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) Difficulty: (E) Fact Page: 114
2. When a need is aroused that the consumer wishes to satisfy, the ____________
process has been activated.
a. goals
b. need
c. desire
d. motivation
Answer: (d) Difficulty: (M) Fact Page: 114
3. Jake feels a hunger growing in his stomach. The more he feels the hunger, the more
he wishes lunchtime would hurry and arrive. He is already planning what he will eat
and how good it will taste. Which of the following processes most accurately
describes what Jake is going through?
a. The goals process.
b. The directionality process.
c. The motivation process.
d. The involvement process.
Answer: (c) Difficulty: (M) Application Page: 114
4. A 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. biological need.
d. utilitarian need.
Answer: (d) Difficulty: (M) Fact Page: 114
5. Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the
movie Top Gun, Bret bought pilots sunglasses and even gave himself a call sign

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Snake. When Bret has such fantasies or emotional responses to his needs, the type of
needs that are being addressed are:
a. utilitarian.
b. hedonic.
c. biological.
d. learned.
Answer: (b) Difficulty: (H) Application Page: 114
6. Considering the motivation process, the desired end state is the consumers:
a. drive.
b. need state.
c. benefit statement.
d. goal.
Answer: (d) Difficulty: (E) Fact Page: 114
7. When a person has a need, a certain amount of tension is created since the need is, at
present, unfulfilled. This tension produces an urgency to reduce the tension. The
degree of arousal to reduce tension is called:
a. a need.
b. a drive.
c. a goal.
d. a benefit.
Answer: (b) Difficulty: (M) Fact and Application Page: 114
8. Frances wishes that she had some new clothes. The more that she looks in her closet,
the more she realizes that it has been months since she has treated herself to any
new dresses or casual wear. The degree of arousal to go shop Frances is
experiencing is called a:
a. path choice.
b. drive.
c. benefit.
d. goal.
Answer: (b) Difficulty: (M) Application Page: 114
9. Personal and cultural factors combine to create a(n) _________, which is one
manifestation of a need.
a. want
b. belief
c. attitude
d. value
Answer: (a) Difficulty: (E) Fact Page: 115

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10. The degree to which a person is willing to expend energy to reach one goal as
opposed to another reflects his or her underlying motivation to attain that goal. This
is called:
a. motivation direction.
b. motivation path.
c. motivation scheme.
d. motivation strength.
Answer: (d) Difficulty: (M) Fact and Application Page: 116
11. ________________ focuses on biological needs that produce unpleasant states of
arousal.
a. Expectancy theory
b. Drive theory
c. Emotional theory
d. Cognitive theory
Answer: (b) Difficulty: (M) Fact Page: 116
12. Seth Hernandez is sitting in a class that precedes the lunch hour. His stomach begins
to rumble and grumble. Instead of thinking about the days lecture, Seth begins to
think about lunch and his choices of places to eat. He even begins to narrow down the
selection of foods that he might want for lunch. Since Seth is focusing on biological
needs that are at present unfulfilled and have produced what might be thought of as
unpleasant states of arousal, he is experiencing what researchers call:
a. fact-and-find theory.
b. drive theory.
c. emotional theory.
d. cognitive theory.
Answer: (b) Difficulty: (M) Application Page: 116
13. ________________ is a state of goal-oriented behavior, which attempts to reduce or
eliminate an unpleasant state and return to a balanced one.
a. Homogeneity
b. Expectancy theory
c. Gestalt
d. Homeostasis
Answer: (d) Difficulty: (M) Fact Page: 116
14. ___________________ suggests that behavior is largely pulled by expectations of
achieving desirable outcomespositive incentivesrather than pushed from within.
a. Homogeneity
b. Expectancy theory

