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Chapter 10 Motivation, Personality, and Emotion

Multiple Choice Questions

1. One factor motivating U.K. travelers is status. Which of Maslow's needs is this mostrelated to?

A) physiological

) safety!) "elongingness

#) esteem

$) self%act&aliation(. One factor motivating U.K. travelers is learning. Which of Maslow's needs is this

most related to?

A) physiological

) safety

!) "elongingness#) esteem

$) self%act&aliation. *he energiing force that activates "ehavior and provides purpose and directionto

that "ehavior is +nown as ,,,,,.

A) motivation) personality

!) emotion

#) perception$) needs

-. Which of the following reflects the relatively sta"le "ehavioral tendencies thatindividualsdisplay across a variety of sit&ations?A) motivation

) personality

!) emotion#) perception

$) needs

./trong0 relatively uncontrollable feelingsthat affect o&r "ehavior are +nown as ,,,,,.A) motivations

) personality

!) emotions

#) perceptions$) needs

. Which constr&ct represents an &no"serva"le inner force that stim&lates and compels a

"ehavioral response and provides specific direction to that response?A) motive

) personality


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$) feeling

2. Kelly is h&ngry0 and this inner force is ma+ing him search for the type of foodhe

wants to eat. 3e decides that an Ar"y's roast "eef sandwich will satisfy his h&nger.

*his inner force that is compelling him to search for food is +nown as a4n) ,,,,,.A) motive

) personality trait


$) feeling

5. Which term is often &sedinterchangeablywith the term 6motivation7?A) personality

) emotion

!) need

#) perception

$) feeling

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8. Maslow's hierarchy of needs is "ased on which premise?A) All h&mans ac9&ire a similar set of motives thro&gh genetic endowment and social

interaction.) /ome motives are more "asic or critical than others.!) *he more "asic motives m&st "e satisfied to a minim&m level "efore other motives

are activated.

#) As the "asic motives "ecome satisfied0 more advanced motives come into play.

$) all of the a"ove

Answer: $ ;age: -% #iffic&lty: easy

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1. /mo+e detectors0 preventive medicines0 ins&rance0 retirement investments0 seat "elts0

"&rglar alarms0 and s&nscreen are all eamples of prod&cts to satisfy cons&mers' ,,,,,

needs.A) safety

) self%act&aliation

!) physiological#) "elongingness

$) esteem

Answer: A ;age: #iffic&lty: easy

1-. Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation0

and gro&p acceptance?

A) safety) self%act&aliation


$) esteem

Answer: # ;age: #iffic&lty: easy

1. Which of Maslow's needs reflects individ&als' desires for status, superiority, self!

respect, and prestige"

A) safety

) self%act&aliation!) physiological#) "elongingness

$) esteem

Answer: $ ;age: #iffic&lty: easy

1. Which of Maslow's needs involves the desire for self!fulfillment, to become all thatone is capa"le of "ecoming?

A) safety

) self%act&aliation


$) esteem

Answer: ;age: #iffic&lty: easy

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12. @or years0 the U./. Army ran an advertising campaign with the tagline0 6e all yo& can

"e.7 *o which of Maslow's needs is this appealing?

A) safety) self%act&aliation

!) physiological

#) "elongingness$) esteem

Answer: ;age: #iffic&lty: easy

15. >n Mc&ire's classification of motives0 which ones foc&s on the person's need for

"eing adaptively oriented toward the environment and achieving a sense of meaning?

A) affective

) preservation!) growth

#) cognitive$) self%act&aliation

Answer: # ;age: #iffic&lty: moderate

18. ,,,,, motives deal with the need to reach satisfying feeling states and to o"tain

personal goals.A) !ognitive

) Affective

!) ;reservation%oriented#) Advancement%oriented$) /afety%oriented

Answer: ;age: #iffic&lty: moderate

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(1. Which motives emphasie development?

A) cognitive

) affective!) preservation%oriented

#) growth

$) advancement


((. Which of the following is CO* &sed to classify Mc&ire's psychological motives?

A) >s the mode of motivation cognitive or affective?

