由于社会文化根深蒂固的影响,现代商品价格不仅仅是商品价值的货币表现,具有衡量商品价值的功能,也是消费者文化心理和文化偏好在购物行为方面的体现,文化偏好日益影响消费者的购买决策。深入研究消费者的价格心理以及在价格决策方面的文化偏好表现,并在价格制定中有意识地迎合 Due to the deep-rooted influence of social culture, modern commodity prices are not only the monetary performance of commodity value, but also have the function of measuring the value of commodities. They are also the manifestations of consumer cultural psychology and cultural preferences in shopping behavior. Cultural preferences increasingly influence consumer purchasing decisions. . In-depth study of consumers’ price psychology and cultural preferences in price decision making, and consciously catering to price development