Consumer-Behavior消费者行为学-每章节的Q&A-以及重点

Part1IntroductionChapter1Introduction1.Whichofthefollowingdecisionshouldbeconsideredlegitimatetopicsofconcerninthestudyofconsumerbehavior:(a).selectingacollege(b).purchasingalifeinsurancepolicy(c).Smokingacigarette(d).selectingachurchtojoin(e).selectingadentist(f).visitinganautoshowroomtoseenewmodels(g).purchasingacollegetextbook2.Consumptionbehaviorbeginswiththestepof:(a).purchasingprocess(b).Informationsearchandevaluation(c).Problemrecognition(d).Postpurchasingbehavior3.____occurswhenanindividualperceivesadifferencebetweenanidealstateofaffairsandtheactualstateatanygivenmoment.(a).Problemrecognition(b).search(c).alternativeevaluation(d).choice(e).outcome4.Theresearchscopeofconsumerbehaviorincludes:(a).Psychologicalcharacteristicsofconsumersuchasneeds,motives,personality,attitudesandgeneraleffectofsuchpsychologicalprocessasperceptionandlearningonconsumerbehavior(b).Applicationofpsychologyresearchaccomplishmentsonmarketingstrategiessuchasinfluencesofsuchfactorsasbrand,package,price,advertisementonconsumerbehavior(c).Family,socialgroup,socialclass,culture,subcultureinfluencesonconsumerpurchasing5.Fromwhichofthefollowingwecanseetheresearchofconsumerbehaviorisbeingwidened?(a).Fromthepastresearchof“customer”topresent“consumer”(b).Fromthesimpledescribeoftherelationshipofvariablestothestudyofthecauseandeffectrelationship,andperforminglaboratoryresearchofmanyproblems(c).TheworkabstractlevelimprovedManyconsumertheorymodelsareputforward.(d).Fromstaticconcepttodynamicconcept6.Whatarethetwopartspsychologyincludes:(a).Psychologyprocess(b).Psychologycharacteristic(c).recognitionandperception(d).personalityconsciousness7.AD(AbsolutelyDifference)refersto____JND(JustNoticedDifference)refersto____(a).Theleastdifferencethatpeoplecandetect.(b).Theleaststimulusthatpeoplecandetect.8.Thediscovereroftheforgettingcurveis:(a).Fisher(b).Wundt(c).Ebbinghaus(d).HerbentSimon9.ExplainthemaindifferenceofthetheoryofS-R,S-P-R,S-L-R,S-T(J)-R.10.Choosethefactorsthatinfluenceconsumerpurchase:(a).Educationoffamily(b).Newproductdevelopmentandproduceofenterprise(c).Persuadeabilityofenterprise(d).Functionofbrand(e).Storelocationandservicequality11.Whatisconsumerbalanceandwhatistheconditionofit?Answer:1)a,b,e,g;2)c;3)a;4)a,b,c;5)a,b,c,d;6)a,b;7)b,a;8)c;10)a,b,c,d,ePoints1、Consumerbehaviorisdefinedasthoseactsofindividualsdirectlyinvolvesinobtaining,using,anddisposingofeconomicgoodsandservices,includingthedecisionprocessesthatprecedeanddetermineoftheseacts.2、Psychologyisasubjectthatstudiesthelawsofpeople’spsychologicalactivities.Generally,itincludestwoparts：1.Psychologyprocess2.Psychologycharacteristic3、AbsolutelyDifference(AD):JustnoticedDifference(JND):Part2ConsumerDecisionMakingChapter2ComplexDecisionMakingChoiceQuestions1.Whichofthefollowingisaproperfunctionforaconsumermodel:AtoprovideanintegrativeviewofconsumerbehaviorBtoprovidedetailedguidelinesforthedevelopmentofmediaandadvertisingstrategiesCtoidentifynewproductcharacteristicstomeetconsumerneedsDtoprovideabasisfororganizingmarketingactivities2.Itisgenerallyeasiertoorganizeinformationby:AattributeBbrandCneitherDboth3.Stimuliaremorelikelytobeperceivedwhenthey:AconformtoculturalnormsBarecomplexCdealwithinformationaboutexistingbrandsDrelatetoconsumerneedsANSWER:1A2A3DTrue-FalseQuestions1.Amodelofconsumerbehaviorisequallyrelevantforallproductcategories.2.Amodelofconsumerbehaviorshouldprovidedetailedguidanceinestablishingcriteriabywhichtopositionaproduct.3.Aconsumer’sactiontendencytowardabrandisrepresentedbywhetheritwasthebrandlastpurchased.4.Consumerinformationprocessingalwaysrequiresinterpretationandcomprehensionofastimulus.5.Generally,consumerliketouseasfewneedcriteriaaspossibleinevaluatingbrands,consistentwithchoosingasatisfactoryratherthananoptimalproduct.ANSWER:1F2F3F4F5TQuestionsAlargeautomanufacturerconductedasurveyofrecentcarpurchaserstodeterminetheirneedsinbuyinganewcarandtheirperceptionsofthecompany’smakessoastoevaluatepossiblenewproductofferings.Informationcollectedbythecompanycanbeclassifiedintoinformationdealingwitheachofthefourstagesofthedecision-makingmodel,namely:A,Needarousal1)consumerthoughtvariables2)consumercharacteristicsB,Informationprocessing1)exposuretomarketingstimuli2)perceptionsofmarketingstimuliC,EvaluationofalternativebrandsofcarsD,PurchaseandpostpurchaseevaluationSpecifythetypesofinformationtheautomanufacturermightcollectfromconsumersforeachofthefourstagesdescribedabove,Specifythestrategicapplicationsofsuchinformation.Pointsconsumerdecisionistheactivitywhentheconsumerchoosesonealternativefromtwoormoreones.Chapter3BrandLoyaltyChoiceQuestion1.Habitisameansof:AchoosingandprocessingmarketinginformationinanefficientBinsuringsatisfactionbasedonpastexperienceCassessingthepositiveandnegativeattributesofabrandDconsideringalternativebrandsandchoosingthebestone.2.Brandloyaltyisaresultof:AafavorableattitudetowardsthebrandBrepurchasingthebrandovertimeCreinforcementDalloftheabove3.Purchasingbyhabittendsto:AincreaseriskBdecreasebrandinvolvementCreduceshoppingtimeDincreasepricesensiti