CHAPTER 4

CHAPTER 4MOTIVATION AND VALUES

Multiple Choice1. _________________ refers to the processes that cause people to behave as they do.

a. Goals

b. Needs

c. Motivation

d. Drives

Answer: (c) Difficulty: (E) Fact Page: 1142. When a need is aroused that the consumer wishes to satisfy, the ____________

process has been activated.

a. goals

b. need

c. desire

d. motivation

Answer: (d) Difficulty: (M) Fact Page: 1143. 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. The goals process.

b. The directionality process.

c. The motivation process.

d. The involvement process.

Answer: (c) Difficulty: (M) Application Page: 1144. A need that is directed toward a desire to achieve some functional or practical benefit

is called a(n):

a. learned need.

b. hedonic need.

c. biological need.

d. utilitarian need.

Answer: (d) Difficulty: (M) Fact Page: 1145. Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the

movie Top Gun, Bret bought pilots sunglasses and even gave himself a call sign

Snake. When Bret has such fantasies or emotional responses to his needs, the type of

needs that are being addressed are:

a. utilitarian.

b. hedonic.

c. biological.

d. learned.

Answer: (b) Difficulty: (H) Application Page: 1146. Considering the motivation process, the desired end state is the consumers:

a. drive.

b. need state.

c. benefit statement.

d. goal.

Answer: (d) Difficulty: (E) Fact Page: 1147. When a person has a need, a certain amount of tension is created since the need is, at

present, unfulfilled. This tension produces an urgency to reduce the tension. The

degree of arousal to reduce tension is called:

a. a need.

b. a drive.

c. a goal.

d. a benefit.

Answer: (b) Difficulty: (M) Fact and Application Page: 1148. Frances wishes that she had some new clothes. The more that she looks in her closet,

the more she realizes that it has been months since she has treated herself to any

new dresses or casual wear. The degree of arousal to go shop Frances is

experiencing is called a:

a. path choice.

b. drive.

c. benefit.

d. goal.

Answer: (b) Difficulty: (M) Application Page: 1149. Personal and cultural factors combine to create a(n) _________, which is one

manifestation of a need.

a. want

b. belief

c. attitude

d. value

Answer: (a) Difficulty: (E) Fact Page: 115

10. The degree to which a person is willing to expend energy to reach one goal as

opposed to another reflects his or her underlying motivation to attain that goal. This

is called:

a. motivation direction.

b. motivation path.

c. motivation scheme.

d. motivation strength.

Answer: (d) Difficulty: (M) Fact and Application Page: 11611. ________________ focuses on biological needs that produce unpleasant states of

arousal.

a. Expectancy theory

b. Drive theory

c. Emotional theory

d. Cognitive theory

Answer: (b) Difficulty: (M) Fact Page: 11612. Seth Hernandez is sitting in a class that precedes the lunch hour. His stomach begins

to rumble and grumble. Instead of thinking about the days lecture, Seth begins to

think about lunch and his choices of places to eat. He even begins to narrow down the

selection of foods that he might want for lunch. Since Seth is focusing on biological

needs that are at present unfulfilled and have produced what might be thought of as

unpleasant states of arousal, he is experiencing what researchers call:

a. fact-and-find theory.

b. drive theory.

c. emotional theory.

d. cognitive theory.

Answer: (b) Difficulty: (M) Application Page: 11613. ________________ is a state of goal-oriented behavior, which attempts to reduce or

eliminate an unpleasant state and return to a balanced one.

a. Homogeneity

b. Expectancy theory

c. Gestalt

d. Homeostasis

Answer: (d) Difficulty: (M) Fact Page: 11614. ___________________ suggests that behavior is largely pulled by expectations of

achieving desirable outcomespositive incentivesrather than pushed from within.

a. Homogeneity

b. Expectancy theory

c. Gestaltism

d. Homeostasis

Answer: (b) Difficulty: (M) Fact Page: 11615. Roberta is trying to decide on a new pair of shoes. After reviewing many types of

shoes, Roberta chooses a pair that would be practical for work or casual wear. Though the pair of shoes is not the most stylish among those on the shelf, the pair will

not go out of style soon and will have longer wearability. Roberta has just chosen a

product based on which of the following theories of motivation?

a. Drive theory.

b. Homeostasis.

c. Expectancy theory.

d. Attitude theory.

