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Jingdong book

营销学精选教材译丛·消费者行为学（第5版）

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Jingdong book

营销学精选教材译丛·消费者行为学（第5版）

Name: 营销学精选教材译丛·消费者行为学（第5版）
Brand: Jingdong book
SKU: 3101005431
Price: 51.69 USD
Availability: OutOfStock

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Content Description

《消费者行为学（第5版）》全面介绍了消费者行为的研究方法、消费者行为的心理学核心、影响消费者行为的内部因素、文化的不同方面如何影响消费者行为、消费者行为的结果、消费者福利等方面，并且提供了最近消费者行为领域最受关注的问题。《消费者行为学（第5版）》内容精炼、重点突出消费者行为研究的核心方面，教学和实践并重，是一本非常适合本科生的教材。

Author Description

Wayne D.Hoyer，美国得克萨斯大学奥斯丁分校McCombs商学院James L．Bayless/William S．Farish自由企业基金讲席教授、营销系主任，国际知名的消费者行为学者。

Catalogue

第1部分消费者行为导论
第1章理解消费者行为
导言：趋势发源之地
消费者行为的定义
什么会影响消费者行为？
谁会从学习消费者行为中受益？
消费者行为的营销启示
总结
复习和讨论问题
增补章节开发消费者行为的信息
导言：理解中国的“技术部落”
消费者行为研究的方法
消费者研究人员的类型
消费者研究中的伦理问题
总结
复习和讨论问题

第2部分心理核心
第2章动机、能力和机会
导言：丰田普锐斯迅速进入快车道
消费者动机及其影响效果
哪些因素影响动机
消费者的能力：行动的资源
消费者的机会
总结
复习和讨论问题
第3章展露、注意和知觉
导言：啤酒广告之战
展露
注意
总结
复习和讨论问题
第4章知识和理解
导言：引人注目的订婚戒指市场
知识和理解概述
知识内容
知识结构
利用知识来理解
总结
复习和讨论问题
第5章基于高努力的态度
导言：让所有人激动的世界杯
态度是什么？
态度的形成和改变
态度的认知基础
如何影响基于认知的态度
态度的情感（情绪）基础
如何影响基于情感的态度
对广告的态度
总结
复习和讨论问题
第6章基于低努力的态度
导言：那些有趣、古怪、性感的啤酒广告
说服的高努力路径和低努力路径
低消费者努力下态度的无意识影响
低消费者努力下态度的认知基础
如何影响认知性态度
低消费者努力下态度的情感基础
如何影响情感性态度
总结
复习和讨论问题
第7章记忆和提取
导言：往事重现：怀旧营销
什么是记忆？
记忆的类型有哪些？
如何强化记忆
什么是提取
提取的类型
如何强化提取
总结
复习和讨论问题

第3部分决策制定过程
第8章问题识别和信息搜索
导言：产品好不好？看看评论就知道
问题识别
内部搜索：从记忆中搜索信息
总结
复习和讨论问题
第9章基于高努力的判断和决策制定
导言：为汽车在泰国的高销量而竞争
高努力的判断过程
高努力决策和高努力决策制定过程
决定选择什么品牌：基于思考的决策
决定选择什么品牌：基于感受的高努力决策
其他的高努力决策
什么会影响高努力决策？
总结
复习和讨论问题
第10章基于低努力的判断和决策制定
导言：琼斯汽水的品牌忠诚
低努力的判断过程
低努力的决策制定过程
对选择策略的学习
低努力情况下基于思考的决策制定
低努力情况下基于感受的决策制定
总结
复习和讨论问题
第11章决策后过程
导言：好市多里的“淘金热”
决策后的失调与后悔
从消费者体验中学习
消费者如何做出满意或不满意的判断
对不满意的反应
消费者满意就足够了么？
处置
总结
复习和讨论问题

第4部分消费者的文化
第12章消费者多样性
导言：通过“成人礼”来把握消费者
年龄如何影响消费者行为
性别和性取向如何影响消费者行为
区域因素如何影响消费者行为
种族如何影响消费者行为
宗教的影响
总结
复习和讨论问题
第13章社会阶层和家庭的影响
导言：向印度日益增长的中层阶层进行营销
社会阶层
社会阶层如何随时间变化
社会阶层如何影响消费？
特定社会阶层的消费模式
家庭怎样影响消费者行为
家庭成员扮演的角色
总结
复习和讨论问题
第14章心理统计特征：价值观、人格和生活方式
导言：奢华的诱惑与返璞归真
价值观
心理统计特征：价值观、人格和生活方式的综合
总结
复习和讨论问题
第15章消费者行为的社会影响因素
导言：通过口碑扩大销售
影响来源
作为影响来源的参照群体
规范性影响
信息性影响
信息的描述性维度
总结
复习和讨论问题

第5部分消费者行为的结果和相关问题
第16章创新的采用、抵制和扩散
导言：创新的口味
创新
采用或抵制
扩散
采用、抵制和扩散的影响因素
创新的后果
总结
复习和讨论问题
第17章象征性消费者行为
导言：溺爱宠物=大生意
象征性意义的来源和功能
特殊所有物和品牌
神圣意义
通过赠送礼物的象征性意义传递
总结
复习和讨论问题
第18章伦理、社会责任与消费者行为和营销的阴暗面
导言：儿童食品广告在缩减
异常的消费者行为
营销中的伦理问题
营销中的社会责任问题
总结
复习和讨论问题
注释

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