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Jingdong book

消费者行为:广告与营销专业人员指南(第4版)

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消费者行为:广告与营销专业人员指南(第4版)

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本书是关于介绍消费者行为的教学用书,书中包括了:基于高消费者努力的态度、如何影响基于认知的态度、如何影响基于情感的态度、低消费者努力下态度的情感基础、低消费者努力的判断过程等内容。
本书适合从事相关研究工作的人员参考阅读。
Content Description

作者没有停留在前沿研究成果的介绍和总结,而在每章的重要概念后面都专门开辟了若干“营销应用专题”,将理论与应用紧密结合起来。这些专题篇幅有长有短,包含一个或几个实际的例子以及应用中应当注意的事项,是广告与营销专业人员宝贵的指南。
Author Description

韦恩·D.霍依尔,得克萨斯大学奥斯丁分校McCombs商学院JamesL.Bayless William S.Farish自由企业基金讲席教授、营销系主任。霍依尔教授是国际知名的消费者行为学者,曾任《消费者研究学报)副主编,研究兴趣包戀肖费者信息处理和决策(特别是低卷入的决策)、客户关系管理和广告效果(特别是广告误解和幽默的作用)多次获得研究与教学奖项。
德波拉·J.麦克依尼斯(Debora J.Maclnnis),南加利福尼亚大学洛杉矶分校营销系主任,曾经担任消费者研究学会主席,多次荣获研究与教
Catalogue

前言
第一部分 消费者行为学导论
第1章 理解消费者行为
1.1 消费者行为的定义
1.2 消费者行为的影响因素
1.3 消费者行为研究的获益者
第2章 消费者行为信息的开发和利用
2.1 消费者行为的研究方法
2.2 消费者研究者的类型
2.3 消费者行为学在营销中的应用
2.4 消费者研究中的伦理问题
第二部分 消费者行为的心理学核心
第3章 激励、能力和机会
3.1 消费者激励及其效果
3.2 激励的影响因素有哪些
3.3 消费者能力:行动的资源
3.4 消费者机会
Book Abstract

我们经常要面对的另一项决策是何时获得一件已有产品的新的、改进型号。如果现在这款还能用或者有一定的情感价值,这可能是一个困难的决定。不过,营销人员可以通过经济刺激(以旧换新)影响消费者何时或是否购买升级版。
在哪里获得/使用/放弃消费物。现在的消费者在这方面的选择空前增多。事实上,消费者的采购习惯已经发生了改变,越来越多的消费者在像沃尔玛这样的大型超市购买杂物、服装和许多其他产品”。除了传统的商店,我们还可以通过邮件、电视、电话、移动电话和互联网进行购物。
互联网极大地改变了我们获得、使用和放弃
Introduction

在生活中的几乎每一个时刻,我们都在表现出某种消费者行为。看电视广告、同朋友讨论刚刚看过的一场电影、刷牙、看球赛、买新的CD,甚至扔掉一双旧鞋子。这些都是消费者行为。
消费者行为无所不在,消费者行为的研究对于像营销、公共政策和伦理这样的领域具有至关重要的影响。消费者研究还可以帮助我们了解自己——为什么我们会买某些东西,为什么我们这样使用它们,还有我们如何处理它们。在本书中,我们将探索神奇的消费者行为的世界,涉足许多有趣的和令人激动的主题。其中有些是很容易从消费者行为的字面上想到的,而另一些则是令人惊

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