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Jingdong book

营销心理学（第三版）

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Jingdong book

营销心理学（第三版）

Name: 营销心理学（第三版）
Brand: Jingdong book
SKU: 3116051521
Price: 25.96 USD
Availability: OutOfStock

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Content Description

营销心理学是把心理学应用于市场营销而形成的一门综合性的应用管理科学。陈思编著的《营销心理学（第三版）》系统地介绍了消费者的心理现象、行为模式以及社会、文化、群体对消费心理的影响，并在此基础上，进一步论述了在新产品开发与推广、品牌与包装、商品定价、广告以及销售环境的营造等营销活动中，如何针对消费者的心理特点，采取相应的营销心理策略；同时也分析了互联网对消费者心理和行为的影响，以及提高营销者心理素质等问题。本书可用于大专院校管理类和经济类专业的本科教学，也可供从事市场营销工作的各界人士和经济理论工作者参考阅读。

Catalogue

总序
第三版前言
第1章营销心理学概述
1.1 心理学概述
1.1.1 什么是心理
1.1.2 什么是心理学
1.1.3 心理学的发展
1.1.4 心理学的学科性质
1.2 营销心理学研究的对象
1.2.1 营销心理学的定义
1.2.2 营销心理学的形成和发展
1.2.3 营销心理学的研究对象与研究内容
1.2.4 营销心理学与相关学科的关系
1.3 营销心理学研究的基本原则与方法
1.3.1 营销心理学研究的基本原则
1.3.2 营销心理学研究的基本方法
第2章消费者的心理活动过程分析
2.1 消费者心理活动的认识过程
2.1.1 消费者对商品认识的形成阶段
2.1.2 消费者对商品认识的发展阶段
2.2 消费者心理活动的情感过程
2.2.1 消费者的情绪和情感的概念
2.2.2 消费者的情绪和情感的分类
2.2.3 情绪和情感对消费行为的影响
2.3 消费者心理活动的意志过程
2.3.1 消费者意志活动过程的基本特征
2.3.2 消费者意志行动的过程分析
2.3.3 消费者的意志品质
第3章消费者的需要和动机
3.1 消费者的需要
3.1.1 需要的概念和作用
3.1.2 马斯洛需要层次论
3.1.3 消费者需要的概念和种类
3.1.4 消费者需要的特点
3.1.5 消费者需要的基本内容
3.2 消费者的购买动机
3.2.1 动机的概念与作用
3.2.2 购买动机的特点
3.2.3 购买动机的分类
3.2.4 消费者购买动机的诱导
第4章消费者的态度
4.1 消费者态度及其特性、功能
4.1.1 消费者态度的基本构成
4.1.2 消费者态度的一般特性
4.1.3 态度在消费者购买行为中的功能
4.1.4 消费者的态度效果层级
4.2 消费者态度的形成与改变
4.2.1 消费者态度的形成
4.2.2 消费者态度的改变
4.3 消费者态度的测量
4.3.1 量表法
4.3.2 生理反应法
第5章消费者的个性
5.1 个性心理概述
5.1.1 个性的含义
5.1.2 个性心理结构
5.1.3 个性的特点
5.2 消费者的能力
5.2.1 能力及其发展
5.2.2 能力的分类
5.2.3 消费者的购买能力
……
第6章消费者的决策与购买行为
第7章群体与消费心理
第8章社会文化与消费心理
第9章新产品开发推广心理
第10章商品品牌和包装心理
第11章消费者价格心理
第12章商业广告心理
第13章网络购物心理
第14章购物环境心理
第15章营销人员心理
参考文献

Book Abstract

《营销心理学（第三版）》：
2.消费者具体的购买动机
（1）求新购买动机。这是以追求商品的新颖、时尚和奇特为主要目的的购买动机。具有这种动机的消费者非常重视商品的外观造型、款式、色彩、装潢以及时尚性，喜欢那些别出心裁、标新立异、与众不同的商品，而不太重视商品的实用程度和价格高低。
（2）求美购买动机。这是以追求商品的艺术价值和欣赏价值为主要目的的购买动机。具有这种动机的消费者，一方面重视商品本身存在客观的美的价值，如色彩美、造型美、艺术美等；另一方面重视商品能为消费者创造出美和美感来，如美化了自我形象，美化了个人的生活环境等。因此，这些人选购商品一般不看重商品的实用性和价值高低，而更看重商品的品味和风格。
（3）求名购买动机。这是以追求名牌商品和仰慕某种传统商品的名望，借以显示或提高自己的地位、威望为主要目的的购买动机。具有这种动机的消费者特别重视商品的品牌、产地、声誉以及象征意义，但对商品的使用价值则不太注重。崇尚名牌产品已成为现代消费市场的一大趋势。
（4）求廉购买动机。这是以追求商品价格低廉，希望以较少货币支出获得较多利益为主要目的的购买动机。具有这种动机的消费者特别重视商品的价格，也很敏感，喜欢选购优惠价、特价、折价商品，不太计较商品的外观质量和包装，这类消费者一般以经济收入较低的人为多，但也包括一些收入较高而节俭成习的人。
（5）求实购买动机。这是以追求商品或劳务的使用价值为主要目的的购买动机。满足这种消费需求始终是人们购物的最基本动机。具有这种动机的消费者在选购商品时，一方面特别重视所购之物好用、实用、耐用；另一方面特别重视所购之物能为使用者带来更多的实际利益，如方便、适用、省力、省时，减轻家务劳动负担，增加休闲娱乐时间等。他们不大追求商品的外形、色彩、式样和商品的名气等。
（6）好胜购买动机。这是一种以争强斗胜或为了向他人看齐并胜过他人为主要目的的购买动机。具有这种动机的消费者购买某种商品往往并不是为了满足自己的迫切需要，而是出于不甘落后、赶上并超过他人，从而达到心理上的平衡和满足，因此，由这种动机引起的购买行为常具有冲动性、偶然性，并带有浓厚的感情色彩。
……

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