Consumer Psychology

Author: Wen Xiaoqing, Shi Youchun (editors)
Publisher:
Publish Date: 2004-07-01
Features: This book systematically introduces the fundamental principles of modern consumer psychology, the individual psychological characteristics of consumers, consumer needs and motivations, as well as the basic theories of consumer tendencies and behavior. It elaborates in detail the relationships between consumer psychology and various factors such as the environment, products, and brands. It specifically examines the theoretical and practical aspects of consumers' price psychology, consumers' perceptions of advertising, the impact of advertising on consumer psychology, as well as the psychology of consumer savings and investment. The book also focuses on the transformation and intersection of consumer psychology during the establishment of a market economy system, as well as the changing trends in consumer psychology. This book can serve as a textbook for marketing and related disciplines in higher education institutions, and is also suitable for marketing professionals and individual consumers for study. Of course, it is also a reference book for researchers in related fields.