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c. Gestaltism
d. Homeostasis
Answer: (b) Difficulty: (M) Fact Page: 116
15. Roberta is trying to decide on a new pair of shoes. After reviewing many types of
shoes, Roberta chooses a pair that would be practical for work or casual wear.
Though the pair of shoes is not the most stylish among those on the shelf, the pair will
not go out of style soon and will have longer wearability. Roberta has just chosen a
product based on which of the following theories of motivation?
a. Drive theory.
b. Homeostasis.
c. Expectancy theory.
d. Attitude theory.
Answer: (c) Difficulty: (H) Application Page: 116
16. A __________ is a particular form of consumption used to satisfy a need.
a. drive
b. belief
c. goal
d. want
Answer: (d) Difficulty: (M) Fact Page: 117
17. People are born with a need for certain elements necessary to maintain life, such as
food, water, air, and shelter. These needs are called:
a. psychogenic needs.
b. utilitarian needs.
c. biogenic needs.
d. hedonic needs.
Answer: (c) Difficulty: (E) Fact and Application Page: 117
18. An automobile company emphasizes such qualities as high miles per gallon of
gasoline, an excellent rating in safety, and high re-sale value of its product in its
advertising. The company is trying to appeal to which of the following types of
consumer needs?
a. Psychogenic needs.
b. Utilitarian needs.
c. Biogenic needs.
d. Hedonic needs.
Answer: (b) Difficulty: (E) Application Page: 117-118
19. A goal has ______________, which means that it can be positive or negative.

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a.
b.
c.
d.

hedonism
strength
dissonance
valence

Answer: (d) Difficulty: (H) Fact Page: 118

20. Motivational conflicts can occur in a variety of ways. If 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: (a) Difficulty: (M) Fact and Application Page: 119, 120
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. Expectancy theory
b. The theory of cognitive dissonance
c. Value theory
d. Choice theory
Answer: (b) Difficulty: (H) Fact Page: 119
22. Samantha Jones just bought a new sports car that certainly exceeded her need for
transportation and travel. Now she is experiencing doubt about the good sense of her
purchase. She probably let her emotions prevail rather than her good economic
sense. She goes to several friends seeking support and confirmation that she made the
right decision. Every one of her friends told what she really wanted to hearGo for
it, girl! Which of the following theories most closely explains what Samantha has
experienced?
a. Expectancy theory.
b. The theory of cognitive dissonance.
c. Value theory.
d. Choice theory.
Answer: (b) Difficulty: (H) Application Page: 119
23. Many women would really love to have full-length mink coats; however, animal
rights (and animal rights activists) often cause them to think twice about their
purchase decision. This would be an illustration of which of the following conflict
situations?
a. Approach-approach conflict.
b. Approach-avoidance conflict.

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c. Approach-desire conflict.
d. Avoidance-avoidance conflict.
Answer: (b) Difficulty: (M) Application Page: 119
24. Which of the following conflict theories is best explained by the phrase caught
between a rock and a hard place?
a. Approach-approach conflict.
b. Approach-avoidance conflict.
c. Approach-desire conflict.
d. Avoidance-avoidance conflict.
Answer: (d) Difficulty: (M) Application Page: 120
25. Henry Murray developed a set of 20 psychogenic needs (such as autonomy,
defendance, and even play) that result in specific behaviors. Murrays need structure
serves as the basis for which of the following well-known and widely used personality
tests?
a. Ink Blot Test.
b. Myers/Briggs Test.
c. Thematic Appreciation Technique (TAT).
d. The lie detector test.
Answer: (c) Difficulty: (H) Fact and Application Page: 121
26. If a consumer were to pursue products and services that seemed to alleviate
loneliness, such as team sports, going to bars, and or shopping in shopping malls, he
or she would be expressing:
a. the need for achievement.
b. the need for affiliation.
c. the need for power.
d. the need for uniqueness.
Answer: (b) Difficulty: (E) Fact and Application Page: 121
27. According to information presented in the chapter, the implication of Maslows
hierarchy of needs is that:
a. one must first satisfy basic needs before moving to higher 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
likely to be successful in presenting their product.
d. most needs are about equal for the average person.
Answer: (a) Difficulty: (M) Fact and Application Page: 121-123, Figure 4.2
28. According to Maslows hierarchy of needs, the highest order of needs is:

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a.
b.
c.
d.

safety.
physiological.
esteem.
self-actualization.

