CONSUMER BEHAVIOR: CHAPTER 5: MOTIVATION AND AFFECT QUESTIONS WITH COMPLETE SOLUTIONS

The way we evaluate and choose a product depends on: (3) CORRECT ANSWER 1) our degree of involvement with the product 2) marketing message 3) purchase situation motivation refers to: CORRECT ANSWER -the processes that lead people to behave as they do motivation occurs when: CORRECT ANSWER a need is aroused that the consumer wishes to satisfy a NEED creates: CORRECT ANSWER a state of tension that drives the consumer to attempt to reduce or eliminate it utilitarian need CORRECT ANSWER a desire to achieve some functional or practical benefit e.g. when a person loads up on green vegetables for nutritional reasons hedonic need CORRECT ANSWER an experiential need involving emotional responses or fantasies e.g.: when a person feels "righteous" by eating kale the consumer's goal is: CORRECT ANSWER the desired end state incidental brand exposure e.g. #1 CORRECT ANSWER people who were exposed to a sign in a room of the brand name "Apple" provided responses on an unrelated task that were more unique compared to those who saw a sign with the IBM brand name incidental brand exposure e.g. #2 college students who used a "cute" ice cream scoop to help themselves to ice cream took a larger amount than those who used a plain scoop; CORRECT ANSWER researchers explained that the whimsical object drove them to be more self-indulgent even though they were not aware of this effect. incidental brand exposure e.g. # 3 a) Taking the GRE using a Mass. Inst. of Tec