We ordinary people like to compare with others.

The comparative psychology of consumers is based on their recognition of their own class, identity and status, so as to choose their own class as a reference and express their consumption behavior. Compared with showing off, consumers' comparison psychology cares more about "having"-you have what I have. For example, on the eve of buying a lot of goods, the most lingering thing in consumers' minds is that whoever has it will buy it.

Scene reproduction 1:

Nine-year-old Xiao Bin is in the third grade of primary school, and her family's economic situation is average. Her parents earn less than 4000 yuan a month. But my parents spoiled Xiao Bin, and he tried to satisfy everything he wanted. The Spring Festival is coming. He told his parents to buy a brand-name sportswear and sneakers, saying that several of his classmates had them. When Xiao Bin's parents went to the mall, they found that these things added up to the beginning of 2000, and they were a little reluctant. Xiao Bin was very unhappy and didn't eat well for two days in a row. Parents love their son, so they gritted their teeth and bought it for Xiao Bin. My son also wants a new down jacket, and his parents promised to buy it for him as soon as he got the bonus.

A set of transformers toys costs 398 yuan, a boy's coat costs 498 yuan, and a box of children's milk powder with a net weight of 900 grams 134 yuan ... It is not uncommon for children's consumer goods to be so expensive in some children's specialty stores and counters in our city. Influenced by comparison psychology and advertising, the price of children's products has surpassed that of adults, and major businesses have also seized business opportunities and started a "children's economy".

On Children's Day, Ms. Zhang's 6-year-old daughter received a gift-a set of Barbie dolls. Ms. Zhang said that the doll is really beautiful, but the price is not cheap, 299 yuan. In an interview with a children's goods store, the reporter found that a small windbreaker worn by a 5-year-old boy costs 498 yuan, and the price of children's skin care products is not cheaper than that of adults.

Secret trick 1:

Children's consumption psychology is mostly influenced by two aspects: first, imitation and interest; The second is the influence of advertising. Children don't know the value in infancy, but only imitate consumption in eating, wearing, using and playing, demanding "I want what others have" or imitating the consumption habits of people around them. We sometimes see a situation in the store: children clamor to buy a certain product, but parents don't want to. As a result, the children are crying and even sitting on the ground. At this time, most parents have to agree to buy. In fact, that product may not be what children need, but children are interested in it. At this time, parents should master a principle: never buy things they don't need. Giving in to children's unreasonable consumption again and again will give children an illusion that what I want will be obtained, which is impossible in real life.

Scene reproduction 2:

Not long ago, the media reported that a coal boss in Shanxi followed the trend when buying a car, and bought a batch of American Hummers with a price of10.5 million yuan. According to a survey by an automobile trading company in Shanxi, the number of typical luxury cars such as Bentley, Mercedes-Benz, Hummer, Rolls-Royce and BMW privately owned in Shanxi has exceeded 1000. After some coal bosses get rich, they have a car-buying mentality of "you buy a car, I also buy a car". In terms of buying a house, it is also wider than the other party. What one person buys, others follow and even surpass. (Shanxi coal mine boss bought 20 Hummers)

Coincidentally. According to media reports, not long ago, someone held a luxurious wedding in Shanghai Jinmao Building, which cost as much as 6,543,800 yuan. All the walls are covered with sequins, and there is a special crystal wall. (Shanghai: the cost of a wedding exceeds the income of a farmer in his life)

Deception 2:

Their behavior of striving for wealth has played a bad guiding role in social fashion. This conspicuous consumption, on the one hand, makes people pursue carpe diem, lead a drunken life and have a decadent and negative outlook on life; On the other hand, it wastes scarce and precious resources. The most terrible thing is that it may also be a "yeast" that encourages illegal crimes.

Some people may say that consumption is the driving force of production development. If consumption is not encouraged, how can production develop? Besides, everyone has the free choice of consumption. There is nothing wrong with these. However, in a rational society, consumption is not only a question of how a person spends money, but also a question of how to make rational use of resources. China has a large population and a shortage of resources, which determines that anyone must consider the affordability of resources and the sustainable development of economy and society when spending. Consumption must be based on meeting people's reasonable needs and cannot be over-consumed; We must take the carrying capacity of natural resources as the boundary, and we must not exhaust our resources and fish. Consumption, but not extravagance and waste; Even if you have enough money, you can't squander things. And the behavior of "striving for wealth" wastes resources, which actually deprives other members of society and future generations of the right to use resources in disguise.