Answer: (d) Difficulty: (M) Fact Page: 122, Figure 4.2

29. According to Maslows hierarchy of needs, a consumer expressing the feeling that
I can create something of beauty in my garden would be satisfying the need for:
a. Safety.
b. Social.
c. Esteem.
d. Self-Actualization.
Answer: (c) Difficulty: (H) Fact and Application Page: 122
30. A persons perceived relevance of an object based on their inherent needs, values, and
interests is best described as being:
a. motivation.
b. involvement.
c. value.
d. decision-making.
Answer: (b) Difficulty: (M) Fact Page: 124
31. All of the following would be considered to be among the antecedents of involvement
with respect to person factors EXCEPT:
a. needs.
b. importance.
c. values.
d. demographics.
Answer: (d) Difficulty: (M) Fact Page: 124, Figure 4.3
32. If decisions are made out of habit because the consumer lacks the motivation to
consider other alternatives, a state of _______________ exists.
a. involvement
b. inertia
c. demand decline
d. repressed action
Answer: (b) Difficulty: (E) Fact and Application Page: 126
33. Some products command fierce loyalty and devotion from consumers. Examples of
these products might include Apple computers, Beanie Babies, Harley-Davidson
motorcycles, or Krispy Kreme donuts. Which of the following terms best describes

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products such as those above that command fierce loyalty and devotion?
a. Habit products.
b. Core value products.
c. Cult products.
d. Laddering products.
Answer: (c) Difficulty: (M) Application Page: 126
34. There appear to be several strategies for increasing involvement on the part of the
consumer with his or her product choices. Which of the following techniques would
be the best fit for those strategies?
a. Appeal to the consumers sense of price.
b. Appeal to the consumers hedonic needs.
c. Appeal to the consumers sense of safety.
d. Appeal to the consumers sense of intelligence.
Answer: (b) Difficulty: (H) Fact and Application Page: 130
35. A ________________ is a belief that some condition is preferable to its
opposite.
a. moral
b. need
c. want
d. value
Answer: (d) Difficulty: (E) Fact Page: 131
36. Every culture has a set of values that it imparts to its members. These values would
be called:
a. core values.
b. belief values.
c. inherited values.
d. communal values.
Answer: (a) Difficulty: (E) Fact Page: 131
37. What sets one cultures values apart from anothers is the relative importance or
ranking of these universal values. This set of rankings constitutes a cultures:
a. socialization system.
b. value system.
c. cohort system.
d. consumption system.
Answer: (b) Difficulty: (E) Fact Page: 131
38. If Americans state or endorse the idea that they prefer a society which is very

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competitive, but in which everybody has an equal chance of success, they are
demonstrating their cultures _________________.
a. chief structure.
b. value system.
c. expectations.
d. psychographic characteristics.
Answer: (b) Difficulty: (E) Application Page: 131, 132
39. _________________ uniquely define a culture.
a. Core values
b. Basic needs
c. A system of wants
d. Attitudes
Answer: (a) Difficulty: (E) Fact Page: 132
40. All of the following are said to be core values of the American culture EXCEPT:
a. freedom.
b. youthfulness.
c. consensus-oriented.
d. materialism.
Answer: (c) Difficulty: (E) Fact and Application Page: 132
41. Beliefs are taught to us by parents, friends, and teachers. These groups are called:
a. influencers.
b. social guardians.
c. socialization agents.
d. change agents.
Answer: (c) Difficulty: (M) Fact Page: 132
42. When a mother and father teach their children about their own culture, they are
carrying the children through a process known as:
a. acculturation.
b. maturation.
c. dynamism.
d. enculturation.
Answer: (d) Difficulty: (M) Fact and Application Page: 132
43. Sam Philpot has just arrived in Hong Kong. He is anxious about his six-month
assignment in this most international of international cities. However, Sams
company wants to help Sam learn about his new culture. In order to do this, Sam
has had Chinese language lessons, will be living with a local Chinese couple, and is

