Consumer Psychology Books

Consumer Psychology Books 1:

Consumer Behavior by Schiffman, C/7

This book is the latest version of the classic textbook on Western consumer behavior, translated by Professor Yu Wenzhao from the Department of Psychology of East China Normal University. The book is divided into four parts and 16 chapters. The first part is an introduction, which mainly explains the origin, characteristics, subject background, methodology and market segmentation of consumer behavior; the second part discusses individual consumer psychology and behavior, and explains the consumer psychological field (personality, motivation, attention, cognition, attitude, learning) and consumer behavior, and in-depth analysis of the application of these principles in marketing; the third part is consumer sociology, discussing social groups, social classes, social culture and cross-culture in Application in marketing; finally, the new product promotion first seller decision-making model and its application.

Decryption of the theory of Chinese women’s consumer behavior

Understanding women’s hearts is a difficult and difficult problem, both in life and in research. The author of this book, Yang Xiaoyan, attempts to solve this problem from the perspective of academic research. She provides an in-depth interpretation of female consumption. Her doctoral research experience and unique temperament make this book worthy of attention. Overall, women's research in the West exceeds that in China in terms of breadth and depth. There is almost no research on women in Chinese academic circles, especially from the perspective of consumer behavior. From the perspective of consumption proportion and purchasing decisions, the importance and significance of female consumption is particularly significant and unquestionable.

Consumer Psychology and Marketing Countermeasures

This book is the "Consumer Psychology and Marketing Countermeasures" volume in the MBA Marketing Practice and Case Series. The book is divided into six chapters, including why customers buy your products: eight consumer psychology, models of purchasing behavior and three related important issues, three major factors affecting purchasing behavior, etc. It systematically introduces consumer psychology. and purchasing behavior, as well as the factors affecting both, and put forward marketing countermeasures for these situations.

Analysis of consumer psychology: 38 golden rules and practices

Without understanding consumer psychology and behavior, it is impossible to explain this problem. This book was created to solve this problem. There are 8 chapters in the book, which can be basically divided into two parts. The first part introduces you to the three major processes of consumer psychology in detail, namely cognitive process, emotional process and volitional process; purchasing behavior and patterns; new product purchasing and Repeat purchases; the impact of classes, groups and culture and sports on consumer psychology; and after-sales consumer psychology and behavior (including Chapters 1-6; Chapter 8). The second part (Chapter 7) is marketing countermeasures. That is, the marketing strategy adopted based on the consumption psychology and behavior of the above-mentioned customers. This includes how to satisfy consumers’ various psychology and habits in terms of product design, trademarks, prices, packaging, and sales terminals.

Consumer Psychology/Higher Vocational College Marketing Major Series Planning Textbooks

This book is one of the series of planning textbooks for the zero-distance job? Higher Vocational College Marketing Major. The author applies general psychology and social psychology to the field of marketing activities, and elaborates on the psychological process and psychological state of consumer purchasing behavior, the impact and restriction of consumer individual characteristics on purchasing behavior, and the external factors that affect consumers' psychological activities. factors, the relationship between marketing strategy and consumer psychology, the relationship between packaging and consumer psychology, etc. This book introduces the latest theories, methods and experiences of Chinese and foreign psychologists on consumer psychology in the new century. The examples, review questions and practical training questions in the book not only reflect the characteristics of higher vocational education, but are also conducive to students' learning.

This book is not only a practical professional textbook for marketing, economics and trade majors in higher vocational colleges, but also a reference for people from all walks of life engaged in marketing and economic theory workers.

Consumer Psychology Book 2:

Psychology in Sales

The goal of this book is to let you master a series of concepts that can be put to immediate use. Strategies and techniques that enable you to improve your sales results quickly and easily.

In the chapters that follow, you'll learn how to make yourself and your sales career more successful than you ever imagined, how to quadruple or triple your own sales and personal income in months and weeks. Even quadrupled.

Consumer Psychology Tutorial

This book applies general psychology and social psychology to the field of marketing activities, and elaborates on the psychological process and psychological state of consumer purchasing behavior, consumption The influence and restriction of personal psychological characteristics of consumers on purchasing behavior, the external factors that affect consumers’ psychological activities, the relationship between marketing strategies and consumer psychology, as well as the relationship between advertising, public relations, negotiation, product brand, color, packaging and consumer psychology. Relationships etc. This book also introduces the latest theories, methods and experiences of Chinese and foreign psychologists on consumer psychology in the new century, such as the impact of online marketing on consumer psychology, e-commerce and consumer psychology and other new contents. The book contains both in-depth and simple theoretical assignments and concrete and vivid marketing examples, integrating theory, practicality and operation. To facilitate learning, there are summaries, questions and case studies at the end of each chapter.

Consumer Behavior C/8, Solomon

This book is an important and widely used textbook in the field of consumer behavior. It is also an international reference in the field of consumer behavior. A groundbreaking work that combines the latest theory with local Chinese practice. Its main features are as follows:

From micro to macro, from individual to group, it analyzes consumer behavior layer by layer from the five perspectives of market, individual, decision-maker, subculture and culture, highlighting multi-disciplinary and comprehensive The research perspective reflects the latest development of consumer behavior in the context of globalization and digitalization.

It retains the content framework and theoretical essence of Professor Solomon's original work, and adds important content and local cases of Chinese consumer behavior, making it more localized and more adaptable to the needs of the Chinese market.

Integrating the latest consumer behavior research methods and research results, especially the profound impact of Internet technology on consumer behavior, makes the teaching materials more forward-looking and scientific. In addition, special emphasis is placed on the latest results of cross-cultural consumer behavior research, allowing readers to understand consumer behavior rules and differences in consumer behavior from a global perspective.

100 Little Psychological Experiments: Help You Consume Smarter

The 100 experiments described in "100 Little Psychological Experiments: Help You Consume Smarter" were completed in the laboratory or On the street, clear descriptions and full of humor can allow us to discover unexpected patterns of influence on consumer behavior?

Our shopping activities are directly affected by cognitive factors and emotional factors, and even directly depend on them. These factors, and these factors are extremely easy to achieve. So we can measure and refine their effectiveness and effectiveness.

A book written for unrestrained consumption?

Paying the bill: What exactly do we consume?

? Brands are dead?,? Marketing failure?, Consumers have taken control of everything. Is this true?

In Rob Walker’s view, as consumers’ discernment capabilities continue to improve, marketing methods are also constantly upgrading; even in our Is marketing transformation taking place without ordinary consumers noticing?

In this book, Rob Walker puts forward the concept of "chaos marketing" and pointedly points out that traditional marketing plans can no longer cause chaos. Volkswagen is roaring, but the statement that "the brand is dead" may not be accurate. The reality is that the development of network technology allows advertising to be integrated into our lives anytime and anywhere, and people support brands more than ever. Some people may even create their own brand or become a brand promoter voluntarily. Marketing has become a behavior in our lives, and the boundaries between buying and selling are becoming increasingly blurred. In other words, we are all consuming in "chaos" marketing. ;