以理論與個案並重方式，介紹消費者偏好，讓學生對消費者購買行為有充分暸解，為學生建立消費者行為研究的基本觀點與思維。

We focus on theory and case, introduce consumer preferences, so that students can have a sufficient understanding of consumer purchasing behavior, and establish basic perspectives and thinking for students in the research on consumer behavior.

經濟學和消費者行為學均是一種探討人類行為的科學，本課程希望從環境面、消費者面，以及組織面等三個面向切入，完整地探討影響消費者行為的主要面向，討論諸如次文化、社會階層、參考群體，以及家庭對消費者行為的影響，並輔助以國內外（包括中國大陸）實際案例，以期能藉由豐富的案例來加強與輔助理解與說明。

Economics and consumer behavior are both a science that explores human behavior. This course hopes to enter three aspects: environment, consumer, and organizational aspects, to fully explore the main aspects that affect consumer behavior, discuss the impact of subculture, social level, reference groups, and family on consumer behavior, and help to strengthen and assist in understanding and explanation through rich cases.

Micheal R.Solomon. Consumer Behavior: Buying, Having, and Being.. 6th edition, prentice Hall.(中譯本)
Journal of Marketing, Journal o Business Research, Journal of Consumer Behavior

Micheal R.Solomon. Consumer Behavior: Buying, Having, and Being.. 6th edition, prentice Hall.(Chinese translation)
Journal of Marketing, Journal o Business Research, Journal of Consumer Behavior