消费者行为学50道选择题翻译版
消费者行为学试题及答案
消费者行为学试题及答案一、选择题（每题2分，共20分）1. 消费者行为学研究的主要内容是什么？A. 消费者购买行为B. 消费者心理特征C. 消费者决策过程D. 所有以上选项2. 消费者在购买决策过程中，通常经历哪些阶段？A. 问题识别、信息搜索、评估选择、购买决策、购后行为B. 信息搜索、评估选择、购买决策、问题识别、购后行为C. 购买决策、问题识别、信息搜索、评估选择、购后行为D. 评估选择、购买决策、问题识别、信息搜索、购后行为3. 以下哪项不是影响消费者购买决策的外部因素？A. 文化因素B. 个人因素C. 社会因素D. 家庭因素4. 消费者在购买高风险产品时，更倾向于采用哪种信息搜索策略？A. 被动搜索B. 主动搜索C. 深度搜索D. 广度搜索5. 以下哪个理论解释了消费者如何根据产品属性进行选择？A. 期望理论B. 认知失调理论C. 多属性效用理论D. 社会认同理论6. 消费者在购买过程中，经常使用哪些信息来源？A. 个人经验B. 商家广告C. 口碑推荐D. 所有以上选项7. 消费者购买后，如果产品不符合预期，可能会经历哪些心理反应？A. 后悔B. 失望C. 愤怒D. 所有以上选项8. 以下哪个不是消费者行为学中的市场细分依据？A. 地理细分B. 人口统计细分C. 心理细分D. 产品类型9. 消费者在进行新产品尝试时，通常受到哪种心理因素的影响？A. 风险规避B. 风险偏好C. 创新接受度D. 传统偏好10. 以下哪个是消费者行为学中提到的消费者购买动机？A. 经济动机B. 社会动机C. 个人动机D. 所有以上选项二、简答题（每题10分，共20分）1. 简述消费者购买决策过程中的五个阶段，并举例说明。
答案：消费者购买决策过程通常包括以下五个阶段：问题识别、信息搜索、评估选择、购买决策和购后行为。
例如，一个消费者可能首先识别到需要购买一辆新车（问题识别），然后通过网络、朋友和家人的推荐来收集信息（信息搜索），接着评估不同品牌和型号的汽车（评估选择），最终决定购买某款汽车（购买决策），并在购买后对汽车的性能和满意度进行评估（购后行为）。
消费者行为心理学中英文外文文献翻译
消费者行为心理学中英文外文文献翻译(含：英文原文及中文译文)英文原文Frontiers of Social PsychologyArie W. Kruglanski 、Joseph P. ForgasFrontiers of Social Psychology is a new series of domain-specific handbooks. The purpose of each volume is to provide readers with a cutting-edge overview of the most recent theoretical, methodological, and practical developments in a substantive area of social psychology, in greater depth than is possible in general social psychology handbooks. The editors and contributors are all internationally renowned scholars whose work is at the cutting-edge of research.Scholarly, yet accessible, the volumes in the Frontiers series are an essential resource for senior undergraduates, postgraduates, researchers, and practitioners, and are suitable as texts in advanced courses in specific subareas of social psychology.Some Social Asp ects of Living in a Consumer SocietyThe following sketches will illustrate that in a consumer society much of the behavior studied by social psychologists relates to consumer stimuli and consumer behavior. Thus, the consumer context provides a rich field for the study of social phenomena and behavior.Consumer Decisions Are UbiquitousWhether we are in the supermarket or not, we are constantly making consumer decisions. We enroll in gyms, use our frequent-flyer miles for a vacation resort, buy health care, choose a restaurant, skip dessert for a healthier lifestyle. In fact, most of our daily decisions do not involve existential decisions such as whom to marry or whether to have children or not, but whether to have tea or coffee, use our credit card or pay cash, or other seemingly trivial decisions. Moreover, many of our daily (consumer) behaviors do not even require intentional decisions. Rather, they may be habitual, such as switching to CNN to get the news or accessing Google when looking up some information. A typical day of a typical person is filled with countless minor consumer decisions or the consequences of previous decisions, starting with the brand of toothpaste in the morning to choosing a movie after work.Consumer Choices Fulfill a Social-Identity FunctionAlthough for most people being a consumer may not be central to their identity, many of their consumer decisions are nevertheless highly identity-relevant insofar as they correspond to a larger set of values and beliefs and express important aspects of the self. Eating a vegetarian diet because one does not want to endorse cruelty to animals and boycotting clothes potentially made by child laborers are some examples. Some people buy a Prius out of environmental concerns; others boycott Japanese cars —such as the Prius —in order to help the local carindustry. In this respect, even the choice between Coke and Pepsi is not necessarily trivial. People who cannot discriminate Coke from Pepsi in a blind test, or who prefer Pepsi, may nevertheless adhere to Coke as a cultural icon. Attempts to change the formula of Coke met with angry protests and opposition. Clearly, consumer products and brands do not only fulfill utilitarian needs (Olson & Mayo, 2000; Shavitt, 1990). In a world of oversupply and differentiating brands, many consumers choose brands in order to express their personality or to affiliate themselves with desired others. They do not simply use a Mac; they are Mac users, and switching to another brand of PC would be akin to treason. From soft drinks to computers, brands may become an ideology. People may also perceive of products as extended selves (Belk, 1988); for example, they may identify with their cars just as they do with pets. Likewise, brands may define social groups. The Harley-Davidson Club is a legendary example; an Internet search revealed clubs for almost every car brand and model. In my hometown, I found a V olkswagen New Beetle Club whose stated purpose is to cultivate contacts between New Beetle Drivers by organizing social events (among others, a visit to a car cemetery). On the road, drivers of the same car model often greet each other. Apparently, driving the same model is sufficient to establish social closeness. Brands, products, and consumption habits not only help to establish social connectivity but also serve as status symbols, defining vertical andhorizontal social boundaries. By using particular brands or consuming specific products, people can express a certain lifestyle or attempt to convey a particular social impression. Subscribing to the opera conveys one’s social position just as going to a monster truck race does. Whether your choice of drink is wine or beer, cappuccino or herbal tea, your order expresses more than merely your taste in beverages.Consumer Choices Affect Social PerceptionGiven that brands and products are part of social expression, it is not