The ancients said that "frugality and moral cultivation" is a scientific way of life. Only when we establish the concept of health, civilization and resource conservation, and emphasize the consumption patterns and concepts of ostentation and extravagance and mutual comparison, will we gradually lose the market. Scene reproduction 3

"If this continues, I really can't stand it! When I grow up, I must move! " On the afternoon of October 8th, 65438/kloc-0, the little darling mother threw out such a sentence angrily. At the beginning, my little darling mother was a university teacher, and she chose her present residence after thousands of choices: one of the few low-density garden houses in Chongqing has a beautiful environment, which can be described as "leaving the city without leaving the dust". She thinks this environment is the most suitable for raising babies. It's only been three or four years. Why move? It turned out that the neighbors upstairs stimulated the little darling: that baby chose the most expensive food and clothing, and there was a grandmother who never forgot to show off. "From infancy, we must keep up with our neighbors. This kind of atmosphere is not good for the growth of our little heart. " Her rural mother-in-law can't help wondering: "It's really difficult to raise a baby in the city. The monthly expenses are more than the annual expenses of our rural families!" Self-made diapers have become an alternative baby product, and the comparison has climbed step by step. Because the two families are neighbors upstairs and downstairs, Huanhuan's grandmother often comes to visit. Every time she comes, she will quote the price of Huanhuan's new high-end products. For example, a pair of white jeans from 400 yuan can't be worn twice in autumn. A down jacket is 999 yuan, which is definitely not to be worn next winter. My little darling mother is very depressed. Huanhuan is still a baby under 1 year. What's the need to buy it so expensive? "I haven't worn a few down jackets for 900 yuan." . My darling is a minority in this community. If it weren't for her good attitude and determination, she would have joined the army of comparison. Every time I go out with my little darling in my arms, there are always many people and nannies in the community who look surprised at the old diapers worn by my little darling. Because it is an aristocratic community, many babies here use diapers during the day and night, and it costs hundreds of dollars a month to use diapers alone. Little darling mother insists on using it only at night. "When we were young, we used our parents' old cotton underwear for diapers, and we didn't see anything wrong. "She just found a printed cotton-padded coat for the little darling from the Internet, only 18 yuan. Scam 3

"This year, parenting is really a high-consumption luxury, and parents are called' parenting tyrants'." Someone posted feelings on the Internet. With the improvement of people's living standard and the change of consumption concept, modern parents spend more and more money on their children. The baby products market has long since got rid of the pattern of "bottle+diaper". Eating, wearing, using, traveling and playing have become more and more diversified, and infant swimming, children's photography, parent-child classes and early education classes have also become popular.

Skill analysis:

The American Marketing Association defines a brand as "a name, a term, a sign, a symbol, a design or the sum of them that aims to identify the goods or services of a supplier or a group of suppliers and distinguish them from those of competitors." Jones, a brand expert: a product that can provide customers with functional benefits or added value and customers think it is worth buying.

The overall meaning of the brand can be divided into six levels: 1. Property. Mercedes-Benz means exquisite workmanship, nobility, etc. 2. benefits. This kind of car makes me feel very proud and respected, which embodies my emotional interests. 3. Value. Mercedes-Benz stands for high performance, safety, prestige and other things. 4. Cultural Mercedes-Benz represents German culture, with high efficiency and high quality. 5. Personality. Mercedes-Benz may remind people of strict bosses, dynamic zones, the world of young people and so on. 6. users. Brand means the type of consumers who buy or use products. Lu, a rich man. BMW, upstart.

The above understanding and description of the brand seems reasonable, and it seems that enterprises and consumers have won a win-win situation here. However, it is really a chronic poison in modern society. It poisons people's hearts and erodes people's emotions.

First, commodity prices have been artificially pushed up. Everyone should know this, so I won't go into details here.

Second, emotional kidnapping and control. Under the packaging and advocacy of advertisers and marketers, enterprises have invested huge funds and attention in brand promotion in an attempt to maintain long-term relations with consumers, unless consumers don't buy it. In a sense, this strategy is an emotional kidnapping and control. Moreover, their kidnapping and control behaviors are extremely hidden, and they subconsciously influence consumers with high-sounding reasons. Once consumers take the bait, they voluntarily buy the goods of this brand, and enjoy it, and rarely try the goods of other brands. This is selling, counting money for others. Physical control is not terrible, but mental and emotional control.

Third, the distortion and alienation of human nature. Modern society pursues democracy, freedom and equality. However, looking back at brands, we can easily find that brands have divided our society into three categories. Rolls-Royce represents status and identity, and even the company once had such a rule: only aristocratic status can become its owner. Chery qq seems to be a car for the poor, and Audi drivers seem to be officials!

Furthermore, it caters to people's greedy vanity, objectively promotes people's ideological degeneration, and intensifies the comparison psychology between people.

Secondly, the vigorous promotion and publicity of brands by enterprises has made more and more people's buying behavior more and more extreme, even extreme. Looking at the current sports market, we will find that many people, especially some high school students and college students, don't buy Adidas or Nike. Rich students don't care, but in the current social atmosphere, a considerable number of students with average economic conditions don't buy non-Adi and Nike. Isn't this a distortion of human nature?

To be exact, this is a conspiracy carefully designed by the vast number of advertising marketing "masters" and a trick to poison contemporary people for decades!

Consumer guide:

Careful calculation, caring about the reputation and cost performance of goods, considering whether they really need it, and spending more wisely and rationally with a good economic foundation are the qualities and tastes of a modern man. ? Living in a commercial society, you can make a fortune by learning to manage money. ? Excessive consumption in advance and blind comparison have exhausted the reasonable wealth in their hands. So, where does the foundation for creating wealth come from?