Marketing Psychology

Author: Xiong Sufang
Publisher:
Publish Date: 2006-09-01
Features: This book comprehensively analyzes various factors influencing consumer purchasing behavior and further discusses how to adopt corresponding marketing psychological strategies targeting consumers' psychological characteristics in marketing activities such as new product development and promotion, branding and packaging, pricing, advertising, and sales environments. Accurately and objectively grasping consumers' psychology is one of the key factors determining the success or failure of corporate marketing. The book begins by analyzing consumers' emotional processes, needs and motivations, purchase decisions, and purchase attitudes, offering suggestions for corporate marketing environments and services. It examines consumers' thought processes, proposes specific methods for psychological marketing, and provides recommendations for corporate marketing processes and services. This book is suitable for students majoring in economics and management at universities and colleges, as well as for those in related disciplines. It can also serve as a reference for enthusiasts studying market phenomena from a psychological perspective. The book starts by analyzing consumers' emotional processes, needs and motivations, purchase decisions, and purchase attitudes, offering suggestions for corporate marketing environments and services. It examines consumers' thought processes and proposes specific methods for psychological marketing.