surprising that people are judged by the brands and products they use. In particular, products of a social-identity function are used as bases for inferences about a target’s personality traits (Shavitt & Nelson, 2000). Likewise, smoking, food choice and amount of food intake have all been shown to affect social impressions. Depending on the subculture of the perceiver (age, country), different personality traits are assumed in smokers compared with nonsmokers (e.g., Cooper & Kohn, 1989; Jones & Carroll, 1998). Various studies found that eaters of a healthier diet are perceived as more feminine and in general judged more favorably than eaters of unhealthy foods (for a review see V artanian, Herman, & Polivy, 2007). Arguing that a Pepsi drinker is to a Coke drinker what a Capulet was to a Montague is, of course, an exaggeration, but clearly brands may distinguish ingroup from out-group members. Possibly this is most extreme among teenagers, where the brand of jeans is perceived todetermine coolness and popularity. Nevertheless, the phenomenon is not limited to teen culture, as testified by the previous examples of social communities defined by shared brands. In sum, from wet versus dry shaving to driving a Porsche versus a Smart, consumer behavior is used as a cue in person perception. Most likely, such cues also manifest in behavior toward these consumers. Physical attacks on women who wear fur are a most extreme example.Affective Consequences of Consumer BehaviorObviously, consumption and the use of products and services may give pleasure and satisfaction or displeasure and dissatisfaction. People may experience joy from wearing a new sweater or suffer emotional consequences when products or services fail or cause inconvenience. Product use is only one source of affective consumer experiences. The mere act of choosing and acquisition is another. People enjoy or dislike the experience of shopping. They may take pleasure from the freedom of simply choosing between different options (e.g., Botti & Iyengar, 2004), feel overwhelmed and confused by an abundance of options (e.g., Huffman & Kahn, 1998), or feel frustrated by a limited assortment that does not meet their particular needs (e.g., Chernev, 2003). They may experience gratification and a boost in self-esteem from the fact that they can afford a particular consumer lifestyle or grudge the fact that they cannot. Many daily sources of affective experiences involve consumerbehavior in one way or another.The Consumer Context Provides Unique Social InteractionsGranted, we rarely form deep and meaningful relationships with our hairdressers and waiters. Still, the consumer context affords many social interactions over a day. Again, these interactions— even if brief— may constitute a source of affective experiences. The smile of the barista, the compliment from the shop-assistant, and the friendly help from the concierge are just a few examples of how such consumerrelated interactions may make us feel good, worthy, and valued, whereas snappy and rude responses have the opposite effect. Besides, the social roles defined by the consumer context may provide unique opportunities for particular behaviors, interactions, and experiences not inherent in other roles. Being a client or customer makes one expect respect, courtesy, and attendance to one’s needs. For some, this may be the only role in their life that gives them a limited sense of being in charge and having others meet their demands. To give another example, complaining is a form of social interaction that mostly takes place within the consumer context. A search for ―complaint behavior‖ in the PsycI NFO database found that 34 out of 50 entries were studies from the consumer context. (The rest mostly related to health care, which may to some extent also be viewed as consumer context.) Given the importance of the consumer context to social experiences and interactions, it provides a prime opportunity forstudying these social behaviors.•How consumers think, feel, reason, and the psychology of screening for different items (such as brands, products); • Consumer behavior when they shop or make other marketing decisions;•Limits in consumer knowledge or access to information affect decisions and marketing outcomes;•How can marketers adapt and improve their marketing competitiveness and marketing strategies to attract consumers more efficiently?Bergi gives an official definition of consumer behavior: the process and the activities people perform when they research, select, purchase, use, evaluate, and deal with products and services in order to meet their needs. The behavior occurs in a group or an organization where individuals or individuals appear in this context. Consumer behavior includes using and handling products and studying how products are bought. The use of products is generally of great interest to marketers because it may affect how a product is in the best position or how we can encourage increased consumption.The Nicosia model focuses on the relationship between the company and its potential customers. The company communicates with consumers through its marketing messages or advertisements and consumers' reactions to the information they want to buy. Seeing this pattern, we willfind that companies and consumers are interconnected. Companies want to influence consumers. Consumers influence company decisions through their decisions.Consumer sentiment refers to a unique set of emotional reactions to the use of or eliciting a consumer experience in the product, a unique class or relationship of the emotional experience described and expressed (such as joy, anger and fear), such as the structural