Model essay on conformity psychology 1: Analysis of conformity consumption psychology Abstract Conformity consumption psychology is an important type of consumption psychology. The breadth of its types is almost unaffected by regional and national differences. It is a common and universal consumer psychology. However, as the main body of society, people are inevitably regarded as research centers in various disciplines and cultural fields, and economics is like this. 1986 Mr. Yin Shijie proposed to take people's consumption demand as the starting point of economic research. In today's personalized publicity, we are also unconsciously pursuing personalized consumption. In order to master and guide the correct consumption demand, maintain market stability and promote the development of market economy, we must combine modern economics and modern psychology to analyze and study consumers' conformity consumption behavior.
Conformity psychology, consumers, market
1 the formation of conformity consumption psychology
1. 1 the formation of consumer psychology
As a type of consumer psychology, we must first understand the formation of consumer psychology. Consumer psychology is an important branch of psychology, which takes the psychological phenomena and behavior rules of consumers in consumption activities as the research content, aiming at studying the psychological activity rules and personality psychological characteristics of people in the process of daily consumption and daily purchase behavior. The formation of consumer psychology can be roughly divided into the following stages: (1) knowledge accumulation stage. This stage is not so much the accumulation of knowledge as the brilliance of human nature through economic infiltration in the social process. At this stage, scholars from all ages and regions invariably put forward the subtle relationship between consumption and psychology. For example:? In the East, Fan Li (Tao Zhugong), a famous free businessman in China in the late Spring and Autumn Period, has started with the analysis of consumer demand. Ji Ran's Seven Strategies? Shang and Xunzi put forward production? The desire to raise people, the desire to give people? ("Xunzi? "Book of Rites" is about meeting people's consumption needs; In the west, the ancient Greek idealist philosopher Aristotle once put forward? Desire is the resource of psychological movement, and all emotions, needs, actions and wills are triggered by desire? This proposition was first put forward by Xenophon, an ancient Greek philosopher? Consumption? Sismondi, the terminator of the French classical school, put forward the view that the purpose of social production is to meet consumption needs? . (2) Coagulation stage of the system. The birth of consumer psychology is closely related to psychology and consumer economics. And to a great extent, the theory of psychological science has penetrated into the field of consumption research in empirical research, and then the social, economic and cultural problems related to consumption have reacted on applied psychology. This is the principle of action and reaction in mechanics, so what is the effect? According to the research works, 1900 h? Gail publishes advertising psychology, and 1980 E? Aros published Social Psychology, which opened up the research field of group consumption psychology. 1920 to 1930, Daniel? Stacy wrote and published Stacy's Guide to Advertising Memory and Advertising Principles. They either discuss the problems of consumer psychology from the side or from the front, and their birth provides a prerequisite for consumer psychology. According to the experimental results, 1920 J? b？ Watson's research on advertising psychology, Ernest in 1938? Dister's research on consumption motivation, Rajsfield and e? Katz, about what? The influence of personality? Research, Harvard university r? Answer? Bauer, about what? Perceived risk? This research report has laid a good foundation for the construction of consumer psychology system. (3) The real stage of discipline creation and innovation is from the mid-1970s to the end of 20th century or the beginning of 2 1 century. It can be seen that the subject of consumer psychology is still very young, and there are still many fields to be studied and discovered. However, with the evolution of market economy and the innovation of social culture, the concept of human will become more and more important. As a discipline connecting human psychology and market consumption, the development of consumer psychology will inevitably take a higher and further step.
