課程名稱︰消費者心理與產品判斷 課程性質︰工管系選修 課程教師︰簡怡雯 開課學院：管理學院 開課系所︰工管系 考試日期（年月日）︰2009.4.16 考試時限（分鐘）：180分鐘 是否需發放獎勵金：是 （如未明確表示，則不予發放） 1. Please explain the following three choices: “stimulus-based choice”, “me mory-based choice”, and “mixed choice”. 2. Please explain “perceptual enhancement”. 3. What are the three indicators for “attitude strength”? 4. Please explain the central-route processing and peripheral-route processing as defined in the Elaboration Likelihood Model. 5. Describe four commonly used “inferences” and explain the meaning of each. 6. Describe three unintended effects of repetition. 7. Please explain three types of cognitive reactions for adaptation to discrep ant information. 8. Please explain the likelihood that input A will be used as an input to some judgment or choice,based on Feldman and Lynch’s framework. 9. Explain “the sleeper effect”. 10. Explain “concreteness principle” 11. Explain the following heuristics: “ SAT” “LEX” “EBA” “MCD”, and “ FRQ” 12. List the heuristics that are non-compensatory 13. List the heuristics that are attribute-based 14. List the heuristics that are selective processing 15. List the factors and variables that affect consumers’ contingent decision making 16. Explain the endorser effects in ads by “classical conditioning. 17. Explain the definitions and relations of CS, US, UR, and Rx in classic con ditioning 18. Briefly explain what is the difference between traditional and modern view of conditioning 19. What are the minimal conditions for a true Classical Conditioning Experime nts? 20. Briefly describe an empirical evidence of classical conditioning research. --

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