dimensions of the emotional category or pleasant/unpleasant, Relax/action, or calm/excited. Goods and services are often accompanied by emotional reactions (such as the fear caused by watching a horror movie). Emotional values are often associated with aesthetic choices (such as religion, reason). However, more material and utilitarian products also seem to have emotional value. For example, some foods cause childhood experiences and feel comfortable with them. Izad (1977) developed a method of emotional experience and introduced basic emotions. He uses ten words to distinguish the basic types of emotions: interest, joy, surprise, sadness, anger, disgust, contempt, fear, shame, and guilt. This method has been widely used by consumer research.In order to implement the interpersonal and personal construction in this framework, we use the concept of self-awareness to express the influence of consumer response on society. Self-awareness is defined as the individual's consistent trend to focus directly on inward or outward.This theory identifies two different types of people with self-consciousness. The open self-conscious person pays special attention to other people's views on their outside. The private self-conscious person pays more attention to their inner thoughts and feelings. In this case, we assume that the reputation of consumption may be different based on sensitivity to other people. This proposal is also consistent with previous research. It shows that people with different personal behaviors depend on their sensitivity to interpersonal influences. Dubois and Dikena emphasized that "we believe that the analysis of the direct relationship between consumers and brands is a key to improving understanding of such a market." This original assumption is that of private or The value of the open superior product comes from the inherent social status of these objects. Many existing studies emphasize the role of the role played in the exchange of information about their owners and social relationships.中文译文社会心理学前沿艾瑞·克鲁格兰斯基，约瑟夫·弗加斯社会心理学的前沿是一个新的领域专用手册系列。
消费者行为分析考试 选择题40题 附答案
1. 消费者行为分析的主要目的是：A. 了解消费者的需求和偏好B. 提高产品的生产效率C. 降低成本D. 增加市场份额答案：A2. 以下哪项不是消费者行为的影响因素？A. 文化因素B. 社会因素C. 个人因素D. 政治因素答案：D3. 消费者决策过程包括以下哪些阶段？A. 问题识别、信息搜索、评估选择、购买决策、购后行为B. 问题识别、信息搜索、购买决策、购后行为C. 问题识别、评估选择、购买决策、购后行为D. 问题识别、购买决策、购后行为答案：A4. 以下哪项是消费者问题识别的典型例子？A. 意识到需要购买新手机B. 比较不同品牌的价格C. 阅读产品评论D. 使用产品后的满意度答案：A5. 以下哪项是消费者信息搜索的典型例子？A. 上网查找产品信息B. 决定购买某品牌的产品C. 使用产品后的满意度D. 向朋友推荐产品答案：A6. 以下哪项是消费者评估选择的典型例子？A. 比较不同品牌的价格和功能B. 决定购买某品牌的产品C. 使用产品后的满意度D. 向朋友推荐产品答案：A7. 以下哪项是消费者购买决策的典型例子？A. 决定购买某品牌的产品B. 比较不同品牌的价格和功能C. 使用产品后的满意度D. 向朋友推荐产品答案：A8. 以下哪项是消费者购后行为的典型例子？A. 使用产品后的满意度B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 向朋友推荐产品答案：A9. 以下哪项是消费者忠诚度的典型例子？A. 重复购买同一品牌的产品B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 向朋友推荐产品答案：A10. 以下哪项是消费者满意度的典型例子？A. 使用产品后的满意度B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 向朋友推荐产品答案：A11. 以下哪项是消费者口碑传播的典型例子？A. 向朋友推荐产品B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A12. 以下哪项是消费者品牌认知的典型例子？A. 识别并记住品牌名称B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A13. 以下哪项是消费者品牌态度的典型例子？A. 对品牌的喜好或厌恶B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A14. 以下哪项是消费者品牌形象的典型例子？A. 对品牌的整体印象B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A15. 以下哪项是消费者品牌忠诚度的典型例子？A. 重复购买同一品牌的产品B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A16. 以下哪项是消费者品牌转换的典型例子？A. 从购买一个品牌转向另一个品牌B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A17. 以下哪项是消费者品牌选择的典型例子？A. 决定购买某品牌的产品B. 比较不同品牌的价格和功能C. 使用产品后的满意度D. 向朋友推荐产品答案：A18. 以下哪项是消费者品牌偏好的典型例子？A. 对某些品牌的特别喜好B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A19. 以下哪项是消费者品牌信任的典型例子？A. 对品牌的信任感B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A20. 以下哪项是消费者品牌价值的典型例子？A. 对品牌价值的感知B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A21. 以下哪项是消费者品牌形象的典型例子？A. 对品牌的整体印象B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A22. 以下哪项是消费者品牌忠诚度的典型例子？A. 重复购买同一品牌的产品B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A23. 以下哪项是消费者品牌转换的典型例子？A. 从购买一个品牌转向另一个品牌B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A24. 以下哪项是消费者品牌选择的典型例子？A. 决定购买某品牌的产品B. 比较不同品牌的价格和功能C. 使用产品后的满意度D. 向朋友推荐产品答案：A25. 以下哪项是消费者品牌偏好的典型例子？A. 对某些品牌的特别喜好B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A26. 以下哪项是消费者品牌信任的典型例子？A. 对品牌的信任感B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A27. 以下哪项是消费者品牌价值的典型例子？A. 对品牌价值的感知B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A28. 以下哪项是消费者品牌形象的典型例子？A. 对品牌的整体印象B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A29. 以下哪项是消费者品牌忠诚度的典型例子？A. 重复购买同一品牌的产品B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A30. 以下哪项是消费者品牌转换的典型例子？A. 从购买一个品牌转向另一个品牌B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A31. 以下哪项是消费者品牌选择的典型例子？A. 决定购买某品牌的产品B. 比较不同品牌的价格和功能C. 使用产品后的满意度D. 向朋友推荐产品答案：A32. 以下哪项是消费者品牌偏好的典型例子？A. 对某些品牌的特别喜好B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A33. 以下哪项是消费者品牌信任的典型例子？A. 对品牌的信任感B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A34. 以下哪项是消费者品牌价值的典型例子？A. 对品牌价值的感知B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A35. 以下哪项是消费者品牌形象的典型例子？A. 对品牌的整体印象B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A36. 以下哪项是消费者品牌忠诚度的典型例子？A. 重复购买同一品牌的产品B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A37. 以下哪项是消费者品牌转换的典型例子？A. 从购买一个品牌转向另一个品牌B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A38. 以下哪项是消费者品牌选择的典型例子？A. 决定购买某品牌的产品B. 比较不同品牌的价格和功能C. 使用产品后的满意度D. 向朋友推荐产品答案：A39. 以下哪项是消费者品牌偏好的典型例子？A. 对某些品牌的特别喜好B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A40. 以下哪项是消费者品牌信任的典型例子？A. 对品牌的信任感B. 比较不同品牌的价格和功能C. 决定购买某品牌的产品D. 使用产品后的满意度答案：A答案：1. A2. D3. A4. A5. A6. A7. A8. A9. A10. A11. A12. A13. A14. A15. A16. A17. A18. A19. A20. A21. A22. A23. A24. A25. A26. A27. A28. A29. A30. A31. A32. A33. A34. A35. A36. A37. A38. A39. A40. A。
