Consumer Psychology

Author: Wang Guancheng
Publisher:
Publish Date: 2004-01-01
Features: The author summarizes his teaching experiences and research findings over the years, references recent specialized books, textbooks, and research results, and draws on reasonable and useful theories and methods from related fields abroad. The book strives to comprehensively cover new research findings in the field, systematically elaborates on the basic theories of consumer psychology, and explores the influence of psychological factors, social factors, product factors, and market factors on consumer purchasing psychology and behavior. By examining the relationship between consumer psychology and the consumption process from multiple perspectives, it reveals the general patterns and trends of consumer psychology development. Based on this foundation, it proposes targeted psychological strategies and marketing principles, methods.
The book is grounded in the theories of consumer psychology and takes the perspective of enterprise production and marketing. It summarizes the main factors influencing consumer psychology and behavior into psychological factors, social factors, product factors, and marketing factors, systematically elaborating on the main research findings and operational methods of contemporary consumer psychology. The content covers concepts of consumer psychology, the significance and methods of consumer psychology research, the psychological processes of consumers, individual psychological characteristics of consumers, psychological factors influencing consumer behavior, psychological activities in the consumer purchase process, the relationship between social groups and consumer psychology, the relationship between social environment and consumer psychology, the influence of product prices on consumer psychology, the impact of product brands and packaging on consumer psychology, the role of product innovation in consumer psychology, and the relationship between marketing and consumer psychology. Each chapter is also accompanied by review questions and case studies to further reinforce the learned knowledge.