Consumer Behavior
本课程从心理学、社会学和经济学角度深入研究消费者决策过程。课程内容包括：消费者感知与学习、动机与情绪、态度形成与改变、自我概念与生活方式、文化与亚文化影响、社会阶层与参照群体、家庭决策、以及消费者决策过程的五个阶段（问题识别、信息搜索、方案评估、购买决策、购后行为）。学生将学会运用消费者行为理论设计更有效的营销策略。
This course examines consumer decision-making processes from psychological, sociological, and economic perspectives. Topics include consumer perception and learning, motivation and emotion, attitude formation and change, self-concept and lifestyle, cultural and subcultural influences, social class and reference groups, family decision-making, and the five-stage consumer decision process. Students learn to apply consumer behavior theory to design more effective marketing strategies.
学生选择一个真实品牌或产品类别，对消费者进行深度观察与访谈研究。项目包括：设计观察方案（门店观察、线上行为观察）、招募受访者进行深度访谈、编码与分析质性数据、总结消费者决策路径与关键影响因素、基于消费者洞察提出具体的营销策略优化建议，并制作消费者旅程地图（Customer Journey Map）。
Students select a real brand or product category and conduct in-depth observation and interview research on consumers. The project includes designing an observation plan, recruiting participants for in-depth interviews, coding and analyzing qualitative data, summarizing the consumer decision journey and key influencing factors, proposing specific marketing strategy optimization recommendations based on consumer insights, and creating a Customer Journey Map.