Chapter 1
Consumer Motives and Value
Multiple Choice Questions
1. Which of the following argues that want or desire is a major motivating force
in contemporary consumption?
a. Mishan
b. Maslow
c. Belk
d. McGuire
2. According to Sproles and Kendall’s analysis of decision making styles, which
of the following is characterised by price-quality links which encourage
purchasing from specialty stores selling expensive and heavily advertised
products?
a. Impulsive shoppers
b. Brand conscious shoppers
c. Brand loyal shoppers
d. Quality conscious shoppers
3. Westbrook and Black (1985) label which type of shopping as ‘keeping up
with trends and seeking new products and innovations’?
a. Adventure shopping
b. Idea shopping
c. Social shopping
d. Role shopping
4. Who regarded a value as an enduring belief that a specific mode of conduct
or end-state of existence is personally or socially preferable to an opposite or
converse mode of conduct or end state of existence?
a. Maslow
b. Hofstede
c. Tauber
d. Rokeach
5. Harley Davidson’s strapline ‘we prefer to go our own way’ is an example of:
a. Targeting the Id
b. Targeting independence values
c. Targeting interdependence values
d. Targeting a meme
6. The Frankfurt School argued that:
a. Social symbolism outweighs more practical use values
b. Symbolic values are subordinate to practice use values
, c. Consumers are different in their need for achievement
d. There is a psychological difference between ‘real’ and ‘good’ reasons
for behaving
7. Which of the following is NOT a characteristic ascribed to memes?
a. Behaviour passed vertically down through the generations
b. Behaviour passed horizontally across society
c. A mind virus
d. Not always recognized at a conscious level
8. The position of the text is that marketing:
a. creates needs
b. does not create needs
c. encourages needs
d. does not create wants
9. People are:
a. born with their value system
b. not born with their value system
c. more oriented to instrumental values than terminal values
d. more oriented to terminal values than instrumental values
10. The Mason Haire study of instant coffee:
a. asked housewives to give a spontaneous response to the phrase
‘instant coffee’
b. asked housewives to complete a speech balloon over the second
cartoon figures, next to the first character’s speech balloon which said
‘I don’t like the taste of instant coffee
c. asked housewives to role play the reaction of family members who
saw instant coffee on the shopping list
d. asked housewives to describe the sort of housewife who drew up
a shopping list shown to them
11. McAlexander et al. (2002) propose that from a marketing’s perspective, it is
worth exploiting consumers’ desires not only to:
a. buy benefits but also an experience
b. stimulate needs but also create action
c. convince but to make them loyal to the brand
d. persuade but to inform about product offering
12. Which of the following correctly reflects a ladder or a means-end-chain:
a. ‘benefits → attributes → values’
b. ‘attributes → benefits → values’
c. ‘values → benefits → attributes’
d. ‘attributes → values → benefits’
,13. Which of the following is an example of a psychogenic desire?
a. Keeping warm and needing to eat and drink in order to live
b. The desire to be appreciated or to have status or feel at one with
oneself
c. A desire to book holidays
d. A desire to feel secure
, True/False Questions
1. Mishan argued that marketing adds to satisfaction rather than
dissatisfaction.
False
2. McNulty’s work on the VALS system identified a trend towards
individualism.
True
3. Haley’s seminal study of the toothpaste market was founded on Freudian
psychology.
False
4. The theory of the triple appeal was developed by Freud.
False
5. The text suggested that Club 18-30 straplines such as ‘the summer of 69’ and
‘Beaver Espania’ are examples of superego appeals.
False
6. Marsden suggests that infectious memes might be developed for use in
marketing campaigns.
True
7. Impulsive, confused and brand loyal shoppers are categories within Arnold
and Reynolds’ classification of shoppers.
False
8. Being forgiving, self controlled and cheerful are examples of Rokeach’s
instrumental values.
True
9. The model of intergenerational value transmission was developed by Mason
Haire.
False
10. Laddering is another term for Maslow’s hierarchy of needs.
False
11. Consumer satisfaction is the degree of positive or negative affect a consumer
feels towards a product, store or brand at the pre-purchase stage of the
buying cycle.
