The Differences Of College Students' Consumer Psychology Among Different Social Class

The scholars who made research on the relationship between social class and consumer behavior think the patterns of consumer's consumption and consumer's choice are affected by their social class, in turn, consumption reflects the identity of their class.Meanwhile,according to the research of some scholars from native and abroad,Consumer psychology,consumer behavior are influenced by social class and other external factors. The article focused on social class factors, analized its impact on the consumer psychology and consumer behavior.The study drew on the predecessors on consumer psychology, consumer behavior research,and designed the questionnaire to investigate the psychological map of college students.And then,the auther make an experiment design based on the factor of social class, using empirical means of checking the relevant assumptions that social class factor have a significant impact on consumer psychology.The study of the impact of social class on the consumer psychological as well as bringing the method of experiment design into the research on different groups of consumer's psychology are the innovations of this article.After research,several conclusions are made:1.12 type of psychologies,including the need for achievement, the need for imitation,the needs for the pursuit of the consistent, the need for autonomy,practical needs, the needs of dependent on the outside world,the needs of for self-defense, the need for classification and objective needs,the needs for pursuit of fresh and the need for affecting outside are influenced by social class significantly.2. As social class lowers,the needs of imitating and the practical needs becomes stronger, and autonomous needs, the needs of dependent on the outside world, self-defense needs, the needs for pursuit of fresh and the need for affecting outside becomes weaker.3. Grade factors,which reflect the growing process of university students,is also affecting some consumer psychologies, and some types of consumer psychologies are significantly affected by grade factors and social class factors'interaction effect.