■ 課程目標 (Course Objectives )
(1)瞭解消費者的心理與行為之理論架構。
(2)消費者之知覺、態度、決策與消費動機之形成及其在行銷管理之意涵。
(3)瞭解影響消費者心理與行為之因素
(4)運用市場策略影響消費者行為。

■ Course Objectives
(1) Understand the theoretical framework of consumer psychology and behavior.
(2) The formation of consumers’ perception, attitude, decision-making and consumption motivation and its implications in marketing management.
(3) Understand the factors that influence consumer psychology and behavior
(4) Use market strategies to influence consumer behavior.

廖淑伶著 (2013)，消費者行為，新北市: 普林斯頓國際
Blackwell, R. D., Miniard, P. W., & Engel, J. F. 原著，白滌清編譯 (2007)，消費者行為（Consumer Behavior），台北市: 華泰文化圖書。
林建煌著 (2013)，消費者行為概論，台北市: 華泰文化圖書。
徐達光 (2003)，消費者心理學：消費者行為的科學研究，台北市：東華書局。

Liao Shuling (2013), Consumer Behavior, New Taipei City: Princeton International
Blackwell, R. D., Miniard, P. W., & Engel, J. F. Original work, compiled by Bai Diqing (2007), Consumer Behavior, Taipei: Huatai Culture Books.
Lin Jianhuang (2013), Introduction to Consumer Behavior, Taipei: Huatai Culture Books.
Xu, D. Guang (2003), Consumer Psychology: The Scientific Research of Consumer Behavior, Taipei: Tung Hwa Book Company.