1.2 Causes of conformity consumption psychology
From the perspective of materialist philosophy, matter determines consciousness, and things are various. The psychology of conformity consumption just embodies this point. First of all, the wood in the forest is beautiful and the wind will destroy it. Pressure is the decisive factor of conformity. In the big environment, whoever makes a distinctive judgment or behavior will often be isolated by other members and even severely punished, so the behavior of members in the big environment is often highly consistent. Secondly, conformity psychology has a natural foundation. As we all know, this tendency of animal groups to act in concert is formed through long-term evolution and has certain evolutionary advantages. Therefore, this psychological characteristic of human beings is also the product of evolution and is innate. For example, in the Stone Age in the early days of the formation of human society, collective hunting and social life were good examples. Conformity makes individuals reduce the cost of information search. Anyone who engages in an activity must pay some information costs, including time and money. Decision-making itself takes time, and when the situation is unknown, the decision-making time will be correspondingly long. For example, when consumers go shopping in shopping malls, they like many brands, but they can only choose one, so they will refer to other people's opinions and even hint. For example, he will subconsciously observe which brand most of the shopping bags customers hold after shopping; Pay attention to brands that other consumers talk about, and so on. In the above description, I didn't mention the word consumption, but I want to say that consumption is only one of people's behaviors, and the influence of herd mentality almost covers people's behaviors. From an economic point of view, you can get a certain return by choosing group members who follow the crowd. Since everyone is the best judge, they are the best pursuit of their own interests. Therefore, when someone engages in a certain behavior, it must conform to the law of maximizing someone's utility and interests. Since other people's behavior can hold me responsible, it is very likely that I will benefit from imitating other people's behavior. Because few people choose things that are not good for them.
In the last paragraph, I mainly described the group factors that form the herd consumption psychology. In addition to group factors, there are also situational and personal factors. These two points are actually very easy to explain. Let's talk about situational factors first. The so-called situational factors mainly refer to the situation in which consumers encounter ambiguous commodity information or are influenced by authoritative people. For example, in all kinds of fashion shows broadcasted by major fashion weekly, judges, editors and designers, as authoritative figures, may all comment on the fashion style of a season, so there is a so-called? Street fashion? Phenomenon. Let me give another example to illustrate the so-called information ambiguity. For example, the stock market fund financing is a representative thing with obvious fuzzy information (which is caused by its changeable diversity at this time). Of course, what I'm talking about here is the general public without professionals. Ordinary people with different educational levels may be familiar with stock market funds, but they are not good at using them. At this time, there may be such a situation. If you don't know the goods, just look at what others do. My neighbor bought A shares and earned100000, but you don't understand the nature of the stock market. You may think that my neighbor made a profit by investing in100000 A shares, but I probably won't lose money. This is an obvious case. In addition to personal factors, personal factors here also include many aspects, mainly reflected in personality characteristics, gender differences, cultural differences and so on. Men may be braver and more independent than women, and women will be worse than them; Some consumers are quick-thinking, with high IQ and high education level, and will not blindly follow the crowd, on the contrary, they are easy to follow the crowd. Residents in a certain area like to eat spicy food, and the relocated households will be influenced by their local food culture and turn to consume this flavor of food. 2 the characteristics of herd consumption psychology
2. 1 Imitation psychology is the essence of conformity consumption psychology. Imitation is an act of making a similar response to a stimulus intentionally or unintentionally (Zhou Xiaohong, 1997). In behavioral economics, most of the motives of herd consumption are attributed to imitation. In real life, some consumers in the market will show some indicative and directional consumption behaviors, which implies a certain consumption tendency. When this tendency is recognized, other consumers will have a tendency to imitate and repeat other people's behavior. This behavior implies that after popularity spreads, it will form a herd consumption behavior, and its consciousness is herd consumption psychology.
2.2 Informal constraints and herd mentality. The so-called informal restraint is a common social phenomenon. In the long-term interaction, people have not formed clear laws and regulations and established rules. These established rules always have subtle influence. Informal constraints have imperceptibly occupied the mainstream, which has a strong and lasting binding force on consumer psychology, and the explicit provisions have become weak compared with them. What should be consumed and what should not be consumed has little influence on consumers' consumption psychology.
