- Description
MKT 435 Wk 2 – Practice: Assignment
- Motivation describes the processes that cause people to behave in a particular way. Why do some people watch the Olympics but no other sporting events? Why do some people follow celebrities on social media while others search their family genealogy? Marketers want to know the answers to such questions to appropriately communicate the needs and wants that their products will fulfill.
Consumers enter a drive state that influences their feelings and emotions. These feelings and emotions motivate consumers to fulfill their utilitarian and hedonic needs. Utilitarian needs provide a practical benefit.
What do hedonic needs provide?
o An alternative benefit
o An unusual benefit
o An experiential, emotional benefit
o A pragmatic benefit
- Maslow’s hierarchy of needs is one of the most frequently quoted theories of motivation. As stated in the text, Maslow’s hierarchy is built on our major premises:
- Our motives are acquired through genetic endowment and social interaction.
- Our motives or needs on the first levels of the pyramid are more critical than the top ones.
- We must satisfy those bottom motives before moving to the upward ones.
- Fulfilling one motive then activates another motive.
Which of the following represents a motive for marketers to utilize Maslow’s hierarchy when analyzing human behavior and building marketing campaigns?
o It emphasizes biological needs in relation to human motivation.
o It recognizes the cultural differences of consumers and their influence on human motivation.
o It helps marketers craft specific messages based on a consumer’s physiological need level.
o Its flexibility allows for shifts in consumer demand and need fulfillment.
- Consumers face many motivational conflicts when making purchases.
Which of the following scenarios is an example of an avoidance-avoidance conflict in purchasing?
o You dropped your phone and cracked the screen yesterday. The phone still works, but the crack is annoying and gets in the way of some of the phone’s important functions. However, you know that replacing the screen or getting a new phone is very expensive and might not be in your budget right now.
o Your brother is in town and just invited you to see the new summer blockbuster movie tonight, but you’ve already been talking about going to the pool with a friend. The cost is equivalent, and both options are appealing to you.
o Your friends want to go out for a night on the town and hit a few clubs. You don’t really like the clubs they will choose and are prone to migraines from overexposure to high stimulus. However, you don’t have anything else to do this weekend, and you have a fear of missing out.
o Your favorite band just announced their tour schedule, and you see that they’ll be coming to a city near you! You’re very excited for the performance but kind of nervous about the price tag.
- At the most basic level, your attitude is what you think, feel, and do. It is a learned predisposition to respond in a consistently favorable/unfavorable manner in relation to some object. Attitudes have a link to behavior, giving a predisposition to act in a certain way. It is this link with behavior that makes the study of attitudes important for marketers. Your text described the ABC Model of Attitude as constituting three interrelated stages.
You may be familiar with the Livescribe Smartpen, which includes an embedded computer and digital audio recorder. Its main function is to save written words (through transferring them onto a computer) and to synchronize these notes with any audio recording that is made.
Which of the following components of the ABC Model of Attitude is activated by consumers motivated by the Livescribe Smartpen’s functionality and ability to improve a user’s notetaking skills?
o Affect
o Saliency
o Behavior
o Cognition
- You are planning a three-day family vacation and are trying to decide whether to stay at a hotel or use Airbnb.
Which of the following would help you make your decision?
o Maslow’s hierarchy of needs
o The VALS framework
o The ABC model of attitude
o The multi-attribute model
- Consumers like to have a degree of autonomy in their purchasing decisions, but their autonomy is often either actual or perceived.
Which of the following is an example of perceived autonomy?
o a. You found a deal for a three-year subscription of Disney+ and now pay $7.99 a month.
o b. You purchased a Wendy’s 4 for $4 but switched out the drink for a chocolate frosty.
o c. You linked your Stitch Fix account to your Facebook for convenience, and now you see a lot of Stitch Fix ads on your newsfeed.
o d. You are given the option to select which video ad you would like to see on YouTube before watching Taylor Swift’s new music video.
o e. Both C and D
- You might be familiar with the Disney film Inside Out, which characterizes five different emotions (joy, sadness, disgust, panic, and anger) as different forces that contribute to what we believe and how we act. Plutchik’s wheel of eight emotions functions in much the same way.
How can understanding the wheel of emotions help us reach consumers?
o Emotions can be a useful tool to create memorable advertisements and reach specific audience segments through targeting certain emotions in our ads.
o Understanding the balance of emotions and the emotional pairs can help us create very neutral advertisements, which is the goal.
o Emotions generally get in the way of a marketing message, so understanding emotions will help us avoid triggering them.
o Understanding the emotional combinations can help us recognize these emotions in our consumers when we read their social media posts.
