消费者行为学（双语）学习通课后章节答案期末考试题库2023年

消费者行为学（双语）学习通课后章节答案期末考试题库2023年Explaininstrumentalconditioningtheoryindetail,andgivesomeexamplesofMarketingapplicationsofinstrumentalconditioningprinciples(10points)

参考答案:

参考答案：Instrumentalconditioning(oroperantconditioning)occurswhenwelearntoperformbehaviorsthatproducepositiveoutcomesandavoidthosethatyieldnegativeoutcomes.Instrumentalconditioningoccursinoneoffourways:1.Positivereinforcement.Whentheenvironmentprovidespositivereinforcementintheformofareward,thisstrengthenstheresponseandwelearntheappropriatebehavior.Forexample,awomanwhogetscomplimentsafterwearingObsessionperfumelearnsthatusingthisproducthasthedesiredeffect,andshewillbemorelikelytokeepbuyingtheproduct.2Negativereinforcement.Negativereinforcementalsostrengthensresponsessothatwelearntheappropriatebehavior.AperfumecompanymightrunanadshowingawomansittinghomealoneonaSaturdaynightbecauseshedidnotwearitsfragrance.Themessagethisconveysisthatshecouldhaveavoidedthisnegativeoutcomeifonlyshehadusedtheperfume.3.Punishment.Incontrasttosituationswherewelearntodocertainthingstoavoidunpleasantness,punishmentoccurswhenunpleasanteventsfollowaresponse(suchaswhenourfriendsridiculeusifwewearanasty-smellingfragrance).Welearnthehardwaynottorepeatthesebehaviors.4.Extinction.whenapersonnolongerreceivesapositiveoutcome,extinctionislikelytooccur,andthelearnedstimulus–responseconnectionwillnotbemaintained(aswhenawomannolongerreceivescomplimentsonherperfume).

Whatisabrandcommunity,andwhyisitofinteresttomarketers?

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参考答案：Abrandcommunityisagroupofconsumerswhoshareasetofsocialrelationshipsbasedonusageoforinterestinaproduct.Invirtuallyanycategory,you’llfindpassionatebrandcommunities.Unlikeotherkindsofcommunities,thesememberstypicallydon’tliveneareachother—exceptwhentheymaymeetforbriefperiodsatorganizedeventsorbrandfestsTheseeventshelpownersto“bond”withfellowenthusiastsandstrengthentheiridentificationwiththeproductaswellaswithotherstheymeetwhosharetheirpassion.Researchersfindthatpeoplewhoparticipateintheseeventsfeelmorepositiveaboutthesponsor’sproductsasaresult,andthisenhancesbrandloyalty.Theytendtoforgiveproductfailuresorlapsesinservicequality,andthey’relesslikelytoswitchbrandseveniftheylearnthatcompetingproductsareasgoodorbetter.Furthermore,thesecommunitymembersbecomeemotionallyinvolvedinthecompany’swelfare,andtheyoftenserveasbrandmissionariesbecausetheycarryitsmarketingmessagetoothers.Researchersfindthatbrandcommunitymembersdomorethanhelptheproductbuildbuzz;theirinputsactuallycreateaddedvalueforthemselvesandothermembersastheydevelopbetterwaystouseandcustomizeproducts.It’scommonforexperienceduserstocoach“newbies”inwaystomaximizetheirenjoymentoftheproduct,sothatmoreandmorepeoplebenefitfromanetworkofsatisfiedparticipants.

