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消费者行为学在中国
消费者行为学在中国
1000+ 人选课
更新日期：2026/04/03
开课平台智慧树
开课高校广东外语外贸大学
开课教师郝佳、刘力敏、曾成、杨文英、杨晓燕、张红明、苗学玲、李春瑜
学科专业管理学工商管理类
开课时间2026/01/21 - 2026/07/20
课程周期26 周
开课状态开课中
每周学时-
课程简介
Welcome to (the course) Consumer Behavior in China! We are a group of warm and interesting marketing professionals who are passionate on consumer behavior. We have been teaching Consumer Behavior to both undergraduate and postgraduate students at Guang Dong University of Foreign Studies. Our students all love this course. We hope you would love it, too. Our course has three tags: global vision, Chinese insight, and English teaching. To be in line with the global standard, we base our teaching on Professor Michael Solomon’s world-renowned textbook Consumer Behavior – Buying, Having and Being. This textbook is available world-widely. Its Chinese version can also be obtained online and offline. In addition to the core concept introduction, we provide ample Chinese examples, from consumers’ everyday life scenarios to real marketing case studies.
课程大纲

在线教程

章节简介教学计划
绪论
登录后可预览视频
●
学生小剧场
学生
Course Introduction
●
学生场景小剧场
学生
●
What is Consumer Behavior?
郝佳
●
Consumers’ Impact on Marketing Strategy
郝佳
●
The Meaning of Consumption
郝佳
An Introduction to Consumer Behavior
●
学生场景小剧场
学生
●
Consumer and Social Well-being
刘力敏
●
Corporate social responsibility practices among companies in China
刘力敏
●
How companies integrate the concept of sustainability into their business strategy and daily practic
刘力敏
●
How addictive consumption behaviors do harm to individual and our society?
刘力敏
Perception
●
学生场景小剧场
学生
●
Internal influences on consumer behavior
刘力敏
●
How marketers utilize five human senses in business practice?
刘力敏
●
Internal mechanism of perception
刘力敏
●
Attention & Interpretation
刘力敏
Learning & Memory
●
学生场景小剧场
学生
●
Learning
郝佳
●
Memory
郝佳
Motivation & Affect
●
学生场景小剧场
学生
●
The Motivation Process
曾成
●
Affect
曾成
●
Consumer Involvement
曾成
●
Involvement
曾成
The Self
●
学生场景小剧场
学生
●
The Self
郝佳
●
The Extended Self
郝佳
●
Gender identity
郝佳
Personality, Lefestyles & Values
●
学生场景小剧场
学生
●
Personality
曾成
●
Lifestyles and Values
曾成
Attitudes & Persuative Communications
●
学生场景小剧场
学生
●
The Power of Attitude
刘力敏
●
How we form Attitudes
刘力敏
●
How Do Marketers Change Attitudes (Part 1)
刘力敏
●
How Do Marketers Change Attitudes (Part 2)
刘力敏
Decision Making
●
学生场景小剧场
学生
●
Types of and Stages in the Consumer Decision-Making Process
郝佳
●
Steps in the Cognitive Decision-Making Process
郝佳
●
How Do We Put Products into Categories?
郝佳
Buying, Using, & Disposing
●
学生场景小剧场
学生
●
Antecedent State
郝佳
●
The Purchase Environment
郝佳
●
Post-Purchase Processes
郝佳
Groups & Social Media
●
学生场景小剧场
学生
●
Groups & Social Media_Groups Part 1
刘力敏
●
Groups & Social Media_Groups Part 2
刘力敏
●
Word-of-Mouth Communication
刘力敏
●
Opinion Leadership & Social Network Revolution
刘力敏
Income & Social Class
●
学生场景小剧场
学生
●
How income influences our consumption and our identity
郝佳
●
Social Class
郝佳
●
How marketers make plans to fit brands into a hierarchical social structure
郝佳
Subcultures
●
学生小剧场
学生
●
Subcultures in China
杨文英
●
The youth subculture and Hanfu subculture in China
杨文英
Culture
●
学生小剧场
学生
●
Culture and Consumer Behaviour in China
杨文英
●
Cultural Stories and Ceremonies
杨文英
●
Sacred and Profane Consumption
杨文英
●
Diffusion of innovation (Figure 14.3) ★
杨文英

  • 绪章绪论

    绪论

  • ●0.1学生小剧场

    学生小剧场

  • 第一章Course Introduction

    Course Introduction

  • ●1.1学生场景小剧场

    学生场景小剧场

  • ●1.2What is Consumer Behavior?

    What is Consumer Behavior?

