2021年消费者行为学作业参考答案.pdf

《2021年消费者行为学作业参考答案.pdf》由会员分享，可在线阅读，更多相关《2021年消费者行为学作业参考答案.pdf（26页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、消费者行为学作业一名词解释1.消费者对产品适用性和其他功能特性适合其使用目的的主观理解叫知觉质量或认知质量。2.阶层意识是指某一社会阶层的人意识到自己属于一个具有共同的政治和经济利益的独特群体的程度，对社会阶层差别的敏感程度。3.复述是指个体在内心对进入短时记忆的信息或刺激予以默诵或作进一步加工努力，复述是巩固记忆的心理操作过程。4.很多受广告吸引而进入商店的消费者会购买广告产品以外的商品，广告所产生的这种效应被称为溢出销售或外溢销售。5.消费者满意是购买者在特定的购买情形中，对其所付出的是否得到足够回报的认知态度，它是消费者对产品或服务的期望水平与认知的实际水平的主观比较。6.消费者情境是指

2、消费或购买活动发生时个体所面临的短暂的环境因素，如购物时气候、购物场所的拥挤程度、消费者的心情等等。7.频繁地与其他消费者接触或更多地为他人提供信息，从而在更大程度上影响别人的购买决策，这样的消费者被称为意见领袖或舆论领袖。8.涵化是指不同文化群体，因持久地相互接触、相互影响、相互适应，结果造成一方或双方原有的文化模式发生变迁。精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 1 页，共 26 页9.展露或刺激物的展露是指将刺激物展现在消费者的感觉神经范围内，使其感官有机会被激活。10.消费者的购买决策中隐含着某种不确定性，消费者能够知觉到的这种不确定性或者不利且有害的结果就是

3、知觉风险。11.社会角色是指个体在特定的社会关系中的身份及由此而规定的行为规范和行为模式的总和。12.消费者态度是指消费者对某一事物或观念所持有的正面或反面的认识上的评价、情感上感受和行为上的倾向。13.凡是人们感知过的事物、体验过的情感以及练习过的动作，都可以以映象的形式保留在人的头脑中，在必要的时候又可把它们再现出来，这个过程就是记忆。14.谣言是由于人们出于恐惧、不安的心理而产生的一种群体传染，它传播的内容与事实有很大的出入甚至完全不符。15.消费者行为是消费者（个人、住户）为获取、使用、处置消费物品和服务所采取的各种行动，包括先于且决定这些行动的决策过程。问答题1.分析感受一激励机制和

4、预期一激励机制，诱因论与驱力论有何不同？感受一激励机制用来解释个体对特定刺激的敏感性，以及由此对行为产生的激励作用或激励后果。因而，外部诱因可能对行为起一种牵引作用。精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 2 页，共 26 页文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6

5、Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6

6、T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6

7、Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6

8、T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6

9、Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6

10、T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6预期一激励机制是指因对行为结果的预期而产生的行为激励后果。诱因论认为，个体关于行为奖赏的预期将直接影响其活动

11、状态。诱因论与驱力论的不同点是，前者侧重从外部刺激物对行为的影响能力来分析行为动机，后者则主要从个体的内部需要寻求对行为和动机的解释。但诱因论并没有否定个体内在动机的地位与作用，而只是将关注点放在潜伏于个体身上的内在动机在多大程度上能够被特定的外在刺激物所激活和引导。诱因论并不是对驱力论的排斥，而应视为是对后者的补充与发展。2.消费者对于先验产品和后验产品质量的认知有何异同？消费者对于先验产品，即购买前或购买时就能凭感官对产品质量作出大致判断的产品，产品本身的内在质量或客观质量构成了评价和选择的基础。对于后验产品，即在购买时无法凭客观指标对产品质量作出判断的产品，消费者可能要更多地依据产品之外

12、的一些其他线索对产品质量作出推断。然而，无论是对先验产品还是后验产品，消费者在评价质量时所采用的标准以及对各标准所赋予的权重，与企业评价产品质量所采用的标准和权重可能并不一致，有时甚至出入很大。所以，消费者对产品质量的知觉或认识，既和产品本身内在的特性与品质相联系，又受到很多主观因素的影响。3.在产品促销时，什么情况下适合运用经典性条件反射原理？什么情况下适合运用操作性条件反射原理？一般来说，在低介入情境下，经典性条件反射比较常见，因为此时消费者对产品或产品广告可能并没有十分注意，也不关心产品或广告所传达的具体信息。然而，精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 3 页

13、，共 26 页文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X

14、6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K

15、6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X

16、6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K

17、6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X

18、6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K

19、6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6在对刺激物的被动接触之后，各种各样的联想或联系可能会由此建立起来。在低介入情境下，消费者所学到的并不是关于刺激物的信息，而是关于刺激物的情感反应。正是由于这种反应，将导致消费者对产品的学习和试用。操作性条件反射原理更适合于高介入度的购买情境。因为在高介入情境下，消费者对购买回报将会有意识地予以评价。在低介入情境下，除非产品功效远远低于预期。否则

