schiffman12tif 中山大学吴柏林教授 广告心理学清华大学出版社绝密资料.docx
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schiffman12tif 中山大学吴柏林教授 广告心理学清华大学出版社绝密资料.docx
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schiffman12tif中山大学吴柏林教授广告心理学清华大学出版社绝密资料
Chapter12:
TheInfluenceofCultureon
ConsumerBehavior
MultipleChoiceQuestions:
1._____isdefinedasthesumtotaloflearnedbeliefs,valuesandcustomsthatservetodirecttheconsumerbehaviorofmembersofaparticularsociety.
a.Culture
b.Subculture
c.Socialclass
d.Consumerbehavior
(a;Difficulty1,p.408)
2._____consistoftheverylargenumberofmentalorverbalstatementsthatreflectaperson’sparticularknowledgeorassessmentofsomething.
a.Values
b.Beliefs
c.Customs
d.Cultures
(b;Difficulty2,p.408)
3.Valuesaredifferentthanbeliefsbecausethevaluesmeetallofthefollowingcriteriaexcept:
a.theyserveasaguideforculturallyappropriatebehavior.
b.theyarewidelyacceptedbymembersofasociety.
c.theyarenumerousandhardtokeepcount.
d.theyareenduringanddifficulttochange.
(c;Difficulty2,p.408)
4._____areovertmodesofbehaviorthatconstituteculturallyapprovedoracceptablewaysofbehavinginspecificsituations.
a.Values
b.Beliefs
c.Customs
d.Cues
(c;Difficulty1,p.408)
5.Whereasbeliefsandvaluesareguidesforbehavior,_____areusualoracceptablewaysofbehaving.
a.roles
b.cues
c.norms
d.customs
(d;Difficulty2,p.408)
6.Whendowebecomemostawareofhowculturehasmoldedourownbehavior?
a.whenweareremindedofitonadailybasis
b.whenweareaddingketchuptoourhotdog
c.aswearegrowingupandbeingguidedbyourparents
d.whenweareexposedtopeoplewithdifferentvaluesandcustoms
(d;Difficulty3,p.408)
7.Cultureexiststosatisfytheneedsofpeoplewithinasociety.Researchhasshownthat_____percentofAmericansconsideramicrowavetobeanecessity.
a.20
b.36
c.55
d.82
(c;Difficulty3,p.409)
8.Insightsonwhatissuitabletowearforaspecificoccasion,andotherdresscodes,aresomethingwelearnthrough_____.
a.travel
b.culture
c.values
d.technicallearning
(b;Difficulty2,p.409)
9.ForPepsiCo.toconvinceadultstodrinkPepsiinthemorning,thehardesthurdletoovercomeis_____.
a.competition
b.values
c.culture
d.adplacement
(c;Difficulty2,p.409)
10.Culturalbeliefs,valuesandcustomscontinuetobefollowedaslongas:
a.welearnnewonesfromothercultures.
b.thatcultureexists.
c.theyaresimilartoothercultures,beliefsandvalues.
d.theyyieldsatisfaction.
(d;Difficulty3,p.409)
11.Therearethreedistinctformsofculturallearning;whichofthefollowingisnotoneoftheforms?
a.formallearning
b.technicallearning
c.peerlearning
d.informallearning
(c;Difficulty1,p.410)
12._____iswhenadultsandoldersiblingsteachayoungfamilymember“howtobehave.”
a.Formallearning
b.Technicallearning
c.Peerlearning
d.Informallearning
(c;Difficulty2,p.410)
13._____iswhenachildlearnsbyprimarilyimitatingthebehaviorofselectedothers,suchasfamilyorfriendsorTVheroes.
a.Formallearning
b.Technicallearning
c.Peerlearning
d.Informallearning
(c;Difficulty2,p.410)
14.AsimpleT-shirtwithinaculturecanfunctionas:
a.atrophy.
b.meansforself-expression.
c.proofofbelongingtoaculturalcategory.
d.alloftheabove
(d;Difficulty2,p.410)
15.Thelearningofone’sowncultureiscalled_____.
a.ethnocentrism
b.enculturation
c.acculturation
d.customization
(b;Difficulty2,p.411)
16.Thelearningofaneworforeigncultureisknownas_____.
a.ethnocentrism
b.enculturation
c.acculturation
d.customization
(c;Difficulty2,p.411)
17._____isanimportantconceptformarketerswhoplantoselltheirproductsinforeignormultinationalmarkets.
a.Ethnocentrism
b.Enculturation
c.Acculturation
d.Subcultures
(c;Difficulty2,p.411)
18.Inordertoacquireacommonculture,membersofasocietymusthaveacommon_____.
a.religion
b.language
c.history
d.goal
(b;Difficulty2,p.411)
19.Tocommunicateeffectivelywithaudiences,marketersmustuseappropriate_____toconveydesiredproductimagesorcharacteristics.Theycanbeverbalornonverbal.
a.pictures
b.language
c.symbols
d.customs
(c;Difficulty1,p.411)
20.Whichofthefollowingcouldbeconsideredaproductorservicesymbol?
a.priceofproduct
b.channelofdistributionofproduct
c.nameofproduct
d.alloftheabove
(d;Difficulty2,p.413)
21.A_____isatypeofsymbolicactivityconsistingofaseriesofstepsoccurringinafixedsequenceandrepeatedovertime.
a.symbol
b.cue
c.custom
d.ritual
(d;Difficulty2,p.413)
22.Singingthenationalanthembeforeaballgameisconsidereda_____.
a.publicritual
b.privatecustom
c.symbol
d.belief
(a;Difficulty2,p.413)
23.One’smorninggroomingbehaviorisconsidereda_____.
a.custom
b.ritual
c.symbol
d.belief
(b;Difficulty2,p.413)
24.Fromamarketingstandpoint,itisnottheritualthatisimportant,butthe:
a.resultoftheritualisticbehavioronsociety.
b.outcomeoftheritual.
c.consistencyoftheritualovertime.
d.artifactsthatareassociatedwiththeperformanceoftheritual.