Attituderesearchersdevelopedtheconceptof

ahierarchyofeffects

toexplaintherelativeimpactofthethreecomponents(think,feelanddo).Eachhierarchyspecifiesthatafixedsequenceofstepsoccurenroutetoanattitude.Explainthreehierarchyofeffectsindetail.(10points)

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参考答案：（1）thehigh-involvementhierarchy:Thehigh-involvementhierarchyassumesthatapersonapproachesaproductdecisionasaproblem-solvingprocess.First,heorsheformsbeliefsaboutaproductassheaccumulatesknowledge(beliefs)regardingrelevantattributes.Next,heorsheevaluatesthesebeliefsandformsafeelingabouttheproduct(affect).Thenheorsheengagesinarelevantbehavior,suchaswhenheorshebuysaproductthatofferstheattributesheorshefeelsgoodabout.Thishierarchyassumesthataconsumerishighlyinvolvedwhenheorshemakesapurchasedecision.Heorsheismotivatedtoseekoutalotofinformation,carefullyweighalternatives,andcometoathoughtfuldecision.（2）theLow-involvementhierarchy:Thelow-involvementhierarchyofeffectsassumesthattheconsumerinitiallydoesn’thaveastrongpreferenceforonebrandoveranother;instead,heorsheactsonthebasisoflimitedknowledgeandformsanevaluationonlyafterheorshehasboughttheproduct.Consumersaren’tnecessarilygoingtopayattentionanyway;theyaremorelikelytorespondtosimplestimulus–responseconnectionswhentheymakepurchasedecisions.（3）theexperientialhierarchy:Accordingtotheexperientialhierarchyofeffects,weactonthebasisofouremotionalreactions.Theexperientialperspectivehighlightstheideathatintangibleproductattributes,suchaspackagedesign,advertising,brandnames,andthenatureofthesettinginwhichtheexperienceoccurs,canhelpshapeourattitudestowardabrand.Wemaybasethesereactionsonhedonicmotivations.

ExplaintheElaborationLikelihoodModel(ELM)

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（1）TheElaborationLikelihoodModel(ELM)assumesthat,underconditionsofhighinvolvement,wetakethecentralroutetopersuasion.Underconditionsoflowinvolvement,wetakeaperipheralrouteinstead.(2points)（2）theCentralroutetoPersuasionAccordingtotheELM,whenwefindtheinformationinapersuasivemessagerelevantorinteresting,wepaycarefulattentiontoit.Inthisevent,wefocusontheargumentsthemarketerpresentsandgeneratecognitiveresponsestothiscontent.Thecentralroutetopersuasioninvolvesthestandardhierarchyofeffectsr.Recallthisassumesthatwecarefullyformandevaluatebeliefs;thestrongattitudesthatresultinturnguideourbehavior.Theimplicationisthatmessagefactors,suchasthequalityofargumentsanadpresents,willdetermineattitudechange.（4points）（3）thePeripheralroutetoPersuasionIncontrast,wetaketheperipheralroutewhenwe’renotreallymotivatedtothinkaboutthemarketer’sarguments.Instead,we’relikelytouseothercuestodecidehowtoreacttothemessage.Thesecuesincludetheproduct’spackage,theattractivenessofthesource,orthecontextinwhichthemessageappears.Wecallsourcesofinformationextraneoustotheactualmessageperipheralcuesbecausetheysurroundtheactualmessage.Theperipheralroutetopersuasionhighlightstheparadoxoflowinvolvement:Whenwedon’tcareasmuchaboutaproduct,thewayit’spresented(e.g.,whoendorsesitorthevisualsthatgowithit)increasesinimportance.Theimplicationhereisthatwemaybuylow-involvementproductschieflybecausethemarketerdesignsa“sexy”package,choosesapopularspokesperson,orcreatesastimulatingshoppingenvironment.（4points）

Acognitivepurchasedecisionistheoutcomeofaseriesofstagesthatresultsintheselectionofoneproductovercompetingoptions.ExplainthesestepsintheCognitiveDecision-Makingprocess(10points)

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（1）Step1:problemrecognition（2points）（2）Step2:informationSearchOnceaconsumerrecognizesaproblem,heorsheneedsthe411tosolveit.Informationsearchistheprocessbywhichwesurveytheenvironmentforappropriatedatatomakeareasonabledecision.Youmightrecognizeaneedandthensearchthemarketplaceforspecificinformation（2points）（3）Step3:evaluatealternativesMuchoftheeffortweputintoapurchasedecisionoccursatthestagewherewehavet