Talk about the characteristics of contemporary teenagers’ consumer psychology

Generally speaking, the consumer psychology characteristics of teenage consumers have the following points:

1) The pursuit of fashion and novelty

The characteristic of young people is enthusiasm Unrestrained, active in thinking, full of fantasy, and adventurous, these characteristics are reflected in the consumer psychology, that is, they pursue fashion and novelty, like to buy some new products, and try new lives. Under their leadership, consumer fashion will gradually take shape. Teenagers not only have belonging and love needs, they also have self-esteem needs. Not only do they hope to be strong, accomplished, independent and free, but they also long for care, attention, high evaluation and respect from others. Getting an envious look or an envious exclamation because you are fashionably dressed, have the same brand name, or are generous in entertainment can be regarded as a kind of "getting respect."

2) Apparent self and reflected personality

During this period, young people’s self-awareness is increasingly strengthened, they strongly pursue independence, and strive to express themselves when doing anything. personality. This psychological characteristic is reflected in consumer behavior, that is, they like to buy some unique products, and these products are best able to reflect their own personality characteristics. They generally disdain those products that are general and cannot express their own personality. . For example, today's consumers of personal banking products tend to be younger. Young consumers have the psychological characteristics of pursuing individuality and expressing themselves. Therefore, they are more inclined to choose high-tech products.

3) Easily impulsive and focused on emotions

Because young people do not have rich life experience, their ability to analyze and judge things is not yet fully mature. Their thoughts, feelings, interests, hobbies, and personality The characteristics are not yet completely stable, so when dealing with things, it is often easy to be emotional or even act impulsively. Their psychological characteristics are reflected in their consumption behavior, that is, they are prone to impulsive buying. When choosing goods, emotional factors dominate. Their likes and dislikes of goods are often determined by whether they can satisfy their own emotional desires. As long as they If you like something, you will definitely try your best to make a purchase decision quickly. Some teenagers love sports and have a sports star they admire in their hearts, so they always buy that star's brand. Even though they know that such a brand is expensive and feel distressed, they still buy it. They are not pure brand enthusiasts, but followers of "star effect".