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    Chapter 3 With Answers

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    Nancy Võ
    This document discusses key concepts around consumer motivation and personality from Chapter 3 of Consumer Behavior, 11e by Schiffman and Kanuk. It provides 26 multiple choice questions that test understanding of topics like motivation, goals, needs, personality theories of Freud, Horney and Murray, and characteristics of materialistic consumers. Some key points covered are that motivation stems from unfulfilled desires, needs can be innate or learned, goals can be generic or product-specific, and personality reflects individual differences that are consistent over time but can also change. Defense mechanisms like rationalization are discussed as ways people protect their ego from feelings of failure.

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    Chapter 3 With Answers

    Uploaded by

    Nancy Võ
    179 views5 pages
    This document discusses key concepts around consumer motivation and personality from Chapter 3 of Consumer Behavior, 11e by Schiffman and Kanuk. It provides 26 multiple choice questions that test understanding of topics like motivation, goals, needs, personality theories of Freud, Horney and Murray, and characteristics of materialistic consumers. Some key points covered are that motivation stems from unfulfilled desires, needs can be innate or learned, goals can be generic or product-specific, and personality reflects individual differences that are consistent over time but can also change. Defense mechanisms like rationalization are discussed as ways people protect their ego from feelings of failure.

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    Chapter 3 with Answers

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    This document discusses key concepts around consumer motivation and personality from Chapter 3 of Consumer Behavior, 11e by Schiffman and Kanuk. It provides 26 multiple choice questions that test understanding of topics like motivation, goals, needs, personality theories of Freud, Horney and Murray, and characteristics of materialistic consumers. Some key points covered are that motivation stems from unfulfilled desires, needs can be innate or learned, goals can be generic or product-specific, and personality reflects individual differences that are consistent over time but can also change. Defense mechanisms like rationalization are discussed as ways people protect their ego from feelings of failure.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    179 views5 pages

    Chapter 3 With Answers

    Uploaded by

    Nancy Võ
    This document discusses key concepts around consumer motivation and personality from Chapter 3 of Consumer Behavior, 11e by Schiffman and Kanuk. It provides 26 multiple choice questions that test understanding of topics like motivation, goals, needs, personality theories of Freud, Horney and Murray, and characteristics of materialistic consumers. Some key points covered are that motivation stems from unfulfilled desires, needs can be innate or learned, goals can be generic or product-specific, and personality reflects individual differences that are consistent over time but can also change. Defense mechanisms like rationalization are discussed as ways people protect their ego from feelings of failure.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5

    Consumer Behavior, 11e (Schiffman/Kanuk)

