Chapter 4 For Consumer Behavior

Consumer Behavior, 10e (Solomon)
Chapter 4 Motivation and Global Values
1) ________ refers to the process that causes people to behave as they do.
A) Sentiment
B) Acculturation
C) Motivation
D) Consumerism
Answer: C
Diff: 1
Learning Outcome: Explain the influence of the needs and cultural values of consumers.
Skill: Concept
Objective: 4-1
2) 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
Diff: 2
Skill: Concept
Objective: 4-1
3) In the motivation process, the desired end state is the consumer's ________.
A) drive
B) need state
C) benefit
D) goal
Answer: D
Diff: 1
Skill: Concept
Objective: 4-1
4) Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the
urgency the consumer feels to reduce it.
A) magnitude of the tension
B) direction of the tension
C) expectancy
D) reinforcement
Answer: A
Diff: 2
Skill: Concept
Objective: 4-1
5) What theory of motivation is related to the idea that customers desire a state of balance called
homeostasis?
A) instinct theory
B) drive theory
C) expectancy theory
D) need theory
Answer: B
Diff: 2
Skill: Concept
Objective: 4-1
6) Early work on motivation ascribed behavior to ________, a view that is now largely
discredited.
A) economics
B) instinct
C) psychogenics
D) cognitive factors
Answer: B
Diff: 2
Skill: Concept
Objective: 4-1
7) ________ suggests that expectations of achieving desirable outcomes—positive incentives—

rather than being pushed from within motivate our behavior.
A) The theory of cognitive dissonance
B) Gestalt theory
C) Expectancy theory
D) Homeostasis
Answer: C
Diff: 1
Skill: Concept
Objective: 4-1
8) Which of the following IS NOT a biogenic need?
A) the need for food
B) the need for shelter
C) the need for water
D) the need for achievement
Answer: D
Diff: 2
Skill: Concept
Objective: 4-1
9) When a woman buys expensive jewelry, which of the following needs is most likely being
expressed?
A) hedonic
B) utilitarian
C) rational
D) biogenic
Answer: A
Diff: 2
Skill: Concept
Objective: 4-1
10) Goals can be considered positive or negative. This is an expression of a goal's ________.
A) direction
B) valence
C) strength
D) dissonance
Answer: B
Diff: 2
Skill: Concept
Objective: 4-1
11) ________ is based on the premise that people have a need for order and consistency in their
lives and that a state of tension exists when beliefs or behaviors conflict with one another.
A) Expectancy theory
B) Value theory
C) The theory of cognitive dissonance
D) Choice theory
Answer: C
Diff: 1
Skill: Concept
Objective: 4-1
12) What type of conflict exists when we desire a goal but wish to avoid it at the same time?
A) approach-avoidance conflict
B) approach-approach conflict
C) avoidance-avoidance conflict
D) direction-valence conflict
Answer: A
Diff: 1
Skill: Concept
Objective: 4-1
13) Which of the following scholars is given credit for developing the ideas that serve as the
basis for a number of personality tests, including the Thematic Appreciation Test?
A) McClelland
B) Murray
C) Maslow
D) Herzberg
Answer: B
Diff: 2
Skill: Concept
Objective: 4-1
14) An individual with a high need for ________ would be most likely to place a premium on
products and services that signify success.
A) affiliation
B) control
C) achievement
D) uniqueness
Answer: C
Diff: 2
Skill: Concept
Objective: 4-1
15) According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is
________.
A) safety
B) physiological
C) belongingness
D) esteem
Answer: B
Diff: 2
Skill: Concept
Objective: 4-1
16) Which of the following needs from Maslow's Hierarchy is addressed by the U.S. Army's
advertising slogan "Be all you can be"?
A) safety needs
B) belongingness needs
C) ego needs
D) self-actualization needs
Answer: D
Diff: 2
Skill: Concept
Objective: 4-1
17) Consumption at the extreme low end of the involvement continuum is characterized by
________, when decisions are made out of habit.
A) inertia
B) flow
C) formation
D) actualization
Answer: A
Diff: 1
Skill: Concept
Objective: 4-2
18) Person, object, and situational factors are the three types of influences that determine a
person's level of ________.
A) enculturation
B) involvement
C) values
D) needs
Answer: B
Diff: 2
Skill: Concept
Objective: 4-2
19) Which of the following is characterized by a sense of playfulness, a distorted sense of time,
and mental enjoyment of the activity for its own sake?
A) flow state
B) homeostasis
C) cognitive dissonance
D) inertia
Answer: A
Diff: 1
Skill: Concept
Objective: 4-2
20) Freelancers and fans film their own commercials for their favorite products and post them on
Web sites. This is referred to as ________.
A) mass customization marketing
B) consumer-generated content
C) performance marketing
D) mobile marketing
Answer: B
Diff: 2
Skill: Concept
Objective: 4-2
AACSB: Use of information technology
21) A ________ is a belief that some condition is preferable to its opposite.

