schiffman10tif 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Word文档下载推荐.docx

schiffman10tif 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Word文档下载推荐.docx

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c.normative

d.symbolic

（a;

4.Agroupinwhichanindividualisnotlikelytoreceivemembership,despiteactinglikeamemberbyadoptingthegroup’svalues,attitudes,andbehavioriscalleda_____group.

5.A_____groupisanypersonorgroupthatservesasapointofcomparisonforanindividualinformingeithergeneralorspecificvalues,attitudes,oraspecificguideforbehavior.

（b;

6.Areferencegroupischaracterizedbyallthefollowingexceptthatit:

a.servesasaframeofreferenceforindividualsandtheirpurchasedecisions.

b.placesrestrictionsongroupsizeandmembership.

c.doesnotrequirethatconsumersidentifywithatangiblegroup.

d.helpsindividualsinformingtheirattitudes,valuesandbehaviors.

Difficulty3,p.330）

7.Anexampleofachild’s_____groupistheimmediatefamily,whichislikelytoplayanimportantroleinmoldingthechild’sgeneralconsumervaluesandbehavior.

a.symbolic

c.normativereference

d.membership

（c;

Difficulty2,p.330）

8._____referencegroupsinfluencethedevelopmentofabasiccodeofbehavior,_____referencegroupsinfluencetheexpressionofspecificconsumerattitudesandbehavior.

a.Normative;

comparative

b.Symbolic;

normative

c.Comparative;

d.Direct;

indirect

Difficulty3,p.331）

9._____groupsconsistofthoseindividualsorgroupswithwhomapersondoesnothavedirectface-to-facecontact,suchasmoviestars,sportsheroes,politicalleadersandTVpersonalities.

a.Directreference

b.Indirectreference

c.Comparative

d.Normative

Difficulty2,p.331）

10.Whichofthefollowingisnotafactorthatstronglyaffectsreferencegroupinfluence?

a.one’sinformationandexperiencewithaproductorservice

b.credibilityofthereferencegroup

c.conspicuousnessoftheproduct

d.individual’ssocialclass

11.Whichofthefollowinggroupsmayaffectbehaviorsbutnotattitudes?

a.directreferencegroups

b.symbolicgroups

c.powergroups

d.indirectgroups

Difficulty3,p.333）

12.Conspicuousproductsareproductsthatare:

a.subtle.

b.luxurious.

c.visible.

d.technologicallyadvanced.

Difficulty2,p.333）

13.Whichofthefollowingproductswillmostlikelybepurchasedwithareferencegroupinmind?

a.laundrydetergent

b.fruityogurt

c.homefurnishing

d.deodorant

Difficulty1,p.333）

14.Inorderforreferencegroupstobeabletoencourageconformity,areferencegroupmustbeabletoaccomplishallthefollowingexcept:

a.informormaketheindividualawareofaspecificproductorbrand.

b.legitimizethedecisiontousethesameproductsasthegroup.

c.providetheindividualwiththeopportunitytocomparehisorherownthinkingwiththeattitudesandbehaviorsofotherswithinthegroup.

d.influencetheindividualtoadoptattitudesandbehaviorsthatareunique.

Difficulty2,p.334）

15.Whichofthefollowinggroupsisthemostcompellingreferencegroupforconsumerbehavior?

a.friendshipgroups

b.shoppinggroups

c.family

d.consumeractiongroups

16.Friendshipgroupsaretypicallyclassifiedas_____groupsbecausetheyareusuallyunstructuredandlackspecificauthoritylevels.

b.indirect

d.informal

17.Twoormorepeoplewhoshoptogether,whetherforfood,clothing,orsimplytopasstimecanbecalleda_____group.

a.informal

c.membership

d.shopping

Difficulty1,p.334）

18.Twoormorepeoplewhoshoptogether,whetherforfood,clothing,orsimplytopasstimecanbecalled_____.

a.aninformalgroup

b.friends

c.amembershipgroup

d.purchasepals

19.Tupperwaregenerates90%ofits$1billioninannualsalesfrom_____.

a.sellingitsproductsatWal-Mart

b.wordofmouthsales

c.in-homeshoppingparties

d.catalogpurchases

Difficulty2,p.335）

20.A/an_____consistsofindividualswhoworktogetheraspartofateamandthus,haveasustainedopportunitytoinfluenceeachother’sconsumptionattitudes.

a.informalgroup

b.formalworkgroup

c.shoppinggroup

d.informalfriendship-workgroup

21.Whenitisfreezingoutside,mostpeopleturnto_____forsocializing.