False
Consumer Motives and Value
Multiple Choice Questions
1. Which of the following argues that want or desire is a major motivating force
in contemporary consumption?
a. Mishan
b. Maslow
c. Belk
d. McGuire
2. According to Sproles and Kendall’s analysis of decision making styles, which
of the following is characterised by price-quality links which encourage
purchasing from specialty stores selling expensive and heavily advertised
products?
a. Impulsive shoppers
b. Brand conscious shoppers
c. Brand loyal shoppers
d. Quality conscious shoppers
3. Westbrook and Black (1985) label which type of shopping as ‘keeping up
with trends and seeking new products and innovations’?
a. Adventure shopping
b. Idea shopping
c. Social shopping
d. Role shopping
4. Who regarded a value as an enduring belief that a specific mode of conduct
or end-state of existence is personally or socially preferable to an opposite or
converse mode of conduct or end state of existence?
a. Maslow
b. Hofstede
c. Tauber
d. Rokeach
5. Harley Davidson’s strapline ‘we prefer to go our own way’ is an example of:
a. Targeting the Id
b. Targeting independence values
c. Targeting interdependence values
d. Targeting a meme
6. The Frankfurt School argued that:
a. Social symbolism outweighs more practical use values
b. Symbolic values are subordinate to practice use values
, c. Consumers are different in their need for achievement
d. There is a psychological difference between ‘real’ and ‘good’ reasons
for behaving
7. Which of the following is NOT a characteristic ascribed to memes?
a. Behaviour passed vertically down through the generations
b. Behaviour passed horizontally across society
c. A mind virus
d. Not always recognized at a conscious level
8. The position of the text is that marketing:
a. creates needs
b. does not create needs
c. encourages needs
d. does not create wants
9. People are:
a. born with their value system
b. not born with their value system
c. more oriented to instrumental values than terminal values
d. more oriented to terminal values than instrumental values
10. The Mason Haire study of instant coffee:
a. asked housewives to give a spontaneous response to the phrase
‘instant coffee’
b. asked housewives to complete a speech balloon over the second
cartoon figures, next to the first character’s speech balloon which said
‘I don’t like the taste of instant coffee
c. asked housewives to role play the reaction of family members who
saw instant coffee on the shopping list
d. asked housewives to describe the sort of housewife who drew up
a shopping list shown to them
11. McAlexander et al. (2002) propose that from a marketing’s perspective, it is
worth exploiting consumers’ desires not only to:
a. buy benefits but also an experience
b. stimulate needs but also create action
c. convince but to make them loyal to the brand
d. persuade but to inform about product offering
12. Which of the following correctly reflects a ladder or a means-end-chain:
a. ‘benefits → attributes → values’
b. ‘attributes → benefits → values’
c. ‘values → benefits → attributes’
d. ‘attributes → values → benefits’
,13. Which of the following is an example of a psychogenic desire?
a. Keeping warm and needing to eat and drink in order to live
b. The desire to be appreciated or to have status or feel at one with
oneself
c. A desire to book holidays
d. A desire to feel secure
, True/False Questions
1. Mishan argued that marketing adds to satisfaction rather than
dissatisfaction.
False
2. McNulty’s work on the VALS system identified a trend towards
individualism.
True
3. Haley’s seminal study of the toothpaste market was founded on Freudian
psychology.
False
4. The theory of the triple appeal was developed by Freud.
False
5. The text suggested that Club 18-30 straplines such as ‘the summer of 69’ and
‘Beaver Espania’ are examples of superego appeals.
False
6. Marsden suggests that infectious memes might be developed for use in
marketing campaigns.
True
7. Impulsive, confused and brand loyal shoppers are categories within Arnold
and Reynolds’ classification of shoppers.
False
8. Being forgiving, self controlled and cheerful are examples of Rokeach’s
instrumental values.
True
9. The model of intergenerational value transmission was developed by Mason
Haire.
False
10. Laddering is another term for Maslow’s hierarchy of needs.
False
11. Consumer satisfaction is the degree of positive or negative affect a consumer
feels towards a product, store or brand at the pre-purchase stage of the
buying cycle.
False
