On the psychology of women's compensatory consumption behavior
Paper Keywords: women's compensatory consumption behavior
Abstract: For women consumers, compensatory consumption behavior happens from time to time, and analyzing the psychology of women's compensatory consumption behavior provides reference for enterprises to formulate marketing strategies and strategies in today's changing environment and the continuous proliferation of new products and channels.
1 Overview of compensation theory
Adler defines compensation as follows: Compensation refers to changing the direction of activities and replacing them with other activities that may be successful, so as to make up for or alleviate psychological discomfort when the goals and ideals pursued by individuals are frustrated, or because of some defects of their own, which is called compensation. Adler believes that many people with physical disabilities often use this method to make up for the gap with normal people. Adler thinks: Each of us has a sense of inferiority to varying degrees, because we all find that our own position is to be improved. ? No one can endure the feeling of inferiority for a long time, and this feeling of inferiority will definitely make him take some action to relieve his tension. ? In Adler's view, no matter how advantageous and advantageous a person is, he always yearns for a more perfect and ideal state. The gap between reality and ideal makes inferiority complex a common psychological burden of human beings. However, inferiority complex is not a psychological abnormal phenomenon, but an internal driving force for human beings to constantly improve themselves.
2 Concepts related to compensatory consumption
2.1 Compulsory consumption
compulsive consumption refers to repeated and often excessive shopping behavior as an antidote to stress, anxiety, depression or boredom. In some cases, such consumers are no different from drug addicts. They have no control over consumption behavior, and after consumption, individuals will experience strong regret or guilt. It's a? Abnormal? Consumer's consumption activity is an extreme form of compensatory consumption (Woodruffe,1997). O? Other aspects of this phenomenon mentioned by Guinn and Faber also support this hypothesis. For example, they believe that for people, compulsory purchase is closely related to consumers' demand for emotion and help from others.
2.2 addictive consumption
Elliott(1994) distinguishes addictive consumption from compulsory consumption. He thinks this kind of behavior should be called hobby, because it is an extension of normal behavior and pathological behavior, not just a compulsory behavior to do something against one's will due to some reluctant pressure. Addictive consumption behavior is an activity that uses various compensatory behaviors to make up for perceived deficiencies or emotional needs. Its purpose is to cope with anxiety and stress, as well as the lack of self-esteem and self-esteem. It is a normal consumption behavior? Abnormal? Extension (Elliott,1994) is a kind of compensatory consumption? Abnormal? Form of expression (Woodruffe,1997), which further proves that compensatory consumption is a kind of? Normal? , the general consumer behavior.
3 The psychology of women's compensatory consumption behavior
As half of human society, women have always played an important role in the development of human society. The female problem is a fundamental problem in the development of human society. It can be said that understanding women, determining their status, safeguarding women's rights and dignity, and giving women an infinitely broad free space for survival and development is not only a question of understanding women, but also a question of understanding the whole human race. Marx once spoke highly of the historical role of women. Without women's enzymes, there can be no great social change, and social progress can be accurately measured by women's social status. ? In 1992, the World Conference on Environment and Development in Rio de Janeiro and the United Nations World Women's Report in 1995 also pointed out respectively: Women's participation in development is one of the keys to sustainable development? ,? Women's contribution and women's rights have become the center of social and economic reform? . Historical experience has proved that the improvement of women's social status will play a very important role in promoting social development and social progress. The social status of women has always been one of the concerns of western feminists, and it is also an important social issue in China. In today's society, the status of women has been greatly improved, but it is far from what they want.
Adam Galinsky and Derek Rucker put forward and verified the following assumptions in their paper Desire to Acquire: Powerlessness and Compensatory Consumption:
(1) People want to try their best to avoid the lack of power. (2) Status is one of the sources of power. (3) Consumers can compensate for their powerlessness due to lack of power by having status.
Adam Galinsky and Derek Rucker's research show that consumers who feel powerless about the status quo tend to spend more money on goods with the same function or linked to social status by advertisements. In today's society, the status of women has been greatly improved, but it is far from what they want. On the one hand, women should continue their traditional roles, take good care of their families and children, and become good wives and mothers; On the other hand, I hope they can do business like men. Therefore, women's social status is extremely unequal, and there must be psychological imbalance, which needs to be compensated in some way (Jiang Guisong, Chen Wenrong, 2114). In the process of shopping, you can feel like God and be treated like a VIP. For example, when entering a shopping mall, they are warmly greeted and greeted by salespeople, which are difficult for female consumers to understand at home and in the unit. Especially if the shop assistant is male, it can fully make women feel equal to or better than men (Woodruffe,1997). Liu Yiwei's TV program "Everyday Diet" can become a favorite program for women, partly because it can learn a lot of cooking skills, but a greater part of the reason is that men cook to make up for women's compensatory psychological motivation of trying to surpass men in social status. My Savage Girlfriend can be popular all over the country, and it is also attributed to its great satisfaction of women's requirements and its social status exceeding that of men, making up for its unbalanced state. So shopping can fully compensate the inequality of women's social status (Woodruffe,1997).
references
[1]? Gronmo,S.,Compensatory Consumer Behavio Elements of a critical sociology of consumption,P.(ed).The Sociology of Consumption, Solum for Norway: Humanitites Press, New York, 1988.
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