CHAPTER 4

MOTIVATION AND VALUES Multiple Choice 1. _________________ refers to the processes that cause people to behave as they do. a. Goals b. Needs c. Motivation d. Drives Answer !c" Di##icult$ !E" %&ct P&'e ((4 2. When a need is aroused that the consumer wishes to satisfy, the ____________ process has been activated. a. oals b. need c. desire d. motivation Answer !)" Di##icult$ !M" %&ct P&'e ((4 !. "a#e feels a hun er rowin in his stomach. $he more he feels the hun er, the more he wishes lunchtime would hurry and arrive. %e is already plannin what he will eat and how ood it will taste. Which of the followin processes most accurately describes what "a#e is oin throu h& a. $he oals process. b. $he directionality process. c. $he motivation process. d. $he involvement process. Answer !c" Di##icult$ !M" Applic&tion P&'e ((4 '. ( need that is directed toward a desire to achieve some functional or practical benefit is called a)n*+ a. learned need. b. hedonic need. c. biolo ical need. d. utilitarian need. Answer !)" Di##icult$ !M" %&ct P&'e ((4

,. -ret $homas has always dreamed of becomin a .et fi hter pilot. (fter seein the movie Top Gun, -ret bou ht pilot/s sun lasses and even ave himself a 0call si n12

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4na#e. When -ret has such fantasies or emotional responses to his needs, the type of needs that are bein addressed are+ a. utilitarian. b. hedonic. c. biolo ical. d. learned. Answer !*" Di##icult$ !H" Applic&tion P&'e ((4 5. 6onsiderin the motivation process, the desired end state is the consumer/s+ a. drive. b. need state. c. benefit statement. d. oal. Answer !)" Di##icult$ !E" %&ct P&'e ((4 3. When a person has a need, a certain amount of tension is created since the need is, at present, unfulfilled. $his tension produces an ur ency to reduce the tension. $he de ree of arousal to reduce tension is called+ a. a need. b. a drive. c. a oal. d. a benefit. Answer !*" Di##icult$ !M" %&ct &n) Applic&tion P&'e ((4 7. 8rances wishes that she had some new clothes. $he more that she loo#s in her closet, the more she reali9es that it has been months since she has treated herself to any new dresses or casual wear. $he de ree of arousal to 0 o shop1 8rances is e:periencin is called a+ a. path choice. b. drive. c. benefit. d. oal. Answer !*" Di##icult$ !M" Applic&tion P&'e ((4 ;. <ersonal and cultural factors combine to create a)n* _________, which is one manifestation of a need. a. want b. belief c. attitude d. value Answer !&" Di##icult$ !E" %&ct P&'e ((+

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1=. $he de ree to which a person is willin to e:pend ener y to reach one oal as opposed to another reflects his or her underlyin motivation to attain that oal. $his is called+ a. motivation direction. b. motivation path. c. motivation scheme. d. motivation stren th. Answer !)" Di##icult$ !M" %&ct &n) Applic&tion P&'e ((, 11. ________________ focuses on biolo ical needs that produce unpleasant states of arousal. a. >:pectancy theory b. Drive theory c. >motional theory d. 6o nitive theory Answer !*" Di##icult$ !M" %&ct P&'e ((, 12. 4eth %ernande9 is sittin in a class that precedes the lunch hour. %is stomach be ins to rumble and rumble. ?nstead of thin#in about the day/s lecture, 4eth be ins to thin# about lunch and his choices of places to eat. %e even be ins to narrow down the selection of foods that he mi ht want for lunch. 4ince 4eth is focusin on biolo ical needs that are at present unfulfilled and have produced what mi ht be thou ht of as unpleasant states of arousal, he is e:periencin what researchers call+ a. fact@and@find theory. b. drive theory. c. emotional theory. d. co nitive theory. Answer !*" Di##icult$ !M" Applic&tion P&'e ((, 1!. ________________ is a state of oal@oriented behavior, which attempts to reduce or eliminate an unpleasant state and return to a balanced one. a. %omo eneity b. >:pectancy theory c. Gestalt d. %omeostasis Answer !)" Di##icult$ !M" %&ct P&'e ((, 1'. ___________________ su ests that behavior is lar ely pulled by e:pectations of achievin desirable outcomes2positive incentives2rather than pushed from within. a. %omo eneity b. >:pectancy theory

