著名市场营销学家菲利普科特勒把人们的消费行为分为三个阶段:量的消费阶段、质的消费阶段和感性消费阶段。在感性消费阶段中,消费者所看重的已不仅仅是商品的数量和质量,而是最能体现自己个性与价值的商品,是消费的个性化张扬的阶段。消费者购买和使用商品在很多情况下,是为了追求一种情感上的满足,或展现自身形象与地位。当某种商品能够满足消费者的心理需要时,它 Philip Kotler, a famous marketer, divides people’s consumption behavior into three stages: the consumption stage, the quality consumption stage and the perceptual consumption stage. In the period of perceptual consumption, consumers value not only the quantity and quality of commodities, but the commodities which can best reflect their own individuality and value, and are the stage of personalized publicity of consumption. In many cases, consumers purchase and use goods for the purpose of pursuing an emotional satisfaction or displaying their own image and status. When a commodity to meet the psychological needs of consumers, it