Answer: (c) Difficulty: (H) Application Page: 11616. A __________ is a particular form of consumption used to satisfy a need.

a. drive

b. belief

c. goal

d. want

Answer: (d) Difficulty: (M) Fact Page: 11717. People are born with a need for certain elements necessary to maintain life, such as

food, water, air, and shelter. These needs are called:

a. psychogenic needs.

b. utilitarian needs.

c. biogenic needs.

d. hedonic needs.

Answer: (c) Difficulty: (E) Fact and Application Page: 11718. An automobile company emphasizes such qualities as high miles per gallon of

gasoline, an excellent rating in safety, and high re-sale value of its product in its

advertising. The company is trying to appeal to which of the following types of

consumer needs?

a. Psychogenic needs.

b. Utilitarian needs.

c. Biogenic needs.

d. Hedonic needs.

Answer: (b) Difficulty: (E) Application Page: 117-11819. A goal has ______________, which means that it can be positive or negative.

a. hedonism

b. strength

c. dissonance

d. valence

Answer: (d) Difficulty: (H) Fact Page: 11820. Motivational conflicts can occur in a variety of ways. If a person must choose

between two desirable alternatives, this form of conflict is called:

a. approach-approach conflict.

b. approach-avoidance conflict.

c. approach-desire conflict.

d. avoidance-avoidance conflict.

Answer: (a) Difficulty: (M) Fact and Application Page: 119, 12021. ___________________ is based on the premise that people have a need for order

and consistency in their lives and that a state of tension is created when beliefs or

behaviors conflict with one another.

a. Expectancy theory

b. The theory of cognitive dissonance

c. Value theory

d. Choice theory

Answer: (b) Difficulty: (H) Fact Page: 11922. Samantha Jones just bought a new sports car that certainly exceeded her need for

transportation and travel. Now she is experiencing doubt about the good sense of her

purchase. She probably let her emotions prevail rather than her good economic

sense. She goes to several friends seeking support and confirmation that she made the

right decision. Every one of her friends told what she really wanted to hearGo for

it, girl! Which of the following theories most closely explains what Samantha has

experienced?

a. Expectancy theory.

b. The theory of cognitive dissonance.

c. Value theory.

d. Choice theory.

Answer: (b) Difficulty: (H) Application Page: 11923. Many women would really love to have full-length mink coats; however, animal

rights (and animal rights activists) often cause them to think twice about their

purchase decision. This would be an illustration of which of the following conflict

situations?

a. Approach-approach conflict.

b. Approach-avoidance conflict.

c. Approach-desire conflict.

d. Avoidance-avoidance conflict.

Answer: (b) Difficulty: (M) Application Page: 11924. Which of the following conflict theories is best explained by the phrase caught

between a rock and a hard place?

a. Approach-approach conflict.

b. Approach-avoidance conflict.

c. Approach-desire conflict.

d. Avoidance-avoidance conflict.

Answer: (d) Difficulty: (M) Application Page: 12025. Henry Murray developed a set of 20 psychogenic needs (such as autonomy,

defendance, and even play) that result in specific behaviors. Murrays need structure

serves as the basis for which of the following well-known and widely used personality

tests?

a. Ink Blot Test.

b. Myers/Briggs Test.

c. Thematic Appreciation Technique (TAT).

d. The lie detector test.

Answer: (c) Difficulty: (H) Fact and Application Page: 121

26. If a consumer were to pursue products and services that seemed to alleviate

loneliness, such as team sports, going to bars, and or shopping in shopping malls, he

or she would be expressing:

a. the need for achievement.

b. the need for affiliation.

c. the need for power.

d. the need for uniqueness.

