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Exam 10: Motivation, Personality, and Emotion

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Question 21

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Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting) . Which advertising tactic is BC using to communicate its brand personality?

A) celebrity endorsers
B) user imagery
C) pace of the ad
D) media outlet
E) all of the above

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Question 22

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An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.

A) tension reduction
B) affiliation
C) modeling
D) expression
E) none of the above

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Question 23

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Which emotion would be classified under the "arousal" dimension of emotion?

Which term is used to refer to the liking/disliking aspect of a specific feeling?

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____.

Regulatory focus theory suggests that consumers will react differently depending on which broad set of motives is more salient. Name and describe the two prominent sets of motives, and describe how consumers will react when each set of motives is more noticeable.

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. This is called _____.

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.

Because latent motives often are less than completely socially desirable, _____ are frequently used.

In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning?

Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand.

The tendency of many consumers to discount claims made by salespeople and ads is related to the need _____.

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs.

Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive.

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.

Consumers have described Apple's products as imaginative and up-to-date. The brand is also considered daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes Apple?

"Get the best deals!" is an example of a ______ ad.

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

Which set of motives deals with our need to determine who or what causes the things that happen to us?