A) need
B) want
C) goal
D) value
Answer: D
Diff: 1
Skill: Concept
Objective: 4-3
22) The way a culture arranges values in order of importance is referred to as ________.
A) a differential value set
B) an acculturated importance set
C) a value system
D) enculturation
Answer: C
Diff: 1
Skill: Concept
Objective: 4-3
AACSB: Multicultural and diversity understanding
23) The process of learning the beliefs and behaviors endorsed by one's own culture is called
________.
A) acculturation
B) accumulation
C) creolization
D) enculturation
Answer: D
Diff: 1
Skill: Concept
Objective: 4-3
24) Power distance, individualism, and uncertainty avoidance are some of the values measured
by ________.
A) the Rokeach Value Survey
B) Hofstede's Cultural Dimensions
C) Maslow's Hierarchy of Needs
D) the List of Values Scale
Answer: B
Diff: 2
Skill: Concept
Objective: 4-3
25) The ________ is a scale used to measure terminal and instrumental values.
A) Rokeach Value Survey
B) Means-End Chain Model
C) Hierarchy of Needs
D) List of Values Scale
Answer: A
Diff: 2
Skill: Concept
Objective: 4-3
26) Which of the following is the best illustration of a terminal value?
A) ambition
B) cheerfulness
C) family security
D) cleanliness
Answer: C
Diff: 3
Skill: Concept
Objective: 4-3
27) A(n) ________ approach assumes that very specific product attributes are linked at levels of
increasing abstraction to terminal values.
A) abstract model
B) means-end chain model
C) instrumental value
D) List of Values
Answer: B
Diff: 2
Skill: Concept
Objective: 4-3
28) The segment of consumers called LOHAS is most closely associated with the value of
________.
A) cosmopolitanism
B) hedonism
C) materialism
D) conscientious consumerism
Answer: D
Diff: 2
Skill: Concept
Objective: 4-3
AACSB: Ethical understanding and reasoning abilities
29) A consumer who values possessions for their status and appearance-related meanings would
most accurately be called a(n) ________.
A) environmentalist
B) ethicist
C) materialist
D) capitalist
Answer: C
Diff: 2
Skill: Concept
Objective: 4-4
30) Jeff's favorite quote is "He who dies with the most toys, wins". If Jeff really thinks like this,
he is expressing a concept known as ________.
A) materialism
B) realism
C) egotism
D) relativism
Answer: A
Diff: 2
Skill: Concept
Objective: 4-4
31) An etic perspective on culture is best described as ________.

