Lecture 2: Motivations, Emotions, Involvement and Values

Question 1

Motivation is a goal-directed drive to attain a goal.

Answer 1

True

Question 2

A goal object is something the acquisition or attainment of will bring happiness, reduces discomfort, or tension.

Answer 2

True

Question 3

Needs are a desire for a particular goal object to reduce tension.

Answer 3

False

Question 4

Biogenic needs stem from our mental makeup such as burnout, boredom etc.

Answer 4

False

Question 5

Biogenic needs stem from our biology as humans such as hunger or thirst.

Answer 5

True

Question 6

Psychogenic needs stem from our mental makeup such as burnout, boredom etc.

Answer 6

True

Question 7

Hedonic consumption is described as the use of products for the sake of intrinsic enjoyment.

Answer 7

True

Question 8

Avoidance motivation is the desire to attain a goal object.

Answer 8

False

Question 9

Avoidance motivation is the desire to protect oneself from an object.

Answer 9

True

Question 10

Approach motivation is the desire to attain a goal object.

Answer 10

True

Question 11

Approach and Avoidance motives can lead to motivational conflicts.

Answer 11

True

Question 12

Consumers use self-control to regulate feelings, thoughts, and behaviour in line with long term goals.

Answer 12

True

Question 13

Mental effort in decision making can lead to exhaustion of mental resources.

Answer 13

True

Question 14

Connection between body and mind influences consumer self-control/regulation of behaviour.

Answer 14

True

Question 15

Embodied cognition is the belief that many features of cognition are shaped by aspects of the body beyond the brain.

Answer 15

True

Question 16

Emotions are positive or negative experiences that are associated with a particular pattern of physiological activity.

Answer 16

True

Question 17

Primary emotions are those that we feel first, as a first response to a situation.

Answer 17

True

Question 18

Secondary emotions appear after primary emotions, turn emotions into complex reactions.

Answer 18

True

Question 19

Emotions are not based on an individual’s assessment of a situation or outcome and its relevance to his or her goals.

Answer 19

False.

Question 20

Negative moods diminish self-gratification.

Answer 20

False

Question 21

Negative and positive moods enhance immediate self-gratification.

Answer 21

True

Question 22

Good moods make us respond more favorably to marketers’ actions.

Answer 22

True.

Question 23

A consumers’ perceived relevance of an object is based on their inherent needs, values, and interests.

Answer 23

True

Question 24

Product categories, brands, ads, medium, decisions and behaviours are all examples of objects of involvement.

Answer 24

True

Question 25

Situational involvement occurs when consumers show a consistent high-level of interest in an object/product and frequently spend time thinking about it.

Answer 25

False

Question 26

Situational involvement occurs over a short time period and is associated with a specific situation, such as a need to replace a product that has broken.

Answer 26

True

Question 27

Enduring involvement occurs over a short time period and is associated with a specific situation, such as a need to replace a product that has broken.

Answer 27

False

Question 28

Enduring involvement occurs when consumers show a consistent high-level of interest in an object/product and frequently spend time thinking about it.

Answer 28

True

Question 29

Consumers try to handle perceived risk by seeking information, relying on firm reputation, looking for guarantees and warranties.

Answer 29

True

Question 30

Functional risk is when the product poses a threat to the physical well-being or health of the user or others.

Answer 30

False

Question 31

Physical risk is when the product is not worth the price paid.

Answer 31

False

Question 32

Financial risk is when the product does not perform up to expectations.

Answer 32

False

Question 33

Functional risk is when the product does not perform up to expectations.

Answer 33

True

Question 34

Physical risk is when the product poses a threat to the physical well-being or health of the user or others.

Answer 34

True

Question 35

Financial risk is when the product is not worth the price paid.

Answer 35

True

Question 36

Social risk is when the product affects the mental well-being of the user.

Answer 36

False

Question 37

Psychological risk is when the failure of the product results in an opportunity cost of finding another satisfactory product.

Answer 37

False

Question 38

Time risk is when the product results in embarrassment from others.

Answer 38

False

Question 39

Social risk is when the product results in embarrassment from others.

Answer 39

True

Question 40

Psychological risk is when the product affects the mental well-being of the user.

Answer 40

True

Question 41

Time risk is when the failure of the product results in an opportunity cost of finding another satisfactory product.

Answer 41

True

Question 42

Values are beliefs that guide what people regard as important or good.

Answer 42

True

Question 43

Terminal values are goals a person would like to achieve during his/her lifetime.

Answer 43

True

Question 44

Instrumental values are the means to achieving one’s terminal values.

Answer 44

True

Question 45

Terminal values are subjective.

Answer 45

True

Question 46

A value system is the ranking of values within a culture.

Answer 46

True

Question 47

Enculturation is the process of learning values of one’s own culture.

Answer 47

True

Question 48

Acculturation is the process of learning values of another culture.

Answer 48

True

Question 49

Means-end chains are specific product attributes are linked at levels of increasing abstraction to terminal values.

Answer 49

True

Question 50

Success of international marketing activities depends on addressing the differences among consumers in each place.

Answer 50

True