(d;Difficulty3,p.413)
25.Anybehaviorthatismadeintoaritualiscalleda_____.
a.custom
b.belief
c.norm
d.ritualisticbehavior
(d;Difficulty1,p.414)
26.Acard,present,cakeandcandlesareall:
a.ritualsofabirthday.
b.partoftheAmericanvaluesystemincelebrationofabirthday.
c.artifactsassociatedwithabirthday.
d.customaryitemsinanybirthdaycelebrationaroundtheworld.
(c;Difficulty3,p.415,table12-1)
27.ToprepareaturkeymealforfamilyandfriendsisanartifactexclusivetoAmerican’scelebrating_____.
a.Christmas
b.Thanksgiving
c.Halloween
d.theNewYear
(b;Difficulty3,p.415,table12-1)
28.Cultureissharedamonglargegroupsofpeople.Acriticalcomponentthatmakesitpossibleforpeopletosharevalues,experiencesandcustomsis_____.
a.race
b.ethnicity
c.religion
d.language
(d;Difficulty2,p.415)
29.The_____servesasthebasicinstitutionthatservesastheprimaryagentforenculturation.
a.educationalinstitution
b.localcommunity
c.family
d.houseofworship
(c;Difficulty2,p.416)
30.Therearethreemaininstitutionsthatsharetheresponsibilityforthetransferofselectedaspectsofculturethroughoutthegenerations.Whichofthefollowingisnotoneofthem?
a.educationalinstitutions
b.families
c.housesofworship
d.localcommunities
(d;Difficulty3,p.416)
31.Fromtimetotime,somemagazinespublishlistsof“what’shotandwhat’snot.”Theselistsreflect:
a.howconsumersshouldbehaveiftheywanttobeconsideredsophisticated.
b.thedynamicnatureofsocietyorculture.
c.howmarketersgotheextralengthtomarkettheirproducts.
d.whathasbeenaddedtothemarketandwhatproductshavedroppedout.
(b;Difficulty3,p.417)
32.Whichofthefollowingisnotoneoftheapproachesfrequentlyusedtoexamineculture?
a.contentanalysis
b.consumerfieldwork
c.Chapin’sCultureMeasurementScale
d.valuemeasurementinstruments
(c;Difficulty2,p.418)
33.Contentanalysisisatoolthat:
a.measuressocialclassstructure.
b.measuresattitudes.
c.examinescultureandculturalshifts.
d.describesthelevelofviolentandsexualcontentinadvertising.
(c;Difficulty3,p.418)
34.Consumerfieldworkhelpsanthropologistsstudytheenvironmentsometimesthroughfeildobservation.Allthefollowingaredistinctcharacteristicsoffieldobservationexcept:
a.ittakesplacemostlyinanaturalenvironment.
b.itissometimesperformedwithoutthesubject’sawareness.
c.itfocusesonobservationofbehavior.
d.ittakesplacemostlyinlaboratorysettings.
(d;Difficulty2,p.418)
35.Whenresearchersbecomeactivemembersoftheenvironmentthattheyarestudyingratherthanjustobservers,wecallthem_____.
a.actors
b.imitators
c.activeresearchers
d.participantobservers
(d;Difficulty2,p.418)
36.Whenresearchersareinterestedinexamininghowconsumersselectcomputersoftware,theymighttakeasalespositioninacomputersuperstoretoobservedirectlyandinteractwithcustomers.Inthiscase,theyarecalled_____.
a.activeobservers
b.imitators
c.activeresearchers
d.participantobservers
(d;Difficulty2,p.418)
37.Whichofthefollowingisnotaninstrumentusedtomeasuretheunderlyingvaluesofasociety?
a.RokeachValueSurvey
b.ListofValues
c.VALS
d.Chapin’sValueStructureScale
(d;Difficulty2,p.419)
38.The_____isawidelyusedself-administeredvalueinventorythatisdividedintotwoparts:
oneconsistsof18terminalvalueitems,andthesecondconsistsof18instrumentalvalueitems.
a.RokeachValueSurvey
b.ListofValues
c.VALS
d.Chapin’sValueStructureScale
(a;Difficulty2,p.419)
39.WhichofthefollowingisnotareasonwhyitisdifficulttoidentifythecorevaluesoftheAmericansociety?
a.Itisadiversecountryconsistingofmanysubcultures.
b.Itisadynamicsocietythatisconstantlyundergoingchanges.
c.Theexistenceofcontradictoryvaluesmakesitconfusing.
d.Itisahighlyethnocentricsociety.
(d;Difficulty3,p.420)
40.WhenselectingthespecificcorevaluesoftheAmericansociety,weareguidedbyallthefollowingcriteriaexcept:
a.thevaluemustbeenduringwhereithasinfluencedtheactionsofthepeopleoveranextendedperiodoftime.
b.thevaluemustbeconsumerrelatedwhereitprovidesuswithinsightsthathelpusunderstandtheconsumptionactionsoftheAmericanpeople.
c.thevaluemustbepervasivewhereasignificantportionoftheAmericanpeopleacceptitanduseitasaguidefortheirattitudesandactions.
d.
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