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c. Gestaltism d. %omeostasis Answer !*" Di##icult$ !M" %&ct P&'e ((, 1,. Aoberta is tryin to decide on a new pair of shoes. (fter reviewin many types of shoes, Aoberta chooses a pair that would be practical for wor# or casual wear. $hou h the pair of shoes is not the most stylish amon those on the shelf, the pair will not o out of style soon and will have lon er wearability. Aoberta has .ust chosen a product based on which of the followin theories of motivation& a. Drive theory. b. %omeostasis. c. >:pectancy theory. d. (ttitude theory. Answer !c" Di##icult$ !H" Applic&tion P&'e ((, 15. ( __________ is a particular form of consumption used to satisfy a need. a. drive b. belief c. oal d. want Answer !)" Di##icult$ !M" %&ct P&'e ((13. <eople are born with a need for certain elements necessary to maintain life, such as food, water, air, and shelter. $hese needs are called+ a. psycho enic needs. b. utilitarian needs. c. bio enic needs. d. hedonic needs. Answer !c" Di##icult$ !E" %&ct &n) Applic&tion P&'e ((17. (n automobile company emphasi9es such Bualities as hi h miles per allon of asoline, an e:cellent ratin in safety, and hi h re@sale value of its product in its advertisin . $he company is tryin to appeal to which of the followin types of consumer needs& a. <sycho enic needs. b. Ctilitarian needs. c. -io enic needs. d. %edonic needs. Answer !*" Di##icult$ !E" Applic&tion P&'e ((-.((/ 1;. ( oal has ______________, which means that it can be positive or ne ative.

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a. b. c. d.

hedonism stren th dissonance valence

Answer !)" Di##icult$ !H" %&ct P&'e ((/ 2=. Motivational conflicts can occur in a variety of ways. ?f a person must choose between two desirable alternatives, this form of conflict is called+ a. approach@approach conflict. b. approach@avoidance conflict. c. approach@desire conflict. d. avoidance@avoidance conflict. Answer !&" Di##icult$ !M" %&ct &n) Applic&tion P&'e ((01 (23 21. ___________________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. a. >:pectancy theory b. $he theory of co nitive dissonance c. Dalue theory d. 6hoice theory Answer !*" Di##icult$ !H" %&ct P&'e ((0 22. 4amantha "ones .ust bou ht a new sports car that certainly e:ceeded her need for transportation and travel. Now she is e:periencin doubt about the ood sense of her purchase. 4he probably let her emotions prevail rather than her ood economic sense. 4he oes to several friends see#in support and confirmation that she made the ri ht decision. >very one of her friends told what she really wanted to hear20Go for it, irlE1 Which of the followin theories most closely e:plains what 4amantha has e:perienced& a. >:pectancy theory. b. $he theory of co nitive dissonance. c. Dalue theory. d. 6hoice theory. Answer !*" Di##icult$ !H" Applic&tion P&'e ((0 2!. Many women would really love to have full@len th min# coatsF however, animal ri hts )and animal ri hts activists* often cause them to thin# twice about their purchase decision. $his would be an illustration of which of the followin conflict situations& a. (pproach@approach conflict. b. (pproach@avoidance conflict.

