Consumer Psychology and Behavior 2nd Edition

Author: Jiang Lin
Publisher:
Publish Date: 2002-05-01
Features: This book summarizes the author's insights and experiences from years of teaching and researching consumer psychology. During the writing process, it extensively draws on research findings both domestically and internationally, striving to reflect the latest developments in this field of study. In terms of the research system, the book meticulously designs its structure to comprehensively cover all aspects of the research domain. Regarding the research content, it authentically reflects and explores many new phenomena and issues that have emerged in the field of consumption in recent years, adding numerous new research elements such as the latest trends in modern consumer demand, consumers' rebellious psychology, expectation psychology, saving and investment behavior, etc., thereby enriching and deepening the research content. In terms of research methods, the book emphasizes the close integration of theory with corporate marketing practices. It applies relevant principles to analyze the psychological characteristics and behavioral manifestations of consumers in areas such as advertising, product naming, and trademarks, and proposes targeted, practical, and effective psychological strategies to provide direct guidance and practical value for businesses engaging in marketing activities.