The research contents of consumer psychology include consumer's psychological activity process, consumer's personality psychological characteristics, psychological factors affecting consumer's behavior, consumer's psychological activity in the process of buying, the influence of social environment on consumer's psychology, consumer's psychology and behavior, consumer's situation and psychology, commodity factor and psychology, marketing communication and psychology, etc.
Extended data:
General psychology of consumer psychology;
1. Realistic psychology: it is a kind of consumer psychology whose main purpose is to pursue the use value of goods or services.
2. Beauty-seeking psychology: it is a kind of consumer psychology whose main purpose is to pursue the artistic value and appreciation value of commodities.
3. Convenience psychology: refers to the convenience for consumers to buy or carry.
4. Comparison psychology (showing off psychology): The purpose of consumption is to satisfy curiosity and not fall behind. The purchase motivation induced by ostentation and extravagance psychology is vanity, which is often manifested in the purchase of expensive goods, tight goods and fashionable goods, and its purchase behavior is characterized by comparison and advancement.
5. Preference psychology (likes and dislikes psychology): the consumption psychology of consumers with only some special hobbies.
6. Conformity psychology: The purchase motivation induced by conformity psychology follows, often manifested as group collective purchase. The purchase behavior has the characteristics of aimlessness, contingency and impulsiveness.
Baidu Encyclopedia-Consumer Psychology