Consumer Psychology

Author: Wen Xiaoqing
Publisher:
Publish Date: 2004-07-01
Features: This book systematically introduces the basic principles of modern consumer psychology, the individual psychological characteristics of consumers, consumer needs and motivations, and the fundamental 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 psychological aspects of consumer pricing, consumers' perceptions of advertising, the impact of advertising on consumer psychology, as well as the theories and practices of consumer saving and investment psychology. 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 majors in higher education institutions, and can also be used by corporate marketing personnel and individual consumers for learning. Of course, it is also a reference book for relevant researchers.