Consumer Behavior (Sixth Edition)

Author: Solomon
Publisher:
Publishing Time: Not available
Features: Retain the characteristics of the original English textbook. This bilingual textbook series has been adapted based on the actual needs of domestic teaching. Some content unsuitable for teaching and not aligned with China's national conditions has been removed, but the system structure and content features of the original textbook have been preserved. The careful adaptation and review by experts have ensured that this series maintains academic completeness while being close to China's realities, making it convenient for both teachers and students. Highlight the practicality of management professional textbooks. This series emphasizes both the foundational aspects of academia and the broad applicability of practical use; it focuses on helping students master basic theoretical knowledge, professional terminology, and professional expressions, while also considering the close integration of textbook content and management practice. This helps students develop professional thinking and cultivate practical management skills. The system is meticulously organized. The series has fully considered the current progress of bilingual teaching in China's undergraduate education. It first develops bilingual textbooks for disciplines with high internationalization content, carefully selecting professional textbooks within their modules. This arrangement is beneficial for Chinese teachers to gain experience in bilingual teaching, making it more aligned with practical teaching needs; it also facilitates the collection of suggestions for bilingual teaching materials, allowing for the better launch of subsequent bilingual textbooks and supplementary materials. This book is an important and widely used textbook in the field of consumer behavior. It analyzes consumer behavior from micro to macro, from individuals to groups, from five perspectives: market, individual, decision-maker, subculture, and culture, highlighting a multidisciplinary and comprehensive research perspective. It reflects the new developments in consumer behavior against the backdrop of globalization and digitalization. The adaptation of this book is based on a thorough understanding and deconstruction of the original work, following the principle of "prioritizing preservation while streamlining expression." It respects and maintains the main structure, basic content, and features of the original book, while simplifying, reducing, and refining the content and expression throughout the book. Some chapters have been slightly restructured to better suit the actual needs of domestic teaching. After adaptation, the book is more concise and significantly cheaper, making it highly suitable as a bilingual teaching textbook for undergraduate courses in Chinese universities. It can also be used as a textbook for graduate students and MBA programs, as well as a reference for relevant practitioners. Note: This book is an adapted English version.