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c. (pproach@desire conflict. d. (voidance@avoidance conflict. Answer !*" Di##icult$ !M" Applic&tion P&'e ((0 2'. Which of the followin conflict theories is best e:plained by the phrase 0cau ht between a roc# and a hard place&1 a. (pproach@approach conflict. b. (pproach@avoidance conflict. c. (pproach@desire conflict. d. (voidance@avoidance conflict. Answer !)" Di##icult$ !M" Applic&tion P&'e (23 2,. %enry Murray developed a set of 2= psycho enic needs )such as autonomy, defendance, and even play* that result in specific behaviors. Murray/s need structure serves as the basis for which of the followin well@#nown and widely used personality tests& a. ?n# -lot $est. b. MyersG-ri s $est. c. $hematic (ppreciation $echniBue )$($*. d. $he 0lie detector1 test. Answer !c" Di##icult$ !H" %&ct &n) Applic&tion P&'e (2( 25. ?f a consumer were to pursue products and services that seemed to alleviate loneliness, such as team sports, oin to bars, and or shoppin in shoppin malls, he or she would be e:pressin + a. the need for achievement. b. the need for affiliation. c. the need for power. d. the need for uniBueness. Answer !*" Di##icult$ !E" %&ct &n) Applic&tion P&'e (2( 23. (ccordin to information presented in the chapter, the implication of Maslow/s hierarchy of needs is that+ a. one must first satisfy basic needs before movin to hi her order needs. b. the need for power is one of the most fundamental needs. c. advertisers who appeal to the need for achievement before other needs are more li#ely to be successful in presentin their product. d. most needs are about eBual for the avera e person. Answer !&" Di##icult$ !M" %&ct &n) Applic&tion P&'e (2(.(241 %i'ure 452 27. (ccordin to Maslow/s hierarchy of needs, the hi hest order of needs is+

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a. b. c. d.

safety. physiolo ical. esteem. self@actuali9ation. !)" Di##icult$ !M" %&ct P&'e (221 %i'ure 452

Answer

2;. (ccordin to Maslow/s hierarchy of needs, a consumer e:pressin the feelin that 0? can create somethin of beauty in my arden1 would be satisfyin the need for+ a. 4afety. b. 4ocial. c. >steem. d. 4elf@(ctuali9ation. Answer !c" Di##icult$ !H" %&ct &n) Applic&tion P&'e (22

!=. ( person/s perceived relevance of an ob.ect based on their inherent needs, values, and interests is best described as bein + a. motivation. b. involvement. c. value. d. decision@ma#in . Answer !*" Di##icult$ !M" %&ct P&'e (24 !1. (ll of the followin would be considered to be amon the antecedents of involvement with respect to person factors >H6><$+ a. needs. b. importance. c. values. d. demo raphics. Answer !)" Di##icult$ !M" %&ct P&'e (241 %i'ure 454 !2. ?f decisions are made out of habit because the consumer lac#s the motivation to consider other alternatives, a state of _______________ e:ists. a. involvement b. inertia c. demand decline d. repressed action Answer !*" Di##icult$ !E" %&ct &n) Applic&tion P&'e (2, !!. 4ome products command fierce loyalty and devotion from consumers. >:amples of these products mi ht include (pple computers, -eanie -abies, %arley@Davidson motorcycles, or Irispy Ireme donuts. Which of the followin terms best describes

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products such as those above that command fierce loyalty and devotion& a. %abit products. b. 6ore value products. c. 6ult products. d. Jadderin products. Answer !c" Di##icult$ !M" Applic&tion P&'e (2, !'. $here appear to be several strate ies for increasin involvement on the part of the consumer with his or her product choices. Which of the followin techniBues would be the best fit for those strate ies& a. (ppeal to the consumers/ sense of price. b. (ppeal to the consumers/ hedonic needs. c. (ppeal to the consumers/ sense of safety. d. (ppeal to the consumers/ sense of intelli ence. Answer !*" Di##icult$ !H" %&ct &n) Applic&tion P&'e (43 !,. ( ________________ is a belief that some condition is preferable to its opposite. a. moral b. need c. want d. value Answer !)" Di##icult$ !E" %&ct P&'e (4( !5. >very culture has a set of values that it imparts to its members. $hese values would be called+ a. core values. b. belief values. c. inherited values. d. communal values. Answer !&" Di##icult$ !E" %&ct P&'e (4( !3. What sets one culture/s values apart from another/s is the relative importance or ran#in of these universal values. $his set of ran#in s constitutes a culture/s+ a. sociali9ation system. b. value system. c. cohort system. d. consumption system. Answer !*" Di##icult$ !E" %&ct P&'e (4( !7. ?f (mericans state or endorse the idea that they prefer 0a society which is very

