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《消费心理学》是高职市场营销专业学生的核心课程。掌握消费者在消费活动中的心理特征和行为规律,是高职院校市场营销专业学生必须完成的最重要的学习任务之一,也是毕业后从事市场营销工作必不可少的核心专业素质。但现阶段各高职院校在教授《消费心理学》时所采用的教材和教学方法上,都存在诸多方面的问题,不能适应培养应用型高级人才的需要,很有改进的必要。
“Psychology of Consumer” is the core course of higher vocational marketing major. Grasping the psychological characteristics and behavior rules of consumers in consumer activities is one of the most important tasks that must be fulfilled by marketing major students in vocational colleges. It is also the core professional quality necessary for them to engage in marketing work after graduation. However, there are many problems in the teaching materials and teaching methods used by professors’ psychology of consumption in vocational colleges at this stage, and they can not meet the need of training applied-type senior talents, which is necessary for improvement.