A) experiential
B) sentimental
C) objective
D) subjective
Answer: C
Diff: 2
Skill: Concept
Objective: 4-5
32) Products and services can be made and sold across international borders. A product marketed
by focusing on the variations across cultures is marketed according to a(n) ________
perspective.
A) etonic
B) etic
C) emic
D) generic
Answer: C
Diff: 2
Skill: Concept
Objective: 4-5
33) People all over the world share the ideal of a material lifestyle and value well-known
transnational brands that symbolize prosperity. This trend is part of a(n) ________.
A) creolization
B) hedonic adaptation
C) narrative transportation
D) globalized consumption ethic
Answer: D
Diff: 2
Skill: Concept
Objective: 4-6
34) 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) creolization
B) hedonic adaptation
C) narrative transportation
D) globalized consumption
Answer: A
Diff: 2
Skill: Concept
Objective: 4-6
35) 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?
A) the goal process
B) the directionality process
C) the motivation process
D) the involvement process
Answer: C
Diff: 2
Skill: Application
Objective: 4-1
AACSB: Analytic skills
36) 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.
A) hedonic
B) utilitarian
C) biological
D) biogenic
Answer: A
Diff: 2
Skill: Application
Objective: 4-1
37) Seth Hernandez is sitting in a class that precedes lunch. 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. 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. Which of the following theories best
describes Seth's experience?
A) fact-and-find theory
B) drive theory
C) emotional theory
D) cognitive theory
Answer: B
Diff: 2
Skill: Application
Objective: 4-1
38) Jill was planning on traveling over spring break, but she didn'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) sentiment theory
Answer: C
Diff: 3
Skill: Application
Objective: 4-1
39) In its advertising, 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. The company is
trying to appeal to which of the following consumer needs?
A) sentiment needs
B) biogenic needs
C) hedonic needs
D) utilitarian needs
Answer: D
Diff: 2
Skill: Application
Objective: 4-1
40) Mary Chen is torn between going home for the holidays to visit her parents in China or going
on a skiing trip with friends from college. Mary would love to be able to do both. Which of the
following motivational conflicts will Mary most likely experience as she makes her decision?
A) an approach-approach conflict
B) an approach-avoidance conflict
C) an avoidance-avoidance conflict
D) an orientation conflict
Answer: A
Diff: 2
Skill: Application
Objective: 4-1
41) Bill has a toothache, and he wants the tooth to stop hurting. However, he has always been
afraid to go to a dentist. What type of motivational conflict is Bill experiencing?
A) a core-secondary conflict
B) an approach-approach conflict
C) an avoidance-avoidance conflict
D) an approach-avoidance conflict
Answer: D
Diff: 2
Skill: Application
Objective: 4-1
42) 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 100 miles on their
Harleys to be there almost every Saturday morning. The motorcycle outlet's marketing approach
is successful because Harley-Davidson has become a ________ product.
A) fuzzy
B) cult
C) consumer-generated
D) LOHAS
Answer: B
Diff: 2
Skill: Application
Objective: 4-2
43) 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 for his aunt simply because it was cheap when he remembered that his
new girlfriend Julie loved chocolate. 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
Answer: C
Diff: 2
Skill: Application
Objective: 4-2
AACSB: Reflective thinking skills
44) 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 ________.
A) enculturation
B) acculturation
C) laddering
D) globalization
Answer: B
Diff: 2
Skill: Application
Objective: 4-3
45) 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 Chad's 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) sentiment analysis
C) laddering
D) disassociation
Answer: C
Diff: 3
Skill: Application
Objective: 4-3
46) Sally loved global brands. She saw them as quality products that held the "romance" of the
country of origin. She never really took the time to research the companies that produced them
and knew very little about the production or distribution processes of the brands. Sally would fit
into which major segment for global consumers?
A) global citizens
B) global dreamers
C) antiglobals
D) global agnostics
Answer: B
Diff: 2
Skill: Application
Objective: 4-5
47) 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?
A) need for power
B) need for uniqueness
C) need for affiliation
D) need for safety
Answer: C
Diff: 3
Skill: Critical Thinking
Objective: 4-1
48) 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?
A) The theory is wrong.
B) The theory is accurate for higher needs, but doesn't seem to account well for more basic
needs.
C) The hierarchy is often culture-bound.
D) Psychogenic needs overwhelm biogenic needs.
Answer: C
Diff: 2
Objective: 4-1
49) 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?
A) Lindsay forgot that consumer involvement includes personal factors and situational factors as
well as object factors.
B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of
facilities at their travel destinations.
C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such
as quality are relatively unimportant.
D) Lindsay forgot that consumer involvement develops only over long periods of time, and most
tourists simply don't have the time to become involved consumers.
Answer: A
Diff: 3
Objective: 4-2
50) Why are approach-approach conflicts likely to create more cognitive dissonance than
approach-avoidance conflicts?
A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the
negative, thus no cognitive dissonance exists under this condition.
B) Approach-approach conflicts result when both alternatives are positive. The selection of one
requires the rejection of another, which creates a need for a cognitive explanation of why one
positive choice was not selected.
C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to
resolve the cognitive inconsistencies.
D) Approach-approach conflicts are very confusing to resolve intellectually, but approach-
avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement
learning.
Answer: B
Diff: 3
Skill: Synthesis
Objective: 4-1
51) 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
Diff: 2
Skill: Concept
Objective: 4-1
52) Motivation explains the strength of behavior, but not its direction.
Answer: FALSE
Diff: 2
Skill: Concept
Objective: 4-1
53) A want is the particular form of consumption used to restore homeostasis.

