schiffman08tif 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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schiffman08tif 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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schiffman08tif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
Chapter8:
ConsumerAttitudeFormationandChange
MultipleChoiceQuestions:
1.WhenweareaskedwhetherwelikeordislikeaparticularadvertisementforaSonyDVDplayer,wearebeingaskedtoexpressour_____towardthatproduct.
a.opinion
b.perception
c.attitude
d.conclusion
(c;Difficulty1,p.251)
2.Thereseemstobeatrendtodaywherethingsthatareallnaturalaregood,andsyntheticisbad.Thisisanexampleofageneral_____.
a.opinion
b.perception
c.attitude
d.conclusion
(c;Difficulty2,p.251)
3.Howdoconsumerresearchersassessattitudes?
a.byaskingquestions
b.makinginferencesfrombehavior
c.bymonitoringwordofmouthcommunication
d.alloftheabove
(d;Difficulty1,p.252)
4.A/An_____isalearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablewaywithrespecttoagivenobject.
a.belief
b.attitude
c.value
d.feeling
(b;Difficulty2,p.253)
5.Whichofthefollowingisnotacharacteristicofattitudes?
a.Attitudeshaveconsistency.
b.Attitudesarealearnedpredisposition.
c.Attitudesoccurwithinasituation.
d.Attitudesarebasedondirectexperience.
(d;Difficulty2,p.253)
6.Attitudesareformedasaresultofallofthefollowingexcept:
a.directexperience
b.wordofmouth
c.massmediaadvertising
d.heredity
(d;Difficulty1,p.253)
7.Attitudesmightpropelconsumerstowardaparticularbehaviororrepelthemawayfromaparticularbehavior,thereforeattitudeshavea_____quality.
a.behavioral
b.motivational
c.threatening
d.driving
(b;Difficulty3,p.253)
8.IfaconsumerexpressespositiveattitudestowardsBMWs,then:
a.shewillwithoutdoubtpurchaseaBMWnexttimesheisshoppingforacar.
b.shewillnotpurchaseaBMW.
c.shewillselectaBMWifthecircumstancessuither(price,availability,etc).
d.shewillchangeherattitudeassherealizesBMWsareoutofherpricerange.
(c;Difficulty2,p.253)
9.Attitudesoccurwithinandareaffectedbythe_____,theeventsorcircumstancesthatataparticularpointintimeinfluencetherelationshipbetweenattitudeandbehavior.
a.economy
b.situation
c.culture
d.behavior
(b;Difficulty2,p.254)
10.ThefactthatSarahthinksitisalrighttoeatlunchatTacoBell,butthatitisinappropriatetoeatdinnerthere,coincideswithwhichcharacteristicaboutattitudes?
a.Attitudesareconsistent.
b.Attitudesaresituational.
c.Attitudesarealearnedpredisposition.
d.Attitudesaffecteatingbehaviors.
(b;Difficulty2,p.254)
11.Whichofthefollowingisnotoneofthemodelsofattitudes?
a.tricomponentmodel
b.tryingtoconsumemodel
c.attitudetowardthebrandmodel
d.multiattributeattitudemodel
(c;Difficulty2,p.256)
12.Accordingtothe_____model,attitudesconsistofthreemajorcomponents:
acognitivecomponent,anaffectivecomponentandaconativecomponent
a.tryingtoconsume
b.multiattribute
c.tricomponent
d.attitudetowardthead
(c;Difficulty2,p.256)
13.Thetricomponentmodelconsistsofthreemajorcomponents;whichisnotoneofthem?
a.cognitive
b.affective
c.conative
d.objective
(d;Difficulty2,p.256)
14.Onepartofthetricomponentmodelisthecognitivecomponent.Theattitudesonecarriesabouttheobjectarearesultof:
a.directexperienceandinformationalsources.
b.emotionsorfeelingsabouttheobject.
c.predictionsoftheconsumer’sintentiontobuy.
d.alloftheabove
(a;Difficulty2,p.256)
15.The_____componentofthetricomponentmodelmeasurestheconsumer’sfeelingsoremotionsaboutaproduct.Theycapturetheindividual’sglobalassessmentoftheattitudeobject.
a.cognitive
b.conative
c.affective
d.behavioral
(c;Difficulty2,p.257)
16.Emotionallychargedstatessuchashappiness,sadnessorangermayenhanceoramplifypositiveornegativeexperiences.Laterrecollectionsofsuchexperiencesmayimpactwhatcomestomindandhowtheindividualreacts.Thisisacharacteristicofthe_____componentofthetricomponentmodel.
a.cognitive
b.conative
c.affective
d.behavioral
(c;Difficulty3,p.257)
17._____,acomponentofthetricomponentattitudemodel,isconcernedwiththelikelihoodortendencythatanindividualwillundertakeaspecificactionorbehaveinaparticularwaywithregardtotheattitudeobject.
a.Cognition
b.Conation
c.Affection
d.Positivism
(b;Difficulty2,p.258)
18.Inmarketingandconsumerresearch,theconativecomponentofthetricomponentattitudemodelisfrequentlytreatedasanexpressionoftheconsumer’s_____.
a.attitude
b.leveloffamiliarity
c.intentiontobuy
d.attitudetowardtheobject
(c;Difficulty3,p.259)
19._____attitudemodelsportrayconsumers’attitudeswithregardtoanattitudeobjectasafunctionofconsumers’perceptionandanassessmentofthekeyattributedorbeliefsheldwithregardtotheparticularattitudeobject.
a.Tryingtoconsume
b.Multiattribute
c.Tricomponent
d.Attitudetowardthead
(b;Difficulty2,p.259)
20.Accordingtotheattitudetowardtheobjectmodel,theconsumer’sattitudetowardaproductisafunctionof:
a.price.
b.communicationmessagestheconsumerreceives.
c.thepresenceorabsenceofcertainproduct-specificbeliefsorattitudes.
d.theconsumer’sintentiontobehaveinacertainway.