Answer: (b) Difficulty: (E) Fact and Application Page: 12127. According to information presented in the chapter, the implication of Maslows

hierarchy of needs is that:

a. one must first satisfy basic needs before moving to higher order needs.

b. the need for power is one of the most fundamental needs.

c. advertisers who appeal to the need for achievement before other needs are more

likely to be successful in presenting their product.

d. most needs are about equal for the average person.

Answer: (a) Difficulty: (M) Fact and Application Page: 121-123, Figure 4.2

28. According to Maslows hierarchy of needs, the highest order of needs is:

a. safety.

b. physiological.

c. esteem.

d. self-actualization.

Answer: (d) Difficulty: (M) Fact Page: 122, Figure 4.2

29. According to Maslows hierarchy of needs, a consumer expressing the feeling that

I can create something of beauty in my garden would be satisfying the need for:

a. Safety.

b. Social.

c. Esteem.

d. Self-Actualization.

Answer: (c) Difficulty: (H) Fact and Application Page: 12230. A persons perceived relevance of an object based on their inherent needs, values, and

interests is best described as being:

a. motivation.

b. involvement.

c. value.

d. decision-making.

Answer: (b) Difficulty: (M) Fact Page: 12431. All of the following would be considered to be among the antecedents of involvement

with respect to person factors EXCEPT:

a. needs.

b. importance.

c. values.

d. demographics.

Answer: (d) Difficulty: (M) Fact Page: 124, Figure 4.332. If decisions are made out of habit because the consumer lacks the motivation to

consider other alternatives, a state of _______________ exists.

a. involvement

b. inertia

c. demand decline

d. repressed action

Answer: (b) Difficulty: (E) Fact and Application Page: 12633. Some products command fierce loyalty and devotion from consumers. Examples of

these products might include Apple computers, Beanie Babies, Harley-Davidson

motorcycles, or Krispy Kreme donuts. Which of the following terms best describes

products such as those above that command fierce loyalty and devotion?

a. Habit products.

b. Core value products.

c. Cult products.

d. Laddering products.

Answer: (c) Difficulty: (M) Application Page: 12634. There appear to be several strategies for increasing involvement on the part of the

consumer with his or her product choices. Which of the following techniques would

be the best fit for those strategies?

a. Appeal to the consumers sense of price.

b. Appeal to the consumers hedonic needs.

c. Appeal to the consumers sense of safety.

d. Appeal to the consumers sense of intelligence.

Answer: (b) Difficulty: (H) Fact and Application Page: 13035. A ________________ is a belief that some condition is preferable to its

opposite.

a. moral

b. need

c. want

d. value

Answer: (d) Difficulty: (E) Fact Page: 13136. Every culture has a set of values that it imparts to its members. These values would

be called:

a. core values.

b. belief values.

c. inherited values.

d. communal values.

Answer: (a) Difficulty: (E) Fact Page: 13137. What sets one cultures values apart from anothers is the relative importance or

ranking of these universal values. This set of rankings constitutes a cultures:

a. socialization system.

b. value system.

c. cohort system.

d. consumption system.

Answer: (b) Difficulty: (E) Fact Page: 13138. If Americans state or endorse the idea that they prefer a society which is very

competitive, but in which everybody has an equal chance of success, they are

demonstrating their cultures _________________.

a. chief structure.

b. value system.

c. expectations.

d. psychographic characteristics.

Answer: (b) Difficulty: (E) Application Page: 131, 13239. _________________ uniquely define a culture.

a. Core values

b. Basic needs

c. A system of wants

d. Attitudes

Answer: (a) Difficulty: (E) Fact Page: 13240. All of the following are said to be core values of the American culture EXCEPT:

a. freedom.

b. youthfulness.

c. consensus-oriented.

d. materialism.

Answer: (c) Difficulty: (E) Fact and Application Page: 13241. Beliefs are taught to us by parents, friends, and teachers. These groups are called:

a. influencers.

b. social guardians.

c. socialization agents.

d. change agents.

Answer: (c) Difficulty: (M) Fact Page: 13242. When a mother and father teach their children about their own culture, they are

carrying the children through a process known as:

a. acculturation.

b. maturation.

c. dynamism.

d. enculturation.