) >s the motive foc&sed on preservation of the stat&s 9&o or on growth?

!) >s this "ehavior actively initiated or in response to the environment?

#) >s the o&tcome of the "ehavior temporary or permanent?$) #oes this "ehavior help the individ&al achieve a new internal or a new eternal

relationship to the environment?


(. Which of the following is a type of cognitive preservation motive?

A) need for tension red&ction

) teleological need!) need for o"Dectification

#) need for stim&lation

$) need for ego defense

Answer: ! ;age: 2 #iffic&lty: moderate

(-. Which set of motives deals with o&r need to determine who or what ca&ses the thingsthat happen to &s?

A) need for consistency

) need for attri"&tion!) need to categorie

#) need for o"Dectification

$) need for a&tonomy

Answer: ;age: 2 #iffic&lty: moderate

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(. *he tendency of many cons&mers to disco&nt claims made "y sales people and ads is

related to the need ,,,,,.

A) for ego defense) for foc&s

!) for assertion

#) to attri"&te ca&sation$) none of the a"ove

Answer: # ;age: 2 #iffic&lty: moderate

(. *he tendency of many cons&mers to disco&nt claims made "y sales people can "e

eplained in part "y ,,,,,.

A) contrast theory

) assimilation theory!) classical conditioning

#) attri"&tion theory$) none of the a"ove


(2. A cons&mer's tendency to initially react to a new prod&ct as tho&gh it were the same as

similar eisting prod&cts is most li+ely to "e "ased on a need ,,,,,.A) for modeling

) for assertion

!) for consistency#) to categorie$) none of the a"ove


(5. Adam was wor+ing on a term paper and was eposed to so m&ch information that he

devised a classification system to organie the different so&rces of information he was&sing. *his reflects which cognitive preservation motive?

A) need for consistency

) need for attri"&tion

!) need to categorie#) need for o"Dectification

$) need for a&tonomy


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(8. Which motives reflect needs for o"serva"le c&es or sym"ols that ena"le people to infer

what they feel and +now?

A) need for consistency) need for attri"&tion

!) need to categorie

#) need for o"Dectification$) need for a&tonomy


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. Karen went to a movie and was disappointed "eca&se the main character died. /he

prefers happy endings to movies0 and this one really p&t her in a "ad mood for the rest

of the day. *his movie was in contrast with which need of Karen's?A) need for stim&lation

) teleological need

!) &tilitarian need#) need for tension red&ction

$) need for o"Dectification

Answer: ;age: 8 #iffic&lty: hard

-. *heories "ased on which need view the cons&mer as a pro"lem solver who approaches

sit&ations as opport&nities to ac9&ire &sef&l information or new s+ills?

A) teleological need) need for tension red&ction

!) &tilitarian need#) need for a&tonomy

$) need for identification


. /tephanie is a wor+ing mother of two children. /he has a stressf&l Do"0 so she ma+es apoint of wal+ing two miles on her treadmill each day to help her &nwind. y doing

this0 /tephanie is satisfying her ,,,,,.

A) need for attri"&tion) need for a&tonomy!) need for tension red&ction

#) need for reinforcement

$) need for modeling

Answer: ! ;age: 8%2< #iffic&lty: easy

. A cons&mer who p&rchases a certain style of clothes to esta"lish and reinforce a

&ni9&e identity is most li+ely f&lfilling a need for ,,,,,.

A) ego%defense

) affiliation!) modeling

#) epression

$) c&es

Answer: # ;age: 2< #iffic&lty: moderate

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2. /hel"y wears *ommy 3ilfiger clothing and drives an epensive a&tomo"ile. 3e li+es

these types of "rands "eca&se he feels they comm&nicate his image to others. *hese

"rands are satisfying /hel"y's ,,,,,.A) need for attri"&tion

) need for a&tonomy

!) need for tension red&ction#) need for reinforcement

$) need for epression

Answer: $ ;age: 2< #iffic&lty: moderate

5. Which need is activated when one's identity is threatened0 motivating the person to

protect his or her self%concept and &tilie defensive "ehaviors and attit&des?

