schiffman16_tif 中山大学吴柏林教授 “广告心理学(清华大学出版社2010)”绝密资料

Chapter 16: Consumer Decision Making and Beyond Multiple Choice Questions:1. A no choice decision is referred to as a _____.a.decision making processb.free decisionc.Dobson’s choiced.Hobson’s choice(d; Difficulty 1, p. 548)2.One of the core American values with regard to decision making is:a.restrictions on decisions.b.freedom of choice.c.Hobson’s choice.d.never having full freedom of choice.(b; Difficulty 1, p. 548)3.Research has shown that when consumers are given a choice between twoproducts:a.they are left confused.b.they are left feeling resentful.c.it stimulates sales.d.they are always demanding having more options.(c; Difficulty 2, p. 548)4.Which of the following is not one of the major purchase decisions?a.brand decisionsb.channel decisionsc.payment decisionsd.price decisions(d; Difficulty 3, p. 548, table 16-1)5.The basic purchase or consumption decision is:a.the decision whether to purchase or not.b.the decision where to purchase from.c.the decision of how to pay for it.d.deciding on which brand to purchase.(a; Difficulty 3, p. 548, table 16-1)6.Which of the following is not one of the major payment purchase decisions?a.to pay or not to pay for the productb.to pay using a credit cardc.to pay in cashd.to purchase in installments(a; Difficulty 3, p. 548, table 16-1)7.Which of the following is not a major channel purchase decision?a.to purchase from a department storeb.to purchase using a credit cardc.to purchase onlined.to purchase by phone(b; Difficulty 3, p. 548, table 16-1)8.Which of the following is not one of the three main levels of consumer decisionmaking?a.extensive problem solvingb.limited problem solvingc.routinized problem solvingd.habitual purchases(d; Difficulty 2, p. 549)9.When consumers have not established criteria for evaluating a product category orspecific brands in that category, then they are facing a/an _____ situation.a.extensive problem solvingb.limited problem solvingc.routinized problem solvingd.habitual purchases(a; Difficulty 2, p. 549)10.When consumers need a great deal of information to establish a set of criteria onwhich to judge specific brands and a large amount of information concerning each of the brands considered, then they are facing a/an _____ situation.a.extensive problem solvingb.limited problem solvingc.routinized problem solvingd.habitual purchases(a; Difficulty 2, p. 549)11.When consumers already have established the basic criteria for evaluating theproduct category and the various brands in the category, then they are facing a/an _____ situation.a.extensive problem solvingb.limited problem solvingc.routinized problem solvingd.habitual purchases(b; Difficulty 2, p. 549)12.When consumers have experience with the product category and a well-established set of criteria with which to evaluate the brands they are considering, then they are faced with a/an _____ situation.a.extensive problem solvingb.limited problem solvingc.routinized problem solvingd.habitual purchases(c; Difficulty 2, p. 549)13.The economic model of consumer decision making requires all the followingexcept:a.the consumer must be aware of all available product alternatives.b.the consumer must be capable of ranking each alternative in terms of benefits.c.the consumer must be able to identify the one best alternative.d.the consumer must have unique values and goals upon evaluation.(d; Difficulty 2, p. 550)14.The “economic man” theory is more formally known as:a.the economic model of decision making.b.the passive model of decision making.c.the cognitive model of decision making.d.the emotional model of decision making.(a; Difficulty 1, p. 550)15.Which of the four models is often rejected because it is too idealistic andsimplistic?a.the economic model of decision makingb.the passive model of decision makingc.the cognitive model of decision makingd.the emotional model of decision making(a; Difficulty 1, p. 550)16.The classical economic model of decision making has been criticized for all thefollowing except:a.people are limited by their existing skill, habits and reflexes.b.people are limited by their existing values and goals.c.people are limited by the extent of the their knowledge.d.people are limited by the resources they are able to refer to.(d; Difficulty 3, p. 550)17.The economic model is rejected because it is:a.too complicated.b.too idealistic.c.limited to a certain class of people.ed in too many economies.