Answer: (d) Difficulty: (M) Fact and Application Page: 13243. Sam Philpot has just arrived in Hong Kong. He is anxious about his six-month

assignment in this most international of international cities. However, Sams

company wants to help Sam learn about his new culture. In order to do this, Sam

has had Chinese language lessons, will be living with a local Chinese couple, and is

receiving special instruction from a Chinese tutor. The cultural learning that Sam is

going through is best described as being a process called:

a. Acculturation.

b. Feng Sui.

c. Dynamism.

d. Enculturation.

Answer: (a) Difficulty: (M) Application Page: 13244. The _______________ is a scale used to measure terminal and instrumental values.

a. Likert Scale

b. Means-end Chain

c. Rokeach Value Survey

d. New World Teen Study

Answer: (c) Difficulty: (M) Fact Page: 13445. According to psychologist Milton Rokeach, ___________ are illustrated by the

following termsambitious, cheerful, clean, honest, or self-controlled

a. terminal values

b. instrumental values

c. necessity values

d. masculine values

Answer: (b) Difficulty: (H) Fact and Application Page: 134, Table 4.3

46. A good illustration of a terminal value would be:

a. ambition.

b. cheerfulness.

c. family security.

d. cleanliness.

Answer: (c) Difficulty: (H) Fact and Application Page: 134, Table 4.347. A(n) ____________________ approach assumes that very specific product attributes

are linked at levels of increasing abstraction to terminal values.

a. abstraction model

b. value dynamic model

c. goals clarification model

d. means-end chain model

Answer: (d) Difficulty: (H) Fact Page: 13548. Vanna is anxiously watching the jeweler appraise the engagement ring that Chad

recently gave her. She knows that it might not be proper to go behind Chads back

and have the ring appraised but she wants to insure it (and she really wants to know

just how much Chad loves her). Attaching abstract values such as love to concrete

attributes such as size and clarity of the stone is a process called:

a. escalating value.

b. blending.

c. laddering.

d. disassociation.

Answer: (c) Difficulty: (E) Application Page: 135

49. If a consumer values possessions for their status and appearance-related meanings,

they would be called a(n):

a. environmentalist.

b. consumptionist.

c. capitalist.

d. materialist.

Answer: (d) Difficulty: (E) Fact Page: 139

50. According to a New World Teen Study, the ____________ segment responds to

sensory stimulation, are driven by their desire to have fun, friends, irreverence, and

sensation, and are stereotyped as devil-may-care attitudes.

a. Upholders

b. Boot-strappers

c. World Savers

d. Thrills and chills

Answer: (d) Difficulty: (M) Fact and Application Page: 140, 141, Table 4.4

True/False51. Motivation refers to the processes that cause people to behave as they do.

Answer: (True) Difficulty: (E) Fact Page: 11452. Felicia knows that drinking water is much better for skin than drinking soda. Even

though the soda is tempting, her health needs speak louder and she chooses water.

The above example is a good illustration of a person choosing to meet utilitarian

needs.

Answer: (True) Difficulty: (M) Application Page: 11453. Rico has decided to change his lifestyle and is loading up on green vegetables in the

serving line (rather than fries). He knows that the nutritional value of the fresh

green vegetables will be great for his health. Rico is satisfying hedonic needs with his

actions.

Answer: (False) Difficulty: (M) Application Page: 11454. The degree to which a person is willing to expend energy to reach one goal as

opposed to another reflects his or her underlying motivation to attain that goal.

Answer: (True) Difficulty: (E) Fact Page: 11655. Drive theory focuses on social needs that produce pleasant states of arousal.

Answer: (False) Difficulty: (M) Fact and Application Page: 11656. Jackie Smith is frustrated with her efforts to find any workable software that will fit

her older Apple computer. It just seems as if technology has past me and my

computer by, says Jackie. I guess I will have to give in, spend some major bucks,

and get a new system, she thinks. The preceding example illustrates a process called

homeostasis.

