BBMK2103

Consumer Behavior

NAME:
STUDENT ID. NO. ;

TUTORIAL 2

Chapter 2 – Consumer Motivation

MULTIPLE CHOICE QUESTIONS

1) The driving force within individuals that impels them to action is known as ________.
A) a goal
B) tension
C) motivation
D) a need
E) personality

2) Motivation is produced by a state of tension, which exists as the result of ________.

A) peer pressure
B) environmental forces
C) satisfied desires
D) unrealized desires
E) unfulfilled needs

3) Successful marketers define their markets in terms of ________.

A) the product the company has decided to produce
B) the lowest price for which a particular product can be manufactured
C) the needs they presume to satisfy
D) the ethnicity of their primary consumers
E) the geographic location of their primary consumers

4) When Procter & Gamble defines its business as "providing branded products and services
of quality and value that improve the lives of the world's consumers," they are using a
________.
A) need-focused definition
B) product-oriented definition
C) motivation-oriented definition
D) personality-oriented definition
E) production-oriented definition

5) The physiological needs for food, water, and air are called ________ needs.
A) secondary
B) innate
C) acculturated
D) psychogenic
E) acquired
6) Needs that we learn in response to our parents, social environment, and interactions with
the environment are called ________ needs.
A) primary
B) biogenic
C) acculturated
D) psychological
E) innate

7) ________ are the sought-after results of motivated behavior.

A) Motivations
B) Goals
C) Rewards
D) Behaviors
E) Targets

8) ________ are outcomes that consumers seek in order to fulfill their physiological and
psychological needs.
A) Broad-spectrum goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals

9) ________ are sought outcomes to be achieved by using a given product or service.

A) General goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals

10) Barry wants a sandwich for lunch. Tom wants a turkey sandwich with lettuce, tomato,
and mayonnaise from Subway. Barry has a(n) ________, whereas Tom has a(n) ________.
A) generic goal; product-specific goal
B) objective goal; subjective goal
C) product-specific goal; objective goal
D) subjective goal; generic goal
E) product-specific goal; generic goal

11) Jill gets good grades because her parents will punish her if she doesn't receive at least a
3.5 GPA. Julia gets good grades because she likes the sense of accomplishment she feels
when she gets a straight-A report card. Jill's goal is referred to as a(n) ________, whereas
Julia's goal is referred to as a(n) ________.
A) approach object; avoidance object
B) avoidance object; defensive object
C) positive object; negative object
D) avoidance object; approach object
E) physical object; psychological object
12) A negative goal is one from which behavior is directed away, and is often referred to as
a(n) ________.
A) declining object
B) approach object
C) interactive object
D) autonomous object
E) avoidance object

13) Needs and goals are ________; neither exists without the other.
A) independent
B) interdependent
C) interactive
D) autonomous
E) mutually exclusive

14) The category of shopping motivations where consumers do not have an urgent-product
need in mind, but go shopping for the personal enjoyment of shopping is known as
________.
A) recreational shopping
B) activity-specific shopping
C) fill-in shopping
D) demand-specific shopping
E) self-image shopping

15) Individuals who successfully achieve their goals usually set new and higher goals for
themselves; that is, they raise their ________.
A) levels of self-awareness
B) social status
C) levels of aspiration
D) biogenic needs
E) motivational state

16) Products and services are often evaluated by the size and direction of the gap between
________.
A) consumer expectations and objective performance
B) the target market and the income of the average consumer
C) consumer expectations and product cost
D) the cost of production and the price at sale
E) the price of the final product and the company's marketing expenditures

17) A(n) ________ can take the place of a primary goal when an individual cannot attain a
specific goal or type of goal that is expected to satisfy certain needs.
A) specific goal
B) biogenic goal
C) substitute goal
D) secondary goal
E) objective goal
18) Failure to achieve a goal often results in feelings of ________.
A) achievement
B) aspiration
C) self-awareness
D) personal promotion
E) frustration

19) Aggression and rationalization are examples of ________ that people sometimes adopt to
protect their egos from feelings of failure when they do not attain their goals.
A) fulfillment mechanisms
B) defense mechanisms
C) substitute goals
D) subjective criteria
E) secondary behaviors

20) An individual may redefine a frustrating situation by assigning blame for his or her own
failures and inabilities on other objects or persons. This is known as ________.
A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression
TRUE & FALSE

State whether “TRUE” or “FALSE” for each question.

1) When L'Oreal appeals to self-esteem with the tagline, "Because you're worth it," they are
appealing to physiological needs.
Answer:

2) Marketers can take advantage of people's frustrations by portraying their products as

means to resolve a particular set of frustrations.
Answer:

3) When the Kaplan Bar Review course tells prospective law students they can "conquer the
bar" or achieve a goal by taking the Kaplan course, they are trying to trigger a product-
specific goal.
Answer:

4) According to Maslow, individuals seek to satisfy higher-level needs before lower-level

needs emerge.
Answer:

5) According to Maslow, once a lower-level need is met, it never becomes dominant again.
Answer:

6) The achievement need suggests that behavior is strongly influenced by the desire for
friendship, acceptance, and belonging.
Answer:

7) Murray's Psychogenic Needs includes power, affiliation, and achievement.

Answer:

8) Researchers usually rely on a combination of various research techniques to try to establish

the presence and strength of various motives.
Answer:

9) As consumption becomes technology driven, marketers have become more interested in

individuals who post comments online.
Answer:

10) Bloggers influence other consumers, because people perceive both positive and negative
reviews from other consumers as more credible information than advertisements.
Answer:

11) Marketers are able to change consumers' personalities to conform to their products.
Answer:

12) According to Freud, the superego acts to restrain or inhibit the impulsive forces of the id.
Answer:
13) Compliant individuals are those who move against others; they desire to excel and win
admiration.
Answer:

15) Personality traits are characteristics that set people apart from one another.
Answer:

16) People who are high in dogmatism are more likely to prefer innovative products to
established or traditional alternatives.
Answer:

17) Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek
rest or relief.
Answer:

18) The extent of consumer materialism is more or less the same from country to country.
Answer:

19) Variety seeking measures a person's craving for or enjoyment of thinking.

Answer:

20) Examples of compulsive consumption include eating disorders, shopping, gambling, and
alcoholism.
Answer:
STRUCTURED QUESTIONS

1. How do motivations drive consumer behavior?

Answer:

2. Discuss the theory that Abraham Maslow formulated with regard to human needs. Identify
the advantages and disadvantages of Maslow's hierarchy-of-needs theory.
Answer:

3. Talk about Freud's psychoanalytic theory of personality. How do the three systems he
proposed interact?
Answer:

4. What are some general characteristics of materialistic people?

Answer:

5. What is consumer ethnocentrism? Cite some examples.

Answer