(b; Difficulty 3, p. 550)18.The _____ of consumer decision making depicts the consumer as basicallysubmissive to the self-serving interests of marketers.a.economic modelb.passive modelc.cognitive modeld.emotional model(b; Difficulty 2, p. 550)19.With respect to the consumer decision making models, in the _____ the consumeris perceived as being impulsive and irrational and ready to yield to the aims and into the arms of marketers.a.economic viewb.passive viewc.cognitive viewd.emotional view(b; Difficulty 2, p. 550)20.The principal limitation to the _____ of the consumer decision making models isthat it fails to recognize that consumers play an equal or even dominant role as marketers do in many buying situations.a.economic viewb.passive viewc.cognitive viewd.emotional view(b; Difficulty 2, p. 550)21.With respect to the consumer decision making models, in the _____ the consumeris perceived as being an information processor and thinking problem solver who is actively searching for products and services that fulfill his needs and enrich his daily life.a.economic viewb.passive viewc.cognitive viewd.emotional view(c; Difficulty 2, p. 550)22.Consumers often develop shortcut decision rules called heuristics to facilitate thedecision making process and to cope with:ck of information.b.too much information.c.contradicting information.d.negative information.(b; Difficulty 3, p. 551)23.In the cognitive model of decision making, consumers often develop shortcutdecision rules called _____ to facilitate the decision making process.a.disjunctive rulesb.evoked setc.lexicographic rulesd.heuristics(d; Difficulty 3, p. 551)24.The cognitive view of the decision making process yields _____ decisions.a.perfectb.satisfactoryc.poord.irrational(b; Difficulty 3, p. 551)25.When consumers place less emphasis on prepurchase search, they are most likelyfollowing a/an _____ of the consumer decision process model.a.economic viewb.passive viewc.cognitive viewd.emotional view(d; Difficulty 2, p. 552)26._____ are important to decision makin g. They can be defined as a “feeling state”or state of mind.a.Emotionsb.Sensesc.Moodsd.Goals(c; Difficulty 2, p. 552)27.A/an _____ is typically an unfocused, preexisting state, already present at the timea consumer experiences an ad, a retail environment, a brand, or a product.a.emotionb.sensec.moodd.rational state(c; Difficulty 2, p. 552)28.In general, consumers in a _____ mood recall more information about a productthan those in a _____ mood.a.positive; negativeb.negative; positivec.neutral; positived.negative; neutral(a; Difficulty 3, p. 553)29.The input state of the model of consumer decision making is influenced by all thefollowing except:a.the firm’s marketing efforts.b.the consumer’s social class.c.the consumer’s sociocultural environment.d.the alternatives that are available to the consumer.(d; Difficulty 3, p. 553)30.Which of the following is not one of the sociocultural inputs that affect theconsumer decision making process?a.familyb.social classc.motivationd.consumer reports(c; Difficulty 2, p. 554)31.The co nsumer’s experience with a product plays a major role in the _____ stageof the model of consumer decision making.a.inputb.processc.triald.output(b; Difficulty 3, p. 554, figure 16-2)32.Which of the following is not part of the process stage of the model of consumerdecision making?a.need recognitionb.evaluation of alternativesc.triald.prepurchase search(c; Difficulty 3, p. 554, figure 16-2)33._____ in the consumer decision making process begins when a consumerperceives a need that might be satisfied by the purchase and consumption of a product.a.Need recognitionb.Evaluation of alternativesc.Prepurchase searchd.Motivation(c; Difficulty 2, p. 554)34.The process component of the consumer decision making model consists of all thefollowing except:a.need recognition.b.sociocultural environment.c.prepurchase search.d.evaluation of alternatives.(b; Difficulty 2, p. 555)35.The psychological field represents an important portion of the process stage in theconsumer decision making model. Which of the following is not a psychological factor?a.learningb.personalityc.perceptiond.experience(d; Difficulty 3, p. 555)36.When consumers engage in smart shopping, they are:a.willing to spend a considerable amount of time and effort to seek and usepromotional information to obtain price saving.b.likely to cut their shopping time considerably and settle for a satisfactory decision.c.utilizing technology to find the best combination of price and quality.d.shopping in the off season.(a; Difficulty 3, p. 556)37.An examination of the external search efforts associated with the purchase ofdifferent product categories found that as the amount of total search effortincreased, consumer attitudes toward shopping:a.became more positive.b.more time was made available for shopping.c.became more negative.d.both a and b(c; Difficulty 3, p. 557)38.All of the following factors are likely to increase prepurchase search except:a.frequent changes in product styling.b.frequent price changes.c.more alternative brands.d.no variation in features.(d; Difficulty 3, p. 558, table 16-2)39.All of the following factors are likely to increase prepurchase search except:a.first time purchase.b.new products.c.highly satisfactory experience with a previous brand.d.much variation in features.