消费者行为学在中国智慧树知到答案章节测试2023年广东外语外贸大学

绪论单元测试
1.Do you like this mini show? 你喜欢这部学生小剧场吗？（）
A:I am indifferent with this show. 我没所谓。

B:No. I strongly dislike it. 不，我非常不喜欢。

C:No. I don’t like it. 不，我不喜欢。

D:Yes, I like it very much. 是，我非常喜欢。

E:Yes, I like it. 是，我喜欢。

答案:DE
2.To what extend does this mini show inspire you to learn this chapter? 这部学
生小剧场在多大程度上鼓舞你进行本章的学习？（）
A:A lot. 非常大。

B:Not at all. 一点儿也没有。

C:I’m not sure. 我不清楚。

D:A little bit. 有一点点。

E:Quite a few. 还不少。

答案:AE
第一章测试
1.According to the definition of consumer behavior, how a consumer disposes
of an idea and accepts another is part of consumer behavior. （）
A:错
B:对
答案:B
2.A(n) ________ is a person who identifies a need or desire, makes a purchase,
and then disposes of a product. （）
A:content generator
B:marketer
C:influencer
D:consumer
答案:D
3.Age, gender, and social class are all used ________. （）
A:as part of promotion
B:in social media
C:as part of the marketing mix
D:to divide market
答案:D
4.Which marketing philosophy emphasizes interacting with customers on a
regular ba sis and giving them reasons to maintain a bond with a company’s
brands over time? （）
A:Differentiated marketing
B:Relationship marketing
C:Global marketing
D:Social marketing
答案:B
5.People often buy products for what they mean, not what they do. （）
A:对
B:错
答案:A
第二章测试
1.Rules of conduct that guide actions in the marketplace are called ________. （）
A:social responsibility
B:social awareness
C:business ethics
D:social obligation
答案:C
2.Which of the following values is most associated with materialists? （）
A:Honesty
B:Loyalty
C:Frugality
D:Status
答案:D
3.Cause marketing is the same as social marketing. （）
A:对
B:错
答案:B
4.Sustainability and green marketing are the same thing.（）
A:对
B:错
答案:B
5.LOHAS is a segment of consumers who worry about the environment, want
products to be produced in a sustainable way, and spend money to advance
what they see as their personal development and potential. （）
A:错
B:对
答案:B
第三章测试
1.Unlike computers, people do not passively process whatever information
happens to be present. （）
A:错
B:对
答案:B
panies that think carefully about the impact of sensations on product
experiences are practicing ________. （）
A:want marketing
B:sensory marketing
C:need marketing
D:hedonic consumption
答案:B
3.The first step in the perception process is called attention.（）
A:错
B:对
答案:A
4.The minimum difference that can be detected between two stimuli is known
as the ________. （）
A:graded difference
B:absolute threshold
C:gradual differentiation
D:just noticeable difference
答案:D
5.________ is a discipline that studies the correspondence between signs and
symbols and their meaning. （）
A:Semiotics
B:Indexing
C:Symbolism
D:Interpretation
答案:A
第四章测试
1. A relative permanent change of behavior is called ________. （）
A:learning
B:lifestyles
C:all of the rest
D:personality
答案:A
2.Which theory stresses the importance of internal mental processes? （）
A:Variable interval reinforcement theory
B:Stimulus-response theory
C:Fixed-interval reinforcement theory
D:Cognitive learning theory
答案:D
3.Which theory listed below assumes that learning take place as the result of
responses to external events? （）
A:Incidental learning
B:Behavioral learning
C:Gestalt learning
D:Episodic learning
答案:B
4.________ memory permits the temporary storage of information we receive
from our senses. （）
A:Elaborative
B:Working
C:Sensory
D:Cognitive
答案:C
5.Memories of products are often replaced (forgotten) as we learn additional
information. This displacement of information is called ________. （）
A:generalization
B:interference
C:decay
D:the highlighting effect
答案:B
第五章测试
1. A degree of arousal is called a drive.（）
A:错
B:对
答案:B
2.________ suggests that expectations of achieving desirable outcomes—positive
incentives—rather than being pushed from within motivate our behavior. （）A:Gestalt theory
B:The theory of cognitive dissonance
C:Expectancy theory
D:Homeostasis
答案:C
3.Mary Chen is torn between going home for the holidays to visit her parents in
China or going on a skiing trip with friends from college. Mary would love to
be able to do both. Which of the following motivational conflicts will Mary
most likely experience as she makes her decision?（）
A:An orientation conflict
B:An approach-approach conflict
C:An avoidance-avoidance conflict
D:An approach-avoidance conflict
答案:B
4.When a woman buys expensive jewelry, which of the following needs is most
likely being expressed? （）
A:Rational
B:Utilitarian
C:Biogenic
D:Hedonic
答案:D
5.Product involvement refers to a consumer’s level of interest in a product.（）
A:错
B:对
答案:B
第六章测试
1.________ summarizes the beliefs a person holds about his own attributes and
how he/she evaluates their self on those qualities. （）
A:Self-concept
B:Actual self
C:Self-ego
D:Self-esteem
答案:A
2. A person’s conception of how he/she would like to be is called ________. （）
A:self-concept
B:self-esteem
C:ideal self
D:self-image
答案:C
3.Self-esteem refers to the intensity and stability over time of a person’s self-
concept. （）
A:错
B:对
答案:A
4.________ is when the person tries to evaluate their appearance by comparing it
to the people depicted in these artificial images. （）
A:Social comparison
B:Self-esteem
C:Ideal self
D:Real self
答案:A
5.Gender identity is a very important component of a consumer’s self-concept.
（）
A:对
B:错
答案:A
第七章测试
1.Personality refers to a person’s unique psychological makeup and how it
consistently influences the way a person responds to his or her environment.
（）
A:对
B:错
答案:A
2.According to Freud, the part of the personality that seeks immediate
gratification is called the ________. （）