消费者行为学(双语)消费者行为学双语试卷A
2013—2014学年第Ⅰ学期期末考试二、简答题（每小题5分，共25分）1. List three actions a consumer can take if he is dissatisfied witha purchase.2.If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?3.Tell the difference between a membership and an aspirational reference group and give an example of each kind.4. Describe the functions of Attitudes.of the problems we encounter when we try to measure 三、论述题（每小题10分，共20分）1. What is source credibility, and what factors that influence whether we decide a source is credible?星巴克诞生于很多大咖啡店为顾客提供越来越便宜、越来越没味道的咖啡的年代，一部分咖啡爱好者已经放弃将咖啡作为他们的主要饮品，不情愿地转向英式红茶、果汁。
星巴克的出现使很多咖啡馆的生意重新热闹起来，而不是挤垮当地的小咖啡馆。
公司总裁霍华德说：“星巴克不是竞争杀手，很少有咖啡馆因为我们的到来而倒闭，相反，多数咖啡馆的生意反而会兴隆起来，因为星巴克让人们重新品尝到了咖啡的美味，想起了在咖啡馆喝咖啡是种多么美妙的享受。
”问题：1.结合案例分析迷恋咖啡的小资为什么喜欢星巴克？（10分）2.星巴克的成功给我们什么启示？（10分）确地发现超人书或超人碟之所在。
翻译题
翻译题1.A scientist who wants to predict the way in which consumers (消费者)will spend their money must study consumer behavior （一位科学家想要预测消费者会以怎样的方式花钱就必须研究消费者行为2.Actually years1947-1950,the answer was ;people with rising incomes ,实际上，在1947-1950年间，答案市收入渐增的人们借贷最多。
3.bus research surveys have shown that this is not always true. 但是调查的结果表明这一条并非总是正确4.if prices have been stable and people consider that they are reasonable ,they are likely to buy(如果物价稳定并且人们认为物价水平合理，他们就会愿意消费)1.No,the village is not dead .There is more life in it now than there ever was .. （不，乡村并没有消失，乡村中从来没有像现在这样具有生命力。
2.There are still a number of people alive today who can remember what “village life “meant the early years of the present century (现在任有一些任能够记得本世纪初的“乡村生活”意味着什么。
3.After each war ,new ideas,new attitudes ,new trades and occupations were revealed to villager (每次世界大战结束，乡村居民们就会接触到新观念，新态度新行业和新职业4.Now with the highly developed science and technology and high –level social welfare for all ,there is no point whatever in talking any longer about “village life‘’现在，普及的高科技和高水平的福利使得继续谈论“乡村生活“变得毫无意义。
消费者行为学外文文献翻译
消费者行为学外文文献翻译(含：英文原文及中文译文)英文原文Psychological Factors Influencing Buyer BehaviorGeoff LancasterPsychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a pers on’s buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes.Importance of understanding customer motivesThe task of marketing is to identify co nsumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behavior can marketing’s goals be realized. Such an understanding of buyer behavior works to the mutual advantage of the consumer and marketer, allowing the marketer to become better equipped to satisfy the consumer ’s needs efficiently and establish a loyal group of customers with positive attitudes towards the company’s products.Consumer behavior can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods andservices, including the decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing through a number of problem-solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has come from psychology. More recently, the interdisciplinary importance of consumer behaviour has increased such that sociology, anthropology, economics and mathematics also contribute to the science relating to this subject.MotivationA person has many needs at any given time. Some needs are biogenic; they arise from physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.Purchasing motivation is to make consumers to buy a commodity decision-making internal driving force, is a cause of purchase behavior ofthe premise, also is the cause of her behavior. Specific include the following aspects:(1) Rational motivationRational motivation some goods to consumers is a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make the purchase behavior. It includes:1. ApplyApply for a realistic performance psychological, consumer products is important to the most basic, most core functions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added value of products on the second.2. The economyEconomic performance as a cream for psychological. By the comparison of several kinds of goods, in other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are generally by price material benefit as the first element of choice.3. ReliableHigh quality product is the customer can rest assured the basis of consumption. Reliable is in essence a pursuit of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality.(2) feeling motivationFeeling motivation can't simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology.1. To show off psychologyThis kind of psychological in high income levels, more common. Income that they have the capital to show off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological tendency, have introduced all kinds of expensive luxury goods.2. Compare psychologyComparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don't want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what high-grade goods, own also must have.3. Conformity psychologyThis kind of psychological reflected in life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval; Others what to buy goods, oneself also can follow to buy.Psychologists have developed theories of human motivation. Three of the best known — the theories of Sigmund Freud, Abraham Maslow,and Frederick Herzberg— carry quite different implications for consumer analysis and marketing strategy. Freud’s theory. Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own mo tivations. A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal. In line with Freud’s theory, cons umers react not only to the stated capabilities of specific brands, but also to other, less conscious cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions.Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslow’s theory helps market ers understand how various products fit into the plans, goals, and lives of consumers.Herzberg’s theory. Frederick Herzberg developed a two -factortheory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough; satisfiers must be actively present to motivate a purchase. For example, a computer that comes without a warranty would be a dissatisfy. Y et the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction with the computer. Ease of use would, however, be a satisfier for a computer buyer. In line with this theory, marketers should avoid dissatisfiers that might unseal their products. They should also identify and supply the major satisfiers or motivators of purchase, because these satisfiers determine which brand consumers will buy.PerceptionA motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Perception depends not only on physical stimuli, but al so on the stimuli’s relation to the surrounding field and on conditions within the individual.The key word is individual. Individuals can have different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention.Selective attention. People are exposed to many daily stimuli such asads; most of these stimuli are screened out— a process called selective attention. The end result is that marketers have to work hard to attract consu mers’ attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car shoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipate —such as foods being promoted on a food Web site. And people are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli, such as a banner ad offering $100 (not just $5) off a product’s list price.Selectively reserved. People forget much about what they have learned, but tend to retain information to support their attitudes and beliefs. Because of selective retention, we are all likely to remember information that is good and that we like about this product. We will forget to mention the advantages of the competitive products mentioned in the product. Selecting reservations explains why merchants use drama and repetition to convey information to the target audience.Consumer learning.When people do things, they will learn first. Learning involves personal behavioral changes. This is personal experience. The vast majority of human behavior is learning. Scientists believe that learning is driven by interactions, stimuli, clues, reactions, and reinforcement. Adriver is a strong internal stimulus that promotes action. Slightly stimulating the club is deciding when, where, and how a person responds. Let's say you buy an IBM computer. If your experience is worth it, your reaction to computers and IBM will be reinforced. Later, when you want to buy a printer, you can assume that because IBM computers do a good job, their printers should do well. The experience you have now extends to your similar stimulation to the outside world. An anti-universal discrimination ability, people learn to identify a set of similar stimulus differences and adjust the corresponding response. Using the learned theory, businesses can establish a certain amount of product demand, take a strong drive, use incentive signals, and provide positive reinforcement.Faith and attitudeThrough doing and learning, people gain beliefs and attitudes, which in turn affect their purchasing behavior. Belief is to describe a person having mastered something. Beliefs may be based on knowledge, opinions, or trust. They may or may not have emotional changes. Of course, manufacturers are very interested in people's beliefs, which are related to the products and services they provide. These beliefs constitute the concept of product and brand image, and their own idol of people's behavior. If some beliefs are wrong, consumers will curb purchases. Manufacturers hope to correct these beliefs by organizing an activity. The fact that is especially important for global manufacturers is that buyersoften hold different beliefs about whether they are brands or products, which is mainly based on the cultural origin of a country. Research found that, for example, the type of product changes with the place of production. Consumers want to know where these cars are produced rather than where they come from. In addition, the attitude of origin may change over time; for example, in Japan, the quality of its cars before the Second World War was very poor.A company has a number of options when its origin of the product changes to consumers. Companies can consider cooperating with foreign companies, and even get a better name. Another alternative is to hire a famous celebrity endorsement product. Or the company can continue to produce at the local factory but when a new strategy is adopted, the products produced have high quality to achieve world-class quality. This choice is true, such as Belgian chocolate and Colombian coffee. This is where South African wine merchants are trying to do the same and imitate them in order to increase their wine exports. The previous image of South African wines was not good, because in people's perception, their vineyard cultivation was primitive compared to other countries, and the grape-growing peasants continued to perform rough labor. In fact, the lives of South African wine farmers have improved their workers. “Wine is the origin of a product and we cannot succeed if South Africa does not look good,” said William Babb, an agricultural cooperative thatdominates the industry. Attitudes and beliefs are as important as they affect people's buying behavior. This kind of attitude is a person's lasting favorable and unfavorable evaluation, emotional feeling, which is a tendency towards something or ideas and actions. People almost have their own attitude toward everything: