Consumer Behavior - (6th Edition)

Author: Michael R. Solomon (USA)
Publisher:
Publish Date: 2006-05-01
Features: This book is an important and widely used textbook in the field of consumer behavior. It analyzes consumer behavior from five perspectives—market, individual, decision-maker, subculture, and culture—progressively from micro to macro and from individuals to groups. It highlights a multidisciplinary and comprehensive research perspective, reflecting the new developments in consumer behavior under the backdrop of globalization and digitalization. The adapted version of this book fully absorbs and deconstructs the original work while adhering to the principle of "prioritizing preservation and streamlining expression." It respects and maintains the main structure, basic content, and features of the original book while simplifying,ing, and refining the content and expression throughout the book. Some chapters have been locally restructured to better suit the practical needs of domestic teaching. After adaptation, the book is more concise in length and significantly lower in price, making it highly suitable as a bilingual teaching textbook for undergraduate courses in Chinese universities. It can also be used as a textbook for graduate students and MBA programs, as well as a reference book for relevant practitioners.