Chapter 10

Question 1

Motivation is

Answer 1

the reason for behavior

Question 2

A motive is

Answer 2

a construct representing an unobservable inner force that stimulates and compels a behavioral response

Question 3

Involvement is a

Answer 3

motivational state caused by consumer
perceptions that a product, brand, or advertisement is relevant or interesting

Question 4

What are manifest motives?

Answer 4

The link between behavior and motives that are known and freely admitted

Question 4

What are latent motives?

Answer 4

The link between behavior and motives that either are unknown or are such that the consumer is reluctant to admit or reveal them

Question 5

What does consumer involvement increase?

Answer 5

attention, analytical processing, information search, and word of mouth.

Question 6

What are the three types of motivational conflict?

Answer 6

1. Approach-Approach
2. Approach-Avoidance
3. Avoidance-Avoidance

Question 7

Approach-Approach motivational conflict is

Answer 7

a choice between two attractive alternatives

Question 8

Approach-Avoidance motivational conflict is

Answer 8

a choice with both positive and negative consequences

Question 9

Avoidance-Avoidance motivational conflict is

Answer 9

a choice involving only undesirable outcomes

Question 10

Two types of focused ads

Answer 10

1. Prevention
2. Promotion

Question 11

What is prevention focused ads best for?

Answer 11

Last minute shoppers

Question 12

What is promotion focused ads best for?

Answer 12

Worked best for shoppers buying for the future

Question 13

What is a personality?

Answer 13

An individual’s characteristic response tendencies across similar situations

Question 14

What are two approaches for marketers targeting personality?

Answer 14

1. Multitrait Approach
   2.Single Trait Approach

Question 14

The Single Trait Approach consist of

Answer 14

• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness

Question 15

What model under the Multitrait Approach is most commonly used and what is it?

Answer 15

Five Factor Model

• It identifies five basic traits that are formed by genetics and early learning

Question 16

What is consumer ethnocentrism?

Answer 16

Reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products

Question 17

How would you describe the consumer’s need for uniqueness?

Answer 17

Reflects an individual difference in consumers’ propensity to pursue differentness relative to others through the
acquisition, utilization, and disposition of consumer goods

Question 17

What is the need for cognition?

Answer 17

Reflects an individual difference in consumers’ propensity to engage in and enjoy thinking

Question 18

A brand image is

Answer 18

what people think of and feel when they hear or see a brand name

Question 19

What are the dimensions of brand personality?

Answer 19

-Sincerity
-Excitement
-Competence
-Sophistication
-Ruggedness

Question 20

A brand personality is

Answer 20

a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire

Question 21

Emotion is what?

Answer 21

The identifiable specific feeling, and affect to refer to the liking/disliking aspect of the specific feeling

Question 22

How can emotion affect advertising?

(Hint: there are 5 ways)

Answer 22

 Emotional content in ads can enhance attention, attraction, and maintenance capabilities.
 Emotional messages may be processed more thoroughly due to their enhanced level of arousal.
 Emotional ads may enhance liking of the ad itself.
 Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning.
 Emotion may operate via high involvement processes especially if emotion is decision relevant

Question 22

What does emotion have a strong link with?

Answer 22

needs, motivation, and
personality