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.