Multiple Choice Questions
This chapter is about the basic factors which power consumer behaviour. ‘Drives’ are the underlying needs which are essentially directionless, but are still powerful: hedonism is the cult of pleasure. Between them they create our motivations, which have a direction as well as strength. Understanding what motivates people has clear implications for marketers in organisations. Here are some multiple choice questions.
1. Which of the following statements is TRUE?
- The gap between the actual state and the desired state is the basis for motivation.
- The actual state is derived from the desired state.
- The desired state bears no relationship to the actual state.
Answer: A
The greater the gap, the greater the motivation.
2. Reminding people that they may have a need is called ______.
- motivation
- activating the need
- drive
Answer: B
The need becomes activated when a reminder is applied.
3. What does OSL stand for?
- over stimulation level
- optimum stimulation level
- outside stimulation level
Answer: B
The others are inventions.
4. According to Zuckerman, which of the following statements is TRUE?
- Thrill seeking is at a lower level than experience seeking, but a higher level than disinhibition.
- Disinhibition is at a lower level than thrill seeking, but a higher level than boredom.
- Boredom is at a lower level than disinhibition, but a higher level than thrill seeking.
Answer: B
The order is boredom, disinhibition, experience seeking, thrill-seeking,
5. According to Maslow, which of the following is TRUE?
- Esteem needs come before belonging, and after survival.
- Belonging comes after survival, and before esteem.
- Security comes below self-actualisation, but above belonging.
Answer: B
The order is survival, security, belonging, esteem, aesthetic, and self-actualisation.
6. People who have a high regard for the opinions of others are called ______.
- inner directed
- outer directed
- independent
Answer: B
These are people who are inspired by outer influences.
7. Which of the following is TRUE?
- The greater the gap between desired state and actual state, the greater the drive.
- The smaller the gap between the desired state and the actual state, the greater the drive.
- The drive is greatest when the desired state and the actual state are the same.
Answer: A
If there is a large gap between where the individual is now and where he or she would like to be, the drive to correct the imbalance will also be great.
8. The definition of switching costs is ______.
- all the costs associated with adding extra switches when a customer buys a new house
- all the costs associated with changing from one particular product or service to another
- all the cost-savings associated with not changing from one particular product or service to another
9. ‘Evaluation heuristics’ means the rules for judging ______.
- people
- processes
- products
Answer: C
These are the rules for judging products.
10. In a model of hedonism needs vs. utilitarian needs, the following three examples can be found: ______
- approach, sensory needs, search needs
- aesthetic, social needs, survival needs
- abstraction, survival needs, sustainers’ needs
Answer: B
Products have both hedonic and utilitarian features.
Web exercise
Visit www.myoffers.co.uk
Why do companies offer these freebies?
Why do they allow firms like My Offers to cash in on the offers?
(But before you sign-up to anything, understand Permission Marketing! https://www.campaignmonitor.com/resources/guides/permission/ )
