中山大学吴柏林教授 “广告心理学”绝密资料_schiffman07_tif

Chapter 7: Consumer Learning

Multiple Choice Questions:

1.Learning is all pervasive in our lives, but there are two different theories on how

people learn – the _____ theories and the _____ theories.

a.behavioral; affective

b.cognitive; rational

c.behavioral; cognitive

d.emotional; affective

(c; Difficulty 1, p. 206)

2._____ theorists believe that people learn through mental processes.

a.Behavioral

b.Cognitive

c.Affective

d.Involvement

(b; Difficulty 1, p. 206)

3._____ theorists believe that people learn as a result of exposure to stimuli and

reaction to those stimuli.

a.Behavioral

b.Cognitive

c.Rational

d.Most

(a; Difficulty 1, p. 206)

4.From a marketing perspective, _____ is the process by which individuals acquire

the purchase and consumption knowledge and experience that they apply to future related behavior.

a.attitude formation

b.consumer learning

c.motivational behavior

d.perception

(b; Difficulty 2, p. 207)

5.Most learning theorists agree that in order for learning to occur, certain basic

elements must be present. Which of the following is not one of those elements?

a.motivation

b.attitude

c.cues

d.reinforcement

(b; Difficulty 2, p. 207)

6.Motives serve to stimulate learning in consumers, and _____ are the stimuli that

give direction to those motives.

a.responses

b.cues

c.attitudes

d.sensory receptors

(b; Difficulty 2, p. 208)

7.Cues serve to direct consumer drives only when they are consistent with

consumer _____.

a.responses

b.expectations

c.behaviors

d.feelings

(b; Difficulty 3, p. 208)

8.How individuals react to a drive or cue constitutes their _____.

a.intention

b.response

c.attitude

d.cognitive behavior

(b; Difficulty 3, p. 208)

9.Behavioral learning theories are also known as _____ theories.

a.stimulus

b.stimulus-response

c.instrumental

d.observational

(b; Difficulty 1, p. 209)

10.Classical conditioning theory of learning is a/an _____ theory.

a.behavioral

b.cognitive

c.observational

d.outdated

(a; Difficulty 2, p. 210)

11.Classical theorists regarded all organisms, human and animal, as _____ entities

that could be taught certain behaviors through repetition.

a.passive

b.active

c.intelligent

d.involved

(a; Difficulty 2, p. 210)