The Research Of College Students' Sensitive Consumption

College students are special consumer groups, they are playing an important role in the social and economic life, particularly in the aspect of leading consumer fashion, improving the consumption structure, and building social consumption concept because of their high level of education and great social activity.As they gradually step into mainstream society, their view of consumption and the values of life will change people's taste and life, even the way of looking at the society and the world and then change the values of the whole Chinese society. The research of college students'consumption has great significance not only to the guiding of the students'healthy development, but also to social development.Our society is in the period of rapid growth of modernization. Modernization is a complex process driven by modernity. Modernity emphasis on the assertion of human subjectivity and the master of rationalism, and it is developed accompanied by the transformation from traditional society to modern society. Modern society has the main features, market logic. Rationality is one-sided embodied in the maximization of economic benefits driven by market logic, and instrumental rationality has dominated. After the generalization of instrumental rationality, the traditional culture become alienating, mass culture intensified. The popularation of consumerism culture makes consumption not intend to meet the actual needs, but in the constant pursuit of desires which being created and stimulated up. Western values reconstruct the younger generation's identity of "core zone" through subtle forms in the daily life and marginalize the identity of traditional Chinese. The entertainment and vulgarization tendency of Pan-media affect the students'indentity on the social morality and the judgment of social reality. In the wave of modernity, people become "consumer goods" itself, consumption is no longer committed to meet basic life needs or enhance the mentality, but focusing on the access of sensory stimulation and enjoyment, and pursuiting the pleasure and indulgence brought by consumption. This indulgence which attempting to get rid of the constraints of instrumental rationality on people's freedom, but make it to the other extreme,sensitive.Sensitive consumption causes the loss of spiritual home, makes college students in the state of no root; causes human one-dimensional, makes college students lose their criticism ability; results in excessive pursuit of self, makes students'sense of moral responsibility weaken;causes the loss of individuality, makes college students un-elite. How to super the sensitive consumption style and set up a reasonable consumption which suits the need of the spirit of man and guides students grow healthily is the requirement of implementing scientific outlook on development thoroughly and achieving the "people oriented" and the comprehensive development of people.This paper is guiding by Marxist theory, and uses the method of combining literature studies and empirical research and theory with practice. It analyzes the performance and the causes of college students'sensitive consumption and the impact in the growth of college students, and then conducts a preliminary exploration of new ideas to super senstive consumption and guide the healthy development of college students.Promoting socialist core values, enhancing the moral responsibility of the whole society, and creating a positive social atmosphere is an inevitable choice to super college students'sensitive consumption. Guiding students inform a correct outlooks on world,life and value is the foundation of forming a rational consumer behavior and psychology. Developing critical thinking and the real personality of college students, and leading college students set lofty ideals and form to pursue noble spirit is the internal requirements to super college students'sensitive consumption. Adhering to the utopian spirit which necessary for university education, promoting traditional and keeping a necessary tension between tradition and modern, promoting high culture and cultivating the aesthetic capacity of college students is a viable way to guide and enhance the mass consumption culture.