kapitel 5

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• When a need is aroused that the consumer wishes to satisfy, the ________ process has beenactivated. motivation
• What theory of motivation is related to the idea that customers desire a state of balancecalled homeostasis? drive theory
• Wants are a combination of ________. personal factors
• Motivation that is driven by the need for pleasure is called ________. affect
• When a woman buys expensive jewelry, which of the following needs is most likely beingexpressed? hedonic
• ________ suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behavior. Expectancy theory
• The way consumers feel about themselves, the things they value, and the things they like todo in their spare time are part of how marketers segment using ________. lifestyle
• What type of conflict exists when we desire a goal but wish to avoid it at the same time? approach-avoidance conflict
• Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraidto go to a dentist. What type of motivational conflict is Bill experiencing? an approach-avoidance conflict
• In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the followingconsumer needs? utilitarian needs
• If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumerwould be expressing a need for ________. affiliation
• According to information presented in the chapter, the implication of Maslow's hierarchyof needs is that ________. one must first satisfy basic needs before moving to higher order needs
• The degree to which a person is willing to expend energy to reach a specific need is called________. motivational direction
• Whether a consumer's need is utilitarian or hedonic, the ________ it creates determinesthe urgency the consumer feels to reduce it. magnitude of the tension
• What theory of personality suggests that one person differs from another because of anumber of different characteristics such as introversion or extroversion? Trait theory
• An individual with a high need for ________ would be most likely to place a premium onproducts and services that signify success. achievement
• Jake feels a hunger growing in his stomach. The more he feels the hunger, the more hewishes lunchtime would hurry and arrive. He is already planning what he will eat and howgood it will taste. Which of the following processes most accurately identifies what Jake isfeeling? The motivation process
• Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movieTop Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"-Snake. WhenBret has such fantasies or emotional responses to his needs, the type of needs that are beingaddressed are ________. hedonic
• ________ is based on the premise that people have a need for order and consistency intheir lives and that a state of tension is created when beliefs or behaviors conflict with oneanother. The theory of cognitive dissonance
• Products that command fierce loyalty, devotion and even worship by consumers are called________. cult products
• Person, object, and situational factors are the three types of influences that determine aperson's level of ________. involvement
• he local Harley-Davidson motorcycle outlet has special events on Saturday morningsthat involve vintage bikes exhibitions and free goods. Some people travel more than 100 mileson their Harleys to be there almost every Saturday. The motorcycle outlet's marketingapproach is successful because Harley-Davidson has become a ________ product. cult
• The consumer's focus on personal health is merging with a growing interest in globalhealth. Some analysts call this new value ________. conscientious consumerism
• ________ refers to a person's unique psychological makeup and how it consistentlyinfluences the way a person responds to his/her environment Personality
• Based on motivational research, which of the following consumption motives most likelyexplains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, orperfume? individuality
• Motivational research relies on ________ of individual consumers. psychological profiles
• Consumption lifestyles can vary to a large degree amongst individuals that may appear tohave similarities. Which of the following statements is untrue? People with similarities in gender, age and income may prefer to spend their money onbroadly the same things
• AIO surveys help measure ________ lifestyles
• Marketers use results from AIO surveys to ________ define target markets
• ________ are the use of psychological, sociological, and anthropological factors todetermine how the market is segmented by the propensity of groups within the market (andtheir reasons) to make a particular decision about a product, person, ideology, or otherwisehold an attitude or use a medium. Psychographics

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