Communication Psychology Research On Fashion Consumption

When the Chinese society entered the era of highly developed material civilization,consumption culture is gradually replacing the traditional thrift tradition,consumerism thoughts gradually prevail.Influence of Western consumerism thought,as well as the world's major fashion brands mass settled in China,enables the growing popularity of Chinese fashion consumption.People continuously invest in fashion consumption in terms of basic necessities,is to meet the novelty divergent desires or to seek the identity of the group?People constantly get access to the cinema,art exhibitions for cultural fashion consumption,is out of catching a fashion wave or out of a real cultural love?In this society characterized by "product surplus",consumers chase different fashion trends through different levels of fashion consumption.Aesthetic,social,showing off different psychological motivations intertwines in the consumers' mind.And communication as the basis of all social information activities,which itself is the social and psychological activities.The author hopes to analyze the mass communication,group and organization communication,interpersonal and intrapersonal communication of fashion consumption,so as to draw out the different psychological state of consumers under different communication types,and to promote the healthy development of the socialist market economy,promote consumers to establish a scientific and healthy socialist consumption concept,regulate personal consumption behavior,enhance the quality of individuals,achieve personal freedom and comprehensive development.This study,from a broad level,defines any particular consumer behavior(including money,time,or attention)which embodies the power,status,taste,or hobby of the consumer and pursued by lots of people within a certain period of time as fashion consumption.In the first chapter of this article,fashion consumption and communication work together,the author not only summed up the artifacts,behavior and concept of fashion consumption's similarities and differences,but also focused on the interpretation of fashion consumption in the process of communication from the class awareness to the public choice,from against the outside world to self-pleasure.The second chapter to the fourth chapter mainly discusses the different psychological characteristics of fashion consumption in the five popular types which is mass communication,group and organization communication,interpersonal and intrapersonal communication.In the mass communication perspective,the media credibility and visibility,consumers' demand,fashion consumption innovation diffusion is important factors affecting the public consumption behavior.At the group and organization level,the author selected three "susceptible people" which is the affluent class,the female group and the youth group as well as the sports organization and the non-profit organization,in the interpersonal and the intrapersonal research,the author selected the opinion leaders and the general public as two point of view,and found out different psychological characteristics of consumers in different contexts.The fifth chapter from the aesthetic and philosophical point of view considers that fashion consumption of important places-shopping malls' color,light,materialand other elements and fashion consumer goods' design,packaging,placing and other elements,have a huge impact on consumers' aesthetic experience.And fashion consumption in the dissemination process to meet the consumer's pursuit of universality and particularity and seek the inner balance of the philosophical psychology.In the sixth chapter of this article,according to the analysis of some cases of fashion consumption,the author draws out the psychological characteristics that domestic consumers have the coexistence of hedonism and frugality,the coexistence of aestheticism and pragmatism,and the popular physical consumption is the combination of consumers' concept and desire.At the same time,with the large-scale spread of fashion consumption,its negative impact began to show up,so green fashion consumption will be the future trend of fashion consumption.