Auditing Marketing from the Consumer's Perspective: A Consumer Behavior Tutorial

Author: Nie Zhihong Cui Jianhua
Publisher:
Publish Date: 2005-07-01
Features: This textbook strives to be both theoretically profound and highly readable. On one hand, it introduces relevant knowledge in psychology while fully emphasizing the influence of related disciplines such as sociology, cultural anthropology, and economics. On the other hand, it emphasizes the practical application of consumer behavior in marketing and business, aiming to implement theory into the real lives of readers and help spark their interest in learning and research. The textbook explores consumer behavior research by first introducing relevant concepts, then starting with macro-level external influences, particularly focusing on the impact of marketing factors. It subsequently examines micro-level internal influences, emphasizing the formation of consumer self-concept. Next, it analyzes the external manifestations of consumer purchasing behavior, and finally addresses some controversial issues surrounding consumer behavior in China today.