Question 1

Julie was more pleased that she was put in charge of eleven salespeople than she was when she got a pay rise. Julie is most likely driven by the trio of needs classification of:

Accepted Answer

A)  achievement. 
B)  power. 
C)  safety. 
D)  self-esteem.

Question 2

When a particular need is satisfied by a single brand of shirt, that goal is a:

Accepted Answer

A)  generic goal. 
B)  accessibility goal. 
C)  physical capacity goal. 
D)  product-specific goal.

Question 3

People often adopt ______ to protect their egos from feelings of failure when they do not attain their goals.

Accepted Answer

A)  defensive needs 
B)  defence mechanisms 
C)  primary needs 
D)  projective mechanisms

Question 4

Motivation drives individuals to engage in behaviours that they believe will satisfy their needs, and thus relieve them of the stress they feel.

Accepted Answer

A) True 
 B)False

Question 5

When random thoughts or personal achievement lead to an awareness of needs, the needs have been triggered by:

Accepted Answer

A)  emotional arousal. 
B)  cognitive arousal. 
C)  physiological arousal. 
D)  environmental arousal.

Question 6

Individuals who have attempted to attain a higher status in the company they work for but have failed to so and then go on to redirecting their energy to new and different activities, or even quit their position, are using:

Accepted Answer

A)  aggression. 
B)  rationalisation. 
C)  regression. 
D)  withdrawal.

Question 7

When individuals do not attain their goals, they may:

Accepted Answer

A)  select a substitute goal which then assumes primary-goal status. 
B)  select a substitute goal which then assumes secondary-goal status. 
C)  regard it as a personal failure. 
D)  adopt a defence mechanism to protect their egos.

Question 8

______ needs are needs that we learn in response to our culture or environment. They may include the need for self-esteem, prestige, affection, power or learning.

Accepted Answer

A)  Psychological 
B)  Innate 
C)  Environmental 
D)  Acquired

Question 9

The goals selected by individuals depend on all the following except:

Accepted Answer

A)  personal experience. 
B)  one's physical capacity. 
C)  cultural norms. 
D)  other people with the same goal.

Question 10

Julie rushed out to buy a jumper of her favourite AFL team. Julie's motive would most likely be classified as:

Accepted Answer

A)  emotional. 
B)  rational. 
C)  being based on the 'reasonable man' theory. 
D)  psychological reactance.

Question 11

A car company advertises to young males by portraying attractive couples riding around in the car. Implying that the car attracts attractive young females, the advertisement is using the defence mechanism of ______ to attract its target market.

Accepted Answer

A)  projection 
B)  identification 
C)  rationalisation 
D)  withdrawal

Question 12

Acquired needs are needs we learn in response to our culture or environment.

Accepted Answer

A) True 
 B)False

Question 13

From the marketing perspective, consumers' purchase decisions based totally on objective criteria is called:

Accepted Answer

A)  non-rational motivation. 
B)  the economic model of decision making. 
C)  subjective buying. 
D)  rationality.

Question 14

When people are threatened by a reduction or elimination of a behavioural freedom, this is referred to as psychological reactance.

Accepted Answer

A) True 
 B)False

Question 15

Why are motivations the driving force behind consumer behaviour?

Accepted Answer

The answer of Why are motivations the driving force behind...

Question 16

The most common use for Maslow's hierarchy of needs is for:

Accepted Answer

A)  product positioning. 
B)  market segmentation. 
C)  development of advertising appeals. 
D)  all of the above.

Question 17

Needs that deal with one's self-esteem, reputation and status are classified by Maslow as:

Accepted Answer

A)  self-actualisation. 
B)  ego needs. 
C)  social needs. 
D)  safety and security needs.

Question 18

The practitioner regarded as providing the basis for the development of motivational research is:

Accepted Answer

A)  Dr Ernest Dichter. 
B)  Sigmund Freud. 
C)  Adam Maslow. 
D)  Henry Murray.

Question 19

When the Army uses the slogan 'Be all you can be', they are appealing to what Maslow would refer to as:

Accepted Answer

A)  self-actualisation. 
B)  safety and security needs. 
C)  physiological needs. 
D)  ego needs.

Question 20

Operating on the premise that consumers are not always aware of the reasons for their actions, motivational research attempts to discover underlying feelings, attitudes and emotions concerning product, service or brand use.

Accepted Answer

A) True 
 B)False

Exam 3: Consumer needs and motivation

Julie was more pleased that she was put in charge of eleven salespeople than she was when she got a pay rise. Julie is most likely driven by the trio of needs classification of:

When a particular need is satisfied by a single brand of shirt, that goal is a:

People often adopt ______ to protect their egos from feelings of failure when they do not attain their goals.

Motivation drives individuals to engage in behaviours that they believe will satisfy their needs, and thus relieve them of the stress they feel.

When random thoughts or personal achievement lead to an awareness of needs, the needs have been triggered by:

Individuals who have attempted to attain a higher status in the company they work for but have failed to so and then go on to redirecting their energy to new and different activities, or even quit their position, are using:

When individuals do not attain their goals, they may:

______ needs are needs that we learn in response to our culture or environment. They may include the need for self-esteem, prestige, affection, power or learning.

The goals selected by individuals depend on all the following except:

Julie rushed out to buy a jumper of her favourite AFL team. Julie's motive would most likely be classified as:

A car company advertises to young males by portraying attractive couples riding around in the car. Implying that the car attracts attractive young females, the advertisement is using the defence mechanism of ______ to attract its target market.

Acquired needs are needs we learn in response to our culture or environment.

From the marketing perspective, consumers' purchase decisions based totally on objective criteria is called:

When people are threatened by a reduction or elimination of a behavioural freedom, this is referred to as psychological reactance.

Why are motivations the driving force behind consumer behaviour?

The most common use for Maslow's hierarchy of needs is for:

Needs that deal with one's self-esteem, reputation and status are classified by Maslow as:

The practitioner regarded as providing the basis for the development of motivational research is:

When the Army uses the slogan 'Be all you can be', they are appealing to what Maslow would refer to as:

Operating on the premise that consumers are not always aware of the reasons for their actions, motivational research attempts to discover underlying feelings, attitudes and emotions concerning product, service or brand use.