Consumer Psychology

Author: Chen Zhiyong
Publisher:
Publish Date: 2001-07-20
Features:
Book Description
Based on modern market consumption phenomena, this book objectively analyzes the unique psychological patterns of consumers during the purchase of goods or services. It elaborates specifically on how enterprises can better meet consumer needs and how to guide consumer behavior to benefit the company. The book consists of 14 chapters. The first half discusses the universal psychological processes in consumer behavior, including perception, learning, needs, motivation, personality, attitudes, and purchase decisions. The second half focuses on the impact of external factors on consumer behavior, with an emphasis on analyzing how enterprises can better conduct marketing. The book combines theory with practice and is highly applicable. It can serve as a textbook for economics and management majors in middle and high schools, training materials for marketing personnel in business enterprises, and a reference for general readers.