Chapter 5: Motivation and Affect

In the motivation process, the desired end state is the consumer's ________.

• drive

• need state

• benefit

• goal

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

• instinct theory

• drive theory

• expectancy theory

• need theory

Wants are a combination of ________.

• personal factors

• cultural factors

• personal and cultural factors

• none of the above

When a woman buys expensive jewelry, which of the following needs is most likely being expressed?

• hedonic

• utilitarian

• rational

• biogenic

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

• approach-avoidance conflict

• approach-approach conflict

• avoidance-avoidance conflict

• direction-valence conflict

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

• safety

• physiological

• belongingness

• esteem

The degree to which a person is willing to expend energy to reach a specific need is called ________.

• motivational direction

• motivation path

• motivation scheme

• motivation strength

When M&M's put consumers' names and faces on their candy, this is an example of ________.

• mass marketing

• mass consumer needs

• mass customization

• mass distribution

Person, object, and situational factors are the three types of influences that determine a person's level of ________.

• enculturation

• involvement

• values

• needs

Goals can be positive or negative. This is an expression of a goal's ________.

• direction

• valence

• strength

• dissonance