《消费心理学》模拟试卷B答案-华东师范大学
《消费心理学》模拟试卷 B
考试形式：开卷考试时间：120分钟
一、单项选择题（本大题共20小题，每小题1分，共20分）
在每小题列出的四个备选项中只有一个是符合题目要求的，请将其代码填写在答题纸上。错选、多选或未选均无分。
1.影响消费者购买决策的首要因素是( B )
A 经验
B 需要 C家庭 D 爱人
2.通过对消费者在购买活动中的语言、表情、动作等进行分析，从而了解支配其购买行为的心理，这种研究方法是（ B ）
A. 观察法
B. 访谈法
C. 测量法
D. 统计法
3.感觉是由感觉器官的刺激作用引起的( B )
A．客观反应 B 主观经验 C 变化 D 反映
4.比较微弱、持久，并且具有渲染性的情绪状态指的是（ C ）
A. 热情
B. 激情
C. 心境
D. 应激
5.．个性心理特性的核心是( B )
A 气质
B 性格
C 能力
D 兴趣
6. 作为个性心理特征之一的兴趣，其形成的主要因素是( B )
A 先天素质
B 后天影响
C 性别
D 年龄
7.在营销活动中，刺激物的强度、新异性、对比度、活动性等客观因素易于引起消费者的（ A ）
A. 无意注意
B. 有意注意
C. 外部注意
D. 内部注意
8.消费者对某种品牌或企业形成了特定的态度以后，往往会努力维护它们在自己心目中的形象，这是态度功能的表现。这种功能是（ D ）
A.导向功能
B.识别功能
C.价值表现功能
D.自我保护功能
9.在购买过程中,由人们的认识、情感、意志等心理过程引起的行为动机是
（ B ）
A.生理性购买动机
B.心理性购买动机
C.原始性购买动机
D.群体性购买动机
10．消费者受群体规范影响的主要心理原因是( A )
A 仿效心理
B 学习心理
C 攀比心理
D 追随心理
11．从年龄差异上看，时间消费心理较强的群体是( B )
A 少年儿童
B 青年
C 中年
D 老年
12．回避群体也一定是( C )
A 正式群体
B 首要群体
C 自觉群体
D 参照群体
13.少年儿童的消费心理具有较大的（ D ）
A. 自主性
B. 自觉性
C. 稳定性
D. 变动性
14．不成文的消费者群体规范是约定俗成的产物，要求群体成员（ A ）A. 自觉遵守 B. 有意暗示 C. 无意模仿 D. 内部沟通
15．当消费者所消费的商品的数量增加时( C )
A 边际效用增加B边际效用不变C边际效用降低D以上都不是
16.消费流行得以实现的前提条件是（C ）
A. 信息传递技术的发展
B. 一定商品的堆积
C. 一定接受群体的存在
D. 一定思想观念的变革
17.在新产品推广过程中，特别强调新产品的相对优点是在消费者心理活动过程的（ A ）
A. 注意阶段
B. 兴趣阶段
C. 评价阶段
D. 试用阶段
18.采用独立商标策略有利于（ D ）
A.降低广告成本
B.企业所有产品都畅销
C.提高产品知名度
D.提高企业的销售额
19.商品名称的首要心理功能是( A )
A 认知功能
B 记忆功能
C 情感功能
D 联想功能
20.在其他条件相同的情况下,人们的注意程度与广告版面大小之间的关系是( A )
A 正比关系
B 反比关系
C 不确定关系
D 没有关系的
二、多项选择题(本大题共10小题，每小题2分，共20分)
在每小题列出的五个备选项中有二至五个是符合题目要求的，请将其代码填写在答题纸上。错选、多选、少选或未选均无分。
21．消费者可以充当的角色是( ABD )
A. 需求者
B. 使用者
C. 生产者
D. 购买者
E. 供应者22．马斯洛的需要理论中成长需要包括( BCE )
A. 归属与爱的需要
B. 审美的需要
C. 求知的需要
B. 尊重的需要 E. 自我实现的需要
23．引起消费者无意注意的因素包括( ABC )
A. 刺激物的活动性
B. 与背景反差明显的商品陈列
C. 消费者的心境
D. 广告
E. 商品包装
24．影响消费者记忆与遗忘的客观因素包括（ADE ）
A. 消费者自身的生理特征
B.消费者学习的程度C．消费者注意与兴趣的程度D. 消费者所受刺激的强弱程度 E. 信息的顺序位置
25．能够让消费者产生社会性动机的有（ACE）
A．兴趣 B. 避险 C. 成就 D．饥渴 E. 交往
26.消费者购买行为的一般特点有（ABCD）
A. 变化性
B. 自主性
C. 关联性
D. 目的性
E. 稳定性
27．女性消费者群体所具有的消费心理有（BD ）
A. 求新、求异
B. 喜欢攀比
C. 购买迅速
D. 注重细节
E. 不喜欢挑剔28．影响消费者从众行为的因素包括( ADE )
A 群体压力
B 消费者的自信心非常强
C 消费者对该产品相当熟悉
D 消费者对参考群体相当忠诚
E 消费者的自信心非常弱
29.消费习俗的特征是（AB ）
A. 非强制性
B. 地域性
C. 稳定性
D. 差异性
E. 盲目性
30.商业广告心理功能的主要表现有( ABCE )
A 传播功能 B诱导功能 C教育功能 D批判功能 E促销功能
三、简答题（本大题共5小题，每小题5分，共25分）
31. 简述感觉的适应性对消费者的影响。
解答：1）感受器在刺激的连贯作用下(刺激强度不变)，感觉会随刺激时间的延续而发生变化(多数为感受性降低，甚至于消失)，这种现象叫做感觉的适应。(2分)
（2）低强度的、简单的、经常接触的、与消费者不相关的刺激以及长时间的相同刺激容易引起感觉适应。(2分)
(3) 感觉适应会造成消费者购买欲望的降低。(必须举例说明) (1分)
32.简述影响消费者记忆的因素。
解答：①独特的、不寻常的信息较少受遗忘的干扰。（1分）
②呈现信息的顺序会影响对它的保持。（1分）
③重复可以增加信息在短时记忆中停留的机会。（1分）
④遗忘的恢复依赖某些线索。（1分）
对每一条都能作出必要的解释。（1分）
33.简述流行对消费者心理的影响。
解答：(1).认知态度的变化（1分）
(2).驱动力的变化（1分）
(3)使原有的消费心理发生反方向的变化（1分）
(4)使原有的偏好心理受到冲击（1分）
34.访谈法中对访谈员有哪些要求？
解答：主要是对访问员的素质要求：以诚相待；平易近人；观察力强；有一定的判断力；知识面要广；有耐心，善于保持沉默；有文字记录能力；能准确表达访问问题；能循序渐进，追根求源；善于和不同的人打交道。(每两小点1分)
35.简述边际效用的基本内容。
解答：(1)效用就是商品或劳务满足人们欲望或需要的能力，它会因人、因时、因地的不同而不同。(2分)
(2)边际效用是指消费量每增加一个单位所增加的满足程度。(1分)
(3)随着消费商品数量的增加，给消费者带来的满意程度也在增加。而消费
者的满意程度增加的同时，每一单位商品给消费者带来的满意程度却
在减少，即边际效用降低。(2分)
四、论述题（本大题共1小题，15分）
36.试论述企业应该如何利用消费者的气质对消费行为的影响。
解答：(1)气质的四种基本类型及其在消费行为中的四种表现形式。(5分)
(2)不同气质类型的消费者的购买行为表现。(5分)
(3)针对不同气质类型的消费者，企业在营销实践中应采用的相应措施。(5
分)
(第二和第三点可以合并论述，也就是说，在对每一气质类型的购买行为表现表述完之后直接写营销人员的对策。)
