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Articles by 丁家永
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Understanding the Consumption Psychology of the Post-90s Generation
While businesses are still trying to figure out the post-80s generation, the post-90s generation, a massive group of about 140 million people, is becoming a major consumer force. The next decade will undoubtedly belong to them. It can be said that whoever captures the post-90s generation will seize the market high ground. Defining the post-90s generation with a single label is difficult, as they defy authority and have their own realistic assertions, experiencing new lifestyles in the virtual world of the internet while daring to challenge cutting-edge consumer trends.
丁家永Changes in Marketing in 2015: Insights from New Consumer Psychology Trends
With the advent of globalization, informatization, and the mobile internet era, consumer autonomy in marketing has been further established and developed. The interaction between consumer self, personality, lifestyle, and consumer behavior has increasingly influenced marketing strategies, forming the theoretical basis for new characteristics of consumer psychology. In the mobile internet era, one new characteristic is the change in consumer self-concept due to the fusion of digital and real-world identities, leading to a shift toward hedonic and symbolic consumption behaviors.
丁家永