Research on the Influence Mechanism of Irrational Factors on Cultural Consumption from the Perspective of Behavioral Economics

Abstract

Due to the attributes of spiritual and symbolic consumer goods of cultural consumption, irrational factors such as the cultural environment, conceptual class, popular trend, and psychological state in which consumers live also have a strong influence on residents’ cultural consumption decisions. In view of this, the framework of behavioral economics is applied to explore the mechanism of pressure sense and self-restraint on consumption rate and the mechanism of psychological account on the adjustment of cultural consumption at the micro level under the premise of the existence of limited rationality of consumers. In this way, it provides an important basis for proposing strategies to promote the happiness of national life and improve national quality.