当代消费者购买决策理论与发展（Theory and development of contemporary consumer purchase decision making）.docVIP

当代消费者购买决策理论与发展（Theory and development of contemporary consumer purchase decision making） Advertising and consumer psychology attempts to describe the consumer behavior from two aspects, one is to describe the consumer to compare planned decision makers, rational; the second is to make consumers understand the initiative described the content of the advertisement, especially the social and cultural background in which they will influence the response to advertising and marketing strategy. This is the basic trend of the development of contemporary consumer decision-making theory. A complete process of consumer psychology and behavior involves the formation and change of consumer demand, consumption motivation and consumption attitude, until the purchase behavior passes through a process from psychology to behavior. From the point of view of consumer psychology, it is the process of consumer purchase decision. Therefore, an effective advertising plan must be based on the understanding and analysis of the psychological process of consumer purchase decision-making, otherwise it will be difficult to produce creative and exciting advertising. According to the consumer behavior description, in reality, a person or consumers may also have psychological and social, cultural and economic factors, such as psychologists and sociologists see a person buying a car will have great difference in understanding, psychologists may explain this behavior from the attitude and decision criteria etc. sociologists may understand this behavior; from the social environment, social status, social class, etc.. These two understandings may all have their own reasons, but none of them can be comprehensive. It can be seen that understanding consumer decision-making behavior is very complex. In consumer psychology, consumer decision-making refers to the mental process from which consumers think and make purchase decisions. The decision process mainly consists of: The consumer decision-making proces