Consumer Psychology

Author: Wang Huiqin
Publisher:
Publish Date: 2005-06-01
Features: This book is tailored to the characteristics and objectives of higher vocational education, combining corporate production and marketing practices. Based on the theory of consumer psychology, it systematically introduces the main factors influencing consumer psychology and behavior, as well as operational techniques in marketing activities. The content covers concepts of consumer psychology, the psychological processes of consumers, individual psychological characteristics of consumers, consumer needs and motivations, consumer behavior research, product factors and consumer psychology, environmental factors and consumer psychology, and the study of sales behavior and sales personnel. This book features significant innovations in its content structure, writing style, and practical training, aiming to enhance its depth, practicality, and interactivity to better align with the requirements of higher vocational education in cultivating applied talents. Each chapter begins with a case study, and each section concludes with thought-provoking questions and case discussions, demonstrating strong disciplinary systematicity, theoretical guidance, and operational practicality. This book can serve as a textbook or reference for undergraduate institutions, higher vocational and technical colleges, or adult education institutions in business administration, marketing, and related fields. It is also suitable as a training manual for enterprises and a self-study guide for marketing professionals.