Answer: (True) Difficulty: (H) Application Page: 116

57. One of the problems with the application of drive theory is that people often do things

to increase a drive state rather than decrease it.

Answer: (True) Difficulty: (M) Fact Page: 11658. Expectancy theory suggests that behavior is largely pulled by expectations of

achieving desirable outcomespositive incentivesrather than pushed from within.

Answer: (True) Difficulty: (M) Fact Page: 11659. The need for power, status, and affiliation are examples of biogenic needs.

Answer: (False) Difficulty: (E) Fact Page: 11760. If a consumer purchases food products more for their ability to display low fat and

calorie content rather than how they taste, then the consumer is purchasing to satisfy

utilitarian needs.

Answer: (True) Difficulty: (E) Application Page: 11861. A goal has valence, which means it can be positive or negative.

Answer: (True) Difficulty: (E) Fact Page: 118

62. Cybil has a pleasant problem. She has just won a trip to either Las Vegas or Reno.

Cybil is experiencing what is called an approach-approach conflict.Answer: (True) Difficulty: (M) Application Page: 119

63. The theory of cognitive dissonance is based on the premise that people have a need

for order and consistency in their lives and that a state of tension is created when

beliefs or behaviors conflict with one another.

Answer: (True) Difficulty: (M) Fact Page: 119

64. Elvis Chang would love to participate in a new sport called riverboarding where a

rider surfs a river using a Boogie board. The only problem is that participants have

a high risk of injury because of the unknowns downstream in a swiftly moving river.

Elvis is experiencing what is called an avoidance-avoidance conflict.Answer: (False) Difficulty: (M) Application Page: 119, 12065. Characterizing a consumers motivational conflict as being caught between a rock

and a hard place is indicative of an approach-avoidance conflict.

Answer: (False) Difficulty: (M) Fact and Application Page: 119, 12066. Izzy Jones just bought a muscle car and can hardly wait to cruise the streets and

blow away anyone that thinks they have a faster car. Izzy is exhibiting the need for

uniqueness with his behavior and purchase of the car.Answer: (False) Difficulty: (M) Application Page: 12167. The most basic of Maslows Hierarchy of Needs is the need for safety.

Answer: (False) Difficulty: (M) Fact and Application Page: 122, Figure 4.268. Maslows Hierarchy of Needs fits all cultures with its five stages and, therefore, is thought to be one of the best global models of motivation.

Answer: (False) Difficulty: (M) Fact and Application Page: 122, Figure 4.269. Involvement refers to a persons perceived relevance of the object based on his

inherent needs, values, and interests.

Answer: (True) Difficulty: (M) Fact Page: 12470. A good illustration of a cult product is an Apple computer.

Answer: (True) Difficulty: (M) Fact and Application Page: 12671. One of the strategies to increase involvement cited by the chapter was to use novel

stimuli, such as unusual cinematography.

Answer: (True) Difficulty: (E) Fact and Application Page: 13072. An attitude is a belief that some condition is preferable to its opposite.

Answer: (False) Difficulty: (M) Fact Page: 13173. Acculturation is the process of learning a culture other than your own.

Answer: (True) Difficulty: (E) Fact Page: 13274. If a father works very hard to teach his children the core values that he learned as

a child with the hope that the children will pass on this information to their children,

the father is going through a process of enculturation with his children.

Answer: (True) Difficulty: (M) Application Page: 13275. The means-end chain model assumes that very specific product attributes are linked

at levels of increasing abstraction to terminal values.

Answer: (True) Difficulty: (H) Fact Page: 135

Essay Questions76. Describe the motivation process.

Answer:Motivation refers to the processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. Needs may be utilitarian or hedonic. In either case, a discrepancy exists between the consumers present state and some ideal state; this gulf creates a state of tension. Satisfying needs can be done in any of several ways, depending upon the consumers cultural upbringing. Once the goal is attained, tension is reduced and the motivation recedesfor the time being.

