Consumer Behavior - (Second Edition)

Author: Rong Xiaohua
Publisher:
Publish Date: 2006-03-01
Features: This book comprehensively applies knowledge from disciplines such as psychology, sociology, anthropological culture, and marketing to systematically study and elaborate on various psychological and behavioral phenomena of consumers in consumption activities. These include the process of psychological activity, individual psychology, consumption needs, purchase motivation, attitudes, psychological resistance, purchase behavior, saving, credit, and investment, as well as the psychological and behavioral responses of consumers to marketing activities such as advertising, pricing, new product development, promotion, and the creation of shopping environments. This book provides significant guidance for enterprises to understand the psychological and behavioral characteristics of target market consumers, formulate correct marketing strategies, and achieve the best marketing results.
Target Audience: Undergraduate and graduate students and faculty in business administration and marketing majors, business management personnel, and government officials.
This book summarizes the author's insights and experiences from years of teaching and researching consumer behavior, widely drawing on domestic and international research findings to reflect the latest developments in this field. It authentically reflects and explores many new phenomena and issues emerging in the consumption sector in recent years, adding new research content such as the latest trends in modern consumption needs, consumers' psychological resistance and expectations, green consumption behavior, personal financial management behavior, imitation and conformity behavior, and the influence of sociocultural factors such as reference groups, social stratification, and family roles on consumer behavior, making the research content richer and more comprehensive.