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消費者行為學:英文版 版權信息
- ISBN：9787300283746
- 條形碼：9787300283746 ; 978-7-300-28374-6
- 裝幀：一般膠版紙
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
消費者行為學:英文版 內容簡介
《消費者行為學（英文版·第12版）/工商管理經典叢書·市場營銷系列》是消費者行為學領域的經典著作。 《消費者行為學（英文版·第12版）/工商管理經典叢書·市場營銷系列》作了大幅修訂和更新，以網絡消費社會環境為背景，充分討論了信息技術和網絡技術對消費者行為的影響，更加注重倫理和消費者權益保護，也擴展了對消費者個性心理和社會心理的討論，內容更加豐富有趣。 《消費者行為學（英文版·第12版）/工商管理經典叢書·市場營銷系列》關注社交媒體以及數字技術對消費者行為的影響。 《消費者行為學（英文版·第12版）/工商管理經典叢書·市場營銷系列》廣泛涉及新近的重要話題，如大數據、數字自我、游戲化、情境對購買決策的影響等。 《消費者行為學（英文版·第12版）/工商管理經典叢書·市場營銷系列》新增“學術觀點”專欄，呈現眾多研究者的前沿研究成果，為讀者提供新的視角甚至新的研究方向。
消費者行為學:英文版 目錄
Section 1 Foundations of Consumer Behavior
Chapter 1 Buying， Having， and Being： An Introduction to Consumer Behavior
Chapter 2 Consumer and Social Well-Being
Section 2 Internal Influences on Consumer Behavior
Chapter 3 Perception
Chapter 4 Learning and Memory
Chapter 5 Motivation and Affect
Chapter 6 The Self： Mind， Gender， and Body
Chapter 7 Personality， Lifestyles， and Values
Section 3 Choosing and Using Products
Chapter 8 Attitudes and Persuasive Communications
Chapter 9 Decision Making
Chapter 10 Buying， Using， and Disposing
Section 4 Consumers in Their Social and Cultural Settings
Chapter 11 Groups and Social Media
Chapter 12 Income and Social Class
Chapter 13 Subcultures
Chapter 14 Culture
Chapter 1 Buying， Having， and Being： An Introduction to Consumer Behavior
Chapter 2 Consumer and Social Well-Being
Section 2 Internal Influences on Consumer Behavior
Chapter 3 Perception
Chapter 4 Learning and Memory
Chapter 5 Motivation and Affect
Chapter 6 The Self： Mind， Gender， and Body
Chapter 7 Personality， Lifestyles， and Values
Section 3 Choosing and Using Products
Chapter 8 Attitudes and Persuasive Communications
Chapter 9 Decision Making
Chapter 10 Buying， Using， and Disposing
Section 4 Consumers in Their Social and Cultural Settings
Chapter 11 Groups and Social Media
Chapter 12 Income and Social Class
Chapter 13 Subcultures
Chapter 14 Culture
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消費者行為學:英文版 節選
I love to people-watch, don’t you? People shopping, people flirting, people consuming. Consumer behavior is the study of people and the products that help to shape their identities. Because I’m a consumer myself, I have a selfish interest in learning more about how this process works—and so do you. In many courses, students are merely passive observers; they learn about topics that affect them indirectly, if at all. Not everyone is a plasma physicist, a medieval French scholar, or a marketing professional. But we are all consumers. Many of the topics in this book have both professional and personal relevance to the reader, regardless of whether he or she is a student, professor, or businessperson. Nearly everyone can relate to the trials and tribulations of last-minute shopping; primping for a big night out; agonizing over an expensive purchase; fantasizing about a week in the Caribbean; celebrating a holiday or commemorating a landmark event, such as graduating or getting a driver’s license; or (dreaming about) winning the lottery. In this edition, I have tried to introduce you to the latest and best thinking by some bright scientists who develop models and studies of consumer behavior. But that’s not enough. Consumer behavior is an applied science, so we must never lose sight of the role of “horse sense” when we apply our findings to life in the real world. That’s why you’ll find a lot of practical examples to back up these fancy theories.
消費者行為學:英文版 作者簡介
邁克爾·所羅門（Michael R. Solomon） 美國圣約瑟夫大學Haub商學院營銷學教授、消費者研究中心主任，英國曼徹斯特大學消費者行為學教授。在學術期刊上發表大量論文，其研究得到美國廣告學會、美國營銷學會、美國農業部、美國商務部等的資助。擔任Journal of Consumer Behaviour, Journal of Marketing Theory and Practice等期刊編委。所羅門教授被公認為行為科學/時尚類學術文獻中15位高被引學者之一，以及廣告與營銷傳播領域10位多產的學者之一。
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