Newly Edited Consumer Psychology

Author: Li Fengyan
Publisher:
Publish Date: 2007-02-01
Features: This book establishes the curriculum system based on the positioning of higher vocational education and the requirements of talent training programs by the Ministry of Education. It is divided into 12 chapters, with the first four chapters primarily explaining subjective consumer psychology, chapters 5-8 focusing on the impact of objective consumer environments on consumer psychology, and the last four chapters conducting differential analysis of consumers. The book incorporates additional content such as consumer demand theory, psychological analysis of online shopping, and psychological analysis of shopping environments. In terms of form, it shifts from theoretical instruction to more case-based teaching to suit the characteristics of vocational students. The materials used are kept as updated, accurate, and innovative as possible. The book organically integrates knowledge from related disciplines such as Western economics, social psychology, marketing, and advertising. While explaining theories, it is accompanied by corresponding cases and charts. Review questions and case analyses are provided at the end of each chapter to help students master, digest, and reinforce the knowledge learned. This book can serve as a textbook for marketing and other majors in vocational colleges, as well as for business management personnel, marketers, and individual consumers for study and research.