食品广告的生活理念承诺（Food advertising concept of life commitment）.doc

食品广告的生活理念承诺（Food advertising concept of life commitment） Consumers in addition to material needs, spiritual needs still exist. With the perceptual consumption generally, consumers pay more attention to individual satisfaction, spiritual pleasure, comfort and a sense of superiority. Consumers are rational consumption of goods from the worship to the worship of the commodity image, pay attention to commodity spiritual values, emotional meaning. There the same perceptual consumption income levels, consumption levels and the supply of consumer goods is rich and colorful, consumer personality and psychological characteristics of personality has been fully demonstrated a relationship. The people of the modern society needs not only to get more material on the product itself, but more and more in the purchase of goods for the symbolic meaning of commodity, the pursuit of personality characteristics, consumer behavior into the third era is the era of perceptual consumption. At this stage, consumers buy goods is mainly to meet the emotional desire, purchase decision behavior criterion is I love is the best, love to buy. The purchase of goods and to their ideal self concept coincide. Perceptual consumption can be said to reflect humans feelings need in modern society. The modern social life pressure increases, the tension, under the cold face of high technology, peoples psychological pressure, emotional imbalance, peoples spiritual life, emotional needs become increasingly intense, so in real life, often with the purchase and consumption of goods to meet the emotional spiritual pleasure, the realization of personality. The same phenomenon of consumption tend to disappear, the consumer mentality is weakened greatly, consumers are individual differences for basic necessities of life attitude, people demand consumer personality characteristics, self reflection, meet the hobby. The spirit of consumer demand basically can be divided into the following seventeen types: 1. and 2. ar