20、消费者不会对购买作太多的评价。故此，低介入情境的满意购买虽然对行为也具有强化作用，但相对而言不如高介入情境下作用那么大。4.试述自我概念的含义与类型，自我概念对消费者行为有何影响？自我概念或自我形象是个体对自身一切的知觉、了解和感受的总和。换句话说，自我概念是由一个人对自己的态度（看法和感觉）所构成，自我概念即一个人对自身存在的体验。自我概念的类型：(1)实际的自我概念：指个人对现在的我的看法；(2)理想的自我概念：指个人认为自己应当成为的人；(3)社会的自我概念：别人怎样看我；(4)理想的社会自我概念：我希望别人怎样看我；(5)期待的自我概念：指如果可能的话个人希望成为的人。自我概念的多样性

21、意味着消费者在不同的情境下可能会选择不同的自我概念来精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 4 页，共 26 页文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC

22、2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I

23、4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC

24、2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I

25、4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC

26、2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I

27、4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6指导自己的行为。通常消费者会选择与自我形象相一致的产品和服务，避免选择与自我形象相抵触的产品和服务。5.参照群体对消费者的影响方式有哪几种？参照群体是指这样一个群体，该群体的看法和价值观被个人作为他或她当前行为的基础。参照

28、群体对消费者的影响方式有三种：(1)规范性影响规范性影响又叫功利性影响是指由于群体规范的作用而对消费者的行为产生影响。-个人为了获得赞赏或避免惩罚而满足群体的期望。(2)信息性影响信息性影响是指参照群体成员的行为、观念、意见被个体作为有用的信息予以参考，由此在其行为上产生影响。(3)价值表现上的影响价值表现上的影响是指个体自觉遵循或内化参照群体所具有的信念和价值观，从而在行为上与之保持一致。6.消费者的购买知识主要包括哪些内容？消费者的购买知识主要涉及两个方面，即哪里买和何时买。同一件商品可以从精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 5 页，共 26 页文档编码:CG

29、2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E

30、6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG

31、2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E

32、6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG

33、2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E

34、6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG

35、2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6不同类型的商店购买。消费者选择何种类型和哪家商店购买某种特定产品，取决于他的购买知识，尤其是关于店铺形象方面的知识。一般而言，哪里买的知识包括三个层面：(1)哪些商店出售何种类型的商品，以及这些商店的形象；(2)在零售店，不同类型的商品放在什么位置区域；(3)某种产品在商店的具体放置位置。消费者关于何时买特定产品的信念是购买知识的又一重要内容。使用前购买是绝大多数消费者的

36、习惯和信念。7.试述驱力理论的基本观点。驱力理论假定，人和动物的行为均是受内部能量源的驱动，是经由学习而不是由遗传所引起的。对驱力似乎可以作这样的理解：驱力是由于个体生理或心理的匮乏状态所引起并促使个体有所行动的促动力量。驱力为个体消除匮乏感或满足其需要的各种活动提供能量，它总是与个体生理或心理上的失衡状态相联系的；驱力的减少，伴随着个体的愉快感和满足感，因此，它是个体所追求的。驱力减少所带来的奖赏效果会导致个体的学习行为，经由学习积累经验，会使个体对哪些满足物和采用何种方式消除其匮乏感有深刻认识，并在此基础上形成习惯。所以，驱力理论认为，驱力为行为提供能量，而学习中建立的习惯决定着行为的方向

37、。精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 6 页，共 26 页文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9

38、 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7

39、A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9

40、 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7

41、A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9

42、 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7

43、A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q68.分析流行与消费者行为的关系。流行是指一个时期内社会上流传很广、盛行一时的大众心理现象和社会行为。流行与消费者行为的关系：(1)流行在一定程度上可以促进消费者在某些商品消费上的共同偏好；(2)流行促进了人们在商品购买上的从众行为；(3)流行以满足一定的社会和心理需要为基

44、础，满足这类需要的方式很多，流行只是其中的一种方式而已；(4)流行过程不同阶段的采用者，一般具有较大的心理与个性差异。9.为什么说使消费者拥有足够的使用知识对企业很重要？使用知识主要是指有关产品如何使用、在什么场合使用、使用时有哪些要求等方面的知识。使消费者拥有足够的使用知识很重要。首先，当消费者对产品缺乏使用知识时，他购买该产品的可能性会减少。其次，不合适的使用知识还会造成购买障碍。很多产品有多种用途，但消费者不一定知道，由此就会抑制消费者对这些产品的购买。再次，即使不充分的使用知识不至于妨碍产品购买，但也可能降低消费者的满意感。不正确的使用会导致产品不能正常发挥作用，甚至导致人身伤害。精品

45、w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 7 页，共 26 页文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG

46、1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q

47、6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG

48、1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q

49、6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG

50、1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q6文档编码:CG2H8I4X6Y9 HG1X2B8V1E6 ZC2K6T7A7Q