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？（ ）
选项：
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。
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？（ ）
选项：
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。
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. （ ）
选项：
A:错
B:对
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. （ ）
选项：
A:content generator
B:marketer
C:consumer
D:influencer
答案: 【consumer】
3、单选题：
Age, gender, and social class are all used ________. （ ）
选项：
A:in social media
B:as part of promotion
C:as part of the marketing mix
D:to divide market
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? （ ）
选项：
A:Social marketing
B:Global marketing
C:Relationship marketing
D:Differentiated marketing
答案: 【Relationship marketing】
5、判断题：
People often buy products for what they mean, not what they do. （ ）
选项：
A:对
B:错
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 ________. （ ）
选项：
A:social obligation
B:business ethics
C:social awareness
D:social responsibility
答案: 【business ethics】
2、单选题：
Which of the following values is most associated with materialists? （ ）
选项：
A:Loyalty
B:Honesty
C:Status
D:Frugality
答案: 【Status】
3、判断题：
Cause marketing is the same as social marketing. （ ）
选项：
A:对
B:错
答案: 【错】
4、判断题：
Sustainability and green marketing are the same thing.（ ）
选项：
A:对
B:错
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. （ ）
选项：
A:对
B:错
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. （ ）
选项：
A:错
B:对
答案: 【】
2、单选题：
Companies that think carefully about the impact of sensations on product experiences are practicing ________. （ ）
选项：
A:sensory marketing
B:need marketing
C:hedonic consumption
D:want marketing
答案: 【】
3、判断题：
The first step in the perception process is called attention.（ ）
选项：
A:错
B:对
答案: 】
4、单选题：
The minimum difference that can be detected between two stimuli is known as the ________. （ ）
选项：
A:gradual differentiation
B:just noticeable difference
C:absolute threshold
D:graded difference
答案: 【】
5、单选题：
________ is a discipline that studies the correspondence between signs and symbols and their meaning. （ ）
选项：
A:Interpretation
B:Semiotics
C:Indexing
D:Symbolism
答案: 【
第四章 单元测试
1、单选题：
A relative permanent change of behavior is called ________. （ ）
选项：
A:learning
B:lifestyles
C:all of the rest
D:personality
答案: 【
2、单选题：
Which theory stresses the importance of internal mental processes? （ ）
选项：
A:Fixed-interval reinforcement theory
B:Cognitive learning theory
C:Variable interval reinforcement theory
D:Stimulus-response theory
答案: 【
3、单选题：
Which theory listed below assumes that learning take place as the result of responses to external events? （ ）
选项：
A:Behavioral learning
B:Episodic learning
C:Gestalt learning
D:Incidental learning
答案: 【
4、单选题：
________ memory permits the temporary storage of information we receive from our senses. （ ）
选项：
A:Elaborative
B:Sensory
C:Cognitive
D:Working
答案: 【
5、单选题：
Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________. （ ）
选项：
A:decay
B:the highlighting effect
C:interference
D:generalization
答案:
第五章 单元测试
1、判断题：
A degree of arousal is called a drive.（ ）
选项：
A:对
B:错
答案: 【】
2、单选题：
________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. （ ）
选项：
A:The theory of cognitive dissonance
B:Gestalt theory
C:Homeostasis
D:Expectancy theory
答案:
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?（ ）
选项：
A:An approach-avoidance conflict
B:An approach-approach conflict
C:An orientation conflict
D:An avoidance-avoidance conflict
答案:
4、单选题：
When a woman buys expensive jewelry, which of the following needs is most likely being expressed? （ ）
选项：
A:Biogenic
B:Rational
C:Utilitarian
D:Hedonic
答案: 【】
5、判断题：
Product involvement refers to a consumer’s level of interest in a product.（ ）
选项：
A:错
B:对
答案: 【】
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. （ ）
选项：
A:Self-ego
B:Self-concept
C:Self-esteem
D:Actual self
答案: 【
2、单选题：
A person’s conception of how he/she would like to be is called ________. （ ）
选项：
A:self-concept
B:self-esteem
C:ideal self
D:self-image
答案:
3、判断题：
Self-esteem refers to the intensity and stability over time of a person’s self-concept. （ ）
选项：
A:对
B:错
答案: 【】
4、单选题：
________ is when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images. （ ）
选项：
A:Real self
B:Self-esteem
C:Ideal self
D:Social comparison
答案: 【
5、判断题：
Gender identity is a very important component of a consumer’s self-concept.（ ）
选项：
A:错
B:对
答案: 【】
第七章 单元测试
1、判断题：
Personality refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment. （ ）
选项：
A:错
B:对
答案: 【】
2、单选题：
According to Freud, the part of the personality that seeks immediate gratification is called the ________. （ ）
选项：
A:id
B:conflict
C:ego
D:super ego
答案: 【】
3、单选题：
In Freudian system, which part of the self follows the reality principle? （ ）
选项：
A:Personality
B:Id
C:Ego
D:Superego
答案: 【】
4、判断题：
Lifestyles are identified by a convergence of personality, product and setting.（ ）
选项：
A:对
B:错
答案: 【】
5、判断题：
People in different cultures hold the same core values with the same priority. （ ）
选项：
A:对
B:错
答案: 【】
第八章 单元测试
1、单选题：
A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. （ ）
选项：
A:belief
B:attitude
C:personality trait
D:principle
