知到消费者行为学在中国智慧树答案

绪论 单元测试

1、多选题：Do you like this mini show? 你喜欢这部学生小剧场吗？（）

A:No. I don’t like it. 不，我不喜欢。

B:Yes, I like it very much. 是，我非常喜欢。

C:No. I strongly dislike it. 不，我非常不喜欢。

D:I am indifferent with this show. 我没所谓。

E:Yes, I like it. 是，我喜欢。

正确答案:【Yes, I like it very much. 是，我非常喜欢。;

Yes, I like it. 是，我喜欢。】

2、多选题：To what extend does this mini show inspire you to learn this chapter? 这部学生小剧场在多大程度上鼓舞你进行本章的学习？（）

A:A lot. 非常大。

B:A little bit. 有一点点。

C:Quite a few. 还不少。

D:Not at all. 一点儿也没有。

E:I’m not sure. 我不清楚。

正确答案:【A lot. 非常大。;

Quite a few. 还不少。】

第一章 单元测试

1、判断题：According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is part of consumer behavior. （）

A:错

B:对

正确答案:【对】

2、单选题：A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product. （）

A:content generator

B:marketer

C:consumer

D:influencer

正确答案:【consumer】

3、单选题：Age, gender, and social class are all used ________. （）

A:in social media

B:as part of promotion

C:as part of the marketing mix

D:to divide market

正确答案:【to divide market】

4、单选题：Which marketing philosophy emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company’s brands over time? （）

A:Social marketing

B:Global marketing

C:Relationship marketing

D:Differentiated marketing

正确答案:【Relationship marketing】

5、判断题：People often buy products for what they mean, not what they do. （）

A:对

B:错

正确答案:【对】

第二章 单元测试

1、单选题：Rules of conduct that guide actions in the marketplace are called ________. （）

A:social obligation

B:business ethics

C:social awareness

D:social responsibility

正确答案:【business ethics】

2、单选题：Which of the following values is most associated with materialists? （）

A:Loyalty

B:Honesty

C:Status

D:Frugality

正确答案:【Status】

3、判断题：Cause marketing is the same as social marketing. （）

A:对

B:错

正确答案:【错】

4、判断题：Sustainability and green marketing are the same thing.（）

A:对

B:错

正确答案:【错】

5、判断题：LOHAS is a segment of consumers who worry about the environment, want products to be produced in a sustainable way, and spend money to advance what they see as their personal development and potential. （）

A:对

B:错

正确答案:【对】

第三章 单元测试

1、判断题：Unlike computers, people do not passively process whatever information happens to be present. （）

A:错

B:对

正确答案:【对】

2、单选题：Companies that think carefully about the impact of sensations on product experiences are practicing ________. （）

A:sensory marketing

B:need marketing

C:hedonic consumption

D:want marketing

正确答案:【sensory marketing】

3、判断题：The first step in the perception process is called attention.（）

A:错

B:对

正确答案:【错】

4、单选题：The minimum difference that can be detected between two stimuli is known as the ________. （）

A:gradual differentiation

B:just noticeable difference

C:absolute threshold

D:graded difference

正确答案:【just noticeable difference】

5、单选题：________ is a discipline that studies the correspondence between signs and symbols and their meaning. （）

A:Interpretation

B:Semiotics

C:Indexing

D:Symbolism

正确答案:【Semiotics】

第四章 单元测试

1、单选题：A relative permanent change of behavior is called ________. （）

A:learning

B:lifestyles

C:all of the rest

D:personality

正确答案:【learning】

2、单选题：Which theory stresses the importance of internal mental processes? （）

A:Fixed-interval reinforcement theory

B:Cognitive learning theory

C:Variable interval reinforcement theory

D:Stimulus-response theory

正确答案:【Cognitive learning theory】

3、单选题：Which theory listed below assumes that learning take place as the result of responses to external events? （）

A:Behavioral learning

B:Episodic learning

C:Gestalt learning

D:Incidental learning

正确答案:【Behavioral learning】

4、单选题：________ memory permits the temporary storage of information we receive from our senses. （）

A:Elaborative

B:Sensory

C:Cognitive

D:Working

正确答案:【Sensory】

5、单选题：Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________. （）

A:decay

B:the highlighting effect

C:interference

D:generalization

正确答案:【interference】

第五章 单元测试

1、判断题：A degree of arousal is called a drive.（）

A:对

B:错

正确答案:【对】

2、单选题：________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. （）

A:The theory of cognitive dissonance

B:Gestalt theory

C:Homeostasis

D:Expectancy theory

正确答案:【Expectancy theory】

3、单选题：Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?（）

A:An approach-avoidance conflict

B:An approach-approach conflict

C:An orientation conflict

D:An avoidance-avoidance conflict

正确答案:【An approach-approach conflict】

4、单选题：When a woman buys expensive jewelry, which of the following needs is most likely being expressed? （）

A:Biogenic

B:Rational

C:Utilitarian

D:Hedonic

正确答案:【Hedonic】

5、判断题：Product involvement refers to a consumer’s level of interest in a product.（）

A:错

B:对

正确答案:【对】

第六章 单元测试

1、单选题：________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities. （）

A:Self-ego

B:Self-concept

C:Self-esteem

D:Actual self

正确答案:【Self-concept】

2、单选题：A person’s conception of how he/she would like to be is called ________. （）

A:self-concept

B:self-esteem

C:ideal self

D:self-image

正确答案:【ideal self】

3、判断题：Self-esteem refers to the intensity and stability over time of a person’s self-concept