This book consists of ten chapters, mainly describing the consumer purchasing behavior process, purchasing decision-making process, and individual, group, social, commodity, business and other factors that affect consumers' purchasing psychology.
In order to facilitate teachers' teaching and students' learning, "Learning Objectives" are set before each chapter, and "Chapter Summary" and "Exercise Questions" are set after the chapter. The text is interspersed with columns such as "Knowledge Bits", "Exploration Activities", "Learning and Practicing" and "Think About It". In addition, each chapter can also display reading materials and videos through the "Extended Reading" and "Video Link" columns to further enrich the content of the book, enhance the interest and broaden the readers' horizons.
This book is equipped with electronic courseware, electronic lesson plans, supplementary cases, simulation test papers, answers to exercises and other teaching materials.
This book can be used as a teaching material for courses related to marketing, e-commerce, advertising and other majors in higher vocational colleges.
Reader comments
I particularly like the "extended reading" and "video links" in the book, which allow me to have a deeper understanding of consumer psychology. Moreover, the exercises in the book also help consolidate knowledge. The two authors are really great at explaining such a complex theory in an easy-to-understand manner. However, I kind of hate some characters in the book, such as the consumer who is always hesitant. It's really worrying to watch! Overall, this book is very suitable for those of us who study marketing and e-commerce. I recommend it!
I particularly like the "extended reading" and "video links" in the book, which allow me to have a deeper understanding of consumer psychology. Moreover, the exercises in the book also help consolidate knowledge. The two authors are really great at explaining such a complex theory in an easy-to-understand manner. However, I kind of hate some characters in the book, such as the consumer who is always hesitant. It's really worrying to watch! Overall, this book is very suitable for those of us who study marketing and e-commerce. I recommend it!