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receiving special instruction from a Chinese tutor. The cultural learning that Sam is
going through is best described as being a process called:
a. Acculturation.
b. Feng Sui.
c. Dynamism.
d. Enculturation.
Answer: (a) Difficulty: (M) Application Page: 132
44. The _______________ is a scale used to measure terminal and instrumental values.
a. Likert Scale
b. Means-end Chain
c. Rokeach Value Survey
d. New World Teen Study
Answer: (c) Difficulty: (M) Fact Page: 134
45. According to psychologist Milton Rokeach, ___________ are illustrated by the
following termsambitious, cheerful, clean, honest, or self-controlled
a. terminal values
b. instrumental values
c. necessity values
d. masculine values
Answer: (b) Difficulty: (H) Fact and Application Page: 134, Table 4.3
46. A good illustration of a terminal value would be:
a. ambition.
b. cheerfulness.
c. family security.
d. cleanliness.
Answer: (c) Difficulty: (H) Fact and Application Page: 134, Table 4.3
47. A(n) ____________________ approach assumes that very specific product attributes
are linked at levels of increasing abstraction to terminal values.
a. abstraction model
b. value dynamic model
c. goals clarification model
d. means-end chain model
Answer: (d) Difficulty: (H) Fact Page: 135
48. Vanna is anxiously watching the jeweler appraise the engagement ring that Chad
recently gave her. She knows that it might not be proper to go behind Chads back
and have the ring appraised but she wants to insure it (and she really wants to know

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just how much Chad loves her). Attaching abstract values such as love to concrete
attributes such as size and clarity of the stone is a process called:
a. escalating value.
b. blending.
c. laddering.
d. disassociation.
Answer: (c) Difficulty: (E) Application Page: 135
49. If a consumer values possessions for their status and appearance-related meanings,
they would be called a(n):
a. environmentalist.
b. consumptionist.
c. capitalist.
d. materialist.
Answer: (d) Difficulty: (E) Fact Page: 139
50. According to a New World Teen Study, the ____________ segment responds to
sensory stimulation, are driven by their desire to have fun, friends, irreverence, and
sensation, and are stereotyped as devil-may-care attitudes.
a. Upholders
b. Boot-strappers
c. World Savers
d. Thrills and chills
Answer: (d) Difficulty: (M) Fact and Application Page: 140, 141, Table 4.4
True/False
51. Motivation refers to the processes that cause people to behave as they do.
Answer: (True) Difficulty: (E) Fact Page: 114
52. Felicia knows that drinking water is much better for skin than drinking soda. Even
though the soda is tempting, her health needs speak louder and she chooses water.
The above example is a good illustration of a person choosing to meet utilitarian
needs.
Answer: (True) Difficulty: (M) Application Page: 114
53. Rico has decided to change his lifestyle and is loading up on green vegetables in the
serving line (rather than fries). He knows that the nutritional value of the fresh
green vegetables will be great for his health. Rico is satisfying hedonic needs with his
actions.

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Answer: (False) Difficulty: (M) Application Page: 114

54. The degree to which a person is willing to expend energy to reach one goal as
opposed to another reflects his or her underlying motivation to attain that goal.
Answer: (True) Difficulty: (E) Fact Page: 116
55. Drive theory focuses on social needs that produce pleasant states of arousal.
Answer: (False) Difficulty: (M) Fact and Application Page: 116
56. Jackie Smith is frustrated with her efforts to find any workable software that will fit
her older Apple computer. It just seems as if technology has past me and my
computer by, says Jackie. I guess I will have to give in, spend some major bucks,
and get a new system, she thinks. The preceding example illustrates a process called
homeostasis.
Answer: (True) Difficulty: (H) Application Page: 116
57. One of the problems with the application of drive theory is that people often do things
to increase a drive state rather than decrease it.
Answer: (True) Difficulty: (M) Fact Page: 116
58. Expectancy theory suggests that behavior is largely pulled by expectations of
achieving desirable outcomespositive incentivesrather than pushed from within.
Answer: (True) Difficulty: (M) Fact Page: 116
59. The need for power, status, and affiliation are examples of biogenic needs.
Answer: (False) Difficulty: (E) Fact Page: 117
60. If 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 purchasing to satisfy
utilitarian needs.
Answer: (True) Difficulty: (E) Application Page: 118
61. A goal has valence, which means it can be positive or negative.
Answer: (True) Difficulty: (E) Fact Page: 118
62. Cybil has a pleasant problem. She has just won a trip to either Las Vegas or Reno.
Cybil is experiencing what is called an approach-approach conflict.

