Chapter 5: Motivation and Emotion: Driving Consumer Behavior

TRUE/FALSE

1. (T/F) Consumer needs start the consumption process because they kick-start or “motivate” subsequent thoughts, feelings, and behavior.

2. (T/F) Regulatory focus theory puts forward the notion that consumers orient their behavior either

through a hedonic focus or a utilitarian focus.

3. (T/F) When a consumer is highly involved, there is a lesser chance that relatively high value can be

achieved, as long as things go as expected.

4. (T/F) Enduring involvement is not temporary but rather represents a continuing interest in some

product or activity.

5. (T/F) Emotions create visceral responses, meaning that certain feeling states are tied to behavior in a

very direct way.

6. (T/F) Consumers seem to be most receptive to an employee with a matching mood rather than to an

employee who always has a positive mood.

7. (T/F) Emotional involvement drives one to consume generally through relatively strong utilitarian

motivations.

8. (T/F) According to Maslow’s theory, consumers first seek value by satisfying the most basic

needs.

9. (T/F) In a marketing context, salespeople with high emotional intelligence are more effective in

closing sales with consumers than are salespeople with low emotional intelligence.

10. (T/F) Research shows that through a type of emotional contagion process, a product’s value can

actually decrease after a consumer sees the product handled by an attractive member of the opposite

sex.

MULTIPLE CHOICE

1. When Janice went for a holiday in the Sahara, she made it a point to drink lots of water to keep herself hydrated. Which of the following types of motivations drove Janice to avoid dehydration?

a. / Homeostasis
b. / Apoptosis
c. / Homeorhesis
d. / Necrosis
e. / Osmosis

2. Which of the following orients consumers toward the pursuit of their aspirations or ideals?

a. / Homeostatic focus
b. / Assimilation focus
c. / Utilitarian focus
d. / Promotion focus
e. / Prevention focus

3. _____ motivation involves a drive to experience something personally gratifying.

a. / Utilitarian
b. / Preventive
c. / Homeostatic
d. / Physiological
e. / Hedonic

4. Which of the following types of customer involvement represents a continuing interest in some product or activity?

a. / Enduring involvement
b. / Contextual involvement
c. / Situational involvement
d. / Shopping involvement
e. / Monetary involvement

5. According to which of the following theories specific types of thoughts can serve as a basis for specific emotions?

a. / Cognitive appraisal theory
b. / Regulatory focus theory
c. / Goal-setting theory
d. / The social learning theory
e. / The cognitive-affective theory

6. Which of the following types of cognitive appraisals considers how something turned out relative to one’s goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride?

a. / Anticipation appraisal
b. / Agency appraisal
c. / Equity appraisal
d. / Outcomes appraisal
e. / Introspective appraisal

7. The extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences is called emotional _____.

a. / expressiveness
b. / flow
c. / focus
d. / attachment
e. / contagion

8. Which of the following terms is used to capture one’s awareness of the emotions experienced in a situation, and an ability to control reactions to these emotions?

a. / Emotional expressiveness
b. / Emotional intelligence
c. / Emotional involvement
d. / Emotional abandonment
e. / Emotional detachment

9. Disney tries to create a magical experience for guests visiting its resorts. The company knows that positive emotions can become stored as part of the meaning visitors have for Disney. Disney wants its customers to feel happy when they think of Disney resorts. This indicates that Disney is trying to create _____.

a. / emotional contagion
b. / schema-based affect
c. / cognitive dissonance
d. / non-conscious affect
e. / affective resonance

10. Which of the following represents the extent to which an emotional display by one person influences the emotional state of a bystander?

a. / Emotional involvement
b. / Emotional labor
c. / Emotional flow
d. / Emotional activation
e. / Emotional contagion