Social Psychological Analysis of College Students' Abnormal Consumption from the Perspective of "Social Identity"

Kerui Zhang

doi:10.54691/bcpbm.v17i.354

Authors

Kerui Zhang

DOI:

https://doi.org/10.54691/bcpbm.v17i.354

Keywords:

From the Perspective of

Abstract

Among college students, there is excessive consumption in pursuit of material enjoyment. They show strong spending power, which is very inconsistent with their own economic situation in daily life and online social platforms, leading to online shopping overdraft, online lending and "naked lending" and other chaos. The basic meaning of "social identity theory" is that individuals realize that they belong to a specific social group, and that being a group member will bring them emotional and value significance. In view of the present situation of abnormal consumption of college students, this paper explores its influencing factors from the perspective of psychological culture from the perspective of "social identity", emphasizes the important role of psychological behavior of college students' consumption, and then evaluates the rational and moderate development trend of education consumption. Establish a reasonable and moderate concept of educational consumption, and provide valuable theoretical guidance for the cultivation of talents and the healthy, harmonious and sustainable development of society. This paper analyzes the formation of social identity theory, the connotation of consumer identity and the influence mechanism of social identity on consumer behavior, and analyzes the abnormal consumption of contemporary college students from the perspective of social psychology.

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