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Multiple Choice Quiz
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1

An inner force that stimulates and compels a behavioral response and provides direction to that response is:
A)a mood.
B)a motive.
C)an emotion.
D)one's personality.
E)none of the above.
2

Maslow's need hierarchy involves all the motives below EXCEPT:
A)esteem.
B)safety.
C)physiological.
D)belongingness.
E)all of the above are part of Maslow's hierarchy.
3

In Maslow's need hierarchy, the need to become all that one is capable of becoming is:
A)achievement.
B)esteem.
C)self-actualization.
D)status.
E)none of the above.
4

According to McGuire's motive set, the desire to have all aspects of our lives and attitudes consistent with each other is based on the need for:
A)independence.
B)consistency.
C)cues.
D)causation.
E)none of the above.
5

The tendency of many consumers to discount claims made by advertising messages can be explained in part by:
A)contrast theory.
B)classical conditioning.
C)attribution theory.
D)assimilation theory.
E)none of the above.
6

A consumer who buys a product because a close friend bought one may be fulfilling _____ motivation.
A)ego defense
B)causation
C)independence
D)modeling
E)none of the above.
7

Projective techniques are particularly useful for measuring:
A)external motives.
B)manifest motives.
C)latent motives.
D)internal motives.
E)none of the above.
8

Direct appeals can generally be used to reach:
A)perceptual motives.
B)manifest motives.
C)latent motives.
D)internal motives.
E)none of the above.
9

The human characteristics that consumers associate with a brand represents:
A)emotional transference.
B)its brand personality.
C)its personae.
D)its product position.
E)none of the above.
10

The essence of emotion is:
A)the subjective feelings generated.
B)the thoughts generated by different emotions.
C)the needs fulfilled by specific emotions.
D)the behaviors generated by specific emotions.
E)none of the above.
11

The need for ego defense is a type of cognitive preservation motive.
A)True
B)False
12

Theories based on a utilitarian need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills.
A)True
B)False
13

Perceptual mapping techniques are designed to provide information on latent motives.
A)True
B)False
14

Instability (a core trait in the Five-Factor Model of Personality) is manifested by an individual being moody, temperamental, and touchy.
A)True
B)False
15

The length of an advertisement is a useful advertising tactic for communicating brand personality.
A)True
B)False





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