Answer: FALSE
Diff: 1
Skill: Concept
Objective: 4-1
54) Most current explanations of motivation focus on cognitive factors rather than biological
ones to understand what drives behavior.
Answer: TRUE
Diff: 2
Skill: Concept
Objective: 4-1
55) A goal has valence, which means it can be positive or negative.

Answer: TRUE
Diff: 2
Skill: Concept
Objective: 4-1
56) 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
Diff: 1
Skill: Concept
Objective: 4-1
57) Maslow's hierarchy of needs implies that the order of needs is fixed.
Answer: TRUE
Diff: 3
Skill: Concept
Objective: 4-1
58) Involvement can be seen as the motivation to process information.

Answer: TRUE
Diff: 2
Skill: Concept
Objective: 4-2
AACSB: Communication abilities
59) Understanding consumer involvement has proven to be quite straightforward because it

generally means the same thing to almost all consumers and researchers.
Answer: FALSE
Diff: 2
Learning Outcome: Explain the relevance of the major theories of personality to consumer
behavior.
Skill: Concept
Objective: 4-2
60) Acculturation is the process of learning a culture other than your own.
Answer: TRUE
Diff: 1
Skill: Concept
Objective: 4-3
61) The means-end chain model assumes that people link very specific product attributes
(indirectly) to terminal values.
Answer: TRUE
Diff: 2
Skill: Concept
Objective: 4-3
62) The emic perspective encourages businesspeople to look at cultures as being more alike than
different.
Answer: FALSE
Diff: 2
Skill: Concept
Objective: 4-5
63) China and Portugal are both examples of transitional economies, adapting from a controlled
economy to a free-market system.
Answer: FALSE
Diff: 2
Skill: Concept
Objective: 4-6
64) Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g.,
your feelings are hurt when someone is critical of your appearance).
Answer: FALSE
Diff: 2
Skill: Application
Objective: 4-1
65) Alicia loves chocolate. She maintains that it actually makes her feel better, especially when
she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best
explained with an expectancy theory.
Answer: FALSE
Diff: 3
Skill: Application
Objective: 4-1
66) 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.
Answer: TRUE
Diff: 2
Skill: Application
Objective: 4-1
67) 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
Diff: 2
Skill: Application
Objective: 4-1
68) A consumer who decides that she needs a pair of jeans to reach her goal of being admired by
others can usually only choose one motivational direction—selecting the most expensive brand
available.
Answer: FALSE
Diff: 2
Skill: Application
Objective: 4-1
69) Susan most likely will have an approach-avoidance conflict when she considers buying a
new fur coat with her Christmas bonus.
Answer: TRUE
Diff: 2
Skill: Application
Objective: 4-1
70) Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an
advertisement claiming that the perfume is "as individual as you are."
Answer: TRUE
Diff: 2
Skill: Application
Objective: 4-1
71) Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and
blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness
with his behavior and purchase of the car.
Answer: FALSE
Diff: 2
Skill: Application
Objective: 4-1
72) Joan picked up a book in a bookstore and began to read the introduction. She was enchanted
by what she read. An hour later, she was surprised to find that she had read almost half the book.
Joan had just experienced a form of involvement called a flow state.
Answer: TRUE
Diff: 2
Skill: Application
Objective: 4-2
73) When Sean Jean cologne encourages department store sales people to give any potential
customer a vial of its product, the company is attempting to boost consumer involvement by
appealing to consumers' hedonic needs.
Answer: TRUE
Diff: 3
Skill: Application
Objective: 4-2
74) 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.
Answer: TRUE
Diff: 2
Skill: Application
Objective: 4-3
75) The laddering technique is useful in determining how different products and values link
across cultures.
Answer: TRUE
Diff: 3
Skill: Synthesis
Objective: 4-3
76) Briefly describe the motivation process in terms of needs, tension, and goals.
