全民狂欢:“锦鲤”营销模式下的心理失序

On Psychological Disorder in Marketing Mode of “Koi”

“锦鲤”作为一种具有美好祝愿寓意的鱼类生物,在最近,被大量商家用于开展“锦鲤”营销模式。它的演变路径是从古代的“锦鲤”寓意到转发“锦鲤”行为的普及,再到“锦鲤”营销模式的出现。这种狂热的营销模式引起了心理失序,隐藏在背后的主要心理动因有社会互动的仪式感、群体心理与盲目从众、证实性偏差与自我实现预言、积极的自我暗示以及社会焦虑感等。在此基础上,它也带来了一系列的问题:如消费主义盛行、怀疑主义凸显、公众安全危机、价值导向错误以及加剧社会焦虑等。通过理解符号化消费的本质和“锦鲤”心态的社会心理因素,有助于我们破解消费困境,促进正确消费行为的养成。

“Koi”,a kind of fish creature with good wishes.Recently,it has been used by a large number of merchants to carry out the marketing mode of“Koi”.Its evolution path is from ancient“koi”implied meaning to the popularity of forwarding“Koi”behavior,and then to the emergence of“Koi”marketing mode.This crazy marketing mode causes psychological disorder,and the hidden psychological factors include social interaction ceremony,group psychology and blind conformity,confirmation bias and self-realization prediction,positive self-implication and social anxiety.But it also brings with it a host of problems:rampant consumerism,rising skepticism,a public safety crisis,misguided values and heightened social anxiety.By understanding the essence of symbolized consumption and the social psychological factors of“Koi”mentality,it helps us to solve the consumption dilemma and promote the development of correct consumption behavior.