A) need for cognition) need for epression

!) need for reinforcement#) need for ego defense

$) need for identity preservation


8. !ons&mers who p&rchase only pop&lar "rands "eca&se of insec&rity0 are most li+elyinfl&enced "y the ,,,,, motive.

A) ca&sation

) assertion!) consistency#) ego%defense

$) none of the a"ove


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-1. !ons&mers who actively complain when a prod&ct is not satisfactory are pro"a"ly

f&lfilling ,,,,, need.

A) a modeling) a consistency

!) an affiliation

#) an assertion$) attri"&tion of ca&sality


-(. An advertising theme s&ch as 6/erve ;epsi to yo&r friends0 they'll love yo& for it7 is

most li+ely "ased on ,,,,, motivation.

A) tension red&ction

) affiliation!) modeling

#) epression$) none of the a"ove


-. Kevin is shy and doesn't really li+e to "e aro&nd others. Most of the others from his

high school that went to the same college he did got involved in st&dent organiations0s&ch as fraternities and sororities0 "&siness organiations0 and religio&s gro&ps0 "&t

Kevin didn't Doin anything. Kevin has a low need for ,,,,,.

A) categoriation) consistency!) a&tonomy

#) affiliation

$) modeling


--. Which need res&lts in the cons&mer playing vario&s roles and gaining pleas&re from

adding new0 satisfying roles and "y increasing the significance of roles already

adopted?

A) need for stim&lation) need for identification

!) need or o"Dectification

#) teleological need$) need for epression


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-. A cons&mer who "&ys a prod&ct "eca&se a close friend "o&ght one may "e f&lfilling a

,,,,, motivation.

A) modeling) independence

!) ca&sation

#) ego%defense$) none of the a"ove

Answer: A ;age: 21 #iffic&lty: moderate

-. *he willingness to "&y a partic&lar prod&ct or service is +nown as ,,,,,.

A) a need

) a want

!) demand#) motivation

$) an attit&de

Answer: ! ;age: 2( #iffic&lty: moderate

-2. Motives that are +nown and freely admitted are called ,,,,,.

A) manifest motives

) latent motives!) o"Dective motives

#) accepta"le motives

$) primary motives


-5. When as+ed why he "o&ght a specific a&tomo"ile0 Eeremy replied that is has good gasmileage0 is rated one the "est cars in terms of safety0 and was in a moderate price

range. *hese reasons reflect Eeremy's ,,,,, motives.

A) latent) manifest

!) accepta"le

#) primary

$) identifia"le


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-8. Motives that are either &n+nown to the cons&mer or are s&ch that he or she is rel&ctant

to admit them are referred to as ,,,,, motives.

A) manifest) hidden

!) secondary

#) latent$) &naccepta"le


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. Faymond is cond&cting motivation research. 3e gives cons&mers a list of words0 and

they are as+ed to respond to the list with the first word that comes to mind. *his is an

eample of ,,,,,.A) analysis and &se

) a constr&ction techni9&e

!) an association techni9&e#) story completion

$) a third%person techni9&e

Answer: ! ;age: 2- #iffic&lty: moderate

-. Which of the following is CO* a constr&ction techni9&e of motivate research?

A) cartoon techni9&es

) analysis and &se!) story completion

#) pict&re response$) third%person techni9&es


. One motivation research techni9&e +nown as the cartoon techni9&e has cons&mers fill

in the words or tho&ghts of one of the characters in a cartoon drawing. Which type oftechni9&e is this?

A) association techni9&e

) completion techni9&e!) constr&ction techni9&e#) third%person techni9&e

$) animated techni9&e


. Cicholas is eamining cons&mers' responses for themes and +ey concepts0 which isreferred to as content analysis. Which type of motivation research techni9&e is

Cicholas &sing?