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competitive, but in which everybody has an eBual chance of success,1 they are demonstratin their culture/s _________________. a. chief structure. b. value system. c. e:pectations. d. psycho raphic characteristics. Answer !*" Di##icult$ !E" Applic&tion P&'e (4(1 (42 !;. _________________ uniBuely define a culture. a. 6ore values b. -asic needs c. ( system of wants d. (ttitudes Answer !&" Di##icult$ !E" %&ct P&'e (42 '=. (ll of the followin are said to be core values of the (merican culture >H6><$+ a. freedom. b. youthfulness. c. consensus@oriented. d. materialism. Answer !c" Di##icult$ !E" %&ct &n) Applic&tion P&'e (42 '1. -eliefs are tau ht to us by parents, friends, and teachers. $hese roups are called+ a. influencers. b. social uardians. c. sociali9ation a ents. d. chan e a ents. Answer !c" Di##icult$ !M" %&ct P&'e (42 '2. When a mother and father teach their children about their own culture, they are carryin the children throu h a process #nown as+ a. acculturation. b. maturation. c. dynamism. d. enculturation. Answer !)" Di##icult$ !M" %&ct &n) Applic&tion P&'e (42 '!. 4am <hilpot has .ust arrived in %on Ion . %e is an:ious about his si:@month assi nment in this most 0international1 of international cities. %owever, 4am/s company wants to help 4am learn about his 0new1 culture. ?n order to do this, 4am has had 6hinese lan ua e lessons, will be livin with a local 6hinese couple, and is

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receivin special instruction from a 6hinese tutor. $he cultural learnin that 4am is oin throu h is best described as bein a process called+ a. (cculturation. b. 8en 4ui. c. Dynamism. d. >nculturation. Answer !&" Di##icult$ !M" Applic&tion P&'e (42 ''. $he _______________ is a scale used to measure terminal and instrumental values. a. Ji#ert 4cale b. Means@end 6hain c. Ao#each Dalue 4urvey d. New World $een 4tudy Answer !c" Di##icult$ !M" %&ct P&'e (44 ',. (ccordin to psycholo ist Milton Ao#each, ___________ are illustrated by the followin terms2ambitious, cheerful, clean, honest, or self@controlled a. terminal values b. instrumental values c. necessity values d. masculine values Answer !*" Di##icult$ !H" %&ct &n) Applic&tion P&'e (441 T&*le 454 '5. ( ood illustration of a terminal value would be+ a. ambition. b. cheerfulness. c. family security. d. cleanliness. Answer !c" Di##icult$ !H" %&ct &n) Applic&tion P&'e (441 T&*le 454 '3. ()n* ____________________ approach assumes that very specific product attributes are lin#ed at levels of increasin abstraction to terminal values. a. abstraction model b. value dynamic model c. oals clarification model d. means@end chain model Answer !)" Di##icult$ !H" %&ct P&'e (4+ '7. Danna is an:iously watchin the .eweler appraise the en a ement rin that 6had recently ave her. 4he #nows that it mi ht not be proper to o behind 6had/s bac# and have the rin appraised but she wants to insure it )and she really wants to #now

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.ust 0how much1 6had loves her*. (ttachin abstract values such as love to concrete attributes such as si9e and clarity of the stone is a process called+ a. escalatin value. b. blendin . c. ladderin . d. disassociation. Answer !c" Di##icult$ !E" Applic&tion P&'e (4+ ';. ?f a consumer values possessions for their status and appearance@related meanin s, they would be called a)n*+ a. environmentalist. b. consumptionist. c. capitalist. d. materialist. Answer !)" Di##icult$ !E" %&ct P&'e (40 ,=. (ccordin to a New World $een 4tudy, the ____________ se ment responds to sensory stimulation, are driven by their desire to have fun, friends, irreverence, and sensation, and are stereotyped as 0devil@may@care1 attitudes. a. Cpholders b. -oot@strappers c. World 4avers d. $hrills and chills Answer !)" Di##icult$ !M" %&ct &n) Applic&tion P&'e (431 (4(1 T&*le 454 True6%&lse ,1. Motivation refers to the processes that cause people to behave as they do. Answer !True" Di##icult$ !E" %&ct P&'e ((4 ,2. 8elicia #nows that drin#in water is much better for s#in than drin#in soda. >ven thou h the soda is temptin , her health needs spea# louder and she chooses water. The above example is a good illustration of a person choosing to meet utilitarian needs. Answer !True" Di##icult$ !M" Applic&tion P&'e ((4 ,!. Aico has decided to chan e his lifestyle and is loadin up on reen ve etables in the servin line )rather than fries*. %e #nows that the nutritional value of the fresh reen ve etables will be reat for his health. Rico is satisfying hedonic needs with his actions.