五、案例分析题（本大题共2小题，每小题10分，共20分）
37．美国某公司雇用了数十名女打字员，为了方便管理，公司将她们集中在同一办公室工作。然而，在最初的三个月中，打字员们情绪不安，打字错误率高。经研究认为，严格的管理和室内高80分贝的嗓音导致打字员工作效率差的重要原因。后来，公司配备了防音、消音设施，使室内嗓音下降，而打字员的情绪也开始稳定，错误率降低。
通过以上案例，请分析人的情绪与行为的关系并阐述消费者情绪与行为的关系。
解答：37（1）情绪的产生和变化可以促使行为发生，也可以阻碍行为的进行。（3分）
2)在上述案例中，打字员在严格的管理和噪音影响下情绪不安，从而
使其行为不利于提高工作效率。（3分）
3)消费者情绪也能直接影响购买力；而产生消极情绪则降低活动能力。
（4分）
【评分标准】仅答要点，没有结合案例分析者酌情扣分。
38．某国一出版公司有一批滞销书久久不能售出。推销人员想出一个主意，于是给总统送去一本书并征求意见。总统忙于政务便回了一句：“这本书不错”，销售人员便大作广告：“现有总统喜爱的书出售”。书即被抢购一空。不久，又有书卖不出去，销售人员又送给总统一本，上过当的总统便“回敬”一句：“这本书糟透了”，转天该公司发出广告，“现有总统讨厌的书出售”。结果，书又售
罄。第三次，该公司又如法炮制，总统接受教训，不予答复。于是该公司再发出广告，“现有总统难下结论的书出售，欲购从速。”书仍被抢购一空。
请分析本案例中某国出版公司运用了哪些增强广告效果的心理策略？
解答：38.一、利用消费者的从众心理和模仿心理，利用总统来提高广告刺激的强度，从而吸引消费者的注意。(4分)
二、利用暗示原理，暗示消费者此书与总统有关。(4分)
三、在心理技巧上，以巧取胜，不管总统如何表示，都能变废为宝，巧用名人，取得
事半功倍的效果。(2分)
(必须说清从众、模仿心理，暗示原理的主要内容，否则一、二两点的得分减半。)
一单项选择题
1 B
2 B
3 B
4 C
5 B
6 B
7 A
8 D
9 B 10 A
11 B 12 C 13D14A15 C
16C17A18D19A20 A
二多项选择题
21 ABD 22 BCE 23 ABC 24 ADE 25 ACE
26ABCD27BD28ADE29AB30 ABCE
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C. Yes, she lives here. D. Yes, what do you want? 4. Would you mind changing seats with me? C A. Yes, you can. B. Of course, I like to. C. No, I don't mind. D. Certainly, please do. 5. Shall we sit up here on the grass or down there near the water? A A. I' d rather stay here if you don' t mind. B. Sorry, I don’t like neither. C. Certainly, why not? D. Yes, we like these two places. 第二部分：阅读理解（共10小题；每小题3分，满分30分） Passage 1 How men first learnt to invent words is unknown; in other words, the origin of language is a mystery. All we really know is that men, unlike animals, somehow invented certain sounds to express thought and feelings, actions and things, so that they could communicate with each other; and that later they
华东师范大学英语模拟卷B答案
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华东师范大学博士入学考试英语卷
华东师范大学 博士学位研究生入学考试 英语试卷 Paper One Part I Listening Comprehension 15% (20 minutes) Section A Directions:In this section, you will hear ten short conversations. At the end of each conversation, a question will be asked about what was said. Both the conversation and the question will be spoken only once. After each question there will be a pause. During the pause, you must read the four choices marked A, B, C and D, and decide which is the best answer. Then mark the corresponding letter on the Answer Sheet with a single line through the centre. 1. A. From the policemen. C. In the town. B. In the car. D. At the police station. 2. A. Doctor. C. Receptionist. B. Secretary. D. Patient. 3. A. Mr. Bixy's secretary. C. A typist. B. Mr. Bixby's friend. D. Mr. Bixby's client. 4. A. Ron. C. Lucy. B. Ron's friend. D. Lucy's husband. 5. A. Visiting as many places as he can. C. Visiting his friends here. B. Visiting a variety of museums. D. Visiting the art museums. 6. A. The first speaker's is going to spend the weekend there and then visit some friends. 1
2016年华东师范大学学科教学(英语)考研
