小小一只手表竞争要价几万元,按照传统的价值规律的观念来看,这是很难理解的。在这里使用价值已给退居次要地位,消费者一掷千金买的是快乐、气质、地位、身分、或者其它更复杂的东西。这种现象就西方行销学上所谓的感性消费——消费者购买商品是为了一种情感上的渴求,或是一种心理上的认同。其最突出的消费心理特征是:我喜欢的即是最好的。充分反映了消费者的“个性”需求。 A small watch a few thousand dollars price competition, according to the traditional values ​​of the concept of law, it is difficult to understand. Use value here has been relegated to a secondary position. Consumers spend big bucks buying happiness, temperament, status, status, or other more complicated things. This phenomenon is known as the so-called perceptual consumption of Western marketing - consumers buy goods for an emotional craving, or a psychological recognition. Its most prominent consumer psychology features are: I like the best. Fully reflects the consumer’s “personality” needs.