广告美学视域下的消费心理探究  

Research on consumer psychology from the perspective of advertising aesthetics

作　　者：史沛灵 Shi Peiling(School of Humanities,Chang'an University,Xi'an 710064)

机构地区：[1]长安大学人文学院,西安710064

出　　处：《北方经贸》2025年第2期81-85,共5页Northern Economy and Trade

摘　　要：当今社会已经步入“消费社会”的行列,商家为了提高自家商品在同行业产品中的竞争优势,便会选择从“广告领域”入手,并且进一步将心理学与广告结合起来,通过调动消费者的潜意识从而诱导消费者产生消费行为。在此情况下,消费者基于虚荣心理关注“符号价值”,基于从众心理让个体意志消散,基于完形心理导致自我联想,基于补偿心理耗费情感账户,基于投射心理诱发偶像崇拜,基于趋利心理致使价格锚定,基于熟人心理生成洗脑广告。基于这些消费心理消费者能做的是把握好自己对于商品的评价尺度和判断体系,要让自我主体在消费中占据主动地位。Today's society has entered the ranks of“consumer society”.In order to improve the competitive advantage of their own products in the same industry,capitalists will choose to start from the“advertising field”and further combine psychology with advertising to induce consumers'consumption behavior by controlling consumers'subconscious mind.In this case,consumers pay attention to“symbolic value”based on vanity psychology,dissipate individual will based on conformity psychology,lead to self-association based on gestalt psychology,consume emotional account based on compensation psychology,induce idol worship based on projection psychology,anchor price based on profit psychology,and generate brainwashing advertisements based on acquaintance psychology.These consumer psychology can not be simply measured by“right”or“wrong”,what we can do is to see through the deceptive tricks of the capitalists,but also to accept their own consumption behavior with a smile,and willing to bear the results it brings.

关 键 词：消费社会 广告美学 消费 商品 

分 类 号：F713[经济管理—产业经济]