当前,为了扩大消费,不少媒体都在呼吁人们要“转变消费观念”,但其内容一般停留在说服消费者“花钱”、“多花钱”、“敢花明天的钱”等表层。实际上,阻碍消费扩张的社会观念远不止消费者不敢多花钱,需要转变观念的也并非仅限于消费者。“转变消费观念”,根本的是要转变那些在历史性、体制性等因素影响下形成的、深植于人们思想意识之中的、对社会群体行为规范有重大影响的阻碍消费的观念。错误观念之一:积累是“善”,消费是“恶”。消费是人类生存的基本条件,是人天然合理的行为,是人的自然属性。从这个意义上 At present, in order to expand consumption, many media are urging people to “change their attitudes toward consumption,” but their content generally stays on the surface of persuading consumers to spend more, spend more, and dare to spend tomorrow. In fact, the social notion that impedes the expansion of consumption goes far beyond consumer daring to spend more, and the need to change perceptions is not limited to consumers. The concept of “changing consumption” is basically to change the concept of impeding consumption, which is formed under the influence of historical and institutional factors and is deeply rooted in people’s ideology and has a significant impact on the norms of behavior of social groups. One of the wrong ideas: accumulation is “good” and consumption is “evil.” Consumption is the basic condition of human existence, is a natural and reasonable behavior, is the natural attributes of human beings. In this sense