What is the impact of China's traditional culture on consumer psychology

1. Chinese culture emphasizes humanism

Nowadays, although the nuclearization of the family and the phenomenon of three or four generations living under the same roof have declined, the traditional concept of family ethics is still maintained, and the interdependence between parents and children is obvious. The Chinese family is often a unit of consumption. In China, an individual's consumption behavior is often closely related to the behavioral activities of the entire family. Therefore, in China, an individual's consumption behavior should not only take into account his or her own needs, but also the consumption needs of the whole family. The family life cycle must be taken into account when making a market analysis, and a careful study of the characteristics of each cycle has marketing significance. For example, from the stage of young singles, to the newly married stage to the birth of children, to the children's adult leave home stage, each stage has different consumer psychology and consumer demand. This situation makes it necessary for companies to pay attention to the multi-functional, multi-purpose, and comprehensive characteristics of products in product development and marketing services, and to try to make the products suitable for the needs of various members of the family at different stages. In addition, in terms of product or labor information transfer and communication, oral information communication is more likely to be believed and accepted by Chinese people than formal information communication channels (such as advertisements).

2. Chinese culture attaches great importance to human relations

This kind of human relations can be understood from two levels: First, human relations, that is, all the weddings and funerals and other things, we have to give gifts or cash, and then, for example, in some of the packaging of goods, printed on the "gifts", that is, the tendency to reflect this.

The second is the emphasis on righteousness and not profit, focusing on love and spiritual values, and belittling material benefits, emphasizing the feelings and morality between people, which is a major feature of Chinese culture, and also one of the main differences between Chinese and Western cultures. For example, in interpersonal and normal working relationships, too much emphasis is placed on emotional exchanges that go beyond the rules, and there is a keen interest in giving each other all kinds of gifts and even money in order to strengthen mutual relationships. Righteousness is light in consumer behavior is the performance of human consumption is prevalent, for example, "gift to send platinum" success is due to the good use of human consumption opportunities.

3 . Chinese culture is concerned about the middle way

The middle way is a basic idea of Confucianism, the essence of its thinking is "and", is a delicate balance after weighing,

a kind of harmony. On an individual level, Chinese people often try to conform to group norms, striving to be consistent with everyone else in their speech and behavior, and avoiding to stand out as individuals. This cultural awareness is reflected in consumer behavior as seeking common ground and following the herd mentality, try to obtain the recognition and acceptance of others, and more readily accept popular goods. In addition, Confucian culture pursues the spiritual realm, seeks for moral virtues, focuses on the cultivation of personal qualities to achieve a perfect personality, and moderation of personal desires is regarded as a virtue, which is manifested in consumer behavior by focusing on the practicality and durability of commodities. Understanding this characteristic, in the development, production and promotion of goods can be targeted to reduce the risk.

4. The unique face culture of Chinese culture

From the traditional Chinese culture of "etiquette" evolved from the Chinese unique "face" culture, after thousands of years of development, people to this day attach more importance to face. It's not enough to say that Chinese people are willing to be mediocre, they still want to show their face whenever they have the chance. One of the main characteristics of Chinese culture is that people pay attention to their own image and status in the eyes of others in interpersonal interactions, and attach importance to face. Research literature in recent years shows that, compared with other countries, Chinese people pay particular attention to the impression of grooming and role-playing in the minds of others to have a good impression, and to obtain a good reputation that is praised by all. Therefore, Chinese people have a strong aversion to losing face, but a strong desire to show their faces. Therefore, Chinese people pay special attention to saving face for others and themselves. Reflected in consumer behavior, the Chinese people are too much emphasis on decent consumption, too much emphasis on their own identity, with others around the same psychology and human consumption, in many cases even appear "dead face live suffer" bad consumer behavior.