The Consumption Need VS The Anchoring Effect’s Regulation And The Life Satisfaction About The Old-Citizen

Research on the old people’s physical and mental state, often limited to the elderly physical state, effect of life events and related factors for children, and elderly people, must be placed in the specific context of tracking, select the appropriate label for the elderly life event, relatively simple, often have important significance.From the point of view of life of the elderly, their social behavior gradually reduced, the social radius decreases, the physical and mental state is more influenced by certain events, family members and customs cause, there are obvious anchoring effect, from the perspective of the researchers involved in the selection of specific events, family members, from the relationship between family members and the old people’s physical and mental state, the intimate relationship between members of the point of view, for the elderly in particular events during physical and mental state determine relevance, for elderly people in later life, has important significance.In this research, through the investigation to the Shanghai city nearly 120 elderly people, elderly people’s consumption habits and consumption tendency through the open questionnaire, the construction level of consumption, life satisfaction, using the data of anchoring effect, self-made survey: consumer elderly questionnaire, life satisfaction scale, the establishment of optimal consumption ratio and the consumption level, the numerical relationship between the life satisfaction of the elderly through the contrast, to guide the elderly people balance their consumption needs, at the same time for the elderly, the hierarchical promotion, by looking for the anchor point fixed consumption old years, in order to improve the old people’s life level and the improvement of the elderly in particular holidays, state of mind.Through this study, we proposed a basic model of consumption of the elderly and the consumption of the anchoring factors.(1) The consumption of the elderly has three dimensions, that is, Own Sexualconsumption, emotional consumption and social consumption. The reliabilityand validity of our own questionnaire meet the basic requirement ofpsychometrics.(2) Except for the emotional consumption, the total score of the consumption of theelderly and that of other two factors are above average, indicating a moderatelevel of consumption.(3) The three dimensions of the consumption of the elderly have no significantdifference with respect to age while their average scores do.(4) The three dimensions of the consumption of the elderly have no significantdifference with respect to gender while their average scores do. Male havehigher score than female.(5) The consumption of the elderly of total score and that of the two dimensions ofego consumption and social consumption have no significant difference, butthey differ significantly in the dimension of emotional consumption.(6) Group intervention relieved effectively the level of consumption of the elderly.The consumption of the elderly is apparently higher than that of group with lower age. Our work provides insights to the study of geriatric psychology through broader investigation of the consumption concept and deeper understanding of the consumption structure, as well as more thorough intervention of elders group with high-level consumption.