消费理论的行为化趋向

Toward behavioral consumption theory

最近 2 0多年里 ,行为理论在消费理论方面的研究取得了重要进展 ,而主流消费理论也正朝着以行为分析为基础的方向发展 。

Past two decades, the behavioral theory research on the consumption has generated a great deal of theoretical innovation and policy suggestions Meanwhile, mainstream consumption theory is going toward the theory based on behavioral analysis The contradiction and convergence between mainstream and behavioral consumption theories will be an important characteristic of the theory development