When the experience is appropriately increased and the purchasing power is improved, people will put their limited experience and strength into the physical function of goods, which is the rational consumption form that emphasizes the era of "quantity and quality". With the great enrichment of people's knowledge and experience and the great improvement of living standards, the perceptual consumption form of relaxation, freedom and enjoyment has become the mainstream of consumption. Mature consumers. He has rich knowledge of goods and purchasing experience, and can accurately judge the quality of goods only by the outer packaging of goods, and judge the strength or reputation of shops only by personal subjective experience of business premises, which is an advanced form of perceptual consumption. It shines with the light of reason and wisdom, because the witness can understand the inner quality from the external characteristics. Another example. Some high-income adult women always take "suitable for themselves" as the selection criterion when shopping for clothes. I am satisfied with the clothes I bought, and I am also praised by others. This is also an advanced perceptual consumption, because consumers can accurately locate their self-image. Being able to understand what suits you best is a highly free consumption realm. The rational participation level of senior perceptual consumption is very high. Behind the highly free consumption process is the support of consumers' rich commodity knowledge, shopping experience, sufficient market information and strong purchasing power. Consumers can choose the most suitable products independently and confidently, and get the greatest satisfaction.

The two levels of perceptual consumption include consumption form based on intuitive perceptual knowledge and consumption form based on emotional experience. So, what is the essential difference between the two? Due to the different rationality (intentionally or unintentionally), the most fundamental difference between the primary perceptual consumption pattern and the advanced perceptual consumption pattern lies in the satisfaction of consumers after purchase. Primary perceptual consumption has obvious characteristics of impulsiveness, blindness and randomness. Consumers often regret after buying, and the satisfaction rate of goods is low. It is difficult for such consumers to form brand loyalty to goods. Advanced perceptual consumption has the characteristics of purposefulness, planning and stability, and consumers' loyalty to goods and post-purchase satisfaction rate are high, especially when consumers find brands suitable for their own personality and establish them. Feelings, the satisfaction rate after consumption is quite high, and brand loyalty is beyond doubt.