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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
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.
3
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.
4
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.
5
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.
6
The need for ego defense is a type of cognitive preservation motive.
A)True
B)False
7
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
8
Perceptual mapping techniques are designed to provide information on latent motives.
A)True
B)False
9
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
10
The length of an advertisement is a useful advertising tactic for communicating brand personality.
A)True
B)False





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