Chapter 5: Motivation and Emotion: Driving Consumer Behavior

Consumer needs start the consumption process because they kick-start or “motivate” subsequent thoughts, feelings, and behavior.

• True

• False

Consumer wants are a function of the need driven by homeostasis.

• True

• False

Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream.

• True

• False

According to Maslow’s theory, consumers first seek value by satisfying the most basic needs.

• True

• False

The most basic needs are addressed with hedonic value, and as needs become more elaborate, utilitarian value is often needed to satiate the need state.

• True

• False

Utilitarian motivation involves a drive to experience something personally gratifying.

• True

• False

Hedonic motivation is a drive to acquire products that consumers can use to accomplish things.

• True

• False

Drinking soft drinks because one really likes the taste is driven by hedonic motivations.

• True

• False

Going to a new, trendy restaurant is most likely driven by hedonic motivations.

• True

• False

The fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream is known as _____.

• homeorhesis

• osmosis

• necrosis

• homeostasis