2.3 Uncertainty and the finiteness of individual rationality. In psychology, countless experiments and facts have proved that when faced with uncertainty, people need to avoid ambiguity, that is, they have a sense of rejection of uncertainty. Knight defines uncertainty as unpredictable and unpredictable changes in 192 1 In order to meet the needs of individuals to avoid risks, reduce losses and maximize benefits, people often keep their own opinions and take group opinions as reference. This uncertainty also conforms to Keynes's law of marginal propensity to consume, liquidity preference and marginal efficiency of capital when inflation occurs in the United States to some extent. The finiteness of individual rationality is actually a concept relative to the group. (1) The wisdom and rationality of the group are often higher than that of the individual, and it will be quite safe to take the group as a reference. (2) It is difficult for individuals to search information, and the cost can be saved by groups, which can improve the fault tolerance rate. (3) Have reservations about your own behavior, and you can make an emergency plan when there is an error. (4) For most people, most people will suffer more than one person, that is, the need for psychological balance. (5) Considering China's national conditions, what does it mean in China's traditional culture? Tao can be said to be popular so far. Since Confucius and his disciples put forward in The Doctrine of the Mean: Emotions are not expressed, but expressed in festivals. ? Since then, the doctrine of the mean has never left China culture, and has promoted the formation of herd mentality and penetrated into the current market economy.
3 the influence of herd consumption psychology on market economy
When it comes to conformity consumption psychology, we have to mention social multiplication effect. The term social multiplier effect is derived from the multiplier effect in physics. It is called "society" because this effect applies to many social problems and phenomena. For example, e-commerce, which is newly emerging, is facing a major situation in China, such as employment and information service industry. Therefore, making good use of social multiplication effect, herd consumption psychology and their relationship will certainly create good economic effects for the market economy. Using social multiplication effect can not only expand consumer demand, promote the development of related industries, but also benefit consumers in the end. For enterprises, expanding consumer demand, that is, expanding domestic demand, will inevitably achieve the purpose of enterprise development. As far as the market economy is concerned, the two terminals of the market have realized the optimization of interests, that is, the market economy has developed best. However, conformity consumption psychology is a double-edged sword, which has many benefits to the market economy and its own harm. Because conformity consumption psychology can create a consumption boom, enterprises will use the boom to create economic effects, but they may also be lazy in technological innovation and careless in product manufacturing. This is an opportunistic behavior, which will damage consumers and market economy if it is not used well.
4 How to use herd mentality to influence the market economy
According to the characteristics of herd consumption psychology, in order to seek advantages and avoid disadvantages, we should: (1) strengthen the construction of economic laws and regulations, use explicit provisions appropriately, and avoid unnecessary blind herd consumption psychology; (2) Organize relevant industry authorities to release authoritative information on products, strengthen consumers' identification of commodity information, fundamentally put an end to confusing rumors and false information, and change consumers' mastery and clarity of commodities. (3) Establish a nationwide market consumption supervision and early warning investigation mechanism, so as to solve the problem efficiently and avoid the prevalence of consumer psychology. (4) Give full play to the role of consumer rights protection organizations such as China Consumers Association, guide consumers to rational consumption and strengthen irrationality.
References:
[1] Consumer Psychology, edited by Li Shijie, Tsinghua University Publishing House, M. Wuhan: R People's Publishing House, 2002.
[2] Zhou Xiaohong, modern social psychology, modern social psychology. Shanghai: Shanghai People's Publishing House, 1997.
Conformity Psychology Model II: Children's Conformity Psychology [Abstract] Attaching importance to children's conformity psychology plays an important role in children's good physical and mental development, but blind obedience will inhibit children's natural growth. With the transformation of society and the changes of the times, the demand for innovative talents is increasing gradually, and innovative talents who break away from convention, dare to innovate and dare to explore are needed. Positive conformity can promote the development of children's innovative ability, while negative conformity will inhibit children's nature. Therefore, this requires us to actively guide children in the process of children's education and strengthen the behaviors that children want. This paper will explore the use of children's conformity psychology as a new starting point for children's education and psychological development.
[Keywords:] Children's conformity psychology; Innovation; Children's education and psychological development; breakthrough point
China Library Classification is high.