A) word association

) analysis and &se!) pict&re response

#) story completion

$) s&ccessive word association

Answer: ;age: 2- #iffic&lty: hard

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2. Angie was participating in a mar+et research st&dy. *he researcher gave her a

shopping list and as+ed Angie to descri"e the type of person who wo&ld go shopping

with this list. *his is an eample of which motivation research techni9&e?A) word association

) story completion

!) pict&re response#) analysis and &se

$) third%person techni9&e

Answer: $ ;age: 2- #iffic&lty: moderate

5. One type of motivation research involves showing cons&mers a prod&ct or "rand and

as+ing them to name all the "enefits that possession or &se of that prod&ct might

provide. *hen for each "enefit mentioned0 the respondent is as+ed to identify f&rther"enefits that the named "enefit provides0 and this is repeated for each ro&nd of "enefits

&ntil the cons&mer can no longer identify additional "enefits. *his techni9&e is +nownas ,,,,,.

A) laddering

) pro"ing!) 9&estioning

#) third%party techni9&es

$) story completion

Answer: A ;age: 2- #iffic&lty: moderate

8. Which of the following is a hedonic shopping motive related to Mc&ire's typology?A) advent&re shopping

) social shopping

!) gratification shopping#) idea shopping

$) all of the a"ove

Answer: $ ;age: 2 #iffic&lty: easy

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1. >n which type of motivational conflict m&st a cons&mer choose "etween two attractive

alternatives?

A) approach%approach) positive%positive

!) win%win

#) avoidance%avoidance$) primary%primary


(. Ci++i li+es to attend the movies0 "&t she is concerned with how epensive tic+et prices

are getting and the cost of concessions. /he wants to have f&n0 "&t she also +nows that

she needs to save money for college. Which type of motivational conflict is Ci++i

eperiencing?A) approach%approach

) approach%avoidance!) avoidance%avoidance

#) accepta"le%&naccepta"le

$) &naccepta"le%accepta"le


. Which of the following is a motivational state ca&sed "y cons&mer perceptions that a

prod&ct0 "rand0 or advertisement is relevant or interesting?

A) involvement) need!) want

#) desire

$) action


-. Which of the following is tr&e regarding cons&mers who are highly involved in a

specific prod&ct category?

A) *hey are more li+ely to pay attention to relevant mar+eting messages.

) *hey are more li+ely to engage in analytical reasoning to process and learn newinformation.

!) *hey are more li+ely to see+ o&t information from n&mero&s so&rces prior to a

decision.#) *hey are more li+ely to act as opinion leaders.

$) all of the a"ove

Answer: $ ;age: 22 #iffic&lty: easy

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8. $rin is very imaginative and appreciative of all types of art. /he is very creatively

talented0 and others come to her for novel sol&tions to pro"lems "eca&se she tends to

6thin+ o&tside the "o.7 Which core trait "est descri"es $rin?A) etroversion

) introversion

!) insta"ility#) agreea"leness

$) openness to eperience

Answer: $ ;age: 25 #iffic&lty: hard

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2. A cons&mer's propensity to p&rs&e differentness relative to others thro&gh the

ac9&isition0 &tiliation0 and disposition of cons&mer goods is ehi"iting ,,,,,.

A) cons&mer ethnocentrism) a need for cognition

!) a need for &ni9&eness

#) etroversion$) agreea"leness


2-. A set of h&man characteristics that "ecome associated with a "rand is referred to as

,,,,,.

A) "rand image

) "rand e9&ity!) "rand leverage

#) "rand personality$) "rand positioning


2. Which of the following is considered a dimension of "rand personality?

A) r&ggedness) ecitement

!) sincerity

#) competence$) all of the a"ove

Answer: $ ;age: 5< #iffic&lty: easy

2. Whole @oods /&permar+ets have "een descri"ed as down%to%earth0 honest0

wholesome0 and cheerf&l. Which dimension of "rand personality does this represent?

A) sincerity) ecitement

!) competence

#) sophistication

$) r&ggedness

Answer: A ;age: 5< #iffic&lty: easy

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22. !ons&mers have descri"ed Apple's i;od prod&cts0 s&ch as the M; m&sic player and

the new video player0 as imaginative and &p%to%date. *he "rand is also considered to

"e daring0 changing the traditional media models. ased on this description0 whichdimension of "rand personality "est descri"es the i;od?