  • ●1.3Consumers’ Impact on Marketing Strategy

    Consumers’ Impact on Marketing Strategy

  • ●1.4The Meaning of Consumption

    The Meaning of Consumption

  • 第二章An Introduction to Consumer Behavior

    An Introduction to Consumer Behavior

  • ●2.1学生场景小剧场

    学生场景小剧场

  • ●2.2Consumer and Social Well-being

    Consumer and Social Well-being

  • ●2.3Corporate social responsibility practices among companies in China

    Corporate social responsibility practices among companies in China

  • ●2.4How companies integrate the concept of sustainability into their business strategy and daily practic

    How companies integrate the concept of sustainability into their business strategy and daily practic

  • ●2.5How addictive consumption behaviors do harm to individual and our society?

    How addictive consumption behaviors do harm to individual and our society?

  • 第三章Perception

    Perception

  • ●3.1学生场景小剧场

    学生场景小剧场

  • ●3.2Internal influences on consumer behavior

    Internal influences on consumer behavior

  • ●3.3How marketers utilize five human senses in business practice?

    How marketers utilize five human senses in business practice?

  • ●3.4Internal mechanism of perception

    Internal mechanism of perception

  • ●3.5Attention & Interpretation

    Attention & Interpretation

  • 第四章Learning & Memory

    Learning & Memory

  • ●4.1学生场景小剧场

    学生场景小剧场

  • ●4.2Learning

    Learning

  • ●4.3Memory

    Memory

  • 第五章Motivation & Affect

    Motivation & Affect

  • ●5.1学生场景小剧场

    学生场景小剧场

  • ●5.2The Motivation Process

    The Motivation Process

  • ●5.3Affect

    Affect

  • ●5.4Consumer Involvement

    Consumer Involvement

  • ●5.5Involvement

    Involvement

  • 第六章The Self

    The Self

  • ●6.1学生场景小剧场

    学生场景小剧场

  • ●6.2The Self

    The Self

  • ●6.3The Extended Self

    The Extended Self

  • ●6.4Gender identity

    Gender identity

  • 第七章Personality, Lefestyles & Values

    Personality, Lefestyles & Values

  • ●7.1学生场景小剧场

    学生场景小剧场

  • ●7.2Personality

    Personality

  • ●7.3Lifestyles and Values

    Lifestyles and Values

  • 第八章Attitudes & Persuative Communications

    Attitudes & Persuative Communications

  • ●8.1学生场景小剧场

    学生场景小剧场

  • ●8.2The Power of Attitude

    The Power of Attitude

  • ●8.3How we form Attitudes

    How we form Attitudes

  • ●8.4How Do Marketers Change Attitudes (Part 1)

    How Do Marketers Change Attitudes (Part 1)

  • ●8.5How Do Marketers Change Attitudes (Part 2)

    How Do Marketers Change Attitudes (Part 2)

  • 第九章Decision Making

    Decision Making

  • ●9.1学生场景小剧场

    学生场景小剧场

  • ●9.2Types of and Stages in the Consumer Decision-Making Process

    Types of and Stages in the Consumer Decision-Making Process

  • ●9.3Steps in the Cognitive Decision-Making Process

    Steps in the Cognitive Decision-Making Process

  • ●9.4How Do We Put Products into Categories?

    How Do We Put Products into Categories?

  • 第十章Buying, Using, & Disposing

    Buying, Using, & Disposing

  • ●10.1学生场景小剧场

    学生场景小剧场

  • ●10.2Antecedent State

    Antecedent State

  • ●10.3The Purchase Environment

    The Purchase Environment

  • ●10.4Post-Purchase Processes

    Post-Purchase Processes

  • 第十一章Groups & Social Media

    Groups & Social Media

  • ●11.1学生场景小剧场

    学生场景小剧场

  • ●11.2Groups & Social Media_Groups Part 1

    Groups & Social Media_Groups Part 1

  • ●11.3Groups & Social Media_Groups Part 2

    Groups & Social Media_Groups Part 2

  • ●11.4Word-of-Mouth Communication

    Word-of-Mouth Communication

  • ●11.5Opinion Leadership & Social Network Revolution

    Opinion Leadership & Social Network Revolution

  • 第十二章Income & Social Class

    Income & Social Class

  • ●12.1学生场景小剧场

    学生场景小剧场

  • ●12.2How income influences our consumption and our identity

    How income influences our consumption and our identity

  • ●12.3Social Class

    Social Class

  • ●12.4How marketers make plans to fit brands into a hierarchical social structure