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Answer: (True) Difficulty: (M) Application Page: 119

63. The 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.
Answer: (True) Difficulty: (M) Fact Page: 119
64. Elvis Chang would love to participate in a new sport called riverboarding where a
rider surfs a river using a Boogie board. The only problem is that participants have
a high risk of injury because of the unknowns downstream in a swiftly moving river.
Elvis is experiencing what is called an avoidance-avoidance conflict.
Answer: (False) Difficulty: (M) Application Page: 119, 120
65. Characterizing a consumers motivational conflict as being caught between a rock
and a hard place is indicative of an approach-avoidance conflict.
Answer: (False) Difficulty: (M) Fact and Application Page: 119, 120
66. Izzy Jones just bought a muscle car and can hardly wait to cruise the streets and
blow away anyone that thinks they have a faster car. Izzy is exhibiting the need for
uniqueness with his behavior and purchase of the car.
Answer: (False) Difficulty: (M) Application Page: 121
67. The most basic of Maslows Hierarchy of Needs is the need for safety.
Answer: (False) Difficulty: (M) Fact and Application Page: 122, Figure 4.2
68. Maslows Hierarchy of Needs fits all cultures with its five stages and, therefore, is
thought to be one of the best global models of motivation.
Answer: (False) Difficulty: (M) Fact and Application Page: 122, Figure 4.2
69. Involvement refers to a persons perceived relevance of the object based on his
inherent needs, values, and interests.
Answer: (True) Difficulty: (M) Fact Page: 124
70. A good illustration of a cult product is an Apple computer.
Answer: (True) Difficulty: (M) Fact and Application Page: 126
71. One of the strategies to increase involvement cited by the chapter was to use novel

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stimuli, such as unusual cinematography.

Answer: (True) Difficulty: (E) Fact and Application Page: 130
72. An attitude is a belief that some condition is preferable to its opposite.
Answer: (False) Difficulty: (M) Fact Page: 131
73. Acculturation is the process of learning a culture other than your own.
Answer: (True) Difficulty: (E) Fact Page: 132
74. If a father works 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 going through a process of enculturation with his children.
Answer: (True) Difficulty: (M) Application Page: 132
75. The means-end chain model assumes that very specific product attributes are linked
at levels of increasing abstraction to terminal values.
Answer: (True) Difficulty: (H) Fact Page: 135
Essay Questions
76. Describe the motivation process.
Answer:
Motivation refers to the processes that cause people to behave as they do. It occurs when
a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a
state of tension exists that drives the consumer to attempt to reduce or eliminate the need.
Needs may be utilitarian or hedonic. In either case, a discrepancy exists between the
consumers present state and some ideal state; this gulf creates a state of tension.
Satisfying needs can be done in any of several ways, depending upon the consumers
cultural upbringing. Once the goal is attained, tension is reduced and the motivation
recedesfor the time being.
Difficulty: (M) Fact and Discussion Page: 114, 115
77. Describe and characterize drive theory and expectancy theory.
Answer:
(a) Drive theory focuses on biological needs that produce unpleasant states of arousal.
We are motivated to reduce the tension caused by this arousal. Tension reduction has
been proposed as a basic mechanism governing human behavior.