Difficulty: (M) Fact and Discussion Page: 114, 115

77. Describe and characterize drive theory and expectancy theory.

Answer:(a) Drive theory focuses on biological needs that produce unpleasant states of arousal. We are motivated to reduce the tension caused by this arousal. Tension reduction has been proposed as a basic mechanism governing human behavior.

In a marketing context, tension refers to the unpleasant state that exists if a persons consumption needs are not fulfilled. This state activates goal-oriented behavior, which attempts to reduce or eliminate this unpleasant state and return to a balanced one. This is called homeostasis.

Those behaviors that are successful in reducing the drive by eliminating the underlying need are strengthened and tend to be repeated. However, drive theory runs into trouble when it tries to explain some facets of human behavior that run counter to its predictions. For example, people often do things that increase a drive state (such as delayed gratification) rather than decrease it.

(b) Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. Expectancy theory suggests that behavior is largely pulled by expectations of achieving desirable outcomespositive incentivesrather than pushed from within. We choose one product over another because we expect this choice to have more positive consequences for us. Thus the term drive is used here more loosely to refer to both physical and cognitive processes.

Difficulty: (H) Fact and Discussion Page: 11678. There are a variety of need states or need forms described in the text. Characterize and discuss biogenic needs, psychogenic needs, utilitarian needs, and hedonic needs.

Answer:(a) People are born with a need for certain elements necessary to maintain life, such as food, water, air, and shelter. These are called biogenic needs.

(b) Psychogenic needs are acquired in the process of becoming a member of a culture. These include the need for status, power, affiliation, and so on. Psychogenic needs reflect the priorities of a culture and their effect on behavior will vary in different environments.

(c) The satisfaction of utilitarian needs implies that consumers will emphasize the objective, tangible attributes of a product, such as miles per gallon in a car; the amount of fat, calories, and protein in a cheeseburger; and the durability of a pair of blue jeans.

(d) Hedonic needs are subjective and experiential; consumers may rely on a product to meet their needs for excitement, self-confidence, fantasy, and so on.

Difficulty: (M) Fact and Discussion Page: 117-11879. 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.

Answer:The three types of motivational conflict are:

(a) Approach-approach conflictwhich is a choice between two desirable alternatives.

(b) Approach-avoidance conflictinvolves a choice in which some aspects of the product are positive and others are negative.

(c) Avoidance-avoidance conflictinvolves 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.

Difficulty: (H) Fact and Application Page: 119-120

80. Explain the theory of cognitive dissonance. Once you have completed this task, create an example that illustrates the theory. Be sure that your example illustrates the phenomena that occur within the confines of the theory.

Answer:The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. The conflict that arises when choosing between two alternatives may be resolved through a process of cognitive dissonance reduction, in which people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension. A state of dissonance occurs when there is a psychological inconsistency between two or more beliefs or behaviors.

An illustrationa person purchases an expensive automobile with the expectation that it will increase his or her status within his or her social set. However, the increased status does not occur and he or she begins to doubt that the purchase was a wise idea. If unchecked, this doubt can create grave negative feelings about the automobile and the dealer that sold it to the person. However, dissonance reduction will occur if friends compliment the person or make it known to them that the purchase was a good one. In lieu of friends performing this role, the marketer must sometimes perform the confirmation role by running reassurance ads for their customers.

Difficulty: (M) Fact and Application Page: 119

81. List the primary needs displayed in Maslows Hierarchy of needs. Give an example of a product that fits each need form. Give an illustration of each need form that shows how the need form is different from the other need forms listed.

Answer:The different needs as identified by Maslow are:

(a) Physiological: I like to work the soil to produce food to sustain my body. Productmedicines, staple items.

(b) Safety: I like to grow my own garden to make sure my food is safe and not

contaminated. Productinsurance, alarm systems.

(c) Social: I like to garden because of the people you meet at the local Garden Club. Productclothing, grooming products.

(d) Esteem: I like to garden competitively because of the prizes you can win with award-winning plants and vegetables. Productcars, furniture, credit cards.

(e) Self-Actualization: I like to garden to prove to myself that I can accomplish something worthwhile and achieve an inner peace because of that accomplishment. Producthobbies, travel, education.

