消费心理学是市场营销专业的核心基础课程,注重培养市场营销专业学生实践能力和观察分析能力,是一门综合性、应用性、发展性较强的学科。本文从消费心理学课程建设的思路、课程教学内容、课程教学模式和方法以及课程评价四个方面进行课程改革的积极探索,以期提高课程教学质量,提升学生实践操作能力,激发学生学习积极性,提高学生综合运用知识的能力。 Psychology of consumer psychology is the core basic course of marketing major, focusing on cultivating practical ability and observation and analysis ability of marketing major students. It is a comprehensive, applied and developing subject. This article from the psychology of consumer psychology curriculum ideas, curriculum content, curriculum teaching methods and methods and curriculum evaluation of four aspects of curriculum reform, active exploration, with a view to improving the quality of teaching, improve students’ ability to practice operation, to stimulate student learning enthusiasm, improve The ability of students to apply knowledge comprehensively.