内容简介
目录
Chapter 1 Introduction(Basic concept and research methods)
Chapter 2 Social influences On Consumer Behavior
Chapter 3 Culture and Values
Chapter 4 Sensation & perception
Chapter 5 Learning & Memory
Chapter 6 Motivation
Chapter 7 Formation and Transformation of Attitudes
Chapter 8 Personality and Lifestyle
Chapter 9 Decision-making process
Chapter 10 Circumstantial factors Influencing Consumers’ Decision-Making Process
Glossary
REFERENCES
KEYS TO EXERCISES