Reseach Paper.docVIP

An Analysis of the Impact of the Hedonism on the Consumption Behavior of the New Chinese GenerationAbstract This study based on time-consuming information collection among books, periodicals and Internet articles which focus on the very phenomenon that Hedonism in China has developed rapidly and it has inevitably cast a great impact on many aspects of the society. In this paper, we mainly focus on its impact on the consumption behavior of Chinese young people. After a certain amount of information analysis, we came to a conclusion that Chinese young people’s consumption behavior today is contrary to the old generation in their vain pursuit of luxuries, excessive consumption and fashion-oriented purchasing behavior. Impact of the Hedonism exuded from American mass media on the young people’s consumption behavior is depicted and demonstrated with the help of graphs and data quoted from the existed research reports. To justify the result we suggest, reference from other people’s opinions and their theories are employed which will be listed to show our respects.Contents Abstract Introduction 1 Chapter One: Luxuries Consumption 7 1.1 What Is Luxury? 7 1.2 Pursuit of Luxuries among Young People in China 8 Chapter Two: Emotional Consumption 15 2.1 Wasteful and Extravagant Consumption 15 2.2 Impulsive Consumption 18 Chapter Three: Fashion-oriented Consumption 20 3.1 New Is Always Better 20 3.1.1 Digital Products Consumption 22 3.1.2 Showing-off Consumption 24 3.2 Fashion Is All It Counts 26 3.2.1 Clothes Purchasing 28 3.2.2 Narcissistic Consumption Conclusion 39 Bibliography 44 AcknowledgementsIntroduction The term hedonism is defined differently by different schools. The name derives from the Greek word for delight. (Wikipedia) All hedonistic theories identify pleasure and pain as the only important elements of whatever phenomena they are designed to describe.?(IEP) We will elaborate on it in the later chapters. Since the reform and open in 1970s, China has developed r