消费者行为学期末考试重点.doc

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1、消费者行为学期末考试重点试卷分数结构：题量（题）*分值（分/题）总分名词解释5*420简答6*424论述16*116案例20*120创意广告1*2020考试重点：P33SensationP34Figure2.1P41AbsolutethresholdP55LearningP56ClassicalConditioningP57StimulusGenerationP61InstrumentalconditioningP79MotivationP84Maslow’sHierarchyofNeeds(广告题）P82Approach/Avoidance-Approach/AvoidanceConflic

2、tP110Self-Concept&Self-Esteem(广告题）P111RealandIdealSelves（简答题）P117ExtendedSelfP139PersonalityP149LifestyleP165、P210、P264案例分析P168TheABCModelofAttitudesP172ThetheoryofcognitivedissonanceP221PerceivedRiskP265ReferenceGroupP281OpinionLeaderP373Culture