Keywords: college students' consumption behavior, psychology, ideological and political education
First, the consumption status of college students
(A) rational consumption of college students is the mainstream
Through questionnaire survey and individual interviews, it can be concluded that there are some rational factors in the consumption view of contemporary college students, which breaks through the traditional concept of only meeting basic survival needs.
1. The proportion of development materials in the consumption structure is constantly expanding. They pay more attention to improving learning conditions and meeting spiritual and cultural needs. According to this survey, there are12 male and female freshmen surveyed, and most of them spend less than 200 yuan on education and study each semester, while about half of the male and female juniors surveyed invest in 400 yuan and above. This shows that freshmen are already pursuing to improve themselves, but they are still cautious in investment while setting goals and plans. After more than two years of college life, most junior students have set certain goals for themselves (postgraduate entrance examination, learning various qualifications, passing English exams, etc.). These educational investments are necessary for their employment and self-worth.
2. College students also attach importance to healthy consumption. According to the survey data, 35.5% of boys pay attention to nutrition consumption in their monthly consumption, and the proportion of girls is even larger, accounting for 42.2%. The fitness center set up by the school is very popular with students. Through the investigation and interview of some students, 30% students choose regular physical exercise. Some of them make use of the school's sports resources, and some join leisure and fitness clubs outside the school. The healthy consumption of college students also covers sports equipment, clothing and other contents.
3. Consumption is multi-level. 7.8% students spend more than 800 yuan, 15.9% less than 350 yuan, 44.3% students spend 350-500 yuan, and 3 1.9% students spend 500-800 yuan. It can be seen that college students' consumption levels are obviously divided, and the proportion of middle level accounts for an absolute majority, which not only reflects the social background of the current drastic transformation in China, but also shows that college students' consumption subjects tend to be rational.
Generally speaking, college students' consumption view is gradually developing in an open and avant-garde direction, but the traditional rational consumption view is still the mainstream. The quality and price of goods or services are the most important factors that most students consider when they consume, and they pursue high quality and low price. Because 87.5% of the students' financial resources are mainly provided by their parents, although 8.9% of the students work part-time, they don't earn much money. Due to elimination
(B) There are some problems in the consumption of contemporary college students:
1. excessive pursuit of fashion and famous brands, with the mentality of comparing. Through individual surveys and interviews, we know that some students do not hesitate to sacrifice other necessary expenses in order to own a mobile phone or change to a popular mobile phone, scrimping and saving; Some students even borrow money from others to satisfy their desire for brand-name clothes, shoes and hats. It reflects that some students don't know how to live within their means, and it is easy to form an endless comparison psychology driven by vanity.
2. Excessive consumption of interpersonal communication is mainly reflected in communication expenditure and love expenditure. Communication costs are high. Students with mobile phones account for more than two-thirds of the total number of people surveyed, and 40.3% of them spend more than 80 yuan, which is close to half of the number of people surveyed. It shows that the irrationality and high cost of students' mobile phone consumption exist and are quite serious. 16.2% of college students who are in love spend more every month 100-200 yuan. Most of them admit that the pursuit of emotion requires material input, and it is often difficult to rationally grasp the principle of moderate consumption.
3. Weak sense of economic independence and weak concept of financial management. Among the 345 people surveyed, 39 have never been a tutor or a part-time job at all, and those students who have been a tutor or a part-time job also have different purposes. 12 students want to gain social experience, 14.2% students want to be independent and 23.2% students want to subsidize daily use. If "longing for independence" is regarded as an active sense of independence, the proportion of students with independent consciousness only accounts for 1/3 of the total number of respondents. Of course, there are 12.5% students who are idle. Obviously, people's awareness in this regard is more obvious than that of developed countries in Europe and America 16-year-old peers who require economic independence.
Second, there are deviations in the current consumption behavior of college students.
(A) from a psychological point of view to analyze some students' consumption misunderstanding and biased consumption psychology.
