A Comparative Study Of Luxury Consumer Psychology In Contemporary China And American

China's luxury goods consumer market is still at a relatively elementary stage.Luxury consumers are constrained by traditional ideas,tax policies,economic development,and other aspects.They exist such as face-saving consumption,blind consumption,vanity consumption,and blind comparisons.Decision-making,in the process of luxury goods consumption,is still less rational than American consumers.In addition,with the gradual adjustment of policies and the improvement of people ' s living standards in recent years,China has become a big consumer of luxury goods,but it has a weaker economic foundation,an incomplete industrial structure,a low per capita disposable income,and a lack of luxury culture compared to contemporary China.High tax rates on import and export have hindered the development of the luxury goods industry.Export have hindered the development of the luxury goods industry.In the current context,consumption,fashion,and symbols have all become the key mechanisms for contemporary power and social reproduction.However,the literature on consumer psychology provided by consumer psychology and consumer psychology is too theoretical,and single-disciplinary theories cannot reflect the true complex mechanisms of everyday life.This article compares the luxury consumer behavior and data models between China and the United States and conducts a comparative study of luxury consumption behaviors and consumer psychology in China and the United States.It focuses on how contemporary Chinese luxury goods consumers pass fashion luxury goods in a transitional society.To seek to identify or discriminate differences and their psychological trends in consumption in the luxury sector.The purpose of this paper is to explore the differences in luxury goods consumption psychology between the two countries based on the similarities and differences between luxury goods consumption behaviors in China and the United States.This article analyzes the changes in luxury consumer psychology during China's social transition and combines consumption psychology,consumer behaviors,and consumption.The related theories of sociology and commodity fetishism explore the economic and cultural factors that influence the differences between the two.