Consumer Behavior (Second Edition)

Author: Rong Xiaohua
Publisher:
Publish Date: 2006-09-14
Features: This book has undergone adjustments, optimizations, and innovations in both content and structure, specifically as follows:
1. The textbook closely aligns with the training objectives for undergraduate marketing professionals in higher education, adhering to the spirit of innovation and reform. It reflects a new curriculum system, new teaching content, and new teaching methods, with an emphasis on improving students' overall quality, focusing on competence, and integrating knowledge education, skill education, and competence education.
2. The textbook strives to achieve "China-specific" content. It intentionally combines universal principles of consumer behavior with the specific characteristics of Chinese consumer behavior and the latest practical research in consumer behavior studies. That is, it elaborates on the commonalities of consumer behavior worldwide while highlighting the uniqueness of Chinese consumer behavior as much as possible.
3. It introduces distinctive section designs, such as "Case Studies," "Small Notes," "Concept Applications," and "Special Articles," and extensively uses diagrams, tables, and examples to ensure the content is both informative and engaging.
4. The textbook increases the proportion of case studies, combining micro-cases, medium-sized cases, and large cases. Each chapter now features a special introductory case study to guide the discussion of the chapter's content. The richly detailed cases will help students better understand and master fundamental concepts, theories, and knowledge.
5. To facilitate teaching, the second edition of this book includes supplementary materials such as "Appendix 1: Reference Answers and Tips for Chapter Exercises," "Appendix 2: Comprehensive Case Analysis and Tips," and "Appendix 3: Comprehensive Practical Teaching Tips," along with PPT electronic courseware for the entire book. This book fully incorporates and references basic theories and the latest findings from domestic and international consumer behavior research and marketing applications. It draws on the strengths of scholars worldwide, developing and innovating them further. The book follows the factors influencing consumer behavior and the consumer decision-making process as its main thread. The content is rich, the perspectives are clear, the structure is rigorous, the language is accessible, the theoretical methods are novel, and the book is highly practical, making it suitable as a textbook for undergraduate and associate-degree business management disciplines in higher education, as well as a reference for marketing professionals and management decision-makers in enterprises.