[Document ID ]A
[ArticleNo.]1671-5918 (2015) 03-0095-02
doi: 10.3969/j . ISSN . 167 1-59 18.20 15.03-047
[Website of this journal]
The so-called herd behavior, commonly known as? Yeah, big stream? . Under the strong pressure of group norms, people will succumb to the consistency with the same group and achieve a high degree of consistency with each other's behavior norms. The study of conformity behavior began in 1930s, and was initiated by American social psychologist Shafrido? Research on the illusion of light spot motion? What did American social psychologist Ash do? Research on judging the length of line segment? And so on, these scholars have proved through experiments that individuals are influenced by the group behavior norms and tend to agree with the group. In addition, many scholars have done a lot of research in this field and achieved fruitful results. This paper discusses the guiding significance of children's conformity psychology to children's psychological education and development from the perspective of social psychology.
First, the specific manifestations of children's conformity phenomenon
Language consistency
The language we are talking about here refers to children's communication ability. According to Piaget's theory of children's cognitive development, kindergarten children (2-7 years old) are in the pre-operation stage of thinking. At this stage, children's thinking is one-sided and self-centered. In the process of interacting with others, they often don't think from the standpoint of others. So, in kindergarten, children often find themselves with? What did he say? what did i say? If the child falls down in the game, the teacher will comfort the child, such as? Baby, the bravest and bravest child doesn't cry? In this way, you will hear countless voices saying? Teacher, I don't cry either? 、? Teacher, I didn't cry when I fell yesterday? And you will find that there are actually many children here? Lying? . If the teacher makes some suggestions on the rules of an activity and asks the children's opinions, it is difficult for you to hear them. Not good? The answer.
(B) game integration
Children aged 3-6 and 7 are in the early stage of children's psychological development, also known as preschool. Children's activities in this period are mainly games, which can promote the healthy development of children's body and mind. Gross regards games as a preparation for children's future life and an instinctive reflection. Then we can probably foresee the psychological development of children during the game. At this time, children are different from 2-year-olds, playing group games. Children use games to reflect the life around them. Due to the limitation of physical and mental development level, children's group games have formed a high degree of tacit understanding. A child crumpled a piece of paper into a small paper ball, put it in his hand and said? This is the earth where we live? Soon there will be many similar earths, with the same activity process and actions. At this time, games can promote the development of children's imagination, creativity and other thinking activities, and in this case, games often become the same, and sometimes it is strange why many children actively and unconsciously agree with the first child's point of view. If we consider this topic from the perspective of conformity, it is not surprising.
(3) Follow the crowd
Social psychology research shows that people always like to pursue similarity and hope that their psychology and behavior are consistent with a social group and its culture. When children behave differently from their peers, they are often under pressure from small groups, which often comes from fear of deviation and fear of being rejected and laughed at by their peers. When individuals show inconsistency with the group, they often deliberately change their behavior to achieve the same goal. Moreover, another reason for children's conformity is not driven by children's curiosity. Coupled with the psychology of wanting to be concerned, children's conformity behavior will increase. After-school activities, we will find that if some children cross their legs in their seats and are not stopped by the teacher, then some people will cross their legs one after another or even cross their legs on the table.
Second, the reasons for children's conformity phenomenon
(A) Children's own factors
1. Age
According to the investigation of children's conformity behavior and its influencing factors, with the increase of age, the number of children's conformity reactions tends to decrease. The older they get, the less herd mentality they have. Using this age characteristic of children's herd behavior, we can introduce the education of children's moral quality, moral emotion and moral behavior, and make their herd behavior develop in a positive way on the basis of strengthening behavior. 2. Intelligence level According to the investigation and statistics of children's conformity behavior and influencing factors, the number of conformity reactions of children with below-average intelligence level is significantly higher than that of children with above-average intelligence level.
