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Jingdong book

工商管理·市场营销本科系列教材:消费心理学

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工商管理·市场营销本科系列教材:消费心理学

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为满足高校培养现代新型管理人才及业务人员的需要,作者编写了《消费心理学》一书。《工商管理·市场营销本科系列教材:消费心理学》系统地介绍了消费心理学的基本理论及社会实践。《工商管理·市场营销本科系列教材:消费心理学》力图运用普通心理学的一般理论,在市场营销活动范围内,系统研究消费者心理活动现象及其规律,着重介绍结合消费者心理特点的经营方式及推销技巧。
Content Description

《工商管理·市场营销本科系列教材:消费心理学》系统地介绍了消费心理学的基本及社会实践。全书共分十二章,分别介绍了现代消费者心理活动过程的基本规律,消费者个性心理特性,消费者需要与动机,消费者态度的基本理论;详细阐述了消费者心理概观;具体研究了广告与消费者心理,价格与消费者心理,社会环境与消费者心理,品牌与消费者心理,销售服务与消费者心理,绿色消费者与消费者心理之间的关系。《工商管理·市场营销本科系列教材:消费心理学》可作为高等院校市场营销及经贸等专业学生的教材,也可供企业营销人员、经贸工作人员及消费者个人学习使用,也可供经济理论工作者参考阅读。
Catalogue

第1章 消费心理学的基本问题
1.1 消费心理学的研究对象
1.2 消费心理学的形成与发展
1.3 消费心理学的研究方法
1.4 消费心理学的研究意义
[案例1] 国内消费--美国经济的发动机
[案例2] 海尔定制冰箱--“白色家电”面临的挑战
思考题

第2章 消费心理活动过程
2.1 消费者心理活动的认识过程
2.2 消费者心理活动的情绪过程
2.3 消费者心理活动的意志过程
[案例1] 个人香水
[案例2] 娱乐业生产好心情
思考题

第3章 消费者个性心理特征
3.1 消费者气质
3.2 消费者性格
3.3 消费者能力
3.4 消费者兴趣
[案例1] 饮下决策失误的苦计
[案例2] 个性的影响
思考题

第4章 消费者需要与动机
4.1 消费者需要
4.2 消费者动机
[案例1] “司沃琪”引领世界手表消费潮流
[案例2] 消费心理左右购买行为
思考题

第5章 消费者态度
5.1 消费者态度概述
5.2 消费者态度的形成与改变
5.3 消费者态度的测量
[案例1] 强生公司与泰莱诺--淬击之下的反应
[案例2] 中国绣花鞋畅销美国
思考题

第6章 消费者群体消费心理概观
6.1 不同性别消费者群体的消费心理
6.2 不同年龄消费者群体的消费心理
6.3 不同收入消费者群体的消费心理
[案例1] 剃须刀之战
[案例2] 新一代学习消费面面观
思考题

第7章 广告与消费者心理
7.1 广告概述
7.2 广告传播的心理原理与心理技巧
7.3 广告心理效果的测定
[案例1] 戴夫·高德的保险
[案例2] 偏头痛药物广告:以情感人
思考题
第8章 价格与消费者心理
……
第9章 社会环境与消费者心理
第10章 品牌与消费者心理
第11章 销售服务与消费者心理
第12章 绿色消费与消费者心理
参考文献

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