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 consumer's present
state and some ideal state; this gulf creates a state of tension. Needs can be satisfied in any of
several ways, depending upon the consumer's cultural upbringing. Once the goal is attained,
tension is reduced and the motivation recedes—for the time being.
Diff: 2
Skill: Application
Objective: 4-1
77) Compare and contrast drive theory and expectancy theory.
Answer: 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. Tension activates goal-oriented behavior,
which attempts to reduce or eliminate this unpleasant state and return to a balanced one, called
homeostasis. Those behaviors that are successful in reducing the drive by satisfying the
underlying need are strengthened and tend to be repeated.
However, most current explanations of motivation focus on cognitive factors rather than
biological ones to understand what drives behavior. Expectancy theory focuses on cognitive
factors, suggesting that behavior is largely pulled by expectations of achieving desirable
outcomes—positive incentives—rather than pushed from within. We choose one product over
another because we expect this choice to have more positive consequences for us.
Diff: 3
Skill: Concept
Objective: 4-1
78) 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: 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.
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.
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.
Hedonic needs are subjective and experiential; consumers may rely on a product to meet their
needs for excitement, self-confidence, fantasy, and so on.
Diff: 3
Skill: Application
Objective: 4-1
79) Explain the concept of involvement and its relationship to motivation.
Answer: Involvement is a person's perceived relevance of an object based on his or her inherent
needs, values, and interests. We use the word object in the generic sense to refer to a product (or
a brand), an advertisement, or a purchase situation. Consumers find involvement in these objects.
Involvement is a motivational construct; different antecedents can trigger it. These factors can be
something about the person, something about the object, or something about the situation.
Involvement reflects how motivated we are to process information. To the degree that you feel
knowing more about a product will help you to achieve some goal, you'll be motivated to pay
attention to information about it. As our involvement with a product increases, we devote more
attention to ads related to the product, we exert more cognitive effort to understand these ads,
and we focus more attention on the product-related information in the ads.
Diff: 2
Skill: Application
Objective: 4-2
80) 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.
Answer: ∙ Appeal to consumers' hedonic needs (e.g., ads using sensory appeals generate higher
levels of attention).
∙ Use novel stimuli in a commercial, such as unusual cinematography, sudden silences, or
unexpected movements.
∙ 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.
∙ Include celebrity endorsers in commercials to generate higher interest.
∙ Provide value customers appreciate.
∙ Let consumers make the messages by encouraging consumer-generated content.
Diff: 2
Skill: Application
Objective: 4-2
AACSB: Communication abilities
81) Describe the segment of consumers that marketers call LOHAS. What does this segment
value? How has this segment of consumers affected marketing?
Answer: LOHAS stands for "lifestyles of health and sustainability." People in this segment
worry about the environment, want products that are produced in a sustainable way, and spend
money to advance their personal development and potential. This segment has created a greater
market for products such as organic foods, energy-efficient appliances, alternative medicines,
and yoga. This conscientious consumerism has spread to the mass market, with companies such
as Wal-Mart and Clorox working to become more ecofriendly.
Diff: 2
Skill: Application
Objective: 4-3
AACSB: Ethical understanding and reasoning abilities
82) Explain the concept of materialism.