3. The influence of cognitive level and personality
Due to the influence of children's physiology and psychology, their understanding of things is limited, and the development of their moral character has become the core content of children's socialization. Children aged 3-6 and 7 have only a preliminary understanding of their moral cognition, moral feelings and moral behavior, and they can't distinguish right from wrong so clearly. Therefore, among preschool children, one child often swears, and other children also swear. This is the correct guidance for teachers to distinguish right from wrong. According to Piaget's theory, 3-6-year-old and 7-year-old children can use analysis, comparison and other forms of thinking to make simple judgments and reasoning, but they are limited to solving some simple intellectual problems. When teachers ask questions that need children's brains, they often get some superficial answers. And those children with lower intelligence chose the same answer as others. It can be seen that children's conformity psychology is closely related to the development of cognitive level and personality quality. The lower children's cognitive level, the greater the possibility of conformity behavior.
(B) the impact of social and cultural factors
1. Family factors
The formation of children's personality and psychological development are inseparable from the influence of family education. Among them, parents play a very important role in the family education model. After getting along with children these days, I found that children who grew up in democratic families are more independent, more inclined to get rid of the control of adults and are good at finding what they want. On the other hand, children from authoritarian and laissez-faire families are easily interfered by their peers and rely heavily on their opinions. 2. The influence of peer groups
In addition to the influence of family education, the influence of peer groups should not be underestimated. Under the influence of peer groups, children's conformity behavior is obviously higher than others. It may be difficult for parents to give medicine to their children at home, but when they get to kindergarten, they will take the initiative when they see their peers taking medicine? Looking for medicine? . This phenomenon was put forward by American psychologist J.R.Harrirs? Group socialization discovery theory? It matches. It's not hard for us to think of it here, okay? Meng Mu moved three times? This story.
3. The influence of authority
Children's conformity behavior cannot be separated from the influence of authority. A person regarded as an authority by children, such as a teacher, if the teacher gives a good child a satisfied look, is stimulated by a small red flower and punishes the disobedient child, then the punished child becomes someone else's? A role model? The rest of the children will become very docile in order not to be punished. In the process of children's growth, comments from adults are very important to them. Children will choose to do things according to the wishes of adults in order to get the approval of authoritative people and avoid being punished.
Third, take children's conformity psychology as a new starting point for early childhood education.
(1) Pay attention to the education of role models and adjust children's bad behaviors.
Paying attention to role models does not require everyone to look at one person and copy others' actions, but encourages children to discover the advantages and strengths of others, thus internalizing the observed good behavior norms and turning themselves into role models of others. Change blindly following others. Because children's ability to choose and distinguish is immature, some bad behaviors, such as aggressive behavior, often appear in daily behavior. In this case, role models are more important as examples of others, because they often reflect the overall norms and requirements of the correct society for individuals, and also provide reference coordinates for children's correct behavioral and psychological development.
(2) break the routine and cultivate children's independence and self-confidence.
Always tend to be similar to others, blind conformity will stifle children's independence and self-confidence. We should dare to break away from convention and innovate, instead of doing everything like others. What we need now is innovative talents with innovative spirit to promote social progress, which requires teachers to cultivate divergent thinking for students. According to Bruner's learning theory, it is found that learning requires teachers to create teaching situations to promote students' positive thinking and serious inquiry. This can not only improve children's intellectual development, but also enhance their learning motivation and encourage them to answer questions from different sides. In the process of cultivating creativity, the answer is not accurate, but diversified.
(C) strengthen behavior and guide children to think independently
Independent thinking is a kind of ability training. How to change from a field-dependent child to an independent child can be improved by external forces in addition to its own factors. Appropriately increase teachers' interactive behavior in classroom content and guide children to think independently.
(d) Adjust expectations and reduce the pressure on children.
In the process of children's education and teaching, try to reduce the contrast. Every child is an independent individual and has his own way of thinking. There is no need for adults to impose some concepts of right and wrong on children. In the process of group games or contact with adults, it is necessary to provide children with a relaxed, safe and fully concerned environment, so as to reduce the group pressure of children and use their herd behavior to help cultivate their imagination, creativity, independence and self-confidence.
References:
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