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Answer

!%&lse" Di##icult$ !M" Applic&tion P&'e ((4

,'. $he de ree to which a person is willin to e:pend ener y to reach one oal as opposed to another reflects his or her underlyin motivation to attain that oal. Answer !True" Di##icult$ !E" %&ct P&'e ((,

,,. Drive theory focuses on social needs that produce pleasant states of arousal. Answer !%&lse" Di##icult$ !M" %&ct &n) Applic&tion P&'e ((,

,5. "ac#ie 4mith is frustrated with her efforts to find any wor#able software that will fit her older (pple computer. 0?t .ust seems as if technolo y has past me and my computer by,1 says "ac#ie. 0? uess ? will have to ive in, spend some ma.or buc#s, and et a new system,1 she thin#s. The preceding example illustrates a process called homeostasis. Answer !True" Di##icult$ !H" Applic&tion P&'e ((, ,3. Kne of the problems with the application of drive theory is that people often do thin s to increase a drive state rather than decrease it. Answer !True" Di##icult$ !M" %&ct P&'e ((, ,7. >:pectancy theory su ests that behavior is lar ely pulled by e:pectations of achievin desirable outcomes2positive incentives2rather than pushed from within. Answer !True" Di##icult$ !M" %&ct P&'e ((,

,;. $he need for power, status, and affiliation are e:amples of bio enic needs. Answer !%&lse" Di##icult$ !E" %&ct P&'e ((5=. ?f a consumer purchases food products more for their ability to display low fat and calorie content rather than how they taste, then the consumer is purchasin to satisfy utilitarian needs. Answer !True" Di##icult$ !E" Applic&tion P&'e ((/ 51. ( oal has valence, which means it can be positive or ne ative. Answer !True" Di##icult$ !E" %&ct P&'e ((/ 52. 6ybil has a pleasant problem. 4he has .ust won a trip to either Jas De as or Aeno. Cybil is experiencing what is called an approach-approach conflict.

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Answer !True" Di##icult$ !M" Applic&tion P&'e ((0 5!. $he theory of co nitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. Answer !True" Di##icult$ !M" %&ct P&'e ((0 5'. >lvis 6han would love to participate in a new sport called riverboardin where a rider 0surfs1 a river usin a -oo ie board. $he only problem is that participants have a hi h ris# of in.ury because of the un#nowns downstream in a swiftly movin river. Elvis is experiencing what is called an avoidance-avoidance conflict. Answer !%&lse" Di##icult$ !M" Applic&tion P&'e ((01 (23 5,. 6haracteri9in a consumer/s motivational conflict as bein cau ht 0between a roc# and a hard place1 is indicative of an approach@avoidance conflict. Answer !%&lse" Di##icult$ !M" %&ct &n) Applic&tion P&'e ((01 (23 55. ?99y "ones .ust bou ht a 0muscle car1 and can hardly wait to cruise the streets and blow away anyone that thin#s they have a faster car. I y is exhibiting the need for uni!ueness with his behavior and purchase of the car. Answer !%&lse" Di##icult$ !M" Applic&tion P&'e (2( 53. $he most basic of Maslow/s %ierarchy of Needs is the need for safety. Answer !%&lse" Di##icult$ !M" %&ct &n) Applic&tion P&'e (221 %i'ure 452 57. Maslow/s %ierarchy of Needs fits all cultures with its five sta es and, therefore, is thou ht to be one of the best lobal models of motivation. Answer !%&lse" Di##icult$ !M" %&ct &n) Applic&tion P&'e (221 %i'ure 452 5;. ?nvolvement refers to a person/s perceived relevance of the ob.ect based on his inherent needs, values, and interests. Answer !True" Di##icult$ !M" %&ct P&'e (24 3=. ( ood illustration of a cult product is an (pple computer. Answer !True" Di##icult$ !M" %&ct &n) Applic&tion P&'e (2, 31. Kne of the strate ies to increase involvement cited by the chapter was to use novel