1. The consumption autonomy psychology caused by personality consciousness leads to the blindness of students' consumption, and some students' consumption is unplanned and random. University is a stage where independence and dependence coexist in life. With the awakening of self-awareness, people have a strong demand for self-control in material life and spiritual life. Now most college students were born after the reform and opening up. The shaping of the environment makes them have their own unique views on thinking, life and learning. Although their source of consumption depends on their families, they have a strong demand for independent consumption. College students' thoughts are not yet fully mature. Without proper consumer guide, there will be blindness in consumption.
2. The consumption ostentation psychology caused by respecting demand shows that students pay more attention to material consumption than educational investment. In Maslow's hierarchy of needs, the need for respect is higher than the needs of physiology, safety, friendship and love, and it is at the fourth higher level. College students have a strong demand for respect, and their efforts in many aspects are aimed at establishing a system of self-esteem and respect for others to realize their self-worth. Showoff psychology is actually a kind of self-fiction that transcends the objective value of self, which is manifested in the field of life consumption and is a high pursuit of material life. Many college students use all kinds of famous brands instead of talents as the capital to show off, which actually reflects their psychological crux: to enrich and beautify their image with rich material life in order to achieve self-esteem satisfaction and psychological balance. The spread of this phenomenon will form an atmosphere of heavy material consumption in a certain range.
3. Conformity psychology and seeking difference psychology are the psychological motivations of college students' consumption comparison psychology. When college students admire worldly material enjoyment, they often breed abnormal psychology which is dominant in group consumption behavior. In this way, the phenomenon of comparing with each other has the soil to produce. The comparison psychology is manifested in two seemingly contradictory aspects, but in fact it is consistent in essence: first, the conformity psychology, that is, what most people accept, individuals are basically willing to accept, and college students are no exception; The second is the psychology of seeking differences. The existence of this psychological state makes a certain fashion meet the psychological needs of college students for a period of time, and then it will inevitably produce new needs, eager for new changes and innovations in consumption.
(2) The content of ideological and political education in colleges and universities lacks guidance to students' healthy consumption view.
At present, college students can contact the society in all directions. When they are attacked by bad social atmosphere such as hedonism, money worship, extravagance and waste, if they are not guided correctly by school teachers and parents in time, they will easily form a tendency of psychological convergence. Parents' principled position in daily life consumption is the initial object of children's imitation. Some parents have misunderstandings about their consumption concepts and cannot guide their children correctly. Therefore, we should pay attention to the important influence of school education environment on the cultivation of students' consumption concept. But the fact is that ideological and political education in colleges and universities does not pay enough attention to the education of students' consumption concept. The specific embodiment is as follows:
1. Lack of research on college students' consumption psychology and behavior. If the ideological and political education in colleges and universities wants to achieve the actual effect, it is necessary to understand and master the actual behavior of students. In recent years, although ideological and political education in colleges and universities has been continuously improved, it has also made great progress. However, due to the objective reasons such as scientific research conditions and personnel allocation, as well as the subjective understanding of ideological and political educators, the teaching and research atmosphere in which student education begins with practical investigation has not yet formed.
2. In the teaching of "two courses" in colleges and universities, the education and guidance of college students' consumption concept is not enough. Due to the lack of comprehensive and objective understanding of college students' consumption psychology and behavior, curriculum setting and other factors, the ideological and moral cultivation course lacks special education on consumption concept closely related to important ideas such as outlook on life, values and national conditions, and it is difficult to achieve the real guiding purpose.
3. In the construction of campus culture, there is a general lack of content to advocate college students' frugality and life consumption view. College students' consumption psychology and behavior not only pay more attention to individuality in personal preferences, dressing and so on, but also have herd mentality in consumer content such as fashion brands and basic daily necessities. The ethos of colleges and universities mainly reflects the group psychology and behavior characteristics of students. Paying attention to shaping and strengthening students' good consumption consciousness and behavior and cultivating students' good consumption habits are the main contents of campus culture construction and ideological and political education in colleges and universities.
(C) Bad social atmosphere is an influential factor in the formation of college students' healthy consumption concept.
