Chapter 4

Question 1

Motivation

Answer 1

Refers to the processes that cause people to behave as they do.

(Occurs when a need is aroused).

Question 2

Goal

Answer 2

A consumer’s desired end state.

Question 3

Drive

Answer 3

The desire to satisfy a biological need to reduce physiological arousal

Question 4

Expectancy Theory

Answer 4

Suggest the behaviour is largely pulled by expectations of achieving desirable outcomes.

(We choose one product over another because we expect this choice to have a more positive consequence on us)

Question 5

Want

Answer 5

The particular for of consumption used to satisfy a need.

Question 6

Involvement

Answer 6

A persons perceived relevance of the object based on their inherent needs, values and interests.

Question 7

Inertia

Answer 7

Where decisions are made out of habit because the consumer lacks the motivation to consider alternatives.

Question 8

Flow state

Answer 8

When consumers are truly involved with a product, an ad, or a website, they enter into this optimal experience.

Question 9

Happiness

Answer 9

A mental state of well-being characterized by positive emotions.

Question 10

Envy

Answer 10

A negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension.

Question 11

Guilt

Answer 11

An individual’s unpleasant emotional state associated with possible objections to his or her actions, inactions, circumstances, or intentions.

Question 12

Need for achievement

Answer 12

value personal accomplishments; place a premium on products that signify success.

(Degree, the Sun Run, etc.)

Question 13

Need for affiliation

Answer 13

Need for relevant products and services to alleviate loneliness.

(Facebook)

Question 14

Need for power

Answer 14

Control one’s environment. Focus on products that have mastery over surroundings.

Question 15

Need for uniqueness

Answer 15

To assert one’s individual identity.

Question 16

Embarrassment

Answer 16

Driven by a concern for what others around are thinking

Question 17

Purchase Situation Involvement

Answer 17

Differences that occur when buying the same object for different contexts.

Question 18

Approach-Approach Conflict

Answer 18

A person must choose between two desirable alternatives.

Choosing between two different concerts because you only have money for one

Question 19

Approach-Avoidance Conflict

Answer 19

When a person desires a goal but wishes to avoid it at the same time.

Question 20

Avoidance-Avoidance Conflict

Answer 20

A consumer may be faced with a choice between two undesirable alternatives.

Question 21

Product Involvement

Answer 21

Consumer’s level of interest in a product.

Question 22

Affect

Answer 22

The experience of emotionally-laden states, which can range from evaluations, to moods, to full-bown emotions.

Question 23

Drive Theory

Answer 23

Focusses on biological needs that produce unpleasant states of arousal.

(Such as your stomach grumbling during a morning class).

Question 24

Valence

Answer 24

The positivity or negativity of a goal.

Question 25

Message Involvement

Answer 25

The consumer is actively involved in processing the marketing message or in its creation.

Question 26

Name the levels on Maslow’s Hierarchy

Answer 26

(Bottom up)

1. Physiological
2. Safety
3. Belongingness
4. Ego needs
5. Self-Actualization

Question 27

List three types of consumer involvement

Answer 27

1. Product Involvement
2. Message-Response Involvement
3. Purchase Situation Involvement