A) sincerity

) ecitement!) competence

#) sophistication

$) r&ggedness

Answer: ;age: 5< #iffic&lty: moderate

25. Which of the following is CO* an advertising tactic &sed to comm&nicate "rand

personality?A) cele"rity endorsers

) &ser imagery!) length of the ad

#) tone of the ad

$) type of media o&tlet

Answer: ! ;age: 51 #iffic&lty: hard

28. Advertisements for ! 3eadache ;owders &s&ally show "l&e%collar wor+ers &sing

this prod&ct to o"tain fast pain relief ca&sed "y their Do" 4e.g.0 heavy lifting). Which

advertising tactic is ! &sing to comm&nicate its "rand personality?A) cele"rity endorsers) &ser imagery

!) pace of the ad

#) media o&tlet$) all of the a"ove


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51. Which term is &sed to refer to the li+ingGdisli+ing aspect of a specific feeling?

A) emotion

) affect!) hedonic

#) cognition

$) valence

Answer: ;age: 5 #iffic&lty: hard

5(. Which of the following is CO* considered an emotional dimension?

A) pleas&re

) aro&sal

!) dominance

#) feeling$) all of the a"ove are emotional dimensions

Answer: # ;age: 5- #iffic&lty: hard

5. ar"ara is an individ&al that &s&ally feels restf&l0 serene0 comforta"le0 and soothed.Which emotion is ar"ara eperiencing?

A) faith

) desire!) Doy

#) gratit&de

$) serenity

Answer: $ ;age: 5- #iffic&lty: moderate

5-. Which emotion wo&ld "e classified &nder the 6aro&sal7 dimension of emotion?A) d&ty

) distraction

!) g&ilt#) shame

$) disg&st

Answer: ;age: 5- #iffic&lty: moderate

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5. After eperiencing a maDor earth9&a+e in !alifornia0 *ina often felt powerless and

helpless. *his ca&sed her to "e fearf&l and anio&s0 which sometimes made her

panic+ed. Which dimension of emotions is *ina eperiencing?A) aro&sal

) dominance

!) negative#) &ncontrolla"le

$) destr&ctive

Answer: ;age: 5- #iffic&lty: moderate

5. Which of the following is @AB/$ regarding how emotional responses to advertising

infl&ence cons&mer "ehavior?

A) $motional advertisements that trigger a positively eval&ated emotion will enhanceli+ing of the ad itself.

) $motional content in advertisements enhances their attention0 attraction0 andmaintenance capa"ilities.

!) While emotional content in advertisements may increase attention0 emotional

messages have not "een fo&nd to "e processed more thoro&ghly than ne&tralmessages.

#) Fepeated epos&re to positive%emotion%eliciting ads may increase "rand

preference thro&gh classical conditioning.$) Fepeated epos&re to positive%emotion%eliciting ads may res&lt in "rand

preference occ&rring in a direct0 high%involvement way.

Answer: ! ;age: 5 #iffic&lty: hard

#rue$%alse Questions

52. According to Maslow0 all h&mans ac9&ire a similar set of motives thro&gh genetic

endowment and social interaction.

Answer: *r&e ;age: - #iffic&lty: moderate

55. Affective motives foc&s on the person's need for "eing adaptively oriented toward theenvironment and achieving a sense of meaning.

Answer: @alse ;age: #iffic&lty: moderate

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58. *he fact that cons&mers need to attri"&te ca&se &nderlies an area of research +nown as

cognitive theory.

Answer: @alse ;age: 2 #iffic&lty: moderate

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85. $troversion0 insta"ility0 agreea"leness0 openness to eperience0 and conscientio&sness

are dimensions of "rand personality.

Answer: @alse ;age: 5< #iffic&lty: moderate

88. !ele"rity endorsers are often a &sef&l way to personify a "rand since thecharacteristics and meanings of the cele"rity can "e transferred to the "rand.

Answer: *r&e ;age: 51 #iffic&lty: easy

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