    How marketers make plans to fit brands into a hierarchical social structure

  • 第十三章Subcultures

    Subcultures

  • ●13.1学生小剧场

    学生小剧场

  • ●13.2Subcultures in China

    Subcultures in China

  • ●13.3The youth subculture and Hanfu subculture in China

    The youth subculture and Hanfu subculture in China

  • 第十四章Culture

    Culture

  • ●14.1学生小剧场

    学生小剧场

  • ●14.2Culture and Consumer Behaviour in China

    Culture and Consumer Behaviour in China

  • ●14.3Cultural Stories and Ceremonies

    Cultural Stories and Ceremonies

  • ●14.4Sacred and Profane Consumption

    Sacred and Profane Consumption

  • ●14.5Diffusion of innovation (Figure 14.3) ★

    Diffusion of innovation (Figure 14.3) ★

  • 开始学习
  • 绪章  作业测试
    绪章绪论

    0.1 学生小剧场

    视频数1
  • 第一章  作业测试
    第一章 Course Introduction

    1.1 学生场景小剧场

    1.2 What is Consumer Behavior?

    1.3 Consumers’ Impact on Marketing Strategy

    1.4 The Meaning of Consumption

    视频数4
  • 第二章  作业测试
    第二章 An Introduction to Consumer Behavior

    2.1 学生场景小剧场

    2.2 Consumer and Social Well-being

    2.3 Corporate social responsibility practices among companies in China

    2.4 How companies integrate the concept of sustainability into their business strategy and daily practic

    2.5 How addictive consumption behaviors do harm to individual and our society?

    视频数5
  • 第三章  作业测试
    第三章 Perception

    3.1 学生场景小剧场

    3.2 Internal influences on consumer behavior

    3.3 How marketers utilize five human senses in business practice?

    3.4 Internal mechanism of perception

    3.5 Attention & Interpretation

    视频数5
  • 第四章  作业测试
    第四章 Learning & Memory

    4.1 学生场景小剧场

    4.2 Learning

    4.3 Memory

    视频数3
  • 第五章  作业测试
    第五章 Motivation & Affect

    5.1 学生场景小剧场

    5.2 The Motivation Process

    5.3 Affect

    5.4 Consumer Involvement

    5.5 Involvement

    视频数5
  • 第六章  作业测试
    第六章 The Self

    6.1 学生场景小剧场

    6.2 The Self

    6.3 The Extended Self

    6.4 Gender identity

    视频数4
  • 第七章  作业测试
    第七章 Personality, Lefestyles & Values

    7.1 学生场景小剧场

    7.2 Personality

    7.3 Lifestyles and Values

    视频数3
  • 第八章  作业测试
    第八章 Attitudes & Persuative Communications

    8.1 学生场景小剧场

    8.2 The Power of Attitude

    8.3 How we form Attitudes

    8.4 How Do Marketers Change Attitudes (Part 1)

    8.5 How Do Marketers Change Attitudes (Part 2)

    视频数5
  • 第九章  作业测试
    第九章 Decision Making

    9.1 学生场景小剧场

    9.2 Types of and Stages in the Consumer Decision-Making Process

    9.3 Steps in the Cognitive Decision-Making Process

    9.4 How Do We Put Products into Categories?

    视频数4
  • 第十章  作业测试
    第十章 Buying, Using, & Disposing

    10.1 学生场景小剧场

    10.2 Antecedent State

    10.3 The Purchase Environment

    10.4 Post-Purchase Processes

    视频数4
  • 第十一章  作业测试
    第十一章 Groups & Social Media

    11.1 学生场景小剧场

    11.2 Groups & Social Media_Groups Part 1

    11.3 Groups & Social Media_Groups Part 2

    11.4 Word-of-Mouth Communication

    11.5 Opinion Leadership & Social Network Revolution

    视频数5
  • 第十二章  作业测试
    第十二章 Income & Social Class

    12.1 学生场景小剧场

    12.2 How income influences our consumption and our identity

    12.3 Social Class

    12.4 How marketers make plans to fit brands into a hierarchical social structure

    视频数4
  • 第十三章  作业测试
    第十三章 Subcultures

    13.1 学生小剧场

    13.2 Subcultures in China

    13.3 The youth subculture and Hanfu subculture in China

    视频数3
  • 第十四章  作业测试
    第十四章 Culture

    14.1 学生小剧场

    14.2 Culture and Consumer Behaviour in China

    14.3 Cultural Stories and Ceremonies

    14.4 Sacred and Profane Consumption

    14.5 Diffusion of innovation (Figure 14.3) ★

    视频数5
  • 期末考试
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