也就是说，消费者理论基于一种假设，假设我们能够推断出人们从他们的选择中得到什么好处。
That is, consumer theory isbased on the premise that we can infer what people like from the choices theymake.
但是我们的出发点是假设在这一理论中消费者不犯错误，他们只选择最令他们满意的商品。
But our starting point is to consider theimplications of a theory in which consumers don’t make mistakes, but make choicesthat give them the most satisfaction.
在理论研究的基础上，本文选择了从消费者角度对品牌延伸的决策及评估进行研究。
Based on the theoretical summary, the paper chooses to research brand extension from the point of consumer.
心理会计与推理选择是行为决策理论的两个重要领域，本文主要综述它们在消费者偏好建构中的作用。
This paper discusses some recent researches on the role of mental accounting and reason-based choice in the formation of consumer preferences.
第二部分针对消费者个性、态度进行研究，从理论上分析了消费者个性与态度对品牌选择的影响。
The second part focuses on the study of personality and attitude and makes analysis on the effect of personality and attitude on the brand choice theoretically.
在理论总结基础上，本文选择了从消费者角度对品牌资产进行研究。
Based on the theoretical summary, the paper chooses to research brand equity from the point of consumer.
在总结了国内外对品牌资产理论研究的基础上，本文选择了从消费者的角度对速递品牌资产进行研究。
On the basis of the brand equity management, this thesis aims to search for a method of promoting performance of national express service.
在总结了国内外对品牌资产理论研究的基础上，本文选择了从消费者的角度对速递品牌资产进行研究。
On the basis of the brand equity management, this thesis aims to search for a method of promoting performance of national express service.
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