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An analysis of public consumers herd mentality

大众消费者从众购物心理探析

摘要

消费者的从众行为在现实生活消费的过程中是一种很普遍的社会现象，而这种现象产生的主要原因是人们的从众心理因素。作为企业的管理者来说，无论是是利用4P理论营销或者是用6P理论来营销，其目的都是为了卖出自己的产品。而抓住消费者的购物心理，卖出自己的产品，这些才是企业管理和营销取得成功的关键。消费者从众心理学是管理心理学的重要内容之一。它是处于管理学和心理学之间的边沿学科，但仍属于管理学的范畴之内。

本文就消费者在消费过程中的从众心理行为进行探析，首先，从心理学角度和社会学角度对消费者的从众心理进行定义，并对其形成原因加以分析；然后，从经济运行中分析探讨从众心理对大众消费者购买心理和行为的影响，同时对其所产生的利弊进行论证；最后，以具有代表性的具体产品（如，服装、饮食、出行等）为例对从众心理所产生的影响进行实证分析；从而让读者能够较清晰的理解从众心理行为在消费者购买过程中所产生的作用。为管理者和企业营销人员在定制营销管理计划中提供参考，也为消费者指明理性的消费导向。

本文基于大众消费者的影响,构建了新的从众心理理论体系，并以具体产品为例阐明这种现象对经济运行所产生的影响；同时，对今后我们研究消费者的从众心理行为也具有一定的借鉴价值。

关键词：消费者 从众心理 从众行为 探析

An analysis of public consumers

herd mentality

Abstract

The herd behavior of consumers in real life in the process of consumption is a very common social phenomenon, and this phenomenon is mainly due to people's group psychological factors. As an enterprise managers, whether the use of marketing or 4 P is 6 P theory to marketing, the purpose is to sell their products. And grasp the psychology of consumers shopping and selling their products, these enterprise management and marketing is the key to success. Consumer herd management psychology psychology is one of the important contents. It is a management and psychology between the edge of disciplines, it remained at a management covered in the review.

In this paper, consumer spending in the course of the herd mentality of conduct, first of all, from a psychological point of view of consumers and sociological point of view of the herd mentality defined, and its cause analysis and then, from the analysis of economic operation herd mentality of the public to buy consumer psychology and behavior of, their advantages and disadvantages arising from the demonstration; Finally, a representative of specific products (such as, clothing, food, housing, etc.) as an example of the herd mentality of the impact Empirical analysis, thereby allowing the reader to a clearer understanding of herd mentality of consumers in the process of buying the role. For managers and marketing staff in marketing and management plans specified in the reference, but also for consumers specify a rational consumer-oriented.

Based on the impact of the consumer public, build a new herd mentality theoretical

system, and to clarify the specific products as an example of this phenomenon on the economy of the impact. We study the future of the herd hearts of consumers with a reference value.

Key words: consumer herd mentality herd behavior analysis

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目 录

摘要......................................................................ⅠAbstract.......................................................................Ⅱ目录.........................................................................Ⅲ前言 ........................................................................１第一章 绪论...................................................................２ 1.1研究背景和意义 .....................................................２

1.2国内外研究现状 .....................................................２ 1.3研究内容与创新点 ...................................................４

第二章 从众心理的概念与形成原因 ..............................................５ 2.1从心理学角度分析从众心理的概念....................................５

2.2 从社会学角度分析从众心理的概念.....................................６ 2.3消费者从众心理的定义.................................................6 2.4 从众心理形成原因....................................................7

第三章 从众心理现象对大众消费者的影响..........................................9

3.1商品交易过程中从众心理现象产生的影响...............................9 3.2 从众心理影响消费者购买行为所产生的利弊分析.........................10 3.3 影响消费者从众心理的因素...........................................12 3.4企业针对消费者的从众行为通常所采取的应对策略 ......................14

第四章 从众购物心理在现实生活中的表现........................................15

4.1 服装购买中的从众现象分析...........................................15 4.2 蔬菜购买中的从众现象分析...........................................16 4.3 汽车购买过程中的从众现象分析.......................................16 4.4 多类型产品从众现象对比分析.........................................17

第五章 结论与展望............................................................19 参考文献（References）.........................................................20 致谢..........................................................................21

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