商家对消费者的自觉尊重,已经使广大消费者养成了一种“上帝情结”,由此而生的自尊心理也越来越浓烈。如果商家在不经意间触犯了他们的自尊心理,就会立马产生消费“情感风险”。进而带来“营销风险”。时下,很多商场的服务小姐都将自己打扮得花枝招展,浓妆艳抹,非常时髦,结果使不少女性消费者,特别是中老年女性消费者望而却步。穿着打扮是 Consciousness of business consumers to respect, has enabled consumers to develop a kind of “God complex,” resulting in more self-esteem psychology. If businesses inadvertently violated their self-esteem, it will immediately generate consumer “emotional risk.” And then bring “marketing risk.” Nowadays, many shopping malls have their own service to dress up, make-up, very fashionable, the result of many women consumers, especially middle-aged women consumers discouraged. Wearing a dress is