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In a marketing context, tension refers to the unpleasant state that exists if a persons
consumption needs are not fulfilled. This state activates goal-oriented behavior, which
attempts to reduce or eliminate this unpleasant state and return to a balanced one. This is
called homeostasis.
Those behaviors that are successful in reducing the drive by eliminating the underlying
need are strengthened and tend to be repeated. However, drive theory runs into trouble
when it tries to explain some facets of human behavior that run counter to its predictions.
For example, people often do things that increase a drive state (such as delayed
gratification) rather than decrease it.
(b) Most current explanations of motivation focus on cognitive factors rather than
biological ones to understand what drives behavior. Expectancy theory suggests that
behavior is largely pulled by expectations of achieving desirable outcomespositive
incentivesrather than pushed from within. We choose one product over another
because we expect this choice to have more positive consequences for us. Thus the term
drive is used here more loosely to refer to both physical and cognitive processes.
Difficulty: (H) Fact and Discussion Page: 116
78. 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.
Answer:
(a) People are born with a need for certain elements necessary to maintain life, such as
food, water, air, and shelter. These are called biogenic needs.
(b) Psychogenic needs are acquired in the process of becoming a member of a culture.
These include the need for status, power, affiliation, and so on. Psychogenic needs reflect
the priorities of a culture and their effect on behavior will vary in different environments.
(c) The satisfaction of utilitarian needs implies that consumers will emphasize the
objective, tangible attributes of a product, such as miles per gallon in a car; the amount of
fat, calories, and protein in a cheeseburger; and the durability of a pair of blue jeans.
(d) Hedonic needs are subjective and experiential; consumers may rely on a product to
meet their needs for excitement, self-confidence, fantasy, and so on.
Difficulty: (M) Fact and Discussion Page: 117-118
79. Identify and discuss three general types of motivational conflict. In addition,
comment on how these conflicts help to bring about satisfaction of needs. Provide an
example of how marketers tailor their marketing communications to fit consumer needs
in each of these cases.
Answer:
The three types of motivational conflict are:
(a) Approach-approach conflictwhich is a choice between two desirable alternatives.
(b) Approach-avoidance conflictinvolves a choice in which some aspects of the
product are positive and others are negative.
(c) Avoidance-avoidance conflictinvolves a choice between two negative alternatives.

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Generally, each time the consumer is faced with making choices, the dissonance that is
created can potentially keep the consumer from feeling fulfilled in his or her decision. In
each case, marketers should provide additional information the consumer can use to
justify the choice he or she made:

In approach-approach conflicts, marketing communications should emphasize a

no-lose and/or win either way message(s).
In approach-avoidance conflicts, messages should accentuate the positive aspects
and either downplay the negative or provide some additional counterbalancing
information about the choices.
In avoidance-avoidance conflicts, messages should emphasize the need for
making a choice and link it to some other more attractive value held by the
consumer.

Difficulty: (H) Fact and Application Page: 119-120

80. Explain the theory of cognitive dissonance. Once you have completed this task,
create an example that illustrates the theory. Be sure that your example illustrates the
phenomena that occur within the confines of the theory.
Answer:
The 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. The conflict that arises when choosing between two
alternatives may be resolved through a process of cognitive dissonance reduction, in
which people are motivated to reduce this inconsistency (or dissonance) and thus
eliminate unpleasant tension. A state of dissonance occurs when there is a psychological
inconsistency between two or more beliefs or behaviors.
An illustrationa person purchases an expensive automobile with the expectation that it
will increase his or her status within his or her social set. However, the increased status
does not occur and he or she begins to doubt that the purchase was a wise idea. If
unchecked, this doubt can create grave negative feelings about the automobile and the
dealer that sold it to the person. However, dissonance reduction will occur if friends
compliment the person or make it known to them that the purchase was a good one. In
lieu of friends performing this role, the marketer must sometimes perform the
confirmation role by running reassurance ads for their customers.
Difficulty: (M) Fact and Application Page: 119
81. List the primary needs displayed in Maslows Hierarchy of needs. Give an example
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.
Answer:

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The different needs as identified by Maslow are:

