(A) the characteristics of adolescent consumption

Teenagers are impulsive, competitive and blind. Impulse consumption is the opposite of actual consumption. When you see a product, feel it and find it good, you buy it, which belongs to impulsive consumption; Buying a product that you wanted for a long time but didn't get is actual consumption. Most teenagers' consumption activities are impulsive. Comparison refers to teenagers buying out of vanity. This kind of consumption is usually inappropriate or useless, and the resulting demand for a certain product is also inelastic. Blindness means that teenagers are easily confused by appearances and act blindly. This confusion includes gorgeous packaging, exquisite appearance, secular fashion and famous brand effect. The quality of high bid is good, and the quality of low bid is poor. This is the psychology of blind consumer groups. These consumption patterns that completely ignore or partially ignore the cost performance ratio mean that the consumption of teenagers is full of water, and the actual demand is far greater than the real demand. Therefore, schools have become markets for small commodities such as school supplies, gifts and food.

(B) the impact of school management on consumption habits

Many schools adopt a closed management mode, and students can only go out to participate in school activities on weekends. Such schools often arrange a canteen to meet the needs of some students. Let's discuss the influence of this management method on students' consumption.

Take Lushan International Experimental School as an example. There are three obstacles that affect students' consumption. When students use campus cards to enter the canteen, the first thing to say is the campus card. Each campus card 10 yuan. Students without cards are not allowed to go shopping. After the card is used up, it should be recharged, and the amount of each recharge should not be less than 10 yuan. This is the first obstacle, which inhibits the needs of some students (this obstacle is also limited, which will be discussed later) and even completely inhibits some students. The second obstacle is the price. There is only one canteen in the school, which leads to the monopoly of small commodities (consumers always go to a certain store out of habit, convenience or other reasons). After my investigation, I found that the prices of some goods in the canteen are higher than those in the shops outside, ranging from 2 to 50 cents to 1 yuan. This difference will certainly attract the attention of some students, and if it is noticed, it will have an impact. This is the second obstacle. The third obstacle is discipline: the school does not allow students to take things out of the canteen. These three obstacles also inhibit consumption.

(C) hidden demand

What is implicit demand? This must be related to the inhibition mentioned in (1) and (2). Because (1) the demand of teenagers is huge, and because (2) the demand of teenagers in school is limited. There is a gap, an unexpressed demand, which we call implicit demand.

As for the hidden demand, we can describe it this way: because the needs of students in school are not met, when the school opens on Sunday, students always go out for a large-scale shopping activity (as I have seen, students come back from school with a big bag of things every week).

(D) The causes and effects of students' periodic consumption

Explicit demand

Implicit demand (b) is introduced above, and the result of implicit demand is introduced below: consumption changes with the cycle. This cycle is easy to understand: from Monday to Friday, student demand is suppressed, and on Saturday or Sunday, student demand is released. This change in demand is a weekly change.

First of all, from Monday, repression will begin to appear, and people's demand will drop to the lowest point. Then with the passage of time, inhibition began to decrease slowly, and explicit demand gradually increased. Then, near the weekend, people are more tolerant of a positive demand, the inhibitory effect begins to increase, and the explicit demand decreases. By the end of the week, the inhibition disappeared, and the explicit demand reached the level of actual demand, even exceeding the actual demand.

You can work out the total demand for a week. Total demand is the area between the curve and the time axis. Explicit demand (take A) is generally lower than the actual demand, so the ultimate effect of suppression is to reduce the total demand for one week.

The special case is that the explicit demand exceeds the actual demand on weekends, because many students plan to buy goods to be consumed in a week on weekends: snacks, refills and notebooks. Although the explicit demand exceeds the actual demand (C) and there is a tendency to fill the implicit demand, this trend will be suppressed. This is a public law: everyone may buy enough goods when shopping, but the number of goods is limited, so it is difficult for people to buy more than this limit at one time. The reasons for this rule include: it is difficult to take too many things at a time, people's awareness of saving, and the illusion that they have bought enough. Therefore, when the explicit demand exceeds the actual demand, it is difficult to fill the implicit demand. Expressed in numbers: Z=A+B

The actual total demand is: z ` = a+c.

Explicit demand on weekends-actual demand is less than implicit demand;

C & ltB

You can deduce: Z.

The actual total demand is less than the original total demand, in other words, the total demand is suppressed.

(E) the limitations of this theory

This periodic change is not obvious. Because the factors that lead to this change sometimes have little influence. The suppression of the three obstacles is sometimes difficult to work. First of all, because students now have more pocket money and better family conditions, the campus card of 10 yuan can't stop students' demand. In the case of blind consumption and inflexible demand, subtle price changes can be ignored (the first two obstacles are very important for students with poor family conditions). Secondly, due to the lack of school management, many people can bring out their purchases through various means, which is almost negligible. At this time, all three obstacles are challenged and the curve becomes smooth.