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Consumer Motivation Theory

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Questions and Answers

What is the primary purpose of motivation according to the text?

To lead people to behave in a certain way

To keep consumer researchers up at night

To create products and services for consumers

To satisfy a need that a consumer wishes to achieve (correct)

What type of need does the text describe as utilitarian?

A need to achieve some functional or practical benefit (correct)

A need to create products and services for consumers

A need involving emotional responses or fantasies

A need to keep consumer researchers up at night

What is the consumer's goal according to the text?

To achieve the desired end state (correct)

To create products and services for consumers

To satisfy a need that the consumer wishes to achieve

To keep consumer researchers up at night

What do marketers try to do according to the text?

Create products and services to satisfy consumer needs Signup and view all the answers

What question keeps some consumer researchers up at night according to the text?

Whether a person even needs to be aware of a motivation to achieve a goal Signup and view all the answers

What is the main idea behind drive theory?

Biological needs produce unpleasant states of arousal that motivate us to reduce them and return to homeostasis. Signup and view all the answers

What does the text suggest about the effectiveness of 'retail therapy'?

There is research evidence suggesting that shopping can restore a sense of personal control and alleviate feelings of sadness. Signup and view all the answers

What is a limitation of drive theory in explaining human behavior?

It does not explain why people often engage in behaviors that increase their drive states rather than decrease them. Signup and view all the answers

What does the text suggest about the role of incidental brand exposure in influencing behavior?

It can activate goals and influence behavior, even when people are not consciously aware of the exposure. Signup and view all the answers

What is the primary distinction between drive theory and expectancy theory?

Drive theory focuses on biological needs, while expectancy theory focuses on cognitive factors. Signup and view all the answers