Exam 4: Motivation and Affect

Maslow's hierarchy of needs approach implies that the order of development of motives is fixed-that a certain level must be attained before the next higher level is activated.

Katrina had a difficult choice to make. The Honda Civic and Mazda 3 cars were almost identical in terms of features and styling, but the Mazda 3 was priced $400 less. She decided to buy the Mazda, but the next day read a Consumer Reports article that said the Mazda resale value would be $800 less than the Honda after 3 years. In terms of conflict, what was Katrina most likely facing?

What are the differences between emotions and moods?

Which of the following is an example of marketers using positive affect to highlight product benefits?

Luanne drove into work and went through the drive-thru of her local coffee shop for a "double-double," like she does every single weekday. What level of involvement does this describe?

Which theory explains the view that one's behaviour is largely pulled by positive incentives?

Research examining consumer goal attainment shows that:

Consumers may seek products that emphasize objective tangible attributes to satisfy certain utilitarian needs.

Research on happiness suggests that:

What is meant by the term "affect"? What are three distinct ways marketers can use affect?

Research on material versus experiential purchases suggests that:

There are a variety of need states or need forms described in the text. Characterize and discuss biogenic needs, psychogenic needs, utilitarian needs, and hedonic needs.

Research on activity and its correlation to happiness suggests that:

Caitlyn and her husband are deciding if they should renovate their current house (which would be very disruptive to their lifestyle) or purchase a new one (which would be very expensive). Explain which type of motivational conflict this is.

Cachet perfume has used the advertising copy theme of "as individual as you are," which appeals to a consumer's need to assert one's individual identity, a need termed:

Emily has narrowed down her search to two prom dresses. Each of the dresses is unique and has desirable qualities, but she can only choose one of the dresses. Describe the type of motivational conflict she is likely experiencing.

Marketers can enhance the consumer's motivation to process relevant information by using ________ and/or ________ stimuli.

Affiliation needs can be satisfied at athletic venues such as hockey arenas.

Denise loves ice cream but feels it is a "guilty pleasure" because it contains a large amount of fat and calories. She is not sure whether to indulge as she is trying to eat right. This purchase situation is typical of which type of motivational conflict?

Janelle believes that having luxurious products is the secret to happiness. Given what you know about happiness, what would you tell her?