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内容简介
本书编写的理论基础源于营销学、经济学、心理学和社会学等，不仅是市场营销专业的基础学科，也是商务英语专业高年级的专业必修课程。本书从市场、个体、决策者、亚文化和文化五个角度剖析消费者行为，反映全球化、数字化背景下消费者行为的最新发展。而且增加了中国消费者行为的重要内容及本土案例，更具本土化特色，更加适应国内高校商务英语教学的需要。
目录
CHAPTER ONE
Introduction （Basic Concepts and Research Methods）
CHAPTER TWO
Social Influences on Consumer Behavior
CHAPTER THREE
Culture and Values
CHAPTER FOUR
Sensation and Perception
CHAPTER FIVE
Learning and Memory
CHAPTER SIX
Motivation
CHAPTER SEVEN
Formation and Transformation of Attitudes
CHAPTER EIGHT
Introduction （Basic Concepts and Research Methods）
CHAPTER TWO
Social Influences on Consumer Behavior
CHAPTER THREE
Culture and Values
CHAPTER FOUR
Sensation and Perception
CHAPTER FIVE
Learning and Memory
CHAPTER SIX
Motivation
CHAPTER SEVEN
Formation and Transformation of Attitudes
CHAPTER EIGHT
rsonality and Lifestyle
CHAPTER NINE
Decision-Making Process
CHAPTER TEN
Circumstantial Factors Influencing Consumers’ Decision-Making Process
GLOSSARY
REFERENCES
KEYS TO EXERCISES