Consumer Behavior (8th Edition) (8th Edition)

Author: Fu Guoqun
Publisher:
Publish Date: 2003-01-01
Features: Marketing is a science that seeks to influence consumer behavior. These influences, whether on the businesses that exert them, the individuals affected, or society as a whole, are profoundly significant. Everyone is both a member of society and a consumer, and in this sense, consumer behavior and the attempts to influence it are closely related to the lives of each of us. This book aims to provide an understanding of consumer behavior, as such understanding helps us become smarter consumers, better marketers, and better citizens. Since its first edition was published over 20 years ago, it remains one of the most distinctive textbooks in the field of consumer behavior and consumer psychology, and has become one of the most authoritative and popular textbooks in the field of consumer behavior research. The book is divided into six parts and 22 chapters, comprehensively introducing the nature of consumer behavior, internal and external factors influencing consumer behavior, the decision-making process of consumers, organizational buying behavior, and content related to marketing regulations. At the end of each chapter, there are numerous targeted exercises and innovative online research exercises. The cases included in the book are not only closely tied to the concepts and principles introduced but are also concise and well-structured, making them highly suitable for classroom reading and discussion.