Consumer Psychology and Behavior

Author: Tang Chihua
Publisher:
Publish Date: 2007-03-01
Features: This book elaborates on the basic theories and applications of consumer psychology and consumer behavior from the perspective of corporate marketing, divided into three parts and 14 chapters. Part I Basic Theories includes 7 chapters: Overview, General Psychological Activities of Consumers, Personality Psychological Characteristics of Consumers, Needs and Motivations of Consumers, Consumer Buying Behavior and Decision-Making Process, Psychology and Consumer Behavior of Consumer Groups, and the Influence of External Environmental Factors on Consumer Psychology and Behavior. Part II Marketing Applications includes 5 chapters: The Influence of Consumer Psychology and Behavior on Market Opportunity Selection, The Influence of Consumer Psychology and Behavior on Product Decisions, The Influence of Consumer Psychology and Behavior on Pricing Decisions, The Influence of Consumer Psychology and Behavior on Advertising Communication, and Business Environment and Consumer Psychology. Part III Skill Training includes 2 chapters: Research on Consumer Psychology and Behavior and Comprehensive Cases. The content of each chapter is concise and to the point, accompanied by learning objectives, chapter summaries, and reflection questions, helping students master the key knowledge points of each chapter. Most chapters include cases and examples, facilitating the understanding and practical application of the learned knowledge. This book emphasizes fundamental theories and practicality, serving as a basic course textbook for finance and management majors, as well as a reference book for market research and sales professionals.