中山大学吴柏林教授 广告心理学绝密资料schiffman07tif.docx
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中山大学吴柏林教授 广告心理学绝密资料schiffman07tif.docx
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中山大学吴柏林教授广告心理学绝密资料schiffman07tif
Chapter7:
ConsumerLearning
MultipleChoiceQuestions:
1.Learningisallpervasiveinourlives,buttherearetwodifferenttheoriesonhowpeoplelearn–the_____theoriesandthe_____theories.
a.behavioral;affective
b.cognitive;rational
c.behavioral;cognitive
d.emotional;affective
(c;Difficulty1,p.206)
2._____theoristsbelievethatpeoplelearnthroughmentalprocesses.
a.Behavioral
b.Cognitive
c.Affective
d.Involvement
(b;Difficulty1,p.206)
3._____theoristsbelievethatpeoplelearnasaresultofexposuretostimuliandreactiontothosestimuli.
a.Behavioral
b.Cognitive
c.Rational
d.Most
(a;Difficulty1,p.206)
4.Fromamarketingperspective,_____istheprocessbywhichindividualsacquirethepurchaseandconsumptionknowledgeandexperiencethattheyapplytofuturerelatedbehavior.
a.attitudeformation
b.consumerlearning
c.motivationalbehavior
d.perception
(b;Difficulty2,p.207)
5.Mostlearningtheoristsagreethatinorderforlearningtooccur,certainbasicelementsmustbepresent.Whichofthefollowingisnotoneofthoseelements?
a.motivation
b.attitude
c.cues
d.reinforcement
(b;Difficulty2,p.207)
6.Motivesservetostimulatelearninginconsumers,and_____arethestimulithatgivedirectiontothosemotives.
a.responses
b.cues
c.attitudes
d.sensoryreceptors
(b;Difficulty2,p.208)
7.Cuesservetodirectconsumerdrivesonlywhentheyareconsistentwithconsumer_____.
a.responses
b.expectations
c.behaviors
d.feelings
(b;Difficulty3,p.208)
8.Howindividualsreacttoadriveorcueconstitutestheir_____.
a.intention
b.response
c.attitude
d.cognitivebehavior
(b;Difficulty3,p.208)
9.Behaviorallearningtheoriesarealsoknownas_____theories.
a.stimulus
b.stimulus-response
c.instrumental
d.observational
(b;Difficulty1,p.209)
10.Classicalconditioningtheoryoflearningisa/an_____theory.
a.behavioral
b.cognitive
c.observational
d.outdated
(a;Difficulty2,p.210)
11.Classicaltheoristsregardedallorganisms,humanandanimal,as_____entitiesthatcouldbetaughtcertainbehaviorsthroughrepetition.
a.passive
b.active
c.intelligent
d.involved
(a;Difficulty2,p.210)
12.IvanPavlovwasthefirsttheoristtodescribethe_____theoryasalearningmodel.Accordingtohistheory,learningoccurswhenastimulusthatispairedwithanotherstimulusthatelicitsaknownresponseservestoproducethesameresponsewhenusedalone.
a.behaviorallearning
b.classicalconditioning
c.observational
d.stimulusgeneralization
(b;Difficulty2,p.210)
13.Ifyouusuallylistentothe6o’clocknewswhilesmellingdinnerasitisbeingprepared,youwouldtendtoassociatethenewswithdinner,andeventuallythesoundofthe6o’clocknewsalonemightcauseyourmouthtowaterevenifdinnerwasnotbeingprepared.Thisisknownas_____.
a.instrumentalconditioning
b.classicalconditioning
c.conditionallearning
d.behaviorallearning
(b;Difficulty2,p.210)
14.Accordingtosomeresearchers,optimalconditioning,whichisthecreationofastrongassociationbetweentheconditionedstimulusandtheunconditionedstimulus,requiresallofthefollowingexcept:
a.repeatedpairingoftheCSandtheUS.
b.backwardconditioning,wheretheCSshouldfollowtheUS.
c.aCSandaUSthatlogicallybelongtogether.
d.alloftheabove
(b;Difficulty3,p.212)
15.Whichofthefollowingisnotoneofthethreebasicconceptsderivedfromclassicalconditioning?
a.repetition
b.stimulusdiscrimination
c.stimulusgeneration
d.stimulusgeneralization
(c;Difficulty3,p.212)
16._____increasesthestrengthoftheassociationbetweenaconditionedstimulusandanunconditionedstimulus.
a.Involvement
b.Conditioning
c.Repetition
d.Positioning
(c;Difficulty1,p.212)
17.Whenindividualsbecomesatiatedwithnumerousexposurestoanad,andbothattentionandretentiondecline,thisisknownas_____.
a.repetition
b.advertisingwearout
c.reminderadvertising
d.thethree-hittheory
(b;Difficulty2,p.212)
18.Somemarketerstrytoavoidadvertisingwearoutbyusing_____variationsintheirads,suchasusingdifferentbackgrounds,printtypes,orspokespeople.
a.substantive
b.cosmetic
c.superficial
d.concealed
(b;Difficulty3,p.212)
19.Somemarketerstrytoavoidadvertisingwearoutbyusing_____variationsintheiradsbychangingadvertisingcontentacrossdifferentversionsofanadvertisement.
a.substantive
b.cosmetic
c.superficial
d.concealed
(a;Difficulty3,p.212)
20._____isourabilitytomakethesameresponsestoslightlydifferentstimuli.
