时尚消费观的心理学解读:自我与社会

时尚消费观是指大众为获得自我认同与社会认同而产生的对他人消费行为追随与模仿的价值取向.首先,本文回顾了从社会学、传播学、符号学以及伦理学角度关于时尚消费观的相关研究；其次,本文从心理学的角度提出了时尚消费观的自我与社会形成机理:个体化促使消费者通过时尚消费构建、表达、提升自我,从而满足消费者自我认同,形成了时尚消费的内部动力,而社会化过程则促使消费者接纳他人的信息影响与规范影响,从而满足消费者社会认同,构成了实现时尚消费的外部推力；本文最后指出,个体的时尚消费观最终会反作用于社会文化,只有树立健康的消费观念,以一种重存在方式体验商品价值,才能创建良好的社会风尚.

Values Of Fashion Consuming Based On Psychological Analysis: Society-Self

Values of fashion consuming are served as an effective instrument for expressing cultural meaning and constructing identity. This article firstly reviewed the past relevant research, and then mainly discussed the new mechanism of values of fashion consumption from the standpoint of psychology analysis. The paper proposed a new model named society-self to analyze the function of values of fashion consuming. Fashion consuming could help consumer to realized the goal of self constructed, self-expressed and self-improvement; society also have a strong influence on values of fashion consuming by normative social influence and informative influence. In terms of fashion consuming, we should guide rational consumption.