Exam 4: Consumer Motivation

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 ________.

How can marketers use the need hierarchy in making product positioning decisions?

Concerning the arousal of human motives,the ________ school believes that all behavior is directed at goal achievement.

Individuals who successfully achieve their goals usually set new and higher goals for themselves; that is,they raise their ________.

According to Maslow's hierarchy-of-needs theory,the need for ________ refers to an individual's desire to fulfill his or her potential.

WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women.To this end, he joins a gym and begins eating low-fat, low-calorie foods.In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead.After a few weeks, Peter decides that he actually prefers fruit with his lunch. -In the WEIGHT LOSS MINI CASE,Peter's goal is best described as a(n)________.

NAIL POLISH MINI CASE: Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish.In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations.Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user. -In the NAIL POLISH MINI CASE,introducing new colors every year is known as a ________ strategy.

WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women.To this end, he joins a gym and begins eating low-fat, low-calorie foods.In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead.After a few weeks, Peter decides that he actually prefers fruit with his lunch. -In the WEIGHT LOSS MINI CASE,Peter's motivation is in a(n)________ direction.

Savings accounts,insurance policies,and education are all means by which individuals satisfy the need for ________.

When an advertisement leads the consumer to think about things that draw attention to an unrecognized need,this is known as ________.

Marketers can take advantage of people's frustrations by portraying their products as means to resolve a particular set of frustrations.

The nature and persistence of an individual's behavior are often influenced by expectations of success or failure in reaching certain goals.

According to Murray's list of psychogenic needs,dominance and autonomy are examples of ________.

Needs and goals are ________; neither exists without the other.

According to Maslow,the ________ that an individual experiences serves to motivate his or her behavior.

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)________.

Gloria makes sure to always drive the speed limit in order to avoid getting a ticket.Gloria's motive has a(n)________ direction.

It is possible for people with different needs to seek fulfillment through selection of the same goal.

Researchers usually rely on a combination of various research techniques to try to establish the presence and strength of various motives.

According to Maslow's hierarchy of needs,protection,order,and stability are examples of ________.