    Chapter 3 Consumer Motivation and Personality


    1) Motivation is produced by a state of tension, which exists as the result of ________.
    A) peer pressure
    B) environmental forces
    C) satisfied desires
    D) unrealized desires
    E) unfulfilled needs
    Answer: E
    2) When Procter and Gamble defines its business as "providing branded products and
    services of quality and value that improve the lives of the world's consumers," they are
    using a ________.
    A) need-focused definition
    B) product-oriented definition
    C) motivation-oriented definition
    D) personality-oriented definition
    E) production-oriented definition
    Answer: A
    3) Needs that we learn in response to our parents, social environment, and interactions
    with the environment are called ________ needs.
    A) primary
    B) biogenic
    C) acculturated
    D) psychological
    E) innate
    Answer: D
    4) ________ are the sought-after results of motivated behavior.
    A) Motivations
    B) Goals
    C) Rewards
    D) Behaviors
    E) Targets
    Answer: B
    5) ________ are outcomes that consumers seek in order to fulfill their physiological and
    psychological needs.
    A) Broad-spectrum goals
    B) Objective goals
    C) Generic goals
    D) Subjective goals
    E) Product-oriented goals
    Answer: C
    6) ________ are sought outcomes to be achieved by using a given product or service.
    A) General goals
    B) Objective goals
    C) Generic goals
    D) Subjective goals
    E) Product-specific goals
    Answer: E
    7) Barry wants a sandwich for lunch. Tom wants a turkey sandwich with lettuce,
    tomato, and mayonnaise from Subway. Barry has a(n) ________, whereas Tom has a(n)
    ________.
    A) generic goal; product-specific goal
    B) objective goal; subjective goal
    C) product-specific goal; objective goal
    D) subjective goal; generic goal
    E) product-specific goal; generic goal
    Answer: A
    8) Jill gets good grades because her parents will punish her if she doesn't receive at least
    a 3.5 GPA. Julia gets good grades because she likes the sense of accomplishment she
    feels when she gets a straight-A report card. Jill's goal is referred to as a(n) ________,
    whereas Julia's goal is referred to as a(n) ________.
    A) approach object; avoidance object
    B) avoidance object; defensive object
    C) positive object; negative object
    D) avoidance object; approach object
    E) physical object; psychological object
    Answer: D
    9) Aggression and rationalization are examples of ________ that people sometimes
    adopt to protect their egos from feelings of failure when they do not attain their goals.
    A) fulfillment mechanisms
    B) defense mechanisms
    C) substitute goals
    D) subjective criteria
    E) secondary behaviors
    Answer: B
    10) An individual may redefine a frustrating situation by assigning blame for his or her
    own failures and inabilities on other objects or persons. This is known as ________.
    A) aggression
    B) rationalization
    C) withdrawal
    D) projection
    E) regression
    Answer: D
    11) People sometimes resolve frustration by inventing plausible reasons for being
    unable to attain their goals or deciding that the goal is not really worth pursuing. This is
    known as ________.
    A) aggression
    B) rationalization
    C) withdrawal
    D) projection
    E) regression
    Answer: B
    12) According to Murray's list of psychogenic needs, need for dominance/power may
    conflict with ________.
    A) needs associated with inanimate objects
    B) need for prestige/ambition
    C) need for affiliation/affection
    D) need for achievement
    E) need for information
    Answer: C
    13) Almost all personal care and grooming products, as well as most clothes, are bought
    to satisfy ________.
    A) growth needs
    B) physiological needs
    C) social needs
    D) self-actualization needs
    E) safety and security needs
    Answer: C
    14) According to the trio-of-basic-needs theory, the trio of basic needs includes
    ________.
    A) power, affiliation, and achievement
    B) prestige, affiliation, and achievement
    C) environment, affection, self-actualization
    D) achievement, affection, power
    E) safety, physical satisfaction, social belonging
    Answer: A
    15) People with a high ________ tend to be more self-confident, enjoy taking calculated
    risks, actively research their environments, and value feedback.
    A) need for prestige
    B) need for power
    C) need for affiliation
    D) need for achievement
    E) need for affection
    Answer: D
    16) Oftentimes consumer research respondents may be unaware of their motives or are
    unwilling to reveal them when asked directly. In such situations, researchers use
    ________ to delve into the consumer's unconscious or hidden motivations.
    A) quantitative techniques
    B) projective techniques
    C) Likert scales
    D) telephone surveys
    E) empirical techniques
    Answer: B
    17) In the study of personality, three distinct properties are of central importance.
    These are that ________.
    A) personality reflects individual differences, personality is consistent and enduring, and
    personality can change
    B) personality reflects similarities between individuals, personality is consistent and
    enduring, and personality can change
    C) personality reflects individual differences, personality is consistent and enduring, and
    personality does not change
    D) personality reflects similarities between individuals, personality is consistent and
    enduring, and personality does not change
    E) personality reflects individual differences, personality is inconsistent and fleeting, and
    personality can change
    Answer: A
    18) According to Freud's theories, the ________ is a conceptualization of the basic
    biogenic needs for which the individual seeks immediate satisfaction without concern
    for the specific means of satisfaction.
    A) ego
    B) id
    C) super-id
    D) self-image
    E) superego
    Answer: B
    19) Using sexual imagery to sell a product primarily appeals to Freud's
    conceptualization of the ________.
    A) ego
    B) self-image
    C) superego
    D) id
    E) super-id
    Answer: D
    20) According to Karen Horney, ________ individuals desire independence, self-
    reliance, and self-sufficiency.
    A) compliant
    B) subversive
    C) aggressive
    D) detached
    E) obtrusive
    Answer: D
    21) Consumer research using Karen Horney's CAD theory found that ________
    personalities were less likely to be brand loyal and more likely to try different brands.
    A) submissive
    B) aggressive
    C) detached
    D) compliant
    E) subversive
    Answer: C
    22) Recent research using Karen Horney's CAD theory found that ________
    personalities tend to prefer name-brand products such as Bayer aspirin.
    A) submissive
    B) aggressive
    C) detached
    D) compliant
    E) subversive
    Answer: D
    23) Which of the following is NOT a statement that is illustrative of opinions of an
    individual with a high Need for Uniqueness?
    A) I like to seek out unusual gifts for myself.
    B) I enjoy it when others tell me my taste is different or uncommon.
    C) I work at maintaining my own unique persona.
    D) Some of my acquaintances think I'm somewhat weird in my seeking to be different.
    E) I like to stay up to date with current clothing styles and fashion trends.
    Answer: E
    24) Give an example of a generic goal, and an example of a product-specific goal.
    Answer: Here the student may cite any examples of generic goals such as wanting to get a
    college degree from a 4 year college, versus a product-specific goal such as obtaining a
    degree from a certain university.
    25) What are some general characteristics of materialistic people?
    Answer: Materialistic people value acquiring possessions and showing them off. They are
    particularly self-centered and selfish; they seek lifestyles full of possessions and hope for
    greater happiness and satisfaction by acquiring more possessions.
    26) What is consumer ethnocentrism? Cite some examples.
    Answer: It is a predisposition to accept (or reject) foreign made products. Consumers who
    are highly ethnocentric are likely to feel that it is inappropriate or wrong to purchase foreign
    made products for many reasons, mainly economic, but also for political and social reasons.
    A student may offer a variety of examples mentioned in the text or others from personal
    experience.

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