religion, politics, clothes, music, food. Attitudes put them in a frame where the mind likes or dislikes an object, moves toward or away from it.Attitudes lead people to perform fairly steadily toward similar goals. Because of the ideological attitude of saving energy, they are very difficult to change. Changing a single attitude may require major adjustments in other attitudes.Therefore, a company should be recommended to produce products that fit the company's existing attitude rather than trying to change people's attitudes. Of course, attempts to change attitudes occasionally succeed. Look at the milk industry. By the early 1990s, milk consumption had fallen for 25 years, because the general understanding was that milk was unhealthy, outdated, only for children, and then the National Fluid Milk Processor Education Program triggered millions of dollars in printed advertisements showing milk , V ery popular activities have changed attitudes, and in the process, milk consumption has rapidly increased. Milk producers have also established an online milk club, members promise daily and three glasses of milk.中文译文心理因素影响购买行为作者：Geoff Lancaster心理因素是第四重要影响消费者的购买行为(除了文化、社会和个人因素) 。
消费者行为学试题及答案
消费者行为学试题及答案第一章单项选择1、下列有关消费者行为研究的行为主义范式的说法，正确的有(C)A、强调消费行为的主观性和象征性B、强调消费者行为的理性C、其价值在于可以改变或维持消费者行为D、其价值在于可以洞察、理解消费者行为2、你在购买牙膏、牙刷等生活必需品时的购买决策主要依据已往的经验和习惯，较少受广告宣传和时尚的影响，在购买过程中也很少受周围气氛、他人意见的影响，你的购买类型属于( A )A(习惯型 B(冲动型 C(疑虑型 D(理智型3、根据美国人本主义心理学家马斯洛将人类需要按低级到高级的顺序分，属于人类最高级需要的是( D ) A( 自尊的需要 B、他人实现的需要 C、自我表达的需要 D、自我实现的需要4、在广告上运用的词语，如““塞外茅台，宁城老窖”，体现了消费者行为学中的哪个原理,( A )A( 刺激的泛化 B( 刺激的辨别 C( 刺激的强化 D( 刺激的重复判断1、消费者行为学以经济学、心理学、社会心理学、社会学、人类学学科为基础。
(错)2、消费生活是人们获取和使用消费物品或服务的行为来构成的。
(错)多项选择1、消费者行为具有( ACE )的特点 A 多样性 B专业性 C可引导性 D 引申性E 复杂性2、从消费过程来看，可以把消费者划分为( )。
A、需求者B、现实消费者C、购买者D、未来消费者E、使用者第二章单选题1. 马斯洛需求层次论不包括(D ) A生理需求 B爱与归属需求 ,自尊需求 ,自我防御需求,卷入度不包括(C ),情境性卷入度 ,持续性卷入度 C认识性卷入度 D反应性卷入度 3弗洛伊德理论认为人的精神构成不包括( B ) A意识 B下意识 C潜意识 D前意识 4潜在动机的测定方法不包括( D ) A观察法 B问询法 C投射法 D问卷法多选题1 动机的作用有哪些( ABD )A激励作用 B决定行为的方向 C决定购买行为 D维持与强化作用2 动机的特征有哪些(ABCD )A动机的原发性 B动机的复杂性 C动机的不可观察性 D动机的可导性判断题1 本能是一切思想和行为的基本源泉与动力( Y )2 动因是促使消费者认识需求的内部刺激或驱动力( Y )第三章1.注意的的特点不包括( B )A(指向性 B.可诱导性 C.集中性 D.转移性 2.当在百货商店里与人谈话时，大家就可能注意到自己的谈话内容而无视其他刺激，说明( A )A.注意的选择性 B,注意的集中性C.注意的指向性D.注意的不变性3..信息获取包括(ABD)A 感觉 B知觉 C注意 D信息处理 4..消费者信息处理过程包括(ABC)A接受 B理解 C暴露 D传递 5.认知反应是一种推论,但并不是以刺激为中心的(错) 6.通过反复训练而形成的自动处理不必要投入那么多的注意(对) 第四章单选:1.在消费者记忆机制里，影响消费者信息提取有哪些因素(B):A刺激提取的线索B刺激的连续性C刺激的代表性D刺激的熟悉性2. 如果同学提起要买手机，很多人的第一句话就是:要就买个诺基亚吧，用着爽～那么，用消费者行为学知识解释，这属于什么现象(B) A消费者专业性 B消费者情绪 C刺激的代表性 D 刺激的突出性3.首位效果,属于消费者记忆机制的哪部分(A) A.复述 B.编码 C储存 D提取4.利用音乐.幽默,引起快感的视觉刺激等营销方法,这是根据(D)A刺激的突出性 B刺激的熟悉感 C消费者专业性 D消费者情绪多选:1.消费者知识的特点有(ABD)A 广延性 B清晰性 C具体性 D抽象性2.下面属于消费者知识利益块的是(ABD) A活动性 B透气性 C经济性 D缓冲力判断题:1. 人的记忆系统包括短时记忆、长时记忆、感觉记录。
消费者行为学选择题
消费者行为学选择题A、强调消费行为的主观性和象征性B、强调消费者行为的理性C、其价值在于可以改变或维持消费者行为D、其价值在于可以洞察、理解消费者行为2、你在购买牙膏、牙刷等生活必需品时的购买决策主要依据已往的经验和习惯，较少受广告宣传和时尚的影响，在购买过程中也很少受周围气氛、他人意见的影响，你的购买类型属于（A ）A．习惯型B．冲动型C．疑虑型D．理智型3、根据美国人本主义心理学家马斯洛将人类需要按低级到高级的顺序分，属于人类最高级需要的是（D ）A．自尊的需要B、他人实现的需要C、自我表达的需要D、自我实现的需要4、在广告上运用的词语，如““塞外茅台，宁城老窖”，体现了消费者行为学中的哪个原理？（A ）A．刺激的泛化B．刺激的辨别C．刺激的强化D．刺激的重复5、需求层次理论是1943年由美国心理学家（C ）提出的。
A．波登B．赫杰特齐C．马斯洛D．温得尔?斯密2、食品的营养与卫生标准是否达到了法律所规定的要求、转基因食品是否会对人体健康产生无法预料的影响，消费着的此类担心均属于（B ）风险的范畴。
A 功能风险B 物质风险C 社会风险D 心理风险3、你在购买牙膏、牙刷等生活必需品时的购买决策主要依据已往的经验和习惯，较少受广告宣传和时尚的影响，在购买过程中也很少受周围气氛、他人意见的影响，你的购买类型属于（A ）A．习惯型B．冲动型C．疑虑型D．理智型4、根据美国人本主义心理学家马斯洛将人类需要按低级到高级的顺序分，属于人类最高级需要的是（D ）A．自尊的需要B、他人实现的需要C、自我表达的需要D、自我实现的需要5、在广告上运用的词语，如““塞外茅台，宁城老窖”，体现了消费者行为学中的哪个原理？（A ）A．刺激的泛化B．刺激的辨别C．刺激的强化D．刺激的重复6、消费者在购买某些高档商品是，可能会出现对所选的商品爱不释手，但另一方面又嫌商品的价格过高，这体现了消费者在购买过程中的哪种冲突？（A ）A．趋避冲突B．双趋冲突C．双避冲突D．单趋冲突7、科尔曼地位指数法从哪四个方面综合测量消费者所处的社会阶层？（C ）。
《消费者行为学》试题及答案
《消费者行为学》试题及答案一、选择题（每题2分，共20分）1. 以下哪个因素不属于影响消费者行为的个体因素？（）A. 年龄B. 性别C. 收入水平D. 个性答案：C2. 以下哪个理论是消费者行为学的基本理论之一？（）A. 需求层次理论B. 供需理论C. 动机理论D. 期望理论答案：C3. 以下哪个消费者决策过程阶段不包括在购买决策过程中？（）A. 信息搜索B. 评价备选方案C. 购买决策D. 购后评价答案：D4. 以下哪个因素会影响消费者的信息搜索行为？（）A. 产品类别B. 个体差异C. 信息来源D. 所有以上选项答案：D5. 以下哪个策略可以提高消费者的品牌忠诚度？（）A. 提高产品质量B. 降价促销C. 增加广告投入D. 提供优质的售后服务答案：D二、填空题（每题2分，共20分）1. 消费者行为学的研究对象是______。
答案：消费者的购买行为2. 消费者行为的四大基本要素包括：______、______、______和______。
答案：消费者、购买对象、购买决策、购买行为3. 消费者决策过程包括______、______、______、______和______五个阶段。
答案：问题识别、信息搜索、评价备选方案、购买决策、购后评价4. 消费者的信息来源主要包括______、______、______和______。
答案：个人来源、商业来源、公共来源、经验来源5. 品牌忠诚度的四个层次分别是______、______、______和______。
答案：认知忠诚、情感忠诚、行为忠诚、认同忠诚三、判断题（每题2分，共20分）1. 消费者行为学的研究目的是为了更好地满足消费者的需求。
（）答案：正确2. 消费者购买决策过程是线性的，一旦进入某个阶段就不能返回。
（）答案：错误3. 个性对消费者的购买行为没有影响。
（）答案：错误4. 消费者在购买决策过程中，往往会受到外部环境因素的影响。
（）答案：正确5. 品牌忠诚度越高，消费者的重复购买行为就越可能。
消费行为学中英文翻译
一、消费者行为学是研究消费者在获取、使用、消费何处置产品和服务过程中所发生的心里活动特征和行为规律的科学。
A, consumer behavior is the study of consumers in the acquisition, use, disposal of consumer products and services what what occurs during heart activity characteristics and behavior rules of science二、消费者行为学研究的意义，原则及研究方法：Second, consumers' behavioral research significance, principles and methods:1、企业营销活动的市场基础与决策依据；1，the enterprise markrting activities of market foundation and decision making basis,2、消费者科学消费的前提条件；2, consumer scientific consumption precondition,3、国家宏观经济政策制定的依据。
3, national macroeconcmic policy basis.消费者行为学的研究原则主要包括：Consumer behavior research principles mainly include:1.理论联系实际原则1. The theory with practice principle消费者行为学虽然是一门源于对实践的观察和测量基础上的学科，但是它仍然需要在营销活动中加以检验，这样才能更好的指导企业的营销策划。
Although it is a door of consumer behavior is originated from the practice of observation and measurement based on the subject, but it still needs in the marketing activity to examine, in order to better guide enterprise's marketing planning.2.发展的原则2. Development principles一切事物都是变化发展的，唯一不变的就是变化本身，所以消费者的心理及行为也不例外。
消费者行为学习题答案
