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Exam 4: Motivation and Global Values

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Question 21

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When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

A) goals
B) need
C) desire
D) motivation

E) C) and D)
F) None of the above

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Question 22

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Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example is a good illustration of a person choosing to meet utilitarian needs.

A) True
B) False

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Question 23

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Franz Schmidt is a German teenager. His father was recently transferred to Tokyo, Japan. Franz realizes that he will have to make a big adjustment to be successful in this new environment. As Franz and his family make an adjustment to the Japanese culture, they will go through a learning process called ________.

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement had Lindsay ignored?

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 consumer's senses. Name five techniques cited in the text that can be used to enhance the consumer's motivations to process product information and increase their involvement. Be specific in your comments and descriptions of these techniques.

When Christians adopted the winter solstice festival as their celebration of the birth of Jesus, they integrated a foreign influence and assigned it new meaning. This process is called ________.

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

The way a culture arranges values in order of importance is referred to as ________.

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

Explain the theory of cognitive dissonance. Then create an example that illustrates the theory. Be sure that your example illustrates the phenomena that occur within the confines of the theory.

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. 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.

Explain what is meant by a globalized consumption ethic and discuss its consequences in transitional economies.

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"-Snake. Bret's fantasies or emotional responses are called ________ needs.

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.

Explain the concept of materialism.

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 identifies what Jake is feeling?

Melissa's mother has become a socialization agent for the family since she is primarily responsible for teaching everyone how to interact with and respond to Europeans on their upcoming three-month European vacation.

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist who spoke next disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?

In the motivation process, the desired end state is the consumer's ________.