Consumer Psychology

Author: Liu Luruong, Sun Shungen, Editors
Publisher:
Publish Date: 2007-02-01
Features: This book primarily covers the psychological processes in consumer purchasing activities, the formation and development of consumer individual psychological characteristics, and the bidirectional relationship between consumer psychological activities and corporate marketing. Specific content includes consumer psychological processes such as perception, imagination, emotion, and will; individual psychological characteristics of consumers, such as temperament and personality; consumer purchase motivation, decision-making, and behavior; social groups and consumer psychology; as well as topics like product branding, packaging, and advertising. Suitable for undergraduate teaching in management and economics-related disciplines.