消费主义思潮对大学生消费心理的消极影响及引导对策
The Negative Influence of Consumerism on College Students’ Consumption Psychology and Its Guiding Countermeasures

资本主义社会的消费主义思潮在我国蔓延后，物质至上、符号消费、追求时尚、广告导向等特点极大地影响了了学生的消费心理。消费主义思潮导致学生过度追求物质享受与即时满足、盲目攀比与虚荣心的膨胀、价值观扭曲与精神世界的匮乏。因此，根据马斯洛需要层次理论、从众心理与求异心理、攀比心理等理论，需要全面加强消费教育，提升大学生的理性消费意识；积极营造健康消费环境，倡导绿色可持续消费；注重家庭教育，从小培养合理的消费习惯；建立健全心理咨询机制，提供个性化消费指导可以抑制消费主义思潮对学生的消费心理的侵蚀。
After the consumerism trend of thought in the capitalist society spread in our country, the characteristics of material supremacy, symbol consumption, fashion pursuit and advertisement orientation have greatly affected the students’ consumption psychology. Consumerism leads to excessive pursuit of material enjoyment and instant satisfaction, blind comparison and vanity, distortion of values and lack of spiritual world. Therefore, according to Maslow’s theory of hierarchy of needs, the psychology of Crowd psychology and seeking differences, and the psychology of keeping up with the Joneses, it is necessary to strengthen consumption education in an all-round way, to enhance the rational consumption consciousness of college students, to actively create a healthy consumption environment, to advocate green and sustainable consumption, to pay attention to child discipline, to cultivate reasonable consumption habits from an early age, to establish and improve psychological consultation mechanisms, providing individualized consumption guidance can restrain the erosion of consumerism trend of thought to students’ main psychology of consumption.