Consumer Psychology Tutorial (Second Edition)

Author: Xu Ping
Publisher:
Publish Date: 2005-01-01
Features: This book applies general psychology and social psychology to the field of marketing activities, comprehensively elaborating on the psychological processes and states of consumer purchasing behavior, the influence and constraints of individual psychological characteristics on purchasing behavior, external factors affecting consumer psychological activities, the relationship between marketing strategies and consumer psychology, as well as the relationship between advertising, public relations, negotiation, product branding, color, packaging, and consumer psychology. The book also introduces the new theories, methods, and experiences of psychologists from China and abroad regarding consumer psychology in the new century, such as the impact of online marketing on consumer psychology and the relationship between e-commerce and consumer psychology. The book combines both in-depth and accessible theories with specific and vivid marketing examples, integrating theoretical depth, practicality, and operability. For ease of learning, each chapter includes summaries, discussion questions, and case analyses. This book serves as an essential reference tool for entrepreneurs engaged in marketing, business operations, and management practices. It is also a practical professional textbook for students majoring in marketing and international trade at colleges and universities, and can be used as a reference for professionals in marketing and economic theory researchers. The book is revised based on the edition of Consumer Psychology. While retaining the basic framework and main principles of the edition, it has appropriately adjusted the structure of some chapters in response to the new developments in consumer psychology theory and practice in recent years.