Chapter 1 Consumers in the Market Chapter 1 Consumer Behavior Introduce consumer behavior: What is consumer behavior? What influence do consumers have on marketing strategy? What is the impact of marketing on consumers? Fuzzy Boundary of Global Consumption: Marketing and Realistic Marketing Ethics and the Dark Side of Public Policy: Consumer Behavior in the Research Field China monograph1-kloc-0/China monograph on China's consumer revolution 1-2 characteristic case of China's transitional market1-1- 1Mexoryl Chapter II consumers. 2- 1 China opportunity-the most populous market case 2- 1 Altman powerful case 2-2 subway advertisement-brave new world chapter 3 learning and memory learning behaviorism learning theory cognitive learning theory memory case 3- 1 Colgate oral care education case 3-2 how Galanz educates consumers at low cost case 3-3 Hershey and M & amp； Ms: Debate over Milk Chocolate Chapter IV Motivation and Values Introduction The process of motivation needs and desires consumers to participate in values China monograph 4- 1 Comparative case of China's values and Chinese and Western value systems 4- 1 The swan song case of giving melatonin 4-2 Jinbaotang in action Chapter V Self-concept consumption and self-overview. China read the monograph on gender roles 5- 1 China's changing social roles 5- 1 A case of activating self-experience in the dynamic zone 5-2 A case of chasing the horn; Chapter Six: Personality and Lifestyle; Diagram of personality, lifestyle and psychology; China monograph 6- 1 an example of China people's golden mean action 6- 1 an example of Q-worshipping children 6-2iPO. D Magic Chapter VII Influence of Attitude Functional Standard Hierarchy Attitude Model of Attitude Learning China Monograph 7- 1 Framework Case of Consumer Behavior Research in China 7- 1 Case of a White-collar Family's Housing Experience 7-2 Wal-Mart Chapter VIII Attitude Change and Interactive Communication Change the Elements of Attitude Communication A New Viewpoint: Interactive Communication. Who has mastered the new information form of remote control? Information Source China Monograph 8- 1 Case 8 of Differences in Consumers' Information Behavior in China-1The tortuous process of Ladbrokes' interpretation of "Shanghai Men" Case 8-2 David Beckham: Professional Spokesman Chapter 3 Consumers as decision makers Chapter 9 Consumer decision-making process as problem solvers. China monograph 9- 1 Main differences in consumer behavior in China Case 9- 1 A Wen's story of car selection Case 9-2 Pocket PC: Is it a revolution in computer prospect Chapter 10 The influence of situational factors on consumer behavior in purchase and disposal What is the atmosphere of shopping environment? China monograph 10- 1 Discovering the characteristics of China shoppers. Example 10- 1 post-purchase conflict case of genuine anti-virus software 10-2 giving and receiving free circulating websites 1 1 reference group of group influence and opinion leaders China monograph1/kloc-0. Kloc-0/ 1 Consumers and Sub-culture Chapter 13 Income and Social Class Consumption Expenditure and Economic Behavior China Monograph Chapter 13- 1 China Contemporary Social Class Structure Case Chapter 13- 1 High-end Handbag Complex among Female Workers Chapter/ Chapter 4 Race, Ethnic and Regional Subculture, Micro-culture and Consumer Identity Case Chapter 14- 1 Chapter 2Sion Seeking to Attract Generation Y Chapter 5 Consumers and Culture Chapter 16 Understanding the Influence of Culture on Consumer Behavior China Monograph16/Case of Special Influencing Factors of China's Consumer Behavior/kloc Entering the Middle East Chapter 17 The emergence of global consumer culture, the choice of culture, the global spread of fashion system product culture, and the case of the spread of consumer culture 17- 1 China people's McDonald's complex case 17-2 Starbucks-a coffee seller or a cultural vocabulary?