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《语言学教程》（修订版）北大出版社胡壮麟 四、华东师范大学学科教学（英语）考研报录比怎么样？ 华东师范大学2013年考研学科教学（英语）（专业学位）专业招生人数为10。华东师范大学2012年考研学科教学（英语）（专业学位）专业招生人数为10。华东师范大学2011年考研学科教学（英语）（专业学位）专业招生人数为15。 五、学科教学（英语）考研院校推荐怎么样？ 目前，国内的高校开设学科教学（英语）这门课程的和声誉比较好的有：(10027)北京师范大学、(10200)东北师范大学、(10246)复旦大学、(10486)武汉大学 (10487)华中科技大学、(10533)中南大学、(10269)华东师范大学 六、学科教学（英语）考研就业方向怎么样？ 一般来说，学科教学（英语）考研毕业生会选择从事教书、翻译、文秘，也可以进公司干行政或者公关，有些学生可以选择策划管理以及进媒体工作。
大学英语B-模拟试题2
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统考《大学英语B》十套模拟试题
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华东师范大学网络教育学院英语专业本科
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II. Directions: There is at least one mistake in each sentence below. Find out the mistake(s) (Don't mark anything on your test paper.) and then write down the correct word or phrase and the related part(s) of the sentence next to the number of the problem on your answer sheet. (10%) 11. That was the time at which John came. 12. Five hundred dollars are more than I can afford. 13. The technical innovations are by no means plain sailing. 14. John cannot swim now, but he can swim next year if he has a coach. 15. Caricature(漫画) was close to the humor of the fast-developing comic strip than to the sting of political satire. 16. John speaks English better than all the students in the class. That's why his teacher likes him. 17. The panda which lives in China is a lovely animal. 18. The food that Mark is cooking in the kitchen is smelling delicious 19. Walking into the classroom, a new picture on the wall caught my eye. 20. The large university provides a wide range of specialized departments, as well numerous coursed within such departments. IV. Directions: Paraphrase the following sentences or the underlined parts of the sentences and write your restatements next to the number of the problem on your answer sheet. (30%) 21．Such a suspension is his privilege to bestow, and it is usually handled humorously, with a remark like, "I answer quicker to Bruce." 22．There are many such arbitrary little limitations on our language. 23．They adapt their presentation to the messages they pick up. 24. A housewife, knowingly if quite casually, said, "We thought it was a lover's quarrel." 25. The ordinary everyday "blues" are fortunately usually brief and self-curing and, although they take the edge off life, are not terribly incapacitating. 26.A housewife, knowingly if quite casually, said, "We thought it was a lover's quarrel." A husband and wife both said, "Frankly, we were afraid." 27. People with a more dominant attitude will use more expansive gestures, spreading the arms and legs, creating an air of openness. 28. It is firmly grounded in evolutionary development. 29. Then the trickle of immigrants became a stream, and the population began to move westward - not to grab and leave but to settle and live, they thought. 30. Depression in children is usually masked, presenting symptoms like restlessness, sleep problems, lack of attention and initiative. V. Directions: Translate the following into Chinese and write your translation next to the number of the problem on your answer sheet. (10%)