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stimuli, such as unusual cinemato raphy. Answer !True" Di##icult$ !E" %&ct &n) Applic&tion P&'e (43 32. (n attitude is a belief that some condition is preferable to its opposite. Answer !%&lse" Di##icult$ !M" %&ct P&'e (4( 3!. (cculturation is the process of learnin a culture other than your own. Answer !True" Di##icult$ !E" %&ct P&'e (42 3'. ?f a father wor#s very hard to teach his children the core values that he learned as a child with the hope that the children will pass on this information to their children, the father is oin throu h a process of enculturation with his children. Answer !True" Di##icult$ !M" Applic&tion P&'e (42 3,. $he means@end chain model assumes that very specific product attributes are lin#ed at levels of increasin abstraction to terminal values. Answer !True" Di##icult$ !H" %&ct P&'e (4+ Ess&$ 7uestions 35. Describe the motivation process. Answer "otivation refers to the processes that cause people to behave as they do. ?t occurs when a need is aroused that the consumer wishes to satisfy. Knce a need has been activated, a state of tension e:ists that drives the consumer to attempt to reduce or eliminate the need. Needs may be utilitarian or hedonic. ?n either case, a discrepancy e:ists between the consumer/s present state and some ideal stateF this ulf creates a state of tension. 4atisfyin needs can be done in any of several ways, dependin upon the consumer/s cultural upbrin in . Knce the goal is attained, tension is reduced and the motivation recedes2for the time bein . Di##icult$ !M" %&ct &n) Discussion P&'e ((41 ((+ 33. Describe and characteri9e drive theory and e:pectancy theory. Answer )a* #rive theory focuses on biolo ical needs that produce unpleasant states of arousal. We are motivated to reduce the tension caused by this arousal. $ension reduction has been proposed as a basic mechanism overnin human behavior.

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?n a mar#etin conte:t, tension refers to the unpleasant state that e:ists if a person/s consumption needs are not fulfilled. $his state activates goal-oriented behavior, which attempts to reduce or eliminate this unpleasant state and return to a balanced one. $his is called homeostasis. $hose behaviors that are successful in reducin the drive by eliminatin the underlyin need are stren thened and tend to be repeated. %owever, drive theory runs into trouble when it tries to e:plain some facets of human behavior that run counter to its predictions. 8or e:ample, people often do thin s that increase a drive state )such as delayed ratification* rather than decrease it. )b* Most current e:planations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. Expectancy theory su ests that behavior is lar ely pulled by e:pectations of achievin desirable outcomes2positive incentives2rather than pushed from within. We choose one product over another because we e:pect this choice to have more positive conseBuences for us. $hus the term drive is used here more loosely to refer to both physical and co nitive processes. Di##icult$ !H" %&ct &n) Discussion P&'e ((, 37. $here are a variety of need states or need forms described in the te:t. 6haracteri9e and discuss bio enic needs, psycho enic needs, utilitarian needs, and hedonic needs. Answer )a* <eople are born with a need for certain elements necessary to maintain life, such as food, water, air, and shelter. $hese are called biogenic needs. )b* $sychogenic needs are acBuired in the process of becomin a member of a culture. $hese include the need for status, power, affiliation, and so on. <sycho enic needs reflect the priorities of a culture and their effect on behavior will vary in different environments. )c* $he satisfaction of utilitarian needs implies that consumers will emphasi9e the ob.ective, tan ible attributes of a product, such as miles per allon in a carF the amount of fat, calories, and protein in a cheesebur erF and the durability of a pair of blue .eans. )d* %edonic needs are sub&ective and experientialF consumers may rely on a product to meet their needs for e:citement, self@confidence, fantasy, and so on. Di##icult$ !M" %&ct &n) Discussion P&'e ((-.((/ 3;. ?dentify and discuss three eneral types of motivational conflict. ?n addition, comment on how these conflicts help to brin about satisfaction of needs. <rovide an e:ample of how mar#eters tailor their mar#etin communications to fit consumer needs in each of these cases. Answer $he three types of motivational conflict are+ )a* 'pproach-approach conflict2which is a choice between two desirable alternatives. )b* 'pproach-avoidance conflict2involves a choice in which some aspects of the product are positive and others are ne ative.

