Consumer Behavior (6th Edition China Edition)

Author: Michael R. Solomon [USA]
Publisher:
Publish Date: 2006-01-01
Features: A groundbreaking international masterpiece in the field of consumer behavior that for the first time combines international new theories with Chinese localization. · Retains the classic combination, theory, and essence of the globally renowned professor Michael R. Solomon's representative work Consumer Behavior. · Adds key content on Chinese consumer behavior, theoretical extensions, and local cases, highlighting international localization characteristics to meet the needs of Chinese readers and adapt to the Chinese market and the global trend of Chinese consumers becoming a century-old major concern. · Analyzes consumer behavior from micro to macro, from individuals to groups, layer by layer from five perspectives, emphasizing the interdisciplinary and comprehensive nature of consumer research, showcasing Chinese characteristics under a global vision, discussing digital consumer behavior—virtual communities, exploring consumer behavior cases and new phenomena, and highlighting the application of consumer behavior theory in marketing.