Instructors Note: Be sure to give any specific directions you might feel to be necessary with the example portion of this question to insure consistency of student responses.Difficulty: (H) Fact and Application Page: 121-123, Figure 4.282. It is known that consumers differ in their level of involvement with a product message. Marketers use attention-getting factors to ensure that messages get through the clutter that constantly bombards the consumers senses. Name the techniques cited in the text that can be used to enhance the consumers motivations to process product information and increase their involvement. Be specific in your comments and descriptions of these techniques.

Answer:(a) Appeal to consumers hedonic needs (e.g., ads using sensory appeals generate higher levels of attention).

(b) Use novel stimuli in a commercial, such as unusual cinematography, sudden silences,

or unexpected movements.

(c) Use prominent stimuli, such as loud music and fast action, to capture attention in

commercials. In print formats, larger ads increase attention. Also, viewers look longer at full-color pictures than at black-and-white.

(d) Include celebrity endorsers in commercials to generate higher interest.

(e) Develop a bond (i.e., brand loyalty) by maintaining an ongoing relationship with consumers.

Difficulty: (H) Fact and Discussion Page: 130-13183. Explain how core values are taught to members of a culture. Identify the process by which one learns about a foreign culture. List four (4) core values of the American culture according to data presented in the text.

Answer: Core values are taught to us by socialization agents, including parents, friends, and teachers. The process of learning the beliefs and behaviors endorsed by ones own culture is termed enculturation. In contrast, the process of learning the value system and behaviors of another culture is called acculturation.Core values such as freedom, youthfulness, achievement, materialism, and activity have been claimed to characterize the American culture.

Difficulty: (E) Fact and Application Page: 131-133

84. Explain the means-end chain model. Give an example to demonstrate how the process might work.

Answer:The Means-End Chain Model assumes that very specific product attributes are linked at levels of increasing abstraction to terminal values. The person has valued end states, and he or she chooses among alternative means to attain these goals. Products are thus valued as the means to an end. Through a technique called laddering, consumers associations between specific attributes and general consequences are uncovered. Consumers are helped to climb up the ladder or abstraction that connects functional product attributes with desired end states.

Example: a young man purchases a diamond ring to symbolize an upcoming marriage to a young woman. Concrete attributes like size and clarity of the stone are parlayed into abstract and emotional values of love and self-esteem (yes, carat weight and quality do matter--especially to women). Students may use other appropriate examples to demonstrate the means-end chain or laddering.

Difficulty: (M) Fact and Application Page: 135, 13685. The New World Teen Study surveyed over 27,000 teenagers in 44 countries and identified six values segments that characterize young people. Marketers can use these segments to focus appeals to teens. List, describe, and characterize the six teen segments discussed in the New World Teen Study.

Answer: Thrills and Chillsfound in countries such as Germany, England, and the United States. The driving principles are fun, friends, irreverence, and sensation. Stereotyped as devil-may-care, these teens respond to sensory stimulation.

Resignedfound in Demark, Sweden, and Japan. The driving principles are friends, fun, family, and low expectations. They are similar to the Thrills and Chills but tend to be alienated from society and are pessimistic. They do not have much discretionary income and they make fun of society.

World Saversfound in Hungary and many South American countries. Follow do-good global and local causes. They are driven by environment, humanism, fun and friends. They are attracted to honest and sincere messages that tell the truth.

Quiet Achieversfound in many Asian countries. They are driven by success, anonymity, anti-individualism, and social optimism. They stay out of the limelight and love to purchase stuff.

Boot-strappersMexico, the U.S., and South American countries. They are driven by achievement, individualism, optimism, determination, and power. They are the most dreamy and child-like of the segments. They are called young Yuppies in training.

Upholdersprimarily Asian nations. They are driven by family, custom, tradition, and respect for individuals. They live under rigid guidelines. Since many of these teens still watch cartoons on kids TV, appeals may be made in that direction.

Difficulty: (H) Fact and Application Page: 138, 140, 141, Table 4.4

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