Consumer Psychology

Author: Ke Hongxia
Publisher:
Publish Date: 2006-01-01
Features: Consumer Psychology analyzes and studies the characteristics and patterns of consumer psychology through the examination of consumer purchasing behavior, providing a basis for businesses to better formulate and adjust their marketing strategies. As a result, it is an important professional course in the teaching system of marketing and trade-related disciplines. To this end, we have compiled this textbook according to the requirements of higher vocational education. In the compilation of this textbook, we strive to highlight the following features:
1. Striving for a complete and rational system structure. The book is divided into four parts, systematically elaborating on the basic theories of consumer psychology as well as the influence of psychological, social, and economic factors on consumer purchasing psychology and behavior.
2. Emphasizing the cultivation of practical skills. Tailored to the characteristics of vocational and technical colleges, the foundational theories are presented in a necessary and sufficient manner, with a focus on practical skill development. Each chapter is accompanied by typical case analyses to reinforce practical application.
3. Highlighting the novelty of the format. Each chapter includes learning objectives, key points and difficulties, case analysis, key terms, and discussion questions, facilitating students' comprehensive mastery and application of fundamental knowledge and specific operations.
4. Emphasizing the cutting-edge nature of knowledge. We have referenced numerous recent publications, including specialized books, textbooks, and research findings, striving to comprehensively cover the latest research results in this field.
This book is compiled in accordance with the teaching requirements of vocational and technical colleges and can be used by undergraduate and associate-degree students in economics and management. It is also suitable for professionals in economics, management, marketing, and.