【正文】 境引發(fā)的、有目的指向性的、應(yīng)用各種信息手段使問題解決的一系列認(rèn)知操作過程。P786．知覺： 大腦能對(duì)來自感覺器官的信息加工，人們對(duì)世界的認(rèn)識(shí)是通過對(duì)客觀事物的認(rèn)識(shí)加工實(shí)現(xiàn)的，這種認(rèn)識(shí)加工在心理上稱為知覺。這是一種已經(jīng)產(chǎn)生的感覺引起了另一種感覺的心理現(xiàn)象，這種現(xiàn)在被稱為聯(lián)覺，又稱為通感。無意注意是指事先沒有任何準(zhǔn)備，沒有預(yù)定的目標(biāo)，產(chǎn)生心理活動(dòng)的一方也不需要做什么努力的注意。P322．感覺： 感覺是人腦對(duì)直接作用于感覺器官的外界事物的個(gè)別屬性的反應(yīng)。P744．錯(cuò)覺： 錯(cuò)覺是人對(duì)客觀事物的不正確的感覺，是人們對(duì)客觀事物感覺化的、情緒化的認(rèn)識(shí)，是在缺乏冷靜思考、科學(xué)分析、理性分辨的情況下產(chǎn)生的一種感覺。P867．想象： 想象是在已有的感性基礎(chǔ)上進(jìn)行創(chuàng)造性活動(dòng)的心理形式，是在人的頭腦中改造已有的表象以創(chuàng)造新形象的過程。P13411．記憶： 記憶是人們以往生活中經(jīng)歷的、知道的、了解的事物在頭腦中留下痕跡并再現(xiàn)的過程。P17515．道德感： 道德感是個(gè)體根據(jù)一定的道德準(zhǔn)則衡量自己或他人行為所產(chǎn)生的情感。是消費(fèi)者理解認(rèn)識(shí)廣告的前提，是心理活動(dòng)的重要組成部分，廣告說服是從消費(fèi)者注意開始的。是需要的根源，是動(dòng)機(jī)產(chǎn)生的原因。A：行動(dòng)。如增加刺激強(qiáng)度、以新奇創(chuàng)新吸引注意，激發(fā)他們的興趣。注意貫穿在心理活動(dòng)之中，它的作用是讓感覺和知覺停留在對(duì)象上。平衡感覺是指對(duì)身體作直線加速運(yùn)動(dòng)或減速運(yùn)動(dòng)或作旋轉(zhuǎn)運(yùn)動(dòng)進(jìn)行反映的感覺。思維的抽象性是指人們可以通過抽象的概念、數(shù)字等對(duì)一個(gè)或幾個(gè)事物加以概括、分析和判斷。消費(fèi)者思維的抽象性還表現(xiàn)在消費(fèi)者能將兩個(gè)以上的事物（廣告、商品或企業(yè)）放在一起綜合分析，通過對(duì)若干事物的綜合分析對(duì)事物下判斷。消費(fèi)者借助文字、語言等認(rèn)識(shí)商品，體現(xiàn)了思維間接性的特點(diǎn)。廣告從業(yè)人員應(yīng)該具有創(chuàng)造性的思維，在廣告創(chuàng)意上不斷創(chuàng)新，而不簡單模仿，不拘泥與某種程式，思維靈活，反應(yīng)靈敏，善于捕捉信息。9．問題解決的思維活動(dòng)具有哪些條件？答：問題解決的思維活動(dòng)必須有三個(gè)條件：一是具有明確的目標(biāo)指向性；二是具有一系列的操作過程，包括信息獲取和技能使用；三是必須有思維認(rèn)知成分的參與。在每次給狗食物之前，先打鈴，這樣多次以后，原本對(duì)狗無意義的鈴聲，對(duì)狗發(fā)生了意義，如果僅僅打鈴而不給食物，狗竟然也分泌唾液，這時(shí)原本無意義的鈴聲刺激成了條件刺激物，從而形條件反射。經(jīng)典條件反射理論可以用于解釋消費(fèi)者習(xí)得品牌過程。消費(fèi)者的要求是多方面的，因人因時(shí)因地而不同，呈彈性狀態(tài)。在大的方面，在某一領(lǐng)域，人們的消費(fèi)需要量大致情況是可以預(yù)料的。消費(fèi)者的需要中有一些屬于次要需要、隱性需要。（3）年齡等因素對(duì)動(dòng)機(jī)形成的影響：，一是不同年齡人的基本需求是不同的，二是不同年齡產(chǎn)生的動(dòng)機(jī)不一樣。一是自然環(huán)境的差異造成不同的動(dòng)機(jī)。職業(yè)影響人們的審美觀念，也影響到人們對(duì)商品及勞務(wù)的選擇。經(jīng)濟(jì)能力差的，他的消費(fèi)動(dòng)機(jī)以滿足生活必需為準(zhǔn)則，同時(shí)希望價(jià)廉。群體成員間的消費(fèi)觀念會(huì)相互影響，并影響個(gè)人消費(fèi)動(dòng)機(jī)的確立。（3）情緒是情感的基礎(chǔ)，是情感的外在表現(xiàn)。舉例略。 16．廣告語對(duì)消費(fèi)者意志行動(dòng)具有哪些作用？舉例說明。 18．簡述消費(fèi)者選擇指向發(fā)生的兩種形式。{2}強(qiáng)迫選擇。集中注意力就是種強(qiáng)迫選擇。知覺的選擇性是指人腦對(duì)刺激物元素的選擇組合認(rèn)知加工。例如傻瓜照相機(jī)降低了使用照相機(jī)的難度。3．信息a 進(jìn)入A，B ，C 三人的頭腦，經(jīng)過大腦的加工，得出的信息可能是a1,a2,a3。這一實(shí)驗(yàn)表明，選擇加工的角度不同，結(jié)果會(huì)不同。這是知覺的恒常性。該試驗(yàn)表明，在習(xí)得知識(shí)的開始階段，遺忘的速度是比較快的，以后會(huì)放慢速度。廣告通過消費(fèi)者的“操作”習(xí)得品牌，是建立品牌記憶系統(tǒng)的方式之一。 答：這句廣告語字?jǐn)?shù)控制在7加減2減少了廣告記憶內(nèi)容，符合品牌信息記憶策略，在廣告詞語不斷的反復(fù)中，使品牌更容易識(shí)別和記憶。（書P219）2．商場(chǎng)往往以降價(jià)、保修、送貨上門等作為促銷手段，為什么？答：降價(jià)符合消費(fèi)者希望價(jià)廉的心理，在馬斯諾的需求層次劃分中的最高層是自我表現(xiàn)的需要的滿足，名牌降價(jià)可以滿足消費(fèi)者對(duì)名牌擁有，以滿足自我表現(xiàn)需要的心理。答：利用消費(fèi)者對(duì)全聚德原有的記憶和感覺，以及對(duì)“仝聚德”因視覺上混淆而產(chǎn)生的錯(cuò)覺，利用消費(fèi)者對(duì)該品牌感覺化、情緒化的認(rèn)識(shí)來誤導(dǎo)來消費(fèi)者。（書P199）５．1993年，廣西北海市新亞洲物業(yè)有限公司用64萬元競(jìng)得兩個(gè)收集號(hào)碼908798和901888，后者的價(jià)格高達(dá)60萬元。 答：巨額購買號(hào)碼，本身就是一個(gè)炒做的行為，可以引起消費(fèi)者的關(guān)注度。６．有一個(gè)外地服裝商說，過去我到上海來把握服裝流行趨勢(shì)，然后批發(fā)一批服裝到外地去賣，過一段時(shí)間再到上海來，看流行是否變化，再?zèng)Q定批發(fā)什么回去。（書P199）社會(huì)的經(jīng)濟(jì)文化和政治環(huán)境的寬松也給流行發(fā)展創(chuàng)造了良好的環(huán)境，在改革開放之后，國家實(shí)行市場(chǎng)經(jīng)濟(jì)，賣方市場(chǎng)變成買方市場(chǎng)，消費(fèi)者的個(gè)性地以充分展示，消費(fèi)行為呈現(xiàn)多元化的態(tài)勢(shì)。