Consumer Psychology

Author: Shen Ligang
Publisher:
Publish Date: 2007-02-01
Features: This book is one of the planned teaching materials for the marketing major in vocational colleges. The author applies general psychology and social psychology to the field of marketing activities, elaborating in detail the psychological processes and states of consumer purchasing behavior, the influence and constraints of individual consumer characteristics on purchasing behavior, external factors affecting consumer psychological activities, the relationship between marketing strategies and consumer psychology, and the relationship between packaging and consumer psychology. The book also introduces the new theories, methods, and experiences of psychologists from China and abroad regarding consumer psychology in the new century. Sections such as examples, review questions, and practical exercises not only reflect the characteristics of vocational college education but also facilitate student learning. This book serves as a practical professional textbook for marketing, trade, and related majors in vocational colleges, as well as a reference for professionals engaged in marketing and economic theory researchers. The author applies general psychology and social psychology to the field of marketing activities, elaborating in detail the psychological processes and states of consumer purchasing behavior, the influence and constraints of individual consumer characteristics on purchasing behavior, external factors affecting consumer psychological activities, the relationship between marketing strategies and consumer psychology, and the relationship between packaging and consumer psychology?