答案: 【
2、单选题：
Psychologist David Katz developed the ________ of attitudes. （ ）
选项：
A:functional theory
B:classical theory
C:clinical theory
D:neoclassical theory
答案: 【
3、单选题：
A component of the ABC model of attitude is ________. （ ）
选项：
A:all of the rest
B:cognition
C:affect
D:behavior
答案:
4、单选题：
Which of the following status indicates the highest level of commitment to an attitude?（ ）
选项：
A:Identification
B:Internalization
C:Compliance
D:Standardization
答案:
5、判断题：
Balance theory helps explain why consumers like being linked to positively valued objects. （ ）
选项：
A:错
B:对
答案: 【】
第九章 单元测试
1、单选题：
Decisions driven by our emotional responses to a product are called ________.（ ）
选项：
A:cognitive
B:affective
C:habitual
D:compensatory
答案: 【
2、单选题：
The first stage in the consumer decision-making process is ________.（ ）
选项：
A:product choice
B:information search
C:evaluation of alternatives
D:problem recognition
答案: 【
3、判断题：
Needs are created when the actual state of a customer declines. （ ）
选项：
A:对
B:错
答案: 【】
4、单选题：
________ describes consumption at the low end.（ ）
选项：
A:Utilitarian
B:Complex buying
C:Routine buying
D:Inertia
答案: 【
5、单选题：
According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute. （ ）
选项：
A:conjunctive
B:lexicographic
C:non-compensatory
D:elimination-by-aspects
答案: 【
第十章 单元测试
1、单选题：
Which of the following is considered a post-purchase process?（ ）
选项：
A:Shopping orientation
B:Mood
C:The shopping experience
D:Consumer satisfaction
答案:
2、判断题：
Clothing choices are often heavily influenced by the situation in which the consumer needs to wear them. （ ）
选项：
A:错
B:对
答案: 【】
3、判断题：
Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment.（ ）
选项：
A:错
B:对
答案: 【】
4、单选题：
A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________. （ ）
选项：
A:POP stimuli
B:pretailing
C:shopping orientations
D:retail theming
答案: 【
5、判断题：
According to the expectancy dis-confirmation model, when a product or service perform the way that a consumer thought it would, she may not think much about it; but if it fails to live up to expectations, this may create negative feelings. （ ）
选项：
A:对
B:错
答案: 【】
第十一章 单元测试
1、单选题：
________ argue(s) that each of us has several “selves that relate to groups.” （ ）
选项：
A:Cultural pressures
B:Social identity theory
C:Membership groups
D:Social loafing
答案: 【
2、单选题：
A group composed of people that the consumer actually knows is called a(n) ________ reference group.（ ）
选项：
A:tribal
B:aspirational
C:membership
D:networked
答案: 【
3、单选题：
___ is a group of consumers who share a set of social relationships based on usage of or interest in a product/brand. （ ）
选项：
A:A reference group
B:A consumer lifestyle
C:A brand community
D:An opinion leader
答案: 【
4、判断题：
Word-of-mouth (WOM) is product information that individuals transmit to other individuals. （ ）
选项：
A:对
B:错
答案: 【】
5、单选题：
A set of socially relevant nodes connected by one or more relations is called a social ________.（ ）
选项：
A:group
B:message
C:graph
D:network
答案: 【
第十二章 单元测试
1、判断题：
Discretionary income is the money available to a household over and above that required for a comfortable standard of living.（ ）
选项：
A:错
B:对
答案: 【】
2、判断题：
A consumer’s belief about what the future holds is an indicator of consumer confidence.（ ）
选项：
A:对
B:错
答案: 【】
3、单选题：
________ refers to the passage of individuals from one social class to another. （ ）
选项：
A:Social prestige
B:Social class
C:Social mobility
D:Social affinity
答案: 【
4、单选题：
The best predictor of major expenditures that do not have status or symbolic value is ________.（ ）
选项：
A:occupation
B:social class
C:income
D:social class and income
答案: 【
5、单选题：
When a Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are bought and displayed as markers of social class, they are ________.（ ）
选项：
A:psychological blocks
B:status symbols
C:social parameters
D:social inhibitors
答案: 【
第十三章 单元测试
1、单选题：
A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others. （ ）
选项：
A:subculture
B:cohort
C:network
D:micro culture
答案: 【
2、单选题：
A component of a person’s subculture is ________.（ ）
选项：
A:age
B:all of the rest
C:race
D:ethnic background
答案: 【
3、单选题：
An age ________ consists of people of similar ages who have undergone similar experiences. （ ）
选项：
A:model
B:paradigm
C:culture
D:cohort
答案: 【
4、判断题：
In China, people born in 2020s are labelled as “Z-lennials” （ ）
选项：
A:错
B:对
答案: 【】
5、判断题：
Hanfu refers to the traditional clothing and accessories people wore during the Han Dynasty, in ancient China. （ ）
选项：
A:错
B:对
答案: 【】
第十四章 单元测试
1、单选题：
Which functional area of culture is most closely related to the idea of a common worldview? （ ）
选项：
A:Ecology
B:Eating habits
C:Ideology
D:Environment
答案: 【
2、单选题：
In a culture , ________ usually dictate what is right and wrong, acceptable or unacceptable.（ ）
选项：
A:Myths
B:Norms
C:Criteria
D:Theories
答案: 【
3、判断题：
A culture production system is a set of individuals and organizations that create and market cultural products.（ ）
选项：
A:对
B:错
答案: 【】
4、判断题：
In many cultures, myths feature talking animals that act as mediating figures.（ ）
选项：
A:错
B:对
答案: 【】
5、判断题：
Profane consumption involves consumer objects and events that are ordinary.（ ）
选项：
A:错
B:对
答案: 【】
请先 ！