(c; Difficulty 3, p. 558, table 16-2)40.Which of the following is not a characteristic of a person who is more likely tospend more time in the prepurchase search stage?a.well educatedb.high incomec.white collard.over 35 years of age(d; Difficulty 3, p. 558, table 16-2)41.A person is more likely to spend more time in the prepurchase search stage ifhe/she has all the following characteristics except:a.low dogmatismb.being a high risk perceiverc.enjoyment of shoppingd.being highly product-involved in her purchase(b; Difficulty 3, p. 558, table 16-2)42.The _____ refers to the specific brands a consumer considers in making apurchase within a particular product category.a.inert setb.inept setc.evoked setd.evaluation set(c; Difficulty 1, p. 559)43.The evoked set is also called the _____.a.inert setb.inept setc.evaluation setd.consideration set(d; Difficulty 1, p. 559)44.The _____ consists of brands the consumer excludes from purchase considerationbecause they are felt to be unacceptable or seen as inferior.a.inert setb.inept setc.evoked setd.consideration set(b; Difficulty 1, p. 559)45.The _____ consists of brands the consumer is indifferent toward because they areperceived as not having any particular advantages.a.inert setb.inept setc.evoked setd.consideration set(a; Difficulty 1, p. 559)46.In consumer decision rules, _____ decision rules means that consumers evaluatebrands or model options in terms of each relevant attribute and compute aweighted summated score for each brand.pensatoryb.non-compensatoryc.conjunctived.disjunctive(a; Difficulty 3, p. 563)47.In consumer decision rules, _____ decision rules do not allow consumers tobalance positive evaluations of a brand on one attribute against a negativeevaluation on some other attribute.pensatoryb.non-compensatoryc.conjunctived.disjunctive(b; Difficulty 3, p. 563)48.Of these three, which is not one of the non-compensatory rules of the consumerdecision rules?a.conjunctiveb.disjunctivec.lexicographicd.heuristic(d; Difficulty 2, p. 564)49.Of the non-compensatory decision rules, the _____ is when the consumerestablishes a separate, minimally acceptable level as a cutoff point for eachattribute. If the brand or model falls below the cutoff point on any one attribute, the option is eliminated from further consideration.a.conjunctiveb.disjunctivec.lexicographicd.heuristic(a; Difficulty 3, p. 564)50.Of the non-compensatory decision rules, the _____ is when the consumerestablishes a separate, minimally acceptable level as a cutoff point for eachattribute. If an option meets or exceeds the cutoff established for any one attribute, it is accepted.a.conjunctiveb.disjunctivec.lexicographicd.heuristic(b; Difficulty 3, p. 564)51.Of the non-compensatory decision rules, the _____ is when the consumer firstranks the attributes in terms of perceived relevance or importance. The consumer then compares the various alternatives in terms of the single attribute that isconsidered most important.a.conjunctiveb.disjunctivec.lexicographicd.heuristic(c; Difficulty 3, p. 564)52.The following statement is most likely to be stated with which of the followingdecisio n rules: “I selected the computer that had no bad features.”pensatory rulesb.conjunctive rulesc.disjunctive rulesd.lexicographic rules(b; Difficulty 3, p. 565, table 16-7)53.The following statement is most likely to be stated with which of the followingdecision rules: “I selected the computer that excelled in at least one attribute.”pensatory rulesb.conjunctive rulesc.disjunctive rulesd.lexicographic rules(c; Difficulty 3, p. 565, table 16-7)54.The following statement is most likely to be stated with which of the followingdecision rules: “I selected the computer that came out best when I balanced the good ratings against the bad ratings.”pensatory rulesb.conjunctive rulesc.disjunctive rulesd.lexicographic rules(a; Difficulty 3, p. 565, table 16-7)55.Which of the following is not one of the strategies consumers usually adopt forcoping with missing information?a.Consumers may delay the decision until missing information is obtained.b.Consumers may ignore missing information and continue with the currentdecision rule.c.Consumers may infer the missing information.d.Consumers may refrain from making a decision indefinitely.(d; Difficulty 2, p. 567)56.Consumers make three types of purchases; which of the following is not one ofthe types of purchases?a.trial purchasesb.repeat purchasesc.temporary purchasesd.long-term purchases(c; Difficulty 1, p. 569)57._____ purchase behavior is closely related to the concept of brand loyalty.a.Trial purchasesb.Repeat purchasesc.Temporary purchasesd.Long-term purchases(b; Difficulty 1, p. 569)58.As consumers use a product, they evaluate its performance in light of their ownexpectations. Which of the following is not a possible outcome of theseevaluations?a.performance matches expectationsb.performance exceeds expectationsc.performance is below expectationsd.performance outcome is unknown, must repeat trial(d; Difficulty 1, p. 570)st year, at least _____ percent of Americans purchased at least one gift.a.20b.45c.82d.96(d; Difficulty 3, p. 571)60.Gift purchasing represents _____ percent of all retail purchases in North America.a.10b.25c.32d.56(a; Difficulty 3, p. 571)61._____ gifting behavior occurs whenever one family exchanges gifts