1. The non-mainstream hedonistic consumption view in society has brought profound influence to college students, which is one of the main factors leading to the biased consumption view of college students. Over the past 30 years of reform and opening up, China has been focusing on economic construction, with sustained and rapid economic growth and continuous improvement of people's living standards. The consumption pattern of some families who got rich first has changed greatly, and the traditional consumption concept has been constantly impacted. The consumption psychology of college students is in an immature stage, and the consumption psychology of comparing with others is more common, which directly affects the consumption view of college students.
2. In recent years, the values of consumerism have gradually emerged in our society, and of course it has also had an impact on college students. According to this kind of values, whether a person deserves respect mainly depends on his consumption level. The higher a person's consumption level and ability, the more he can prove his success. In China, it should be said that the people who got rich first accepted this kind of values, and then gradually spread to other social classes, and finally evolved into a national collective unconsciousness.
Third, suggestions to guide college students to develop healthy consumption psychology and behavior.
Building a conservation-oriented society is one of the important tasks of China's 11th Five-Year Plan. Building a conservation-oriented consumption model is an important aspect of interpreting a conservation-oriented society. Guide the transformation of consumption mode with the concept of economical consumption, establish a frugal, civilized, moderate and reasonable consumption concept in the whole society, and vigorously advocate saving fashion. Contemporary college students are the pillars of future social construction. It is of great significance to guide them to continue to maintain the concept of hard work, simplicity, diligence and thrift, to oppose bad consumption habits such as extravagance and waste, blind comparison and excessive consumption, and to strengthen the cultivation and shaping of college students' healthy consumption concept under the current environment of building a conservation-oriented society. To correctly guide college students to develop healthy consumption psychology and behavior, we can start from the following four aspects:
(A) to strengthen the investigation and study of college students' consumption psychology and behavior. In the teaching of ideological and theoretical courses, we should vigorously advocate the scientific method of combining investigation with theoretical teaching, so that theoretical teaching can really get rid of empty preaching. In the future, we should pay attention to and strengthen the attention to the consumption situation of college students, and pay attention to finding and solving problems in studying their consumption psychology and behavior. Of course, investigation and research is a hard process, but as educators, we should first cultivate our scientific spirit of assiduous study, scientific attitude of seeking truth from facts and scientific thinking of integrating theory with practice.
(2) Educate students to establish the consciousness of hard work, thrift and scientific consumption. Guide them not to forget the glorious tradition when considering personal consumption, make scientific planning and arrangement, and make personal consumption standards adapt to family conditions. Of course, under the condition of socialist market economy, it is necessary to encourage people to actively and reasonably consume from the perspective of continuously promoting social and economic development and prospering the market. It is very harmful to blindly pursue extravagant consumption patterns regardless of personal economic situation and ability to pay. Ideological and political educators should timely and objectively analyze the phenomenon of consumerism in society, guide students to form a positive attitude and be a sober consumer.
(3) Cultivate and enhance the financial quotient of college students. The so-called financial quotient refers to a person's financial quotient, that is, the rational understanding and application of money. Financial quotient is one of the three indispensable qualities in modern society, along with IQ and EQ. Financial quotient mainly includes two aspects: first, the ability to correctly understand money and its laws; Second, the ability to correctly use money and monetary laws. We should design lively teaching forms in the teaching activities of ideological and political courses and moral education courses around these two aspects in order to achieve educational purposes.
(D) The healthy consumption atmosphere of college students should be an important part of building an economical campus. The construction of university spirit should grasp the principle of educating people, attach importance to the education of all aspects of college students' lives, and attach importance to cultivating and shaping college students' healthy consumption psychology and behavior, so as to promote the successful pursuit of college students' studies. It is suggested that cultivating college students' good consumption psychology and behavior should be an important content of campus culture construction. In the construction of campus culture, we should design the topic of college students' healthy consumption view and persevere. Create a conservation-oriented campus concept, use the campus environment to influence the formation of rational and healthy consumption habits of college students, form a good lifestyle, and export social members with healthy and rational consumption habits to the society.
References:
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