基于“虚假需求”理论的大学生非理性消费心理分析

A Psychological Analysis of College Students’ Irrational Consumption Based on the Theory of “False Demand”

摘要: 在数字时代火热进行的当下，大学生产生非理性消费心理，主要表现为盲目从众型消费心理、攀比型消费心理、以及冲动型消费心理。大学生的非理性消费心理成因一部分是由于大学生自身不稳定的人格特性，但更重要的是影响因素是被物化了的消费主义社会。因此，通过马尔库塞的“虚假需求”理论为基础来剖析大学生非理性消费心理，帮助他们稳定人格三角形，矫正非理性消费心理，形成理性消费观。

Abstract: In the current Hot Digital Age, college students are experiencing irrational consumption, the main performance for the blind conformity of consumer psychology, comparison-based consumer psychology, as well as impulsive consumer psychology. The reason of college students’ irrational consumption psychology is partly due to their unstable personality, but more importantly, the influential factor is the materialized consumerism society. Therefore, based on Herbert Marcuse’s theory of “False demand” to analyze the college students’ irrational consumption psychology, help them stabilize the personality triangle, correct the irrational consumption psychology, and form the rational consumption view.