Consumer Psychology

Author: Tian Yijiang / Ji Yunli (editors)
Publisher:
Publish Date: 2005-01-01
Features: Based on the main content and new development trends of contemporary consumer psychology and behavior research, this book follows the thread of what consumers buy, why they buy, when they buy, where they buy, how they use the products after purchase, and how they handle them afterward. It analyzes the process by which consumers obtain consumption information, generate consumption needs and motivations, make purchase decisions, enjoy consumption value, and gain consumption experiences. The book introduces the psychological characteristics of consumer groups, analyzes the relationship between factors such as products, business environments, advertising, and social environments and consumer psychology, and presents the main methods for researching consumer psychology and behavior. The cases selected in this book are relatively rich, with most derived from consumer psychology research in domestic markets. The research methods introduced are highly applicable. This book is suitable as a vocational and technical college textbook for economics, business management, marketing, and public relations/advertising majors. It can also be read by professionals in business management, business planning, and market research.