Author(s)

Deng Kaiyuan, Zhang Guixiang, Zhou Shenghui, Tan Ting

Corresponding Author

Zhou Shenghui

Abstract

All human behaviors are controlled by psychological activities, consumer psychology is the foundation of the consumer behavior. So, adopt the marketing tactics only to consumer psychology as the marketer or the trade company, stimulate, improve consumers' consumption desire, could make the good marketing result. The ones that meritted attention are: rational thinking of human brain on the basis of setting up the mankind in " the concept system is being accumulated " all the time, can be higher than all scientific circles of U.S.A., some scientists begin to pay attention to opening up virgin soil in the scientific field of another guide in recent years, this is: Why mankind exist so many irrational behavior choices of "illogical" and "uncertainty" always? Psychologist of American Princeton University Daniel Kahneman who is one of them, his "Maps of Bounded Rationality" theory, has explained and analysed the irrational choices behavior, thus revised the postulation of " rational people ". The text based on this, then we ananlyse consumer psychology, grasp and understand consumer psychological behavior in the course of consuming display, finally, we hope this can help marketer or the trade company to make scientific marketing tactics.

Keywords

Consumer psychology, irrational behavior, prospect theory