(c;Difficulty2,p.259)
21.The_____modelistheindividual’sattitudetowardactingwithrespecttoanobjectratherthantheattitudetowardtheobjectitself.
a.multiattribute
b.attitudetowardthead
c.attitudetowardbehavior
d.tryingtoconsume
(c;Difficulty2,p.260)
22.Howard’sattitudeabouttheactofpurchasingaBMW,his_____,revealsmoreaboutthepotentialactofpurchasingthandoessimplyknowinghisattitudetowardBMWs.
a.attitudetowardthead
b.attitudetowardbehavior
c.tryingtoconsume
d.affectivecomponent
(b;Difficulty2,p.260)
23.Accordingtothetheoryof_____,tounderstandintention,weneedtomeasurethesubjectivenormsthatinfluenceanindividual’sintentiontoact.
a.tryingtoconsume
b.reasonedaction
c.attitudetowardbehavior
d.attitudetowardtheobject
(b;Difficulty3,p.261)
24.Accordingtothetheoryofreasonedaction,forresearcherstounderstandthesubjectivenormaboutthepurchaseofanewVWBeetlebyastudent,theywouldhavetoidentifythreethings;whichisnotoneofthem?
a.hisrelevantothers
b.hisbeliefsabouthoweachrelevantotherwouldrespondtohispurchasedecision
c.hismotivationtocomplywithhisrelevantothers
d.hisenvironmentalimpedimentsthatwillcomebetweenhimandhisnewcar
(d;Difficulty3,p.261)
25.Thetheoryoftryingtoconsumeisdesignedto:
a.measurethefrequencyofusage.
b.accountforthecasesinwhichtheoutcomeisnotcertainbutinsteadreflectstheconsumer’sintention.
c.measurethedissatisfactionwiththepurchase.
d.measurethenegativegapbetweenexpectationsandsatisfaction.
(b;Difficulty2,p.262)
26.Inthetheoryoftryingtoconsume,theconsumer’sattemptstoconsumemaybearesultof_____or_____impedimentsthatpreventthedesiredactionoroutcome.
a.personal;social
b.personal;environmental
c.social;environmental
d.physical;economic
(b;Difficulty3,p.262)
27.Apersonthatistryingtoloseweightbutcannotbecausehelovespotatochips,isanexampleofthetheoryofnotbeingabletoconsumedueto_____impediments.
a.social
b.environmental
c.personal
d.economic
(c;Difficulty2,p.262)
28.Accordingtotheattitudetowardthead,theconsumerformsvariousfeelingsandjudgmentsasaresultofexposuretoanad.Iftheconsumerlikesthead:
a.heismorelikelytobuytheproduct.
b.heislesslikelytobuytheproduct.
c.hislikeordislikehasnorelevancetotheirlikelihoodofpurchasingtheproduct.
d.researchershavenotyetfoundmeasurestoaccuratelymeasurelikeordislikeofads.
(a;Difficulty2,p.263)
29.Whichofthefollowingsegmentshasamorepositiveattitudetowardadvertising?
a.men
b.women
c.AsianAmericans
d.HispanicAmericans
(b;Difficulty3,p.264)
30.Theshiftfromhavingnoattitudeaboutanobjecttoforminganattitudeisaresultof_____.
a.learning
b.motivation
c.socialenvironment
d.exposuretoads
(a;Difficulty2,p.265)
31.Attitudesareformedbylearning.Intermsofclassicalconditioning,OilofOlay,thewellestablishedbrand,wasusingthebrandstrengthastheunconditionedstimulustointroduceOilofOlaybodywash.Theunconditionedstimuluswasusedtolinkthenewbrandtotheestablishedname,resultinginafavorableattitude.Thecompanyishopingfor_____fromthebrandnametothenewproduct.
a.stimulusrecognition
b.stimulusgeneralization
c.attitudeexpansion
d.attitudestability
(b;Difficulty3,p.265)
32.Attitudesareformed:
a.beforeusingtheproduct.
b.afterusingtheproduct.
c.whenhearingabouttheproduct.
d.alloftheabove
(d;Difficulty2,p.265)
33.Theformationofattitudesisstronglyinfluencedbyallthefollowingexcept:
a.personalexperience.
b.influenceoffamilyandfriends.
c.massmedia.
d.howlongtheproducthasbeenonthemarket.
(d;Difficulty1,p.267)
34.Theprimarymeansbywhichconsumersformtheirattitudesisthrough_____.
a.consumerreports
b.familyinfluences
c.personalexperience
d.directmarketing
(c;Difficulty2,p.267)
35.Nichemarketingissometimescalled_____.
a.localmarketing
b.individualmarketing
c.micromarketing
d.scalemarketing
(c;Difficulty2,p.267)
36.Directmarketingeffortshaveanexcellentchanceoffavorablyinfluencingtargetconsumer’sattitudesbecau
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