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The thesis mainly focuses on college students through designed questionnaire and then achieves conclusions about the reasons for college students’ conformist mentality, factors that affect college students’ behavior. On the basis of this, it is convenient to give suggestions on guiding college students and optimizing the special group structure. What’s more, it can provide advice for the companies focusing on the applications of smart phones so as to improve its downloads and promote companies’ long-term development.
1.3 Literature Review
Herd mentality, was early concerned in Europe and America. Dating back into 1935, American psychologist C.W.Sharif published an article where autokinetic movement was researched by Gestalt, breaking the glass. Then Asch did explicit experiments and specific explanations of conformist mentality and primacy effect, which enrich the theories of conformist mentality in the USA.
In 1943, the theory of Maslow's hierarchy of needs was put forwarded by AbrahamH.Maslow, one of the theories of behavioral science. According to Maslow's hierarchy needs, the needs of consumer psychology can be pided into five needs----psychological needs, safety needs, love and belonging needs, esteem needs, self-actualization needs. These needs are connected each other and organized in a bottom-up way, which means that only when low-level needs are achieved can the high-level needs be realized.And if we regard this process as different performance at different stages of development, it can be pided into four needs----physiology needs, society needs, symbol needs and cognition needs. Physiology needs are the basic needs for most people like food, clothing, shelter [housing] and transportation. Society needs mean that consumers satisfy their needs through purchasing goods. Purchasing certain kind of goods may represent qualifications of membership of certain kind of social class or convey some information on social relationships of consumers. When it comes to symbol needs, commodities serve as the symbol of owner’s characters. So satisfying this kind of needs is equal to telling others that what one has chased or believed. Cognition refers to discover different kinds of things around us and understand their connotation.Based on Maslow's hierarchy needs, the needs of consumer psychology can be pided into five needs----psychological needs, safety needs, love and belonging needs, esteem needs, self-actualization needs. These needs are connected each other and organized in a bottom-up way, which means that only when low-level needs are achieved can the high-level needs be realized.And if we regard this process as different performance at different stages of development, it can be pided into four needs----physiology needs, society needs, symbol needs and cognition needs. Physiology needs are the basic needs for most people like food, clothing, shelter [housing] and transportation. Society needs mean that consumers satisfy their needs through purchasing goods. Purchasing certain kind of goods may represent qualifications of membership of certain kind of social class or convey some information on social relationships of consumers. When it comes to symbol needs, commodities serve as the symbol of owner’s characters. So satisfying this kind of needs is equal to telling others that what one has chased or believed. Cognition refers to discover different kinds of things around us and understand their connotation.