MKT201 – Buyer Behavior
Chapter 4
Review Questions
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Motivation & Values: studies why consumers do what they do
Motivation
1. The Motivation Process – need, want, drive & goal
2. Motivational Strength
3. Motivational Direction
(1) types of needs
(2) motivational conflicts
(3) classifying consumer needs
4. Consumer Involvement & Measuring Involvement
Values
5. Consumer Values
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1. A customer can either afford to buy a new mp3
device or a new Xbox 360 game station, but not
both. After purchase, regardless of the choice, the
customer will probably find reasons to feel good
about the selection. Why?
a.
b.
c.
d.
Because of cognitive dissonance the customer will be
motivated to resolve the conflict by creating or emphasizing
positive aspects of the purchase and the negative aspects of
the product not chosen.
Because of a need for achievement, the customer will be
motivated to want the product that is the most expressive of
power and status.
People always feel good about buying a product after they
begin using it.
The typical reaction to an approach-avoidance conflict is to
be motivated to approach only the positive aspect of the
conflict, thus ensuring a satisfactory resolution of the conflict.
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2. Consumption at the extreme low end of the
involvement continuum is characterized by
________ when decisions are made out of
habit.
a.
b.
c.
d.
inertia
flow
formation
fuzzy marketing
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3. Some values are universal. The way a
culture arranges these values in order of
importance is referred to as ________.
a.
b.
c.
d.
differential values
an acculturated importance set
a value system
product mining
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4. 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.
b.
c.
d.
The goal process
The directionality process
The motivation process
The involvement process
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5.
Seth Hernandez is sitting in a class that precedes the lunch
hour. His stomach begins to rumble and grumble. Instead of
thinking about the day's lecture, Seth begins to think about
lunch and his choice of places to eat. He even begins to
narrow down the selection of foods that he might want for
lunch. Because Seth is focusing on biological needs that are at
present unfulfilled and have produced what might be thought
of as an unpleasant state of arousal, he is experiencing what
researchers call ________.
a.
b.
c.
d.
fact-and–find theory
drive theory
emotional theory
cognitive theory
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6. Jill is traveling over the school break. She doesn't
want to spend a lot of money on the airfare. Even
though it took more time, she went online to get
tickets instead of going to a travel agent. What
theory of motivation best explains Jill's behavior?
a. Drive theory
b. Instinct theory
c. Expectancy theory
d. Need-versus-want theory
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7. An automobile company emphasizes such qualities
as high miles per gallon of gasoline, an excellent
rating in safety, and high resale value of its product
in its advertising. The company is trying to appeal to
which of the following types of consumer needs?
a.
b.
c.
d.
Psychogenic needs
Biogenic needs
Hedonic needs
Utilitarian needs
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8. What is the most important thing that a
marketing practitioner can learn from Maslow's
theory?
a. Safety needs are more important than social needs.
b. Maslow's hierarchy scheme of needs has been found to be
universal and apply equally in all cultures.
c. Maslow's theory is theoretical and has been very difficult
to actually apply in practice.
d. Most people must first have their basic needs met before
they will be motivated by higher needs.
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9. The local Harley-Davidson motorcycle outlet has
special events on Saturday mornings. Vintage bikes
are shown, food is served, and some people travel
more than a 100 miles on their Harleys to be there
almost every Saturday morning. This marketing
dream is possible because Harley-Davidson has
become a ________ product.
a.
b.
c.
d.
fuzzy
cult
flow state
situational
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10. Joe was told by his mother that he needed to get a gift for
his aunt's birthday. He had only met his aunt once before
and hardly knew her. Joe was walking through a mall and
saw a candy specialty store. He entered and looked at the
selection without much interest. He was about to select a
box of chocolates simply because it was cheap when he
remembered that his new friend Julie loved chocolate and
Joe really liked Julie. He began to inspect each box of
chocolates carefully, trying to find evidence of quality.
Which type of involvement explains Joe's change of
behavior?
a. product involvement
b. price involvement
c. purchase situation involvement
d. message involvement
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Essay Questions:
1.
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.
The three types of motivational conflict are:
–
Approach-approach conflict—A choice between two desirable alternatives
–
Approach-avoidance conflict—Involves a choice in which some aspects of the
product are positive and others are negative
–
Avoidance-avoidance conflict—Involves a choice between two negative
alternatives
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.
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Essay Questions:
2. What is the relationship between a drive, a need,
and a want?
– A drive is the degree of arousal typically created by
a discrepancy between the customer's present state
and some ideal state.
– A need is what a customer requires to achieve a goal
created by a drive.
– A want is a manifestation of a need.
– As an example, suppose that a student found a new
job that required her to be at a certain location at a
certain time. The need to earn enough money to take
care of her expenses motivated her to obtain the job.
She now also has a need to get to work. She wants an
Italian scooter to satisfy her need to get to work.
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