The price of a cup of coffee in Starbucks is about tens of yuan, which is related to its consumer positioning-"white-collar workers". Baidu Encyclopedia gave an explanation, "Most of these customers are senior intellectuals, who like fine products, food and art, and they are consumers with high income and high loyalty." It is not difficult to understand why people want their belongings to be engraved with the name "Starbucks" when they are associated with the white-collar image of walking on the streets of Shanghai and new york in TV dramas and movies, wearing long trench coats and exquisite makeup, and holding a cup of Starbucks in their hands.

This contains a kind of self-identity. When I consume Starbucks, whether I surf the Internet or read books in leisurely and elegant stores, walk in the crowd with a cup of coffee with the customer's surname handwritten, or bask in the new product "Cat's Claw Cup" in a circle of friends, it all conveys a sense that I have an emotional appeal and enjoy a leisure way different from ordinary teahouses or food stalls on the street.

When consumers switch from commodity consumption to symbol consumption, they may make some irrational behaviors, such as swearing at each other or even starting work in order to buy a "cat claw cup". However, it must be pointed out that these irrational behaviors just don't conform to the model of petty bourgeoisie or white-collar workers, and appear rude and fall in price.

in the final analysis, the "cat claw cup" may only be one of thousands of external representations of a certain status symbol, which is essential for Starbucks "enthusiasts". At the moment when the premium of "Cat's Claw Cup" is serious and the speculation is raging, ordinary consumers should be alert to their exposed follow-up psychology, spend rationally, and know that inner self-sufficiency is more powerful than external flaunting.