旅游者行为学 复习题
第一章 Chapter 1
1. What is consumer behavior? 什么是消费者行为?
2. List and briefly describe applications of consumer behavior. 请简要列举说明消费者行为学的运用领域.
第二章 chapter 2
1. List and explain the four steps of information processing model: 消费者信息处理过程的四个步骤 (exposure, attention, interpretation, and memory.) 2. noun explanation （名词解释） Exposure 展露
sensory threshold 感觉阈限 attention 注意 perception 知觉 Web’ law 韦伯定律
3. List the factors which determine the attention.列举影响注意的主要因素。 4. True or false（判断对错）
（1）“perceived” reality, not the objective reality, provides the basis for their emotional and behavioral responses.
（2）Imagination is a distortion of the senses, generally shared by most people.
6. Explain what “halo effect” (sterotype) is , and give us an example. 解释什么是晕轮效应(刻板印象)，并举例说明。
7. what are the main contents of tourists perception ? 旅游者知觉的主要内容有哪些？
Chapter 3 第三章 学习
1. noun explanation 名词解释 learning 学习 reinforcement 强化 memory 记忆
Forgetting curve ( Ebbinghaus curve ) 遗忘曲线
2. Explain the main point of classical conditioning, and list the marketing strategy based on it. 阐释经典的条件反射的基本原理，并列列举其营销运用。
3. Describe the process of shaping in purchasing behavior base on instrumental conditioning.请描述基于操作性条件反射的消费行为塑造过程。
4. Explain the social learning theory and give us an example of tourists behavior. 请解释社会学习理论，并举旅游者行为的例子来说明。
Chapter 4 第四章
1．
Terms explanation 名词解释 Need 需要 Motivation动机 2．
List and explain the five basic needs in Maslow’s hierarchy of needs。 列出马斯洛需求层次理论中的五大需求，并解释。 3．
Describe the motivation process and explain where are the motivations come from?(描述动机过程，并解释动机从何而来？) 驱力理论/期望理论/推拉
理论。 4．
What are the most common motivations for purchasing? 购买行为最常见的动机有哪些？ 5．
What are the most common motivations for tourists? 旅游者最常见的动机有哪些？ 6．
Explain what is “Approach-Approach（approach-avoidance） Motivational Conflict” with an example among tourists. 以旅游者的实例来解释什么是双趋(趋避)动机冲突。
Chapter 5 第五章
1.Terms explanation 名词解释 Attitude 态度
Self-Perception Theory 自我知觉理论
2．What are the main functions of attitude，explain and give examples?态度有哪些主要的功能？解释并举例。
3．List and explain the three components of attitude (ABC model)。列举并解释态度的三种成分。
4．How can cognitive component （Affective component） of attitude be measured？Give us an example to explain the method. 态度的认知成分(情感成分)要怎样测量？举例说明测量的方法。
Chapter 6 第六章
1.Terms explanation 名词解释
Personality
Brand personality Self-concept Life-style
2. List and explain the three components of personality in Freudian theory。列出并解释弗洛伊德理论中人格的构成（回答：id; ego; superego 和他们遵循的原则） 3．Multiple choices 选择题
What are the three components of Freudian’s personality ?( ) A Id ;self; and ego B Id, self; super-id C id, ego, superego D ego, id , super id
How many source traits were proposed in Cattell’s personality factors?( ) A 13 B 14 C 15 D 16
“How I actually see myself” represents the ( ) dimension of the self-concept. A ideal private self B ideal social self C actual private self D actual social self
AIO method measure the lifestyle from three aspects, namely ( ) A Attention, idea and opinion B activities, interest and opinion C activities, idea and opinion D Attention, interest and opinion
4. Explain the self-product congruence during consumption. 请解释消费过程中的产品自我一致性。
Chapter 7 第七章
1.Terms explanation 名词解释 Problem recognition问题认知
Purchase involvement 购买卷入（介入） Evaluative criteria 评价标准
2. How can we discover the problem of consumers?怎样发现消费者的问题？
3. What are the main sources for external information search? 外部信息搜集的主要渠道（来源）是哪些？
4. Multiple choices 选择题（单项选择）
(1)Which of the following items can increase the external information search effort (哪一项可以导致更多地外部信息搜索努力?)
A great number of alternatives B small price range
C low level of differentiation D low perceived risk level
(2) Which is the proper strategy for brand in evoked set when the target market decision pattern is limited decision making( )? 当目标顾客群体进行有限性决策时，处于激活域中的品牌应该采用哪种战略？
A capture strategy B Maintenance strategy C Preference strategy D Disrupt strategy
5.List the typical stages of tourist decision making process and explain the difference between nominal decision making and extended decision making. 描述旅游者决策过程的典型阶段，并解释名义型决策和扩展型决策之间的差异。
6. Explain Conjunctive Rule with an example of tourists decision making. 举例解释旅游者联结式决策。
7.Explain the difference between repeated purchaser and brand loyalty .试述重购与品牌忠诚之间的差异。 8. True or false（判断对错）
(1)More importance of the decision to the consumer, more likely the consumer will be of post-purchase Dissonance. 决策对于消费者越重要，消费者越容易感觉到购后疑虑。