文本内容:
消费者行为学课程简介课程编号10054016课程名称消费者行为学/Consumer behaviour学分2学时32适用专业国际经济与贸易(合作培养)建议修读学期4开课单位商学院国贸系先修课程无考核方式与成绩评定标准平时成绩占比而期末成绩占比平时考核的60%,40%方式主要包括出勤及课堂提问或表现、课后练习、案例/专题小组讨论等;期末考核主要为笔试(开卷)教材与主要参考书目:教材为GSchiffman ConsumerBehavior,Beijing,Qinhuauniversity publishinghouse,
2012.(美)保罗彼得杰里奥尔森《消费者行为与营销战略》.大连.东北财
1.J・・・C・经大学出版社,2000o(美)查尔斯.小兰姆等《营销学精要》.中文版.大连冻北财经大学出
2.W.1版社,2000o(美)德尔霍金斯《消费者行为学》.中文版北京机械工业出版社,
3.・L・12000o(英)〕.布莱思《消费者行为学》.中文版北京.中信出版社,
4.11999内容概述利用心理学、社会学、社会人类学及经济学知识,消费者行为学研究消费者在何时、何地,因何原因买或不买某一产品,进而揭示个人和组织消费者的购买决策形成过程课程主要研究个人消费者的心理和行为变量如何影响决策,同样也讨论了家庭、朋友、参考群体及社会对于消费者行为的影响课程旨在解释消费者为何以某一方式行事,利用营销、心理学和其他行为科学知识去预测消费者会对于营销策略的反应通过课程学习学生会掌握研究消费者行为的理论框架;营销策略如何影响消费者行为;评估营销方案的优劣;将理论与实际营销如何结合Consumer behaviouris thestudy ofwhen,why,how,and wherepeople doordo notbuy aproduct.It blendselements frompsychology,sociology,socialanthropology andeconomics.It attemptsto understandthe buyerdecisionmaking process,both individuallyand ingroups.It studiescharacteristics ofindividualconsumers such as demographicsand behaviouralvariables inanattempt tounderstand peopleswants.It alsotries toassess influenceson theconsumerfrom groupssuchasfamily,friends,reference groups,and societyingeneral.In thisclass wewill examinehow andwhy consumersbehave theway thattheydo.We willexplore ourintuitions aboutour ownbehavior.We will learnabout theoriesdeveloped inmarketing,psychology,and otherbehavioralsciences.And wewilllearnhow touse thesetheories topredict howconsumerswill respondto different marketing activities.The goalsof thisclass are:toacquire aframework foranalyzing consumerbehavior problemsto learnhowconsumer behaviorcan beaffected bydifferentmarketingstrategies toshow howbehavioral evidencecan beused toevaluate alternativemarketingstrategies todevelop adeeper understandingof consumerbehavior bylearning aboutrelevantpsychological andsociological theories to acquireexperience inapplying thesetheoriestoreal-world consumerbehaviorproblems。