Values of fashion consuming are served as an effective instrument for expressing cultural meaning and constructing identity. This article firstly reviewed the past relevant research, and then mainly discussed the new mechanism of values of fashion consumption from the standpoint of psychology analysis. The paper proposed a new model named society-self to analyze the function of values of fashion consuming. Fashion consuming could help consumer to realized the goal of self constructed, self-expressed and self-improvement; society also have a strong influence on values of fashion consuming by normative social influence and informative influence. In terms of fashion consuming, we should guide rational consumption.
王财玉. 时尚消费观的心理学解读:自我与社会[J]. 浙江工商大学学报, 2013, (5): 91-96.
WANG Caiyu. Values Of Fashion Consuming Based On Psychological Analysis :Society-Self. Journal of Zhejing Gongshang University, 2013, (5): 91-96.