Characteristics of perceptual consumption

The difference between perceptual consumption and material consumption is relatively obvious, from which we can analyze the characteristics of perceptual consumption. Everyone has seven emotions and six desires. Excessive sadness, depression, anger and excitement may make people emotionally impulsive. When people's emotions control their reason, perceptual consumption behavior is formed. Consumers' perceptual consumption psychology is mainly caused by excitement, and consumers' excitement comes from many aspects.

1. The joy of celebrating achievements

When people make achievements in their work and are commended, they often feel very cheerful under the praise and congratulations of their relatives and friends. If you go shopping as a consumer at this time, emotional consumption behavior will easily occur.

2. The excitement brought to parents by their children’s academic progress or excellent grades

Children are the hope in parents’ hearts, and every bit of progress in their children’s growth will make parents feel happy. and comfort. Especially when they have excellent grades or succeed at key moments such as the high school entrance examination and college entrance examination, parents are as excited as their children. At this time, when they take their children shopping, their joy is beyond words, and they will try their best to generously meet their children's shopping requests.

3. Excitement brought by unexpected surprises

For example: long-awaited reunions of relatives overseas, unexpected encounters of friends who have been separated for many years, valuables lost and found, dashed hopes resurrected, long-term incurable diseases Getting a cure, etc., would make people ecstatic. At this time, people’s desire to consume is particularly strong, and their impulse to shop is undisguised.

4. The joy of reunion

People often need to use reunions to connect with each other after stressful work. The joy that reunions bring to people is self-evident. Therefore, whether it is a birthday celebration, a family reunion or a gathering of friends, it will make people extremely happy. When you go to the mall in a good mood, you will be particularly interested in shopping. You may be attracted by the dazzling array of products at any time, leading to emotional consumption behavior.

5. Infection from social activities or other people’s happiness

Every consumer lives in a certain social environment, and the atmosphere of the environment often infects and surrounds them. Therefore, when the environment is full of joy, consumers' own emotions are also enthusiastic and unrestrained. When major events or events occur, people are likely to make purchases to celebrate their victory. Interests and hobbies are people’s emotions of liking and preferring things. This emotion affects changes in consumer psychology and consumer behavior. For example: Football fans not only have a strong interest in watching football games, but also have a strong desire to shop for various football-related products. As long as they can satisfy their football addiction, they will have the desire to shop at any time. As long as they can afford it, they will not hesitate to spend a lot of money.

The more interested consumers are in a certain product, the easier it is for them to have a shopping impulse. If corporate marketers want to induce and promote the transformation of perceptual consumption psychology and realize shopping behavior, they must carefully study the formation process of consumers' consumption interests.

1. Specialties arouse consumer interest

Specialties are both innate and acquired. People with expertise tend to focus on products related to their expertise during consumption activities. For example, painters' unique art appreciation ability makes them have special interest in arts and crafts with artistic charm.

2. Consumption interest generated by the work they are engaged in

When people engage in a certain kind of work for a long time, they develop feelings for the cause and develop a strong interest in it. This interest manifests itself in consumer activities as consumers are interested in any product that is closely integrated with their profession, and will have the desire and behavior to purchase at any time. For example, teachers often have a strong interest in books as they continue to expand their knowledge fields. When they go out to purchase items, they often subconsciously walk into bookstores. When they see new and good books, they naturally develop perceptual consumption psychology and behavior.

3. Consumer interest caused by different ways of thinking

Every physically healthy person has certain thinking abilities. Some people have strong logical thinking ability, such as mathematicians, physicists, etc.; some people have strong image thinking ability, such as writers, artists, etc. Different thinking abilities make them have different interests in social life, which is reflected in the great differences in the expression of their interests and hobbies in consumption activities. Physicists may be very interested in the function and utility of products, while artists are more interested in the beauty and artistic features of products.

4. Consumption interests caused by different atmospheres

Different environments have different impacts on people’s interests and hobbies. Family harmony, harmonious work atmosphere, trust in leaders, friendship among colleagues, and harmonious neighborhood relationships will make people feel comfortable, have a more urgent pursuit of a better life, have a stronger desire to consume, and are prone to emotional consumption behaviors. In this state of mind, if someone recommends a new product, you will get an immediate response, and sometimes even arouse the interest of a consumer group. Every consumer lives in a certain consumer group, and the consumption habits and lifestyles of others subtly affect the consumer's own consumption psychology and behavior. When external influences constitute strong stimulation, consumers will be infected unconsciously, resulting in a perceptual consumption mentality. For example, when people are in tourist attractions during tourism activities, they often become interested in local folk customs and folk customs. Many tourists will rush to buy commemorative tourism products.

In this atmosphere, tourism consumers will naturally produce perceptual consumption behaviors.