商品有物质属性,也有心理属性。商品能否引起消费者积极的心理反应,主要取决于构成商品诸因素的心理影响力。本讲主要分析消费者对商品诸因素的心理要求,揭示商品因素与消费者心理的关系一、商品设计心理从消费趋向与购买心理来看,消费者一般要求商品具有以下心理功能:(一)新异性。求新求异是消费者购买商品的重要心理动 The goods have physical attributes, but also have psychological attributes. Whether commodities can cause consumers’ positive psychological reactions depends mainly on the psychological influence of the factors that make up the goods. This lecture mainly analyzes the psychological requirements of consumers on various factors of commodities and reveals the relationship between commodity factors and consumer psychology. 1. Product design psychology From the perspective of consumption trends and purchasing psychology, consumers generally require that goods have the following psychological functions: (1) New sex. Seeking for new differences is an important psychological move for consumers to buy goods