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Exercise 1 (200712)
One factor that can influence consumers is their mood state. Mood may be defined _____67_____ a temporary and mild positive or negative feeling that is generalized and not tied _____68_____ any particular circumstance. Moods should be _____69_____ from emotions which are usually more intense, _____70_____ to specific circumstances, and often conscious. _____71_____ one sense, the effect of a consumer’s mood can be thought of in _____72_____ the same way as can our reactions to the _____73_____ of our friends—when our friends are happy and “up”, that tends to influence us positively, _____74_____ when they are “down”, that can have a _____75_____ impact on us. Similarly, consumers operating under a _____76_____ mood state tend to react to stimuli (刺激因素) in a direction _____77_____ with that mood state. Thus, for example, we should expect to see _____78_____ in a positive mood state evaluate products in more of a _____79_____ manner than they would when not in such a state. _____80_____, mood states appear capable of _____81_____ a consumer’s memory.
Moods appear to be _____82_____ influenced by marketing techniques. For example, the rhythm, pitch, and _____83_____ of music has been shown to influence behavior such as the _____84_____ of time spent in supermarkets or _____85_____ to purchase products. In addition, advertising can influence consumers’ moods which, in _____86_____, are capable of influencing consumer’ reactions to products.
67. A with B about C as D by
68. A up B to C under D over
69. A divided B derived C descended D distinguished
70. A referred B related C attached D associated
71. A In B On C By D Of
72. A thus B still C much D even
73. A behavior B gesture C signal D view
74. A for B provided C unless D but
75. A relative B negative C sensitive D decisive
76. A fixed B granted C given D driven
77. A insistent B resistant C persistent D consistent
78. A relatives B consumers C businessmen D manufacturers
79. A casual B serious C favorable D critical
80. A Moreover B However C Nevertheless D Otherwise
81. A lifting B raising C cultivating D enhancing
82. A rarely B readily C currently D cautiously
83. A volume B speed C step D band
84. A extent B scope C amount D range
85. A capabilities B facilities C intensions D reflections
86. A turn &n