A:ego
B:conflict
C:id
D:super ego
答案:C
3.In Freudian system, which part of the self follows the reality principle? （）
A:Personality
B:Ego
C:Superego
D:Id
答案:B
4.Lifestyles are identified by a convergence of personality, product and setting.
（）
A:对
B:错
答案:A
5.People in different cultures hold the same core values with the same priority.
（）
A:错
B:对
答案:A
第八章测试
1.A(n) ________ is a lasting, general evaluation of people (including oneself),
objects, advertisements, or issues. （）
A:principle
B:belief
C:attitude
D:personality trait
答案:C
2.Psychologist David Katz developed the ________ of attitudes. （）
A:classical theory
B:functional theory
C:neoclassical theory
D:clinical theory
答案:B
3. A component of the ABC model of attitude is ________. （）
A:affect
B:behavior
C:all of the rest
D:cognition
答案:C
4.Which of the following status indicates the highest level of commitment to an
attitude?（）
A:Compliance
B:Identification
C:Standardization
D:Internalization
答案:D
5.Balance theory helps explain why consumers like being linked to positively
valued objects. （）
A:对
B:错
答案:A
第九章测试
1.Decisions driven by our emotional responses to a product are called ________.
（）
A:compensatory
B:cognitive
C:habitual
D:affective
答案:D
2.The first stage in the consumer decision-making process is ________.（）
A:information search
B:product choice
C:evaluation of alternatives
D:problem recognition
答案:D
3.Needs are created when the actual state of a customer declines. （）
A:对
B:错
答案:A
4.________ describes consumption at the low end.（）
A:Complex buying
B:Utilitarian
C:Inertia
D:Routine buying
答案:C
5.According to the ________ rule, a product with a low standing on one attribute
cannot make up for this position by being better on another attribute. （）
A:lexicographic
B:elimination-by-aspects
C:non-compensatory
D:conjunctive
答案:C
第十章测试
1.Which of the following is considered a post-purchase process?（）
A:The shopping experience
B:Shopping orientation
C:Mood
D:Consumer satisfaction
答案:D
2.Clothing choices are often heavily influenced by the situation in which the
consumer needs to wear them. （）
A:对
B:错
答案:B
3.Most customers who experience an environment that is both pleasant and
arousing will interpret it as an exciting environment.（）
A:错
B:对
答案:B
4. A coupon-dispensing machine in a grocery aisle and an employee handing
out free samples of a new product are both examples of ________. （）
A:shopping orientations
B:retail theming
C:pretailing
D:POP stimuli
答案:D
5.According to the expectancy dis-confirmation model, when a product or
service perform the way that a consumer thought it would, she may not think
much about it; but if it fails to live up to expectations, this may create
negative feelings. （）
A:对
B:错
答案:A
第十一章测试
1.________ argue(s) that each of us has several “selves that relate to groups.” （）
A:Cultural pressures
B:Membership groups
C:Social identity theory
D:Social loafing
答案:C
2. A group composed of people that the consumer actually knows is called a(n)
________ reference group.（）
A:networked
B:membership
C:aspirational
D:tribal
答案:B
3.___ is a group of consumers who share a set of social relationships based on
usage of or interest in a product/brand. （）
A:A consumer lifestyle
B:A reference group
C:An opinion leader
D:A brand community
答案:D
4.Word-of-mouth (WOM) is product information that individuals transmit to
other individuals. （）
A:对
B:错
答案:A
5. A set of socially relevant nodes connected by one or more relations is called a
social ________.（）
A:message
B:network
C:group
D:graph
答案:B
第十二章测试
1.Discretionary income is the money available to a household over and above
that required for a comfortable standard of living.（）
A:对
B:错
答案:A
2. A consumer’s belief about what the future holds is an indicator of consumer
confidence.（）
A:错
B:对
答案:B
3.________ refers to the passage of individuals from one social class to another.
（）
A:Social prestige
B:Social class
C:Social mobility
D:Social affinity
答案:C
4.The best predictor of major expenditures that do not have status or symbolic
value is ________.（）
A:occupation
B:social class
C:income
D:social class and income
答案:D
5.When a Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are
bought and displayed as markers of social class, they are ________.（）
A:status symbols
B:social parameters
C:social inhibitors
D:psychological blocks
答案:A
第十三章测试
1. A ________ is defined as a group whose members share beliefs and common
experiences that set them apart from others. （）
A:subculture
B:micro culture
C:cohort
D:network
答案:A
2. A component of a person’s subculture is ________.（）
A:all of the rest
B:ethnic background
C:age
D:race
答案:A
3.An age ________ consists of people of similar ages who have undergone similar
experiences. （）
A:model
B:cohort
C:culture
D:paradigm
答案:B
4.In China, people born in 2020s are labelled as “Z-lennials” （）
A:对
B:错
答案:A
5.Hanfu refers to the traditional clothing and accessories people wore during
the Han Dynasty, in ancient China. （）
A:错
B:对
答案:B
第十四章测试
1.Which functional area of culture is most closely related to the idea of a
common worldview? （）
A:Environment
B:Eating habits
C:Ideology
D:Ecology
答案:C
2.In a culture , ________ usually dictate what is right and wrong, acceptable or
unacceptable.（）
A:Norms
B:Myths
C:Theories
D:Criteria
答案:A
3. A culture production system is a set of individuals and organizations that
create and market cultural products.（）
A:对
B:错
答案:A
4.In many cultures, myths feature talking animals that act as mediating figures.
（）
A:对
B:错
答案:A
5.Profane consumption involves consumer objects and events that are
ordinary.（）
A:错
B:对
答案:B。