Consumer Psychology

Author: Li Xiaoxia, Liu Jian
Publisher:
Publish Date: 2006-07-01
Features: This book is one of the series textbooks for marketing majors in applied undergraduate education. In line with the goals of cultivating applied undergraduate talents, it combines the basic theories of psychology with the theory and practice of marketing. It studies the characteristics and patterns of consumer purchasing behavior, the main object of corporate marketing activities, from the perspective of psychology, and builds the content and system of this textbook based on this. Drawing on the authors' years of teaching experience and learning from the strengths of similar textbooks, while absorbing the latest achievements in consumer psychology research, this book breaks away from the single narrative model of textbooks and attempts to establish a composite textbook model including learning objectives, chapter summaries, self-assessment questions, case studies, and reading materials to adapt to the new teaching philosophy and methods of teacher-led instruction, student participation, and teacher-student interaction. This textbook has an innovative concept and concise content, making it suitable not only as a textbook for undergraduate and junior college students in finance and economics but also as a training textbook and reference for marketing personnel in enterprises.