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)c* 'voidance-avoidance conflict2involves a choice between two ne ative alternatives. Generally, each time the consumer is faced with ma#in choices, the dissonance that is created can potentially #eep the consumer from feelin fulfilled in his or her decision. ?n each case, mar#eters should provide additional information the consumer can use to .ustify the choice he or she made+ ?n approach@approach conflicts, mar#etin communications should emphasi9e a 0no@lose1 andGor 0win either way1 messa e)s*. ?n approach@avoidance conflicts, messa es should accentuate the positive aspects and either downplay the ne ative or provide some additional counterbalancin information about the choices. ?n avoidance@avoidance conflicts, messa es should emphasi9e the need for ma#in a choice and lin# it to some other more attractive value held by the consumer.

Di##icult$ !H" %&ct &n) Applic&tion P&'e ((0.(23 7=. >:plain the theory of co nitive dissonance. Knce you have completed this tas#, create an e:ample that illustrates the theory. -e sure that your e:ample illustrates the phenomena that occur within the confines of the theory. Answer $he theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. $he conflict that arises when choosin between two alternatives may be resolved throu h a process of co nitive dissonance reduction, in which people are motivated to reduce this inconsistency )or dissonance* and thus eliminate unpleasant tension. ( state of dissonance occurs when there is a psycholo ical inconsistency between two or more beliefs or behaviors. (n illustration2a person purchases an e:pensive automobile with the e:pectation that it will increase his or her status within his or her social set. %owever, the increased status does not occur and he or she be ins to doubt that the purchase was a wise idea. ?f unchec#ed, this doubt can create rave ne ative feelin s about the automobile and the dealer that sold it to the person. %owever, dissonance reduction will occur if friends compliment the person or ma#e it #nown to them that the purchase was a ood one. ?n lieu of friends performin this role, the mar#eter must sometimes perform the confirmation role by runnin reassurance ads for their customers. Di##icult$ !M" %&ct &n) Applic&tion P&'e ((0 71. Jist the primary needs displayed in Maslow/s %ierarchy of needs. Give an e:ample of a product that fits each need form. Give an illustration of each need form that shows how the need form is different from the other need forms listed.

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Answer $he different needs as identified by Maslow are+ )a* $hysiological+ 0? li#e to wor# the soil to produce food to sustain my body.1 <roduct 2medicines, staple items. )b* (afety+ 0? li#e to row my own arden to ma#e sure my food is safe and not contaminated.1 <roduct2insurance, alarm systems. )c* (ocial+ 0? li#e to arden because of the people you meet at the local Garden 6lub.1 <roduct2clothin , roomin products. )d* Esteem+ 0? li#e to arden competitively because of the pri9es you can win with award@winnin plants and ve etables.1 <roduct2cars, furniture, credit cards. )e* (elf-'ctuali ation+ 0? li#e to arden to prove to myself that ? can accomplish somethin worthwhile and achieve an inner peace because of that accomplishment.1 <roduct2hobbies, travel, education. Instructor)s *ote+ ,e sure to give any specific directions you might feel to be necessary with the example portion of this !uestion to insure consistency of student responses. Di##icult$ !H" %&ct &n) Applic&tion P&'e (2(.(241 %i'ure 452 72. ?t is #nown that consumers differ in their level of involvement with a product messa e. Mar#eters use attention@ ettin factors to ensure that messa es et throu h the clutter that constantly bombards the consumer/s senses. Name the techniBues cited in the te:t that can be used to enhance the consumer/s motivations to process product information and increase their involvement. -e specific in your comments and descriptions of these techniBues. Answer )a* 'ppeal to consumers) hedonic needs )e. ., ads usin sensory appeals enerate hi her levels of attention*. )b* -se novel stimuli in a commercial, such as unusual cinemato raphy, sudden silences, or une:pected movements. )c* -se prominent stimuli, such as loud music and fast action, to capture attention in commercials. ?n print formats, lar er ads increase attention. (lso, viewers loo# lon er at full@color pictures than at blac#@and@white. )d* Include celebrity endorsers in commercials to enerate hi her interest. )e* #evelop a bond .i.e./ brand loyalty0 by maintainin an on oin relationship with consumers. Di##icult$ !H" %&ct &n) Discussion P&'e (43.(4( 7!. >:plain how core values are tau ht to members of a culture. ?dentify the process by which one learns about a forei n culture. Jist four )'* core values of the (merican culture accordin to data presented in the te:t. Answer