Answer: Materialism refers to the importance people attach to worldly possessions. It is
illustrated by the phrase "He who dies with the most toys, wins." Materialists are more likely to
value possessions for their status and appearance-related meanings.
Diff: 2
Skill: Application
Objective: 4-4
83) Explain the etic and emic perspectives on global marketing. Give an example of the use of
each.
Answer: a. By developing one approach for multiple markets, a company can benefit from
economies of scale because it does not have to incur the substantial time and expense of
developing a separate strategy for each culture. This viewpoint represents an etic perspective,
which focuses on commonalties across cultures. As an example, Procter & Gamble has found
that large segments of consumers in many countries share the same outlooks, style preferences,
and aspirations.
b. On the other hand, many marketers use an emic perspective, which focuses on variations
across cultures. This perspective argues that each country has a national character, a distinctive
set of behavior and personality characteristics. An effective strategy must be tailored to the
sensibilities and needs of each specific culture. An emic approach to a culture is subjective and
experiential; it attempts to explain a culture as it is experienced by insiders. As an example, a
company might design smaller refrigerators for the Japanese market because their habits of
shopping, storing food, preparing food, selecting food, and the size of the average Japanese
apartment or kitchen (very much smaller) are different from those in the United States.
Customization is encouraged in an emic perspective.
Diff: 3
Skill: Application
Objective: 4-5
84) Explain what is meant by a globalized consumption ethic and discuss its consequences in
transitional economies.
Answer: People all over the world now share the ideal of a material lifestyle and value well-
known transnational brands that symbolize prosperity; this is what is meant by a globalized
consumption ethic. Consumers in many transitional economies, which are moving from centrally
controlled economies to free-market systems, are affected by this consumption ethic. They yearn
for the material trappings of Western culture, which they are exposed to through the media, and
struggle to acquire the products associated with success and a rich lifestyle.
Diff: 3
Skill: Application
Objective: 4-6
AACSB: Dynamics of the global economy
85) 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.
Answer: 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.
Diff: 3
Objective: 4-1
86) 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.
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.
Illustration—A 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
him or her 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.
Diff: 3
Objective: 4-1
87) List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a
product that fits each need form.
Answer: The different needs as identified by Maslow are:
∙ Physiological—Product: medicines, staple items, generics.
∙ Safety— Product: insurance, alarm systems, retirement, investments.
∙ Belongingness—Product: clothing, grooming products, clubs, drinks.
∙ Ego Needs—Product: cars, furniture, credit cards, stores, country clubs, liquors.
∙ Self-Actualization—Product: hobbies, travel, education.
Note to Instructor: Be sure to give any specific directions you might feel to be necessary with the
example portion of this question to ensure consistency of student responses.
Diff: 3
Objective: 4-1
88) 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.
Students may use other appropriate examples to demonstrate the means-end chain or laddering.
Diff: 2
Objective: 4-3
89) What is the relationship between motivation, need, drive, goal, and wants?
Answer: Motivation refers to the processes that lead people to behave as they do. It occurs when
a need is aroused that the consumer wishes to satisfy. The need creates a state of tension that
drives the consumer to attempt to reduce or eliminate it. The desired end state is the consumer's
goal. Marketers try to create products and services that will provide the desired benefits and
permit the consumer to reduce the tension. Whether the need is utilitarian or hedonic, the
magnitude of the tension it creates determines the urgency the consumer feels to reduce it. We
call this degree of arousal a drive. The specific path a person chooses to satisfy a need is
influenced by a unique set of experiences and by the values instilled by his or her culture. These
personal and cultural factors combine to create a want, which is one manifestation of a need.
When a person attains the goal, this reduces the tension and the motivation recedes (for the time
being).
Diff: 3
Skill: Synthesis
Objective: 4-1
90) How are values, motivation, and belief systems related?
Answer:
∙ Motivation refers to the processes that lead people to behave as they do.
∙ A value is a belief that some condition is preferable to its opposite.
∙ A person's set of values plays a very important role in consumption activities. Consumers
purchase many products and services because they believe these products will help to attain a
value-related goal. Values help to determine how an individual is motivated.
∙ Two people can have the same behaviors, but their underlying belief systems may be quite
different. The extent to which people share a belief system is a function of individual, social, and
cultural forces.
Diff: 2
Skill: Synthesis
Objective: 4-3

Chapter 4 For Consumer Behavior

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Consumer Behavior, 10e (Solomon)

Chapter 4 Motivation and Global Values

7) ________ suggests that expectations of achieving desirable outcomes—positive incentives—

21) A ________ is a belief that some condition is preferable to its opposite.

31) An etic perspective on culture is best described as ________.

53) A want is the particular form of consumption used to restore homeostasis.

55) A goal has valence, which means it can be positive or negative.

58) Involvement can be seen as the motivation to process information.

59) Understanding consumer involvement has proven to be quite straightforward because it

82) Explain the concept of materialism.

Example: A young man purchases a diamond ring to symbolize an upcoming marriage to a

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