(a) Physiological: I like to work the soil to produce food to sustain my body. Product
medicines, staple items.
(b) Safety: I like to grow my own garden to make sure my food is safe and not
contaminated. Productinsurance, alarm systems.
(c) Social: I like to garden because of the people you meet at the local Garden Club.
Productclothing, grooming products.
(d) Esteem: I like to garden competitively because of the prizes you can win with
award-winning plants and vegetables. Productcars, furniture, credit cards.
(e) Self-Actualization: I like to garden to prove to myself that I can accomplish
something worthwhile and achieve an inner peace because of that accomplishment.
Producthobbies, travel, education.
Instructors Note: Be sure to give any specific directions you might feel to be necessary
with the example portion of this question to insure consistency of student responses.
Difficulty: (H) Fact and Application Page: 121-123, Figure 4.2
82. It is known that consumers differ in their level of involvement with a product
message. Marketers use attention-getting factors to ensure that messages get through the
clutter that constantly bombards the consumers senses. Name the techniques cited in the
text that can be used to enhance the consumers motivations to process product
information and increase their involvement. Be specific in your comments and
descriptions of these techniques.
Answer:
(a) Appeal to consumers hedonic needs (e.g., ads using sensory appeals generate higher
levels of attention).
(b) Use novel stimuli in a commercial, such as unusual cinematography, sudden silences,
or unexpected movements.
(c) Use prominent stimuli, such as loud music and fast action, to capture attention in
commercials. In print formats, larger ads increase attention. Also, viewers look longer at
full-color pictures than at black-and-white.
(d) Include celebrity endorsers in commercials to generate higher interest.
(e) Develop a bond (i.e., brand loyalty) by maintaining an ongoing relationship with
consumers.
Difficulty: (H) Fact and Discussion Page: 130-131
83. Explain how core values are taught to members of a culture. Identify the process by
which one learns about a foreign culture. List four (4) core values of the American
culture according to data presented in the text.
Answer:
Core values are taught to us by socialization agents, including parents, friends, and
teachers. The process of learning the beliefs and behaviors endorsed by ones own

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culture is termed enculturation. In contrast, the process of learning the value system and
behaviors of another culture is called acculturation.
Core values such as freedom, youthfulness, achievement, materialism, and activity have
been claimed to characterize the American culture.
Difficulty: (E) Fact and Application Page: 131-133
84. Explain the means-end chain model. Give an example to demonstrate how the
process might work.
Answer:
The Means-End Chain Model assumes that very specific product attributes are linked at
levels of increasing abstraction to terminal values. The person has valued end states, and
he or she chooses among alternative means to attain these goals. Products are thus valued
as the means to an end. Through a technique called laddering, consumers associations
between specific attributes and general consequences are uncovered. Consumers are
helped to climb up the ladder or abstraction that connects functional product attributes
with desired end states.
Example: a young man purchases a diamond ring to symbolize an upcoming marriage to
a young woman. Concrete attributes like size and clarity of the stone are parlayed into
abstract and emotional values of love and self-esteem (yes, carat weight and quality do
matter--especially to women). Students may use other appropriate examples to
demonstrate the means-end chain or laddering.
Difficulty: (M) Fact and Application Page: 135, 136
85. The New World Teen Study surveyed over 27,000 teenagers in 44 countries and
identified six values segments that characterize young people. Marketers can use these
segments to focus appeals to teens. List, describe, and characterize the six teen segments
discussed in the New World Teen Study.
Answer:
Thrills and Chillsfound in countries such as Germany, England, and the United
States. The driving principles are fun, friends, irreverence, and sensation.
Stereotyped as devil-may-care, these teens respond to sensory stimulation.
Resignedfound in Demark, Sweden, and Japan. The driving principles are
friends, fun, family, and low expectations. They are similar to the Thrills and
Chills but tend to be alienated from society and are pessimistic. They do not have
much discretionary income and they make fun of society.
World Saversfound in Hungary and many South American countries. Follow
do-good global and local causes. They are driven by environment, humanism, fun
and friends. They are attracted to honest and sincere messages that tell the truth.
Quiet Achieversfound in many Asian countries. They are driven by success,
anonymity, anti-individualism, and social optimism. They stay out of the
limelight and love to purchase stuff.
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Boot-strappersMexico, the U.S., and South American countries. They are

driven by achievement, individualism, optimism, determination, and power. They
are the most dreamy and child-like of the segments. They are called young
Yuppies in training.
Upholdersprimarily Asian nations. They are driven by family, custom,
tradition, and respect for individuals. They live under rigid guidelines. Since
many of these teens still watch cartoons on kids TV, appeals may be made in that
direction.

Difficulty: (H) Fact and Application Page: 138, 140, 141, Table 4.4

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