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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Why Do People Buy? Needs, Motivations and Involvement

Multiple Choice Quiz

Answer all the questions





1

____________ are described as the particular form of consumption that is capable of satisfying an underlying need, for example what food is consumed to relieve hunger.
A)Habits
B)Efforts
C)Wants
D)Desires
E)none of the above
2

______________ reflects the time and energy consumers are willing to commit to a goal.
A)Commitment
B)Determination
C)Pursuant
D)Effort
E)Challenge
3

The unconscious mind is called the:
A)ego
B)super ego
C)idea center
D)id
E)all of the above
4

The ____________________ holds previously conscious experiences that have been repressed, forgotten, suppressed or ignored.
A)archetypes
B)personal unconscious
C)collective unconscious
D)person's perceptions
E)human motivation
5

There are a variety of systems for classifying human needs. By far, the most popular and well known is based on the research of psychologist:
A)Karl Jung
B)Abraham Maslow
C)Henry Murray
D)Gerald Edelman
E)Darwin
6

The highest level of need, according to Maslow, is related to:
A)self-actualization
B)egoistic
C)social
D)safety and security
E)physiological
7

Like Freud, Jung, and Maslow, Murray had a view of the self and motives that derived from Western psychology, and his theory is __________________ (doesn't necessarily apply outside the society where the theory was developed).
A)cross cultural
B)culture-bound
C)behavior perspective
D)self-fulfillment
E)none of the above
8

The ____________________ , that is, the need to perceive oneself as different from others, has been called the "pursuit of difference."
A)purchase power tie
B)uniqueness need
C)desire of independence
D)creation of unique images
E)none of the above
9

The ______________ is defined as "the need to be with people."
A)Affiliation need
B)Isolation need
C)self-esteem need
D)self-sacrifice need
E)individuality need
10

Markets offer "deals" to consumers for many reasons. Examples of "deals" include:
A)coupons
B)rebates
C)free samples
D)all of the above
E)none of the above
11

Ads that encourage you to experience the feelings and sensations associated with a product are stimulating:
A)brand comparisons
B)cognitive involvement
C)affective involvement
D)price awareness
E)individual involvement
12

The term ____________________ is used to describe temporary interest in a purchase or consumption process.
A)decision situation
B)situational involvement
C)consumption involvement
D)marketing involvement
E)none of the above
13

The average supermarket has more than __________ brands on display.
A)10,000
B)20,000
C)30,000
D)40,000
E)50,000
14

_________________ are those who are not highly involved with the product category but are involved with a particular product.
A)Brand loyalists
B)Information seekers
C)Routine brand buyers
D)Brand switchers
E)all of the above
15

The use of one form of expression to describe or represent feelings about another is called a(n):
A)antonym
B)synonym
C)metaphor
D)image
E)none of the above

Fill in the Blank:



16

_______________ is an inner drive that reflects goal-directed arousal.
A)success
B)accomplishment
C)motivation
D)ability
E)aptitude
17

The ___________ is the third structures hypothesized by Freud. It represents the traditional ideas and values of society.
A)id
B)ego
C)unconscious
D)superego
E)none of the above
18

_____________________ are a common reservoir of images that represent the collective unconscious.
A)Archetypes
B)Latent memories
C)Collective unconscious meanings
D)personas
E)perceptions
19

The ______________________ is defined as emotion experienced in connection with evaluated performance.
A)consumer chronicle
B)individual achievement
C)uniqueness need
D)dependent outlet
E)achievement need
20

_________________ involves give and take by buyer and seller in order to establish a price acceptable to both.
A)Bribing
B)Price haggling
C)Winning
D)Efficient shopping
E)Flaunting knowledge



21

. Consumers don't always experience distinctions between wants and needs, and in fact, in many such cases, the distinction is trivial.
A)True
B)False
22

Freud believed that the human psyche is broadly divided into the conscious and the unconscious.
A)True
B)False
23

Depth interviews were quite popular in the 1950's, however they probably not going to see their popularity again any time soon.
A)True
B)False
24

From a marketing perspective, new product managers may try to create brands that fulfill needs of the id, ego, and superego.
A)True
B)False
25

Karl Jung did not agree with Freud's core position about the importance of unconscious motivations.
A)True
B)False
26

To make use of Jung's archetypes, advertisers need to isolate the positive characteristics associated with myths and symbols.
A)True
B)False
27

One of the major criticisms of Murray's work is that it is just a lengthy inventory of needs, and this makes it difficult and impractical for marketers to use.
A)True
B)False
28

Acquisition may be a basic human need and as such most religions encourage excess in acquisition and discourage restraint.
A)True
B)False
29

There is a direct relationship between culture and motivation.
A)True
B)False
30

Whereas the individually oriented achievement motive implies striving for its own sake, the socially oriented achievement motive has the goal of meeting expectations of significant others.
A)True
B)False




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