- Negative emotions are often more powerful and memorable than positive emotions. What is true of using negative emotions in marketing?
o Negative emotions and guilt appeals are only successful in nonprofit marketing and are less useful for product marketing.
o The best marketing campaigns target negative emotions and use strong guilt appeals.
o Negative emotions and guilt appeals should be used subtly and infrequently, or the consumer may be pushed away or offended.
o Negative emotions help push buyers into a shopping spree, and it is unethical to use them in marketing campaigns.
- Based on what you know about gift giving, which of the following marketing strategies would be the most effective in reaching consumers?
o Capitalize on positive emotions brought up in small and frequent acts of gift giving.
o Capitalize on the feeling of stress during the holiday season to increase impulse buying and emotional purchases.
o Focus exclusively on national retailer holidays when the pressure to buy is the highest.
o Focus on giving and obtaining material goods since tangible objects have a more emotional impact on receivers.
- The text characterizes impulse buying as unplanned or difficult for the consumer to control and resulting in an emotional response post purchase. There is normally little outcome if someone buys a low-value item, such as a candy bar. However, impulse buying may also occur on purchases of much higher value goods, such as clothes or even a car. The environment we shop in may increase our likelihood to impulse purchase—such as buying clothes on the internet.
On occasion, consumers make impulse purchases as a reward for success or as compensation for failure. Which of the following is an example of an advertiser suggesting a compensatory impulse purchase?
o A radio ad for Tommy John underwear
o A magazine ad for a hotel at Disney World pointing customers to the website for more information
o A television ad for Corona beer with the tagline “winning and playing,” in which the marketer makes the association between winning at work and playing on weekends
o A mailer encouraging consumers to begin funeral planning
- The founder of psychoanalytic theory was Sigmund Freud. His work had a major effect on motivation and personality research in marketing and consumer behavior. Freud divides the mind the into the conscious (everything we are aware of) and unconscious (feelings, thoughts, memories outside our conscious awareness). He also stated that our personality is composed of three elements:
o The id: corresponds to primary needs, focused on immediate gratification, directing a person’s psychic energy towards pleasurable acts without regard for consequences
o The superego: reflects the values, rules, and norms imposed by society
o The ego: represents the interests of the individual, ensuring the necessary arbitration between the demands of the id and the constraints of the superego
On the train to work this morning, you heard an ad for a local paragliding company. After work, you research more about the paragliding company and decide to purchase a ticket to paraglide for the first time. Which of Freud’s personality components is satisfied by your paragliding purchase decision?
o The archetype
o The ego
o The id
o The superego
- Archetypes are easily recognized personality types or characters commonly found in storytelling across all cultures. The archetypes are based on universal metaphors rooted in psychological and sociological analysis of stories and dreams. Carl Jung is considered one of the founding fathers of archetype analysis.
Which of the following is an example of an effective use of Jung’s 12 archetypes?
o The use of a meditative or spiritual background in a restaurant
o Defending a cause or supporting an organization by marching in a protest rally
o The success of Oprah Winfrey resulting from her being seen as an individual with wisdom and experience of life who is looked to for guidance
o The emphasis on bending the rules or having a good time in a television advertisement for a resort
- What is unique about the big five personality model that has made it the most reliable personality model for the past 70 years?
o It was authored by Sigmund Freud, the world’s preeminent psychologist.
o It is extensive, utilizing 60 personality terms.
o It has come to replace horoscopes and astrological signs.
o It bases personality on several different dimensions versus single categories.
- The VALS Framework divides consumers into eight segments: innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors.
Which of these segments are the least innovative?
o Thinkers, strivers, experiencers, and survivors
o Believers, achievers, innovators, and makers
o Believers, strivers, makers, and survivors
o Innovators, thinkers, achievers, and experiencers
- Companies use persona types to understand the different needs of their customer base by categorizing them into general attributes and personas and then developing ways to meet and market to those needs.
Which of the sample personas below would be most useful for our T-shirt company?
o Consumer personas would not be useful for our T-shirt company because we already know our main audience and do not need to expand it.
o Jane Doe: a female consumer.
o Susan Spendthrift: a female consumer in her 30–40s who shops online twice a month and usually reacts well to a sale. She lives in the Midwest and is okay with paying for shipping. She enjoys inspirational quotes and nostalgia.
o Farmer McGregor: elderly Scottish horticulturalist who does not own a computer and only makes his clothing purchases at the local farm goods store. He especially dislikes rabbits named Peter.