Chapter 5

Question 1

motivation

Answer 1

processes that lead people to behave the way they do

Question 2

goal

Answer 2

desired end state

Question 3

incidental brand exposure

Answer 3

motives can lurk beneath the surface and cues in the environment can activate a goal even when we don’t know it

Question 4

drive theory

Answer 4

focuses on biological needs that produce unpleasant states of arousal

Question 5

homeostatsis

Answer 5

balanced state

Question 6

retail therapy

Answer 6

shopping restores a sense of personal control over one’s environment and as a result can alleviate feelings of sadness

Question 7

expectancy theory

Answer 7

expectations of achieving desirable outcomes rather than being pushed from within motivate our behavior

Question 8

productivity orientation

Answer 8

continual striving to use time constructively

Question 9

approach-approach conflict

Answer 9

must choose between two desirable alternatives

Question 10

theory of cognitive dissonance

Answer 10

people have a need for order and consistency in their lives and that a state of dissonance exists when we choose between two alternatives

Question 11

approach-avoidance conflict

Answer 11

desire a goal but wish to avoid it at the same time

Question 12

avoidance-avoidance conflict

Answer 12

caught between a rock and a hard place

Question 13

need for affiliation

Answer 13

need to be in the company of other people

Question 14

need for power

Answer 14

need to control one’s environment

Question 15

need for uniqueness

Answer 15

assert one’s individual identity

Question 16

maslows hierarchy of needs

Answer 16

physiological..safety..belongingness..ego needs..self-actualization

Question 17

affect

Answer 17

emotional responses to products

Question 18

evaluations

Answer 18

reactions to events and objects that are not accompanied by high levels of physiological arousal

Question 19

moods

Answer 19

temp positive or negative affective states accompanied by moderated levels of arousal

Question 20

emotions

Answer 20

tend to be more intense and often relate to a specific triggering event

Question 21

negative state relief

Answer 21

helping others as a way to resolve one’s own negative moods

Question 22

sadvertising

Answer 22

inspirational stories that manipulate our emotions like a rollercoaster

Question 23

mood congruency

Answer 23

our judgement tend to be shaped by our moods

Question 24

lovemark

Answer 24

passionate commitment to one brand

Question 25

happiness

Answer 25

mental state of well-being characterized by positive emotions

Question 26

material accumulation

Answer 26

earn more than we can possibly consume

Question 27

envy

Answer 27

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

Question 28

happiness economy

Answer 28

claims well-being is the new wealth

Question 29

sentiment analysis

Answer 29

scours the social media universe to collect and analyze the words people use when they describe a specific product or company

Question 30

word-phrase dictionary

Answer 30

code the data of words ppl use when feeling an emotion

Question 31

inertia

Answer 31

consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives

Question 32

cult products

Answer 32

command fierce consumer loyalty, devotion, and maybe even worship by consumers

Question 33

product involvement

Answer 33

consumer’s level of interest in a particular product

Question 34

perceived risk

Answer 34

product decisions that are highly involving

Question 35

mass customization

Answer 35

personalization of products and services for individual customers at a mass-production price

Question 36

alternate reality games

Answer 36

thousands of people participate in fictional story or competition to solve a mystery

Question 37

narrative transportation

Answer 37

people become immersed in the storyline

Question 38

situational involvement

Answer 38

engagement w a store