Research On The Influence Of Compensatory Consumption On College Students' Consumption Concept And Countermeasures

Consumption is the purpose of economic development and motivation,consumption concept decides people's consumption behavior and consumption results.With the deepening of the research,the consumption generated by individuals is not only influenced by the objective demand for goods and services,but also by psychological demand,among which the special consumption produced by the threat to self-perception is compensatory consumption.Compensatory consumption unconsciously influence consumers' daily consumption.College is an important period for students to build and improve their values.College students are easily infected by consumption idea,having negative impact on establishment of consumption,which influence can affect students' values.Thus,the guidance of consumption concept during this stage will have a profound and long-term influence on students and is an effective means to help students establish correct values.Starting from the consumption psychology of compensatory consumption,this paper studies the consumption concept of college students from the perspective of consumption in production relations in Marx's consumption theory.Adopting methodology of literature analysis and questionnaire survey,it conducted questionnaire survey and analysis on college students' compensatory consumption generated under three different circumstances of lack the sense of belonging,a sense of control and self-esteem are threatened,according to the result of survey and analysis,combined with individual' s specific consumption problems,to guide college students' compensatory consumption with aim,by increasing environmental positive support,affirming students' self value,promoting the students' self control to help students establish the correct consuming concept in a timely manner.