购物篮里的战争——消费社会语境下的消费行为思考

Battle in Shopping Basket——Thinking on Consumers' Behavior in the Context of Consumption Society

与传统的古典经济学不同,消费社会语境下的消费行为已经不仅仅是物品的消费,而是在一套文化建构的意义系统下的符号的表达与显现的过程。自凡勃伦提出"炫耀性消费"的概念以来,消费背后的阶层性、差异性和群体认同与区分就是理论家们关注的对象。实践中,凭借跨国公司的扩张和品牌的铺天盖地,消费的狂热更是空前的膨胀。在本文中,作者回顾了消费社会的一些理论和消费社会语境下的消费的功能,并对作为消费社会的标志性存在的品牌进行了思考。

Differs from traditional economics,consumers＇ behavior is regarded as a set of symbols＇ expression and emerge in the context of consumption society rather than the consuming of commodity. Since Veblen proposed the concept of conspicuous consumption,the expansion of multinational enterprises and promotion of famous brands,the enthusiasm of purchasing famous brand commodity is unprecedentedly inflated. The paper reviewed the theories and functions of consumption in the context of consumption society,and discussed the brand-holic phenomenon.