一.单项选择题1.C2.A3.B4.A5.C6.D7.D8.A9.A 10.D 11.A 12.A 13.D 14.C 15.B 16.A 17.D 18.A 19.C 20.C 21.B 22.C 23.A 24.B 25.B 26.D27.B 28.A 29.C 30.C 31.C 32.C 33.A 34.D 35.A 36.C二.多项选择题1.待定2.ACD3.AC4.AB5.BC6.CD7.BCD8.ABCD9.ABC 10.BD 11.ACD 12.ABCD 13.BCD 14.BC 15.AD 16.AB 17.ABCD 18.ABC19.AD 20.AC三.名词解释1.消费者行为：指消费者为获取、使用、处置消费物品所采取的各种行动以及先于且决定这些行动的决策过程。
2.认知相符论：人的信念或态度如果与其他观点、自身行为发生矛盾时，就会存在一种内在的力量推动其进行自我调整，以达到或恢复认知上的相符和一致。
3.自我概念：是个体对自身一切的知觉、了解和感受的总和。
4.意见领袖：有些消费者会较其他消费者更频繁或更多地为他人提供信息，从而在程度上影响别人的购买决策，这样的消费者被称为意见领袖。
5.消费者权益保护主义：是由消费者政府和有关社会组织发起的一系列活动，它旨在提高消费者的权利意识和相对于卖方的地位。
6.诱因论：是从趋近因素和回避因素的冲突看待问题，认为态度的形成是在权衡利弊之后做出抉择的过程。
8.消费者情境：消费或购买活动发生时个体所面临的短暂的环境因素。
9.图示：通常涉及到对于事件情景或物体的已经组织好了的知识单位。
它也是一种心理结构，用以表示我们对于外部世界已经内化了的知识。
四.简答题1.对于遗忘的原因有三种学说，分别是痕迹衰退说、干扰抑制说、压抑说。
痕迹衰退说认为遗忘是由于记忆痕迹得不到强化而逐渐减弱，以致最后消退而造成的。
该学说强调的是生理机制对记忆痕迹的影响，这一解释符合一般常识，但也有缺陷；干扰抑制说则认为遗忘是由于记忆材料之间的干扰，产生相互抑制，使所需要的材料不能得到提取。
消费者行为学习题及答案
消费者行为学习题及答案第一篇：消费者行为学习题及答案一、单项选择题1.关于消费者行为的专门研究，开始于（）。
A）19世纪30年代 B）20世纪30年代 C）19世纪末20世纪初D）20世纪40年代2．在消费者品牌选择规则中，允许品牌中较劣的属性与较优的属性相互补偿的是（）。
A）期望值选择规则 B）联结式规则 C）重点选择规则 D）编纂式规则3．将赫兹伯格的双因素理论运用于消费者动机分析，具有多重价值和意义。
下列厂商给消费者提供的各种利益和价值中，不能使消费者对其产生满意感的因素是（）。
A）商品具有的独特形象 B）商品具备了一定的基本功能C）商品的外形美观 D）品牌良好的声誉 4.消费者的绝对感觉阈限值越大，其感受性（）。
A）越小 B）因人而异C）越大 D）不受绝对阈限值的影响 5.人的大脑对外部信息的知觉，包含相互联系的两种加工：数据驱动加工和概念驱动加工。
对于数据驱动的加工形式，下列叙述不正确的是（）。
A）数据驱动的加工通常是先对小的知觉单元进行分析B）数据驱动的加工特别强调外界刺激的作用，强调外部输入信息对加工过程的驱动C）数据驱动的加工又称为自上而下的加工，是从有关知觉对象的一般知识开始的D）数据驱动的加工是从较低水平迈向较高水平的6.关于消费者的记忆，下列描述正确的是（）。
A）消费者的记忆包括识记、再认或回忆三个基本环节B）消费者的短时记忆是指信息保持在2分钟以内的记忆C）消费者经过复述，可以将感觉记忆中的信息转移到长时记忆中D）消费者的长时记忆与短时记忆相比，其容量是相当大的，甚至被认为是无限的7.下列关于消费者态度测量的观点，不正确的一项是（）。
A）任务完成法属于常用的行为反应测量方法B）生理反应测量法属于常用的行为反应测量方法 C）距离测量法属于常用的行为反应测量方法D）消费者态度中的情感成分一般用语意差别量表来进行测量8.如果一个消费者的教条性倾向较小，他会（）。
A）对不熟悉的事物持开放立场 B）更愿意选择已经成名的产品C）更容易接受带有“权威诉求”的新产品广告 D）对陌生事物非常不安并怀有戒心9.消费者对于文化的学习有两种类型，其中文化移入（）。
消费者行为学50道选择题翻译版
消费者行为学50道选择题翻译版1. Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.（感知是一个过程，开始与消费者接触和关注营销刺激消费____结束）A. Interpretation （解释，说明翻译表演，演绎理解）B. Attitude （态度看法姿势个人风格）C、action 行动D、acceptance 接受2. ____ is a series of activities by which stimuli are perceived, transformed into information, and stored. (____是一系列的刺激的感知活动，转化为信息，并存储。
)A. Perception (感知)B. Interpretation （解释，说明翻译表演，演绎理解）C. Information processing 信息处理D. Perceptual exposure 感性接触E. Selective exposure 选择性曝光四个主要步骤是曝光，关注，解释和记忆3、Which of the following is NOT a step in the information-processing model? 下列哪一个不是信息处理模型的一个步骤？A. Exposure 曝光B. Comparison 比较C. Attention 注意，注意力; 照料，关怀; 殷勤D. Interpretation （解释，说明翻译表演，演绎理解）E. Memory 记忆四个主要步骤是曝光，关注，解释和记忆4. _____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensoryreceptor nerves._____时发生的刺激是放置在一个人的相关环境，是在他们的感官受体神经的范围A. Perception 感知B. Attention 注意C. Interpretation 解释，理解D. Perceptual offense 知觉的进攻E. Exposure曝光Exposure provides consumers with the opportunity to pay attention to available information, but in no way guarantees it.曝光为消费者提供了机会，关注现有的信息，但在任何情况下，保证它5. Which of the following is FALSE regarding ad avoidance?关于广告回避下列哪一个是假的？A. Females are more likely to avoid ads than males.女性比男性更容易避免广告B. High levels of advertising clutter increase ad avoidance.高水平的广告，增加广告，避免广告C. Higher social classes avoid ads more than lower social classes.高社会阶层避免广告超过社会阶层。
消费者行为学试题二及答案
消费者行为学试题二及答案一、填空题(每空2分，共20分)1．所谓诱因，是指所有能够引起的刺激或意境。
根据诱因的性质又可将其分为不同的诱因2．知觉就是对直接作用于感觉器官的客观事物的反映。
3．学习理论，也称为刺激—反应理论。
4．是最早提出经典条件反射的人。
5．消费者态度是消费者对一个物体、人物、事件、商品或行为等对象的。
6．李克特5点量表是：（5）——赞同（4）——（3）——不赞同（2）——强烈不赞同（1）。
7．自我概念是指一个人所持有的关于自身特征的信念以及他（她）对于这些特征的。
二、选择题(每小题3分，共15分)1．在马斯洛的需要层次理论中，第一位的需要是。
A．安全的需要B．爱与归属的需要C．自我实现的需要D．生理的需要2．成就性需要理论是由提出来的。
A．马斯洛B．赫茨伯格C．麦克里兰D．弗洛伊德3．保持是记忆的环节。
A．第一个B．第二个C．第三个D．第四个4．态度具有的四种功能是。
A．适应功能、自我防御功能、认知和理解功能和价值表达功能B．适应功能、自我实现功能、认知和理解功能和价值表达功能C．学习功能、自我防御功能、认知和理解功能和价值表达功能D．适应功能、自我防御功能、认知和理解功能和心理补偿功能5．目前最流行的测量消费者的生活方式的方法有。
A．AIO方法和VBLS方法B．BIO方法和VALS方法C．AIO方法和VALS方法D．ABO方法和VALS方法三、名词解释题(每小题3分，共15分)1．前意识2．感觉阈限3．展露4．个性5．生活方式四、简答题(每小题5分，共20分)1．消费者需要的复杂性主要体现在哪几个方面？2．简述影响知觉选择性的因素。
3．简述消费者学习的特征。
4．简述消费者态度的功能。
五、论述题(每小题15分，共30分)1．简述消费者购买动机的诱导。
2．试论个性的特征。
试题二答案一、填空题(每空2分，共20分)1．个体动机两种2．人脑整体属性3．行为主义4．巴甫洛夫5．总体评估6．强烈赞同中性7．评价二、选择题(每小题3分，共15分)1．D 2．C 3．B 4．A 5．C三、名词解释题(每小题3分，共15分)1．前意识——介于意识与潜意识之间，能从潜意识中召回的心理部分，是人们能够回忆起来的经验，它是意识与潜意识之间的中介环节与过渡领域。
消费者行为学复习题(含答案)
《消费者行为学》复习题一、单选题：1、有目的地严格控制或创设一定的条件，人为地引起某种心理现象产生,从而对它进行分析研究的方法是(B）.A、观察法B、实验法C、调查法D、问卷法E、访谈法2、（B）是营销组合中最不确定、最抽象的。
A、产品B、价格C、分销D、促销3、奔驰汽车、劳力士表属于下述消费品中的哪一种？（C)A、便利品B、选购品C、特殊品D、非寻求品4、当消费者参与购买的程度较高，并且了解品牌间的显著差异时，则他们会有(A)购买行为。
A、复杂的B、减少失调的C、习惯性的D、寻求变化的5、消费者为商品的各种属性规定了一个最低可接受水平,只有所有这些属性都达到了规定水平时，该商品才可被接受.这种决策方法是（B）.A、理想品牌方法B、多因素关联的决策方法C、单因素分离方法D、排除法E、词典法6、那些经常购买的不十分贵重的商品或服务一般与(D）决策类型有关.A、例行型购买B、冲动型购买C、广泛型购买D、有限型购买7、消费者外部信息的来源主要有个人来源、商业来源、经验来源和（B）.A、社会来源B、公共来源C、群体来源D、他人来源8、情绪和情感有两极性和（C）两种特性。
A、集中性B、感染性C、扩散性D、边缘性9、“居鲍鱼之肆久而不闻其臭，人芝兰之室久而不闻其香"。
这说的是感觉的（B）现象.A、对比B、适应C、整体D、复杂10、（A）是人类和其他动物最为复杂、高度发展和重要的感觉。
A、视觉B、听觉C、味觉D、嗅觉E、触觉11、消费者先有感觉,然后产生行动,最后再思考。
这是消费者态度层次中的（C）。
A、高度参与层次B、低度参与层次C、经验层次D、行为学习层次12、当厌恶刺激或不愉快情境出现时，个体作出某种反应，从而避免了厌恶刺激或不愉快情境，则该反应在以后的类似情境中发生的概率便增加。
这类强化是（C）。
A、积极强化B、惩罚C、消极强化D、衰减13、操作条件反射理论的主要代表人物是(B）。
A、巴甫洛夫B、斯金纳C、马斯洛D、华生14、“工作"属于AIO量表中的(A）方面。
中考英语消费行为分析单选题40题
中考英语消费行为分析单选题40题1. You can buy fresh fruits and vegetables at a ______.A. bookstoreB. supermarketC. cinemaD. post office答案：B。
解析：本题考查不同场所的功能对应的英语单词。
bookstore是书店，主要售卖书籍；supermarket是超市，在超市可以买到新鲜的水果和蔬菜，符合题意；cinema是电影院，是观看电影的地方；post office是邮局，主要提供邮政服务，与购买水果和蔬菜无关。
2. If you want to buy a new dress, you'd better go to a ______.A. bankB. department storeC. libraryD. hospital答案：B。
解析：bank是银行，与购买衣服无关；department store 是百货商店，在百货商店可以买到衣服；library是图书馆，是借阅书籍的地方；hospital是医院，用于看病就医，所以选department store。
3. In a big shopping mall, you can find ______ kinds of goods.A. fewB. a fewC. littleD. a little答案：B。
解析：本题考查few、a few、little、a little的用法区别。
few和a few修饰可数名词，little和a little修饰不可数名词。
kinds是可数名词复数，所以排除C和D。
few表示几乎没有，a few表示一些，在大商场里能找到一些种类的商品，所以选a few。
