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浅析中西方主流消费理念差异作者：周霞杜孝文来源：《读与写·中旬刊》2017年第09期摘要：中西方在主流文化、主流思想以及教育方式等方面存在着巨大的差异，而这些差异又是造成中西方消费理念不同的重要因素。
通过深入探讨造成中西方消费理念差异，可有助于更好地形成一种健康、合理的消费理念。
关键词：中西方；主流文化；主流思想；教育方式；消费理念中图分类号：G648文献标识码：B文章编号：1672-1578（2017）09-0015-01自改革开放以来，中国确立了以经济建设为中心的发展方针，并进入了一场从经济领域开始但却绝不仅仅限于经济领域的伟大变革。
与西方社会自下而上的现代化进程所不同的是，中国的现代化进程是由国家主导且充满中国特色的，中国目前仍处于转型期，在这一时期，中国社会将会经历社会经济结构的转换，社会体制的不断更新，社会利益认同以及社会价值观念的转变。
在众多影响中西方消费理念的因素中，主流文化、主流思想以及教育方式等的作用尤为突出。
1.中西主流思想差异对消费理念的影响勤俭节约是中国历来的传统美德之一，同时也是中国主要的消费理念，这是由于古代中国以农耕社会为主，绝大多数的人们处于社会最底层，不仅要面对繁重的徭役，还要祈祷上天的眷顾，天灾人祸不断导致物质财富的极大匮乏。
然而在重农轻商的思想之下，商品经济的发展缓慢甚至停滞。
不仅如此，老百姓经济实力弱小，经济购买力不足等使得人民生活水平较低，从而勤俭节约也就成为了中华民族延续上千年的优良传统。
勤俭节约的思想导致了中国消费者谨慎消费的理念，尤其体现在对高端奢侈品的较低消费意向，追求物美价廉的消费占据主导地位，并制约着国人的消费行为。
与消费相比，中国人更倾向于攒钱的行为也是受制于此思想。
西方的消费理念恰恰与中国勤俭节约的消费理念相反，自文艺复兴以后，西方世界开始鼓吹解放人类天性，崇尚自由，主张及时行乐，财产乃是身外之物。
另外，欧洲的海洋性气候适宜，地形地势平坦，天灾较少，畜牧业高度发达，商品经济蓬勃发展，人民购买力强，公民的个人自我意识较强，在这种及时行乐的思想下，西方消费者有钱便用来消费，没钱也会通过借贷等方式提前消费。
中美消费观差异的背景和意义摘要：一、引言二、中美消费观差异的背景1.文化差异2.经济发展水平3.社会环境三、中美消费观的具体差异1.消费习惯2.消费观念3.消费价值观四、中美消费观差异的意义1.个人财务规划2.国家经济发展3.全球经济一体化五、结论正文：一、引言中美作为世界上最大的经济体之一，其消费观的差异一直以来都备受关注。
消费观是人们在生活和消费中所形成的观念和态度，它不仅影响着个人的消费行为，也关系到国家经济的发展和社会的进步。
本文将分析中美消费观差异的背景和具体表现，并探讨这些差异的意义。
二、中美消费观差异的背景1.文化差异中美文化背景的差异是造成消费观不同的主要原因。
中国传统文化强调节俭、谦逊，注重家庭和集体利益；而美国文化则强调个人主义、自由和追求物质享受。
这些文化差异在消费观上得以体现。
2.经济发展水平经济发展水平是影响消费观的重要因素。
美国作为世界上最发达的国家之一，消费水平较高，人们更注重享受当下；而中国虽然近年来经济发展迅速，但人均收入水平仍有一定差距，因此人们在消费时会更加注重实用性和经济性。
3.社会环境社会环境对消费观的影响也不容忽视。
