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目录 前言 第1篇绪论1 第1章消费者行为学概论2 1 1消费者行为学的研究对象及内容3 1 2消费者行为学产生和发展的历程11 1 3消费者行为学研究的跨学科影响14 1 4消费者行为研究的原则和方法16 第2篇购买决策过程21 第2章消费者购买决策过程Ⅰ22 2 1消费者购买决策的特点和类型22 2 2消费者需求认知26 2 3消费者信息收集31 第3章消费者购买决策过程Ⅱ40 3 1购买前的评价40 3 2购买过程与商店选择46 第4章消费者购买决策过程Ⅲ58 4 1消费者的满意及其行为反应58 4 2消费者不满及其行为反应61 第3篇心理因素与消费者行为71 第5章消费者的购买动机72 5 1消费者的需要和需求72 5 2消费者的购买动机76 第6章消费者的注意、感觉和知觉84 6 1消费者的注意85 6 2消费者的感觉87 6 3消费者的知觉92 第7章消费者的学习和记忆101 7 1消费者学习概述101 7 2行为学习理论及其应用104 7 3认知学习理论及其应用110 7 4消费者的记忆和遗忘115 第8章消费者态度122 8 1消费者态度概述123 8 2消费者态度的形成理论127 8 3消费者态度的测量131 8 4消费者态度的改变135 第4篇个体因素与消费者行为143 第9章消费者的个性、自我概念和生活方式144 9 1个性与消费者行为145 9 2自我概念与消费者行为156 9 3生活方式与消费者行为161 第10章人口统计特征与消费者行为169 10 1年龄与消费者行为169 10 2性别与消费者行为174 10 3收入与消费者行为177 10 4地理因素与消费者行为181 10 5资源与消费者行为184 第5篇环境因素与消费者行为189 第11章文化因素与消费者行为190 11 1文化概述191 11 2非语言沟通的文化影响因素196 11 3不同文化与消费者行为的差异199 11 4中国文化的特点及其对消费者购买决策的影响204 第12章社会因素与消费者行为211 12 1社会阶层与消费者行为212 12 2参照群体与消费者行为215 12 3家庭与消费者行为220 12 4角色与消费者行为224 第13章口头传播与创新扩散227 13 1口传过程与意见领袖228 13 2流行与消费者行为233 13 3创新扩散235 第14章营销因素与消费者行为243 14 1市场细分与消费者行为244 14 2产品策略与消费者行为248 14 3价格策略与消费者行为252 14 4渠道策略与消费者行为254 14 5促销策略与消费者行为256 参考文献262
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