Consumer Behavior is a core course of Marketing and business management stream. Through the learning of this course, students are able to master the internal and external factors that affect consumer behavior and buying decision process, and application of consumer behavior research to marketing decisions.

Upon completion of this unit, students will be able to: 

1. To understand the diverse consumer behavior.

2. To use this knowledge of consumer behavior to predict the response of

consumers to various marketing stimulus.

3. To understand the consumer and subculture.

4. To try and mould the consumer behaviour according to the requirements of the Company.

I. Required Text

邁克爾· 所羅門 Mich ael R.Solomon ））, 盧泰 宏 ,楊曉燕著 消費者行為學 , 第十版 , 中國人民 大學出版社 , 2017.

Consumer Behavior Buying, Having, and Being Eighth Edition (Pearson International Edition), Michael R. Solomon

II. Recommended Readings

1. http://consumerpsychologist.com

2. wwwwww.pearson.com

3. www.rdjg.com.cn

4. http://www.wisegeek.com/what-is-consumer-behavior.htm