Consumer Psychology (Second Edition)

Author: Luo Ziming
Publisher:
Publish Date: 2002-07-01
Features: Consumers are gradually becoming the main force in the market. Only by deeply studying consumers can business managers formulate reliable management strategies and ultimately gain control of the market. The main content of this book is to analyze the process of consumers obtaining consumption information, generating consumption needs and motivations, making purchase decisions, enjoying consumption value, and gaining consumption experiences. It examines the influence of consumers' individual characteristics on their psychology and behavior, introduces the psychological characteristics of consumer groups, and provides a detailed analysis of the relationship between factors such as products, business environments, advertising, and social environments and consumer psychology. It also introduces the main methods for researching consumer psychology and behavior. The book emphasizes that the formulation of management and marketing strategies must be based on research into consumer psychology and behavior. The selected cases are relatively rich, with most coming from consumer psychology research in the domestic market. The research methods introduced in the book are highly applicable. This book is suitable as a textbook for economics, business management, marketing, and public relations/advertising majors. It can also be read by business management, marketing planning, and market research personnel.