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Core values are tau ht to us by sociali9ation a ents, includin parents, friends, and teachers. $he process of learnin the beliefs and behaviors endorsed by one/s own culture is termed enculturation. ?n contrast, the process of learnin the value system and behaviors of another culture is called acculturation. 6ore values such as freedom, youthfulness, achievement, materialism, and activity have been claimed to characteri9e the (merican culture. Di##icult$ !E" %&ct &n) Applic&tion P&'e (4(.(44 7'. >:plain the means@end chain model. Give an e:ample to demonstrate how the process mi ht wor#. Answer The "eans-End Chain "odel assumes that very specific product attributes are lin#ed at levels of increasin abstraction to terminal values. $he person has valued end states, and he or she chooses amon alternative means to attain these oals. <roducts are thus valued as the means to an end. $hrou h a techniBue called laddering, consumer/s associations between specific attributes and eneral conseBuences are uncovered. 6onsumers are helped to climb up the 0ladder1 or abstraction that connects functional product attributes with desired end states. >:ample+ a youn man purchases a diamond rin to symboli9e an upcomin marria e to a youn woman. 6oncrete attributes li#e si9e and clarity of the stone are parlayed into abstract and emotional values of love and self@esteem )yes, carat wei ht and Buality do matter@@especially to women*. 4tudents may use other appropriate e:amples to demonstrate the means@end chain or ladderin . Di##icult$ !M" %&ct &n) Applic&tion P&'e (4+1 (4, 7,. $he *ew 1orld Teen (tudy surveyed over 23,=== teena ers in '' countries and identified si: values se ments that characteri9e youn people. Mar#eters can use these se ments to focus appeals to teens. Jist, describe, and characteri9e the si: teen se ments discussed in the *ew 1orld Teen (tudy. Answer $hrills and 6hills2found in countries such as Germany, >n land, and the Cnited 4tates. $he drivin principles are fun, friends, irreverence, and sensation. 4tereotyped as devil@may@care, these teens respond to sensory stimulation. Aesi ned2found in Demar#, 4weden, and "apan. $he drivin principles are friends, fun, family, and low e:pectations. $hey are similar to the $hrills and 6hills but tend to be alienated from society and are pessimistic. $hey do not have much discretionary income and they ma#e fun of society. World 4avers2found in %un ary and many 4outh (merican countries. 8ollow do@ ood lobal and local causes. $hey are driven by environment, humanism, fun and friends. $hey are attracted to honest and sincere messa es that tell the truth.

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Luiet (chievers2found in many (sian countries. $hey are driven by success, anonymity, anti@individualism, and social optimism. $hey stay out of the limeli ht and love to purchase stuff. -oot@strappers2Me:ico, the C.4., and 4outh (merican countries. $hey are driven by achievement, individualism, optimism, determination, and power. $hey are the most dreamy and child@li#e of the se ments. $hey are called youn Muppies in trainin . Cpholders2primarily (sian nations. $hey are driven by family, custom, tradition, and respect for individuals. $hey live under ri id uidelines. 4ince many of these teens still watch cartoons on #ids $D, appeals may be made in that direction.

Di##icult$ !H" %&ct &n) Applic&tion P&'e (4/1 (431 (4(1 T&*le 454

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