據(jù)各個(gè)超市的反映，每天損失要在30萬元到50萬元，出口也受影響，整個(gè)“鄉(xiāng)巴佬”品牌遭受致命性打擊。品牌知名度的傳播中過硬的產(chǎn)品質(zhì)量也是有效建立品牌知名度，防止品牌記憶消退有重要作用。s ball is in (7274 cm) in circumference. The covering of the ball is leather, rubber, position, or synthetic, although leather covers only are dictated by rules for college play, unless the teams agree otherwise. Orange is the regulation color. At all levels of play, the home team provides the ball. Inflation of the ball is based on the height of the ball39。 the ball was the objective. To score, the ball had to be shot through a horizontal, elevated goal. The team with the most points at the end of an allotted time period wins. Early in the history of basketball, the local YMCAs provided the gymnasiums, and membership in the organization grew rapidly. The size of the local gym dictated the number of players。 Australia, China, and India between 1895 and 1900。s game changed radically in 1971 when separate rules for women were modified to more closely resemble the men39。 under these premises, the two joined to form the National Basketball Association (NBA) in 1949. A rival American Basketball Association (ABA) was inaugurated in 1967 and challenged the NBA for college talent and market share for almost ten years. In 1976, this league disbanded, but four of its teams remained as NBA teams. Unification came just in time for major television support. Several women39。s original thirteen rules remain, the game soon changed considerably, and the founder had little to do with its evolution. The first intercollegiate game was played in Minnesota in 1895, with nine players to a side and a final score of nine to three. A year later, the first fiveman teams played at the University of Chicago. Baskets were now constructed of twine nets but it was not until 1906 that the bottom of the nets were open. In 1897, the dribble was first used, field goals became two points, foul shots one point, and the first professional game was played. A year later, the first professional league was started, in the East, while in 1900, the first intercollegiate league began. In 1910, in order to limit rough play, it was agreed that four fouls would disqualify players, and glass backboards were used for the first time. Nonetheless, many rules still differed, depending upon where the games were played and whether professionals, collegians, or YMCA players were involved. College basketball was played from Texas to Wisconsin and throughout the East through the 1920s, but most teams played only in their own regions, which prevented a national game or audience from developing. Professional basketball was played almost exclusively in the East before the 1920s, except when a team would barnstorm into the Midwest to play local teams, often after a league had folded. Before the 1930s very few games, either professional or amateur, were played in facilities suitable for basketball or with a perfectly round ball. Some were played in arenas with chicken wire separating the players from fans, thus the word cagers, others with posts in the middle of the floor and often with balconies overhanging the corners, limiting the areas from which shots could be