教學目標：This course aims to equip students with the ability to interpret and predict consumer behaviors by integrating psychological, social, and cultural theories into real-world marketing decisions. Students will learn to analyze consumer motivations, perception mechanisms, learning and memory formation, personality traits, group and family influence, cultural value systems, and digital platform consumption patterns. The course emphasizes data-driven consumer insights, ethical consumer profiling, and strategic implications for marketers and service designers. By the end of the course, students will be able to construct consumer personas, map decision journeys, evaluate marketing stimuli, interpret behavioral intention drivers, and propose actionable strategies that improve customer satisfaction, loyalty, and shopping effectiveness.