relationships, friends Safety Needs (Basic Needs) Security, safety Physiological Needs (Basic Needs) Food, water, warmth, rest The energizing force that activates behavioral and provides purpose and direction to that behavior is known as: Motivation Strong, relatively uncontrollable feelings that affect behavior are known as Emotions Maslow's hierarchy of needs is based on which premise All of the above Maslow's hierarchy of needs includes all EXCEPT which of the following Cognition In Maslow's hierarchy of needs, food, water, sleep and to an extent sex, are considered ____ motives? Physiological Involvement Motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting Consumer involvement increases attention, analytical processing, informational search, and word of mouth Three Types of Motivational Conflict 1. Approach-Approach a choice between two attractive alternatives 2. Approach-Avoidance a choice with both positive and negative consequences 3. Avoidance-Avoidance a choice involving only undesirable outcomes In which type of motivational conflict must a consumer choose between two attractive alternatives? Approach-approach Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing? Approach-Avoidance Two prominent sets of motives under regulatory focus theory are termed ___ Promotion and prevention Prevention-Focused Ad works best for last minute shoppers Promotion-Focused Ad works best for shoppers buying for future travel Personality the individual's characteristic response tendencies across similar situations Multitrait Approach The Five Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning Single Trait Approach Consumer Ethnocentrism (reflect an individual difference in consumers' propensity to be biased against the purchase of foreign products), Need for Cognition (reflects an individual difference in consumers' propensity to engage in and enjoy thinking), Consumers' Need for Uniqueness (reflects an individual difference in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods Five Factor Model of Personality Extroversion Instability Agreeableness Openness to experience Conscientiousness Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy Instability Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products Consumer Ethnocentrism A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting A need for uniqueness Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? Personality Brand Image what people think of an feel when they hear or see a brand name Brand Personality a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire Dimensions of Brand Personality Sincerity, Excitement, Competence, Sophistication, Ruggedness Emotion identifiable specific feeling and affect to refer to the liking/disliking aspect of the specific feeling they are strong, relatively uncontrolled feeling that affect behavior Attitude the way one thinks/feels/acts towards some stimulus Attitude Component Consistency Affective Component (feelings) Cognitive Component (beliefs) Behavioral Component (response tendencies) Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent? affective The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective? Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the misc to the restaurant Three Types of Communication Characteristics Source Characteristics (represents "who" delivers the message) Appeal Characteristics (represents "how" the message is communicated) Message Structure Characteristics (represents "how" the message is presented) Appeal Characteristics Fear, Humorous, Comparative, Emotional, Value-Expressive, and Utilitarian Appeals The elaboration likelihood model posits two routes to persuasion, which are the ____ Central route and peripheral route Carissa is highly involved is a purchase decision for a new car. She has searched the internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded? Central route Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? fear appeals