with anotherfamily.a.Intergroupb.Intercategoryc.Intragroupd.Interpersonal(a; Difficulty 2, p. 572)62._____ gifting behavior occurs whenever a friend gives a gift to a newly marriedcouple.a.Intergroupb.Intercategoryc.Intragroupd.Interpersonal(b; Difficulty 2, p. 572)63._____ gifting behavior occurs when a married couple decides to buy a cruise fortwo for themselves.a.Intergroupb.Intercategoryc.Intragroupd.Interpersonal(c; Difficulty 2, p. 572)64.Research studying the gift giving and receiving habits of males and females notedthat both males and females are strongly motivated by feelings of _____ in their gift giving.a.loveb.respectc.appreciationd.obligation(d; Difficulty 3, p. 573)65.Intrapersonal giving is also known as _____.a.self-giftingb.monadic givingc.intercategoryd.both a and b(d; Difficulty 3, p. 574)66.The input stage of the simple model of consumption includes the establishment ofa consumption set, which is:a.an assortment of products and their attributes.b.the rules by which the individual fulfills consumption requirements.c. a simple model of consumption.d.the rules and guides for using the product.(a; Difficulty 2, p. 576)67.Programs that are designed to foster usage and loyalty and commitment to acompany’s products or services are known as _____.a.trial periodsb.relationship marketing programsc.free samplingd.promotional programs(b; Difficulty 1, p. 578)68.Research shows that _____ percent of college students keep their first credit cardfor at least 15 years.a.20b.35c.52d.75(d; Difficulty 3, p. 578)69.Which of the following is not an example of a relationship marketing program? Airways frequent flyer milesb.Hertz Clubc.Suave free samples in the maild.your local coffee shop’s punch card(c; Difficulty 2, p. 580)70.Which of the following is not one of the major reasons of the existence ofrelationship marketing programs?a.the abundance of choiceb.consumers’ feelings of entitlementc.consumers feel more financially secure today than they did in the pastd.time scarcity(c; Difficulty 2, p. 581)True/False Questions:71.An average consumer will usually stop and think about how she makes the dailydecisions and what is involved in the particular decision-making process.(False; Difficulty 1, p. 547)72.No-choice decisions are called Hobson’s choices.(True; Difficulty 2, p. 548)73.The American core value of freedom includes freedom of product choice.(True; Difficulty 1, p. 548)74.A consumer purchase decision is represented in the choices a consumer has interms of selecting between different brands.(False; Difficulty 1, p. 548)75.Payment purchase decisions are one of several types of consumption decisions aperson has to make.(True; Difficulty 3, p. 548, table 16-1)76.All consumer decision-making situations receive the same degree of informationsearch.(False; Difficulty 1, p. 549)77.When consumers have no established criteria for evaluating a product category,they engage in extensive problem solving.(True; Difficulty 1, p. 549)78.When consumers have an established criteria for evaluating a product category,they engage in routinized response behavior.(False; Difficulty 1, p. 549)79.The economic man theory has been praised because of its practicality. (False; Difficulty 2, p. 550)80.The consumer is generally unwilling to engage in extensive problem solving andwill settle for a satisfactory decision.(True; Difficulty 3, p. 550)81.The passive view of consumer decision making depicts the consumer assubmissive to the interests of marketers.(True; Difficulty 1, p. 550)82.The cognitive view of consumer decision making pictures the consumer assubmissive to the interests of marketers.(False; Difficulty 1, p. 550)83.The cognitive view of decision making suggests that consumers often developshortcut decision rules to facilitate the decision making process and to cope with too much information.(True; Difficulty 3, p. 551)84.When consumers make an emotional purchase, more emphasis is placed on theprepurchase search for information.(False; Difficulty 2, p. 552)85.Moods can be defined as a response to a particular environment.(False; Difficulty 2, p. 552)86.Social class plays an important role in the input stage of the consumer decisionmaking model.(True; Difficulty 2, p. 553)87.The psychological field of a consumer plays an important role in the input stageof the consumer decision making model.(True; Difficulty 2, p. 555)88.Consumers engage in smart shopping, which indicates a willingness to invest aconsiderable amount of time and effort to seek and use promotion-relatedinformation.(True; Difficulty 3, p. 556)89.If a consumer has had an unsatisfactory experience within a certain productcategory, she is more likely to spend more time in her prepurchase search foralternatives.(True; Difficulty 3, p. 558, table 16-2)90.A person is more likely to spend more time in the prepurchase search if it is a gifthe is looking for.(True; Difficulty 3, p. 558, table 16-2)91.Another term for inept set is consideration set of products.