a.theTV

b.virtualgroups

c.shoppinggroups

d.workgroups

Difficulty1,p.336）

22._____have（has）themostmassiveeffectonhelpingsomeproductssellfasterandotherproductsfailquickly.

a.Virtualcommunities

b.Word-of-mouth

c.Workgroups

d.Families

Difficulty2,p.336）

23._____allow（s）youthemostfreedomtoexpressyourselfwithoutrestraintorconsiderationofwhatothersmightthinkofyou.

c.Focusgroups

24.Researchersfoundthatthelargestnumberofpeoplewhotakepartin“genderswapping”behaviorarelikelytoexpressthatbehaviorwithin_____.

a.virtualcommunities

b.informalgroups

c.friendshipgroups

d.symbolicgroups

25.ThegroupofrunnerswhogettogetheratNiketowntostarttheirrun,ortheSaturnautomobilereunionsandtheHarley-Davidsonownergroups,areallexamplesof_____.

c.brandcommunities

Difficulty3,p.337）

26._____aregroupsthatarededicatedtoprovidingconsumerswithassistanceintheirefforttomaketherightdecision,consumeproductsandservicesinahealthyandresponsiblemanner,andtoaddtotheoverallqualityoflifeofconsumers.

b.Brandcommunities

c.Purchasepals

d.Consumer-actiongroups

Difficulty2,p.337）

27.Neighborhoodwatchgroups,youthdevelopmentgroups,forestandwildlifegroups,childrenandadvertising,areallexamplesofwhattypeofgroup?

b.brandcommunities

c.purchasepals

d.consumer-actiongroups

28.Consumeractiongroupsaredividedintotwocategories:

temporaryandenduring.Whichofthefollowingisanexampleofanenduringconsumeractiongroup?

a.neighborsgettingtogethertoprotesttheopeningofanX-ratedmovietheatreintheneighborhood

b.citizensgettingtogethertodevelopideasforthereplacementoftherun-downfactoryintown

c.citizenswhoattendameetingofthelocaldepartmentoftransportationtoprotesthowpoorlythestreetsareinthearea

d.MothersAgainstDrunkDrivingwasestablishedtocombatdrunkdriving

Difficulty1,p.338）

29.Therearefivemajortypesofreferencegroupappeals,whichofthefollowingisnotoneofthem?

a.celebrityappeals

b.common-manappeals

c.governmentactionappeals

d.tradeappeals

Difficulty2,p.338）

30.IntheUnitedStates,_____percentofcommercialsincludecelebrityendorsers.

a.10

b.15

c.25

d.40

Difficulty3,p.338）

31.Today,manybelievethat_____isthenumberonecelebrityendorser.

a.TigerWoods

b.MichaelJordan

c.BobDole

d.BritneySpears

32.Whichofthefollowingtypesofappealsisitwhenafirmdecidestouseacelebritytopromoteitsproductsorservicesbyhavingthecelebritylendhisorhernameandappearonbehalfoftheproductorserviceevenifhe/sheisnotanexpert?

a.testimonial

b.endorsement

c.spokesperson

d.actor

Difficulty3,p.339,table10-2）

33.Whenacelebrityrepresentsthebrandorthecompanyoveranextendedperiodoftime,thisisconsidereda/an_____appeal.

34.Theaudience’sperceptionofthecelebrity’sexpertiseandtrustworthinessisknownascelebrity_____.

a.likeability

b.credibility

c.appeal

d.expertise

Difficulty2,p.340）

35.Arecentstudyshowedthatendorsercredibilityhaditsstrongestimpactwithrespecttoinfluencingaconsumer’sattitudetowardthead,butthat_____hadastrongerimpactontheattitudetowardthebrand.

a.corporatecredibility

b.endorserlikeability

c.consumerattitude

d.endorserexpertise

Difficulty3,p.340）

36.Whenanadvertisementforaqualityfryingpanfeaturesachefasanendorser,oranadforfishingtacklemaycontaintheendorsementofaprofessionalfishingguide,thisisknownasusinga/an_____appeal.

a.commonman

b.expert

c.celebrity

d.executive

Difficulty2,p.341）

37.ManyTVcommercialsshowatypicalpersonorfamilysolvingaproblembyusingtheadvertisedproductorservice.Thistypeofcommercialisknownas_____becausetheyfocusonreal-lifesituationswithwhichtheviewercanidentify.

a.common-manappeal

b.slice-of-life

c.expertappeal

d.dramatization

Difficulty2,p.342）

38.WhenpeoplesuchasBillGatesofMicrosoft,andDaveThomas,founderofWendy’s,appearonadvertisements,thistypeofappealisknownasthe_____appeal.

a.