With the increasing differentiation, diversity, personalization and complexity of consumer demand, modern society has entered an era in which "emotional value" is more important than "functional value", that is to say, people pay more attention to the satisfaction of personality, spiritual pleasure, comfort and superiority. This kind of consumption phenomenon is called "perceptual consumption" by experts. Goods that satisfy people's psychological feelings as an important measure are called perceptual goods. According to the research data, the types of commodity sensibility include brightness, lightness, liveliness, fullness, naturalness, color harmony, retro, exquisiteness, times and so on, and these characteristics are deliberately pursued by many consumers in modern society, so perceptual consumption has become a hot topic in modern consumer market, which leads to the arrival of the era of perceptual consumption.

It is no accident that perceptual consumption appears in the field of consumer goods. In the industrialized era, large-scale production is possible, and the need to reduce costs makes it necessary to expand the scale. Therefore, thousands of products from one factory are almost a model, and the individuality of products has been erased; In the post-industrial society, products have been quite abundant, and people's living standards have changed from a state of adequate food and clothing to a relatively affluent state, and even an affluent state, so the consumption concept has changed from "quantity satisfaction" to "quality satisfaction". At the same time, the extensive use of computers in manufacturing industry, the continuous improvement of modern industrial design level, and modern industrial production are enough to make goods have distinctive personality and fashion, and can fully reflect various scientific theories and thinking methods such as sociology, psychology, nutrition, human nature and art from goods, which make it possible to meet the individual needs of consumers.

Rational consumption:

Taking cost performance as the measurement standard

So, what is the new frugality? What is the standard of rational consumption? Zhu Zhaorui, an MBA who used to travel around the world with $3, (right), said that cost performance should be the most important measure. If you simply want to save money and don't pursue the best cost performance, you don't need $3, to travel around the world, but $1, is enough. But it won't be his choice. Sleeping on the main road for not spending a penny can only be called self-abuse; You can live in a five-star hotel for 1 dollars, which can be regarded as a new frugal life. Neo-frugalism never refuses to consume, but refuses to waste; Not to tighten your belt to save money, but to choose a better consumption method with your mind. As for how to achieve the best cost performance, this requires it to have considerable ability to use money and allocate resources.

Xu Xiaoping, vice-principal of New Oriental School, flew from London to Scotland during her trip to Europe, and the local travel agency charged 149.99. With Zhu Zhaorui's help, the ticket cost only .1 (how to find cheap tickets, Zhu Zhaorui wrote in the book "Three thousand dollars around the world"). This is the result of being good at collecting and using information.

In the past, people would say that Zhu Zhaorui's experience was only applicable abroad, but Zhu Zhaorui said in an interview that he got a ticket from Beijing to Shenyang at the price of 14 yuan through an online ticket agent in China this year. And a hard berth on the train from Beijing to Shenyang costs 191 yuan.

Susan, another British "turtle", said that she used to spend money by credit card abroad, more because of the need to ensure safe transactions. She once ordered a Toshiba notebook online by swiping the card. Unexpectedly, when the delivery company delivered it to the door, Susan found that there were cracks on the surface of the notebook through the unopened wrapping paper. Susan directly handed over the dispute to the credit card issuing bank, which promised to refund the payment within 45 days, and the bank's lawyers followed up with the websites, distribution companies and manufacturers that shirked their responsibilities. Susan said that in a rational society, transaction costs will be lower and more harmonious.