(False; Difficulty 1, p. 559)92.An inert set of products is one that consists of brands in a product category thatthe consumer is indifferent toward because they are perceived as having noparticular advantages.(True; Difficulty 1, p. 559)93.A consumer’s evoked set is limited to three brands a consumer might consider. (False; Difficulty 1, p. 559)94.The criteria consumers use to evaluate the alternative products that constitute theirevoked sets usually are expressed in terms of important product benefits. (False; Difficulty 3, p. 560)95.In following a lexicographic decision rule, the consumer first ranks the attributesin terms of perceived relevance or importance.(True; Difficulty 2, p. 564)96.Product trial is always feasible in today’s marke ting culture.(False; Difficulty 2, p. 569)97.A family that buys a VCR for itself as a Christmas gift is demonstratingintragroup gift giving.(True; Difficulty 3, p. 575, table 16-13)98.The major goal of relationship marketing programs is to entice non-users to try anew product or service.(False; Difficulty 1, p. 578)99.A company must implement a relationship marketing program regardless of thecosts.(False; Difficulty 3, p. 580)100.Free samples are a widespread practice in relationship marketing programs. (False; Difficulty 580)Essay Questions:101.What are three decision categories that require consumption decision making?Give an example of each.Brand decisions: whether to purchase one’s usual brand versus a new brandChannel purchase decisions: whether to purchase online or at a department store Payment purchase decisions: to pay for the purchase in cash or using a credit card (Difficulty 3, p. 548, table 16-1)102.What are the three levels of consumer decision making? Briefly define each. Extensive problem solving: when consumers have no established criteria for evaluating a product category or specific brand in that category.Limited problem solving: consumers already have established the basic criteria for evaluating the product category and the various brands in the category.Routinized response behavior: at this level, consumers have experience with the product category and a well-established set of criteria with which to evaluate the brands they are considering.(Difficulty 2, p. 549)103.The economic view of the consumer decision making process has certain requirements in order to work. What are they?A consumer would have to:∙Be aware of all available product alternatives∙Be capable of correctly ranking each alternative in terms of its benefits and disadvantages∙Be able to identify the one best alternative(Difficulty 2, p. 550) five factors that are likely to increase prepurchase search with regards toa product or service.1. The consumer is purchasing it for the first time2. High price3.Frequent changes in product styles4. Purchase is a gift5. Product is socially visible(Difficulty 3, p. 558, table 16-2)105.What are the five terminal positions of a product (or brand) a consumer would not end up purchasing?1.unknown brands2.inept set: unacceptable brands3.inert set: indifferent brands4.overlooked brands5.brands that are within the evoked set that have not been chosen this time around (Difficulty 3, p. 560)106.What are the four strategies that consumers adopt for coping with missing information?1. Consumers may delay the decision until missing information is obtained.2. Consumers may ignore the missing information and decide to continue with thecurrent decision rule using the available information.3. Consumers may change the customarily used decision strategy to one that betteraccommodates missing information.4. Consumers may infer the missing information.(Difficulty 2, p. 567)107.An important component of postpurchase evaluation is the reduction of any uncertainty or doubt that the consumer might have had about the selection. How do consumers go about reducing their postpurchase cognitive dissonance?They may rationalize the decision as being wise.They may seek advertisements that support their choice and avoid those of competitive brands.They may attempt to persuade friends or neighbors to buy the same brand.They may turn to other satisfied owners for reassurance.(Difficulty 2, p. 571)108.What are three types of consumer gift giving behavior?1. Intergroup gift giving: a group giving a gift to another group2. Intercategory gift giving: an individual giving a gift to a group or a group giving agift to an individual3. Intragroup gift giving: a group giving a gift to itself or its members(Difficulty 2, p. 572)109.What elements do the majority of relationship marketing programs share?∙They foster an ongoing communication with customers∙They furnish loyalty by building in extras like upgrades and other perks∙They stimulate a sense of belonging by providing a “club membership” format (Difficulty 3, p. 578)110.Why is relationship marketing so important?1. There is an abundance of choice today2.Consumers today have a sense of entitlementmoditization: most products appear to be very similar4.Insecurity: people today are less financially secure5.Time scarcity(Difficulty 2, p. 581)。