4. A convenience store usually sells things ______.A. at very high pricesB. in large quantitiesC. that are very expensiveD. for daily use答案：D。
中考英语消费行为分析单选题40题
中考英语消费行为分析单选题40题1. When you want to buy some fresh fruits and vegetables, you can go to the ____.A. shopping mallB. supermarketC. online storeD. bookstore答案解析：B。
本题考查购物场所相关词汇。
supermarket（ 超市）是购买新鲜水果和蔬菜的常见场所。
shopping mall 购物中心）主要售卖各类商品，包括服装、电器等，但不是购买新鲜蔬果的最佳场所；online store 网店）虽然也能买到蔬果，但可能在新鲜度方面不如超市直接挑选；bookstore 书店）是卖书的地方，与购买蔬果无关。
2. If you like to buy clothes with the latest fashion styles, which place is more suitable?A. The local marketB. The department storeC. The second - hand shopD. The grocery store答案解析：B。
department store（ 百货商店）通常会有各种时尚款式的衣服可供选择。
local market（当地市场）可能更多售卖一些日常用品、农产品等；second - hand shop（ 二手商店）主要出售二手物品，虽然可能有衣服但不一定是最新款式；grocery store（ 杂货店）主要卖食品杂货等，与时尚衣服无关。
3. You want to buy a special gift for your friend, but you don't have much time to go out. What can you do?A. Just give up.B. Wait until you have time to go to the mall.C. Buy it from an online store.D. Ask someone else to buy it in a supermarket.答案解析：C。
关于消费者行为的50道选择题的翻译版本.doc
关于消费者行为的50道选择题的翻译版本(感知是一个过程。
开始与消费者接触，注意营销以刺激消费(结束)解释演绎和理解态度行动接受。
一系列的活动被转化为信息并储存起来。
选择性暴露的四个主要步骤是暴露、注意、解释和记忆。
3、以下哪一项不是信息处理模型中的一个步骤？以下哪一项不是信息处理模型中的一个步骤？接触、比较、注意、注意、关心和关怀；记忆的四个主要步骤是暴露、注意、解释和记忆。
刺激被放置在人的相关环境中，并且在他们的感觉受体神经的范围内。
理解d知觉的攻击。
但这并不能保证。
曝光为消费者提供了关注现有信息的机会，但无论如何，要保证这一点。
5.关于避免广告，下列哪一项是错误的？女性比男性更容易避开广告。
A.安全需要自我实现生理需要归属感尊重。
下面哪一个是马斯洛需求层次理论对爱的渴望、友谊、联系和群体接受的反映？安全需要，自我实现，生理需要，归属感，尊重。
人们消费某种产品或服务的意愿通常被称为需求、需要、动机和态度。
以下哪一个是消费者的观点，由广告引起的产品、品牌或动机状态是相关的还是有趣的？a .参与b .需要c .需求d .欲望e .行为a .需要在决定什么是消费者相关或感兴趣的方面发挥巨大的作用。
40.哪一种类型肯定是消费者在两个有吸引力的选择之间激烈的意识形态斗争？双向方法双向行动主义双赢双向回避双向优先1.学习倾向反应被称为(n)_ C _ _，对一个给定的对象以一种持续的有利或不利的方式。
一个信念态度是一种持续的组织动机。
情绪、感知和认知过程会影响我们环境的某些方面。
42.态度的哪一部分构成了消费者对商品的看法？情绪b，认知c，事实d，行为e，实践性43.米奇喜欢丰田，因为他认为丰田的可靠性最高。
米奇对丰田可靠性的看法反映了他态度的哪一部分？情绪b，认知c，事实d，行为e，实践性44.对商品的情感或情绪反应反映了_ _ _ _ _的态度成分。
知识b，认知c，情感d，行为e，取向45。
金伯利-克拉克公司(“金伯利-克拉克公司”)对这种情况非常感兴趣——也就是说，该公司非常感兴趣的是“母亲对其公司印有流行图案和可爱设计图案的一次性尿布的感受或情感反应”。
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1. Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.（感知是一个过程，开始与消费者接触和关注营销刺激消费____结束）A. Interpretation （解释，说明翻译表演，演绎理解）B. Attitude （态度看法姿势个人风格）C、action 行动D、acceptance 接受2. ____ is a series of activities by which stimuli are perceived, transformed into information, and stored. (____是一系列的刺激的感知活动，转化为信息，并存储。
)A. Perception (感知)B. Interpretation （解释，说明翻译表演，演绎理解）C. Information processing 信息处理D. Perceptual exposure 感性接触E. Selective exposure 选择性曝光四个主要步骤是曝光，关注，解释和记忆3、Which of the following is NOT a step in the information-processing model? 下列哪一个不是信息处理模型的一个步骤？A. Exposure 曝光B. Comparison 比较C. Attention 注意，注意力; 照料，关怀; 殷勤D. Interpretation （解释，说明翻译表演，演绎理解）E. Memory 记忆四个主要步骤是曝光，关注，解释和记忆4. _____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves._____时发生的刺激是放置在一个人的相关环境，是在他们的感官受体神经的范围A. Perception 感知B. Attention 注意C. Interpretation 解释，理解D. Perceptual offense 知觉的进攻E. Exposure曝光Exposure provides consumers with the opportunity to pay attention to available information, but in no way guarantees it.曝光为消费者提供了机会，关注现有的信息，但在任何情况下，保证它5. Which of the following is FALSE regarding ad avoidance?关于广告回避下列哪一个是假的？A. Females are more likely to avoid ads than males.女性比男性更容易避免广告B. High levels of advertising clutter increase ad avoidance.高水平的广告，增加广告，避免广告C. Higher social classes avoid ads more than lower social classes.高社会阶层避免广告超过社会阶层。
D. Hectic lifestyles increase ad avoidance.繁忙的生活方式增加广告回避E. Younger consumers avoid ads more than older consumers.年轻消费者避免广告超过老消费者Males are more likely to avoid ads than females.男性比女性更容易避免广告6. _____ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner. _____涉及将品牌分为电影，电视节目，并在付款或促销或其他代价交换其他的娱乐场所，其目标是将真实的场景，给微妙的曝光的品牌，在一个不显眼的方式对消费者的影响A. Ad integration 广告整合B. Product integration 产品集成C. Brand integration 品牌整合D. Product placement 产品布局E. Product synergy 产品协同Product placement is a marketer's response to ad avoidance.产品布局是一个营销人员的反应，避免广告7. A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus.一个消息这么快或温柔或掩盖了其他的消息，一个是不知道看到或听到它被称为一个（n）_____刺激。
A、subversive 颠覆B、sublingual 舌下含服C、lateralized单侧D、subliminal 潜意识，阈下意识E、unfocused 未聚焦的阈下广告隐藏关键的有说服力的信息使它太弱，它的检测是困难的或不可能的8. Which of the following statements is true regarding subliminal stimuli?对于阈下刺激下列哪项陈述是正确的？A. Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect.研究提出的信息太快，引起的认识，这样的消息实际上可以有一个实质性的影响B. There is evidence that marketers are using subliminal messages.有证据表明，商人利用阈下信息C. A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that itis difficult or impossible for an individual to physically detect.阈下广告不同于“正常”的广告，它“隐藏”在关键的有说服力的信息的广告使它太虚弱了，它是一个人身体检测困难的或不可能的D. Subliminal advertising has not been the focus of intense study and public concern.阈下广告已经不被关注研究和公众关注的焦点A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a subliminal stimulus.一个消息这么快或温柔或掩盖了其他的消息，一个是不知道看到或听到它被称为阈下刺激9. Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, whenin fact it is not is known as _____.这意味着任何通信或活动，或从其中一个可以合理推断，一个组织与事件关联，其实它不是被称为------A. gorilla marketing大猩猩营销B. tangential marketing切向营销C. stealth marketing隐形营销D. ambush marketing埋伏营销A common form of ambush marketing is to advertise heavily during an event.一种常见的埋伏式营销形式是在一个事件中做广告10. Skippy is a well-known brand of peanut butter that recently introduceda line of snack bars bearing the Skippy name. This is an example of _____.他是一个著名的花生酱，最近推出了一系列的小吃店轴承Skippy品牌。
这是_____例A. co-branding联合品牌B. a brand extension品牌延伸C. a brand inference品牌推理D. Repetition重复E. quality signals质量信号A brand extension is when an existing brand extends to a new category with the same name.一个品牌延伸是当一个品牌延伸到另一个新的类别与相同的名称Chapter 5 Learning11.长期记忆的内容的任何改变或组织或行为被称为__B___。
A. 市场营销B.学习C.认知D.信息加工E.重新定位学习是信息处理的结果12.刺激物被知觉，转化成信息并被存储的一系列活动被叫做DA．市场营销B.解释C.学习D.信息加工E.产品定位不同的信息处理系统处理学习的不同方面。