a.Stimulusdiscrimination
b.Stimulusgeneration
c.Stimulusgeneralization
d.Classicalconditioning
(c;Difficulty2,p.214)
21.Many“metoo”productssucceedinthemarketplacebecauseofpeople’sabilityof_____.
a.stimulusdiscrimination
b.stimulusrecognition
c.stimulusgeneralization
d.stimulusgeneration
(c;Difficulty3,p.214)
22.Manufacturersofprivatebrandstrytomaketheirpackagingcloselyresemblethenationalbrandleadersandpeopleendupconfusingthembecauseofournaturalabilityof_____.
a.stimulusdiscrimination
b.stimulusrecognition
c.stimulusgeneralization
d.stimulusgeneration
(c;Difficulty3,p.214)
23.Theclassicalconditioningprincipleof_____isappliedbymarketerstoproductline,formandcategoryextensions.
a.stimulusdiscrimination
b.stimulusrecognition
c.stimulusgeneralization
d.stimulusgeneration
(c;Difficulty3,p.214)
24.In_____,themarketeraddsrelatedproductstoanalreadyestablishedbrand,knowingthatthenewproductsaremorelikelytobeadoptedwhentheyareassociatedwithaknownandtrustedbrandname;thusmarketerstakeadvantageoftheprincipleofstimulusgeneralization.
a.productformextension
b.productlineextension
c.categoryextension
d.copycatmarketing
(b;Difficulty2,p.214)
25.OfferingCrestWhitestripsandListerinePocketPaksassubstitutestothealreadyexistingwhiteningtoothpasteandmouthwashallowsmarketerstotakeadvantageofpeople’sstimulusgeneralizationcapabilitiesbyofferinga_____.
a.productlineextension
b.productformextension
c.categoryextension
d.“metoo”product
(b;Difficulty2,p.214)
26._____isthepracticeofmarketingawholelineofcompanyproductsunderthesamebrandname.
a.Corporatemarketing
b.Familybranding
c.Capitalbranding
d.Licensing
(b;Difficulty2,p.216)
27.Campbell’sSoupCompanycontinuestoaddnewfoodproductstoitsproductlineundertheCampbell’sbrandname.Thisisknownas_____.
a.corporatemarketing
b.familybranding
c.capitalbranding
d.licensing
(b;Difficulty2,p.216)
28._____isallowingawell-knownbrandnametobeaffixedtoproductsofanothermanufacturer.
a.Corporatemarketing
b.Familybranding
c.Capitalbranding
d.Licensing
(d;difficulty2,p.217)
29.Licensingisamarketingstrategythatoperatesundertheprincipleof_____.
a.stimulusdiscrimination
b.stimulusrecognition
c.stimulusgeneralization
d.stimulusgeneration
(c;Difficulty3,p.217)
30.Whenafamouscartooncharacterisusedbyamanufactureront-shirtsandcapsinreturnforafee,thisisknownas_____.
a.capitalmarketing
b.licensing
c.familybranding
d.productformmarketing
(b;difficulty3,p.218)
31.Allthefollowingcouldbeformsoflicensingagreementsexcept:
a.“AlwaysCoca-Cola”stampedonT-shirts.
b.Godivaliquorproducts.
c.BetterHomesandGardensgardeningtools.
d.ProctorandGambleproducingTidetabletslaundrydetergent.
(d;difficulty2,p.219)
32.Counterfeitproductsareeasiertosellbecauseofthewideadoptionof_____intheindustry.
a.productlineextensions
b.productformextensions
c.licensing
d.immorality
(c;Difficulty3,p.219)
33.Stimulus_____resultsintheselectionofaspecificstimulusfromamongsimilarstimuli.
a.generalization
b.recognition
c.discrimination
d.selection
(c;Difficulty2,p.219)
34.Thekeytoovercoming_____iseffectivepositioning.Tobeabletopositionaproductinawaytodifferentiateitinourovercommunicatedsociety.
a.stimulusgeneralization
b.selectiveattention
c.stimulusdiscrimination
d.boredom
(c;Difficulty3,p.219)
35.Theproductimitatorhopesthattheconsumerwill_____,whereasthemarketleaderwantstheconsumerto_____amongsimilarstimuli.
a.discriminate;select
b.generalize;discriminate
c.select;generalize
d.noneoftheabove
(b;Difficulty3,p.219)
36.Itisdifficulttooverthrowabrandleaderoncestimulusdiscriminationhasoccurredbecausetheleaderhashadalongerperiodtoteachconsumerstoassociatethebrandnamewiththeproduct.Ingeneral,thelongertheperiodoflearning:
a.thelesslikelytheconsumeristodiscriminate.
b.themorelikelytheconsumeristodiscriminate.
c.themorelikelytheconsumerwillgeneralize.
d.noneoftheabove
(b;Difficulty3,p.219)
37._____learningtheoristsbelievethatlearningoccursthroughatrial-and-errorprocess,withhabitsformedasaresultofrewardsreceivedforcertainresponsesorbehaviors.
a.Classicalconditioning
b.Behavioral
c.Instrumentalconditioning
d.Cognitive
(c;Difficulty2,p.221)
38._____isusefulinexplaininghowconsumerslearnverysimplekindsofbehaviors;_____ismorehelpfulinexplainingcomplex,goal-directedactivities.
a.Instrumentalconditioning;repetition
b.Classicalconditioning;instrumentalconditioning
c.Repetition;highinvolvement
d.Highinvolvement;classicalconditioning
(b;Difficulty3,p.221)
39.Fea
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