美国社会竞争激烈，人们为了提高生活品质，往往通过消费来展示自己的地位和实力；而中国社会则更注重家庭和亲情，消费观念相对较为保守。
三、中美消费观的具体差异1.消费习惯在中美两国的消费习惯上，中国人更注重节俭和储蓄，习惯于根据自己的收入水平进行消费；而美国人则更倾向于借贷消费，提前享受生活。
2.消费观念在消费观念上，中国人注重长远规划和家庭利益，消费行为往往受到家庭、子女教育和养老等因素的影响；而美国人的消费观念则以个人为中心，更关注当下的生活品质。
3.消费价值观在消费价值观方面，中国人重视面子和人际关系，消费时会考虑到他人的感受；而美国人的消费价值观则以个人喜好和需求为主，较少受到他人意见的影响。
四、中美消费观差异的意义1.个人财务规划中美消费观差异在个人财务规划方面具有重要意义。
议论文西方消费观念:中西方消费观念差异近年来,受以美国为代表的西方消费主义的生活方式的影响,我国居民不论收入水平的高低对收入越高,消费的商品越多。
接下来小编为你带来议论文西方消费观念，希望对你有帮助。
议论文西方消费观念篇1中国人崇尚勤俭持家，量入为出，习惯于存款消费。
而西方人尤其是美国人则主张超前消费，习惯于贷款去享受生活。
有这样一个故事，讲的是一个中国老太太和一个美国老太太在天堂相遇，谈起了各自在人间的一生。
美国老太太到银行贷款买房，住了30年，最后贷款也还清了，并享受了一辈子的快乐生活。
中国老太太在年轻时，他母亲去世了，为他留下了刚买的房子，让她享受了30年;最后，她也为自己的女儿留下了一套新房。
听完了这个故事，我们应该能够大概了解中美消费观念里体现的文化差异，以及与此相关的社会伦理和社会价值观念等方面的差异。
美国老太太贷款住上了新房，舒舒服服地生活了一辈子;中国老太太也有自己的新房住，也能享受人生，不过住的是她母亲的房子。
从这个故事中可以看出美国人是自己享受生活，自己管自己，认为儿孙自有儿孙福而中国人崇尚的前人载树，后人乘凉，非常关心自己下一代的幸福生活。
造成这种差异的原因是多方面的。
因为从古自今，美国人相信上帝，认为他会给每个人赐福，所以美国人崇尚公平，认为自己的事情自己去做，不要想有别人的帮助;而中国人尊住祖，认为是祖先给子孙赐福，是祖先在保佑着你，所以中国人崇尚伦理亲情。
中西消费观念的差异，取决于各自不同的伦理亲情于价值观念。
随着文化更加广泛、更加频繁、更加激烈、更加深入地接触与碰撞，中西方也会多向的、多层次的互动和吸纳对方的优秀文化，中国人在子女留下财富的同时，也会接受贷款消费，而美国人也会更加注重伦理亲情。
议论文西方消费观念篇2随着经济社会的不断发展，人们的生活水平提高了，消费能力自然上升，消费观念也在发生变化。
此时，为了促进国家和自身的共同发展，正确的消费观就起了重要作用。
首先，要有促进消费增长的意识，这是必须的。
在消费文化和习惯方面，中国与其他国家有何异同？在全球化的今天，不同国家的消费文化和习惯已经越来越相似。
然而，中国与其他国家之间仍有一些显著的异同。
以下是几个值得关注的方面。
一、消费观念1.中国消费观念的变化随着中国经济的快速崛起，中国人的消费观念正在发生着巨大的变化。
以前的中国人主要注重“节俭”和“存钱”，而现在的中国人越来越愿意“花钱”和“享受生活”。
这种变化也反映在消费结构上，中国人开始更关注品牌、质量、服务和体验。
2.西方消费观念的影响经过多年的开放和交流，西方消费观念也对中国产生了一定的影响。
例如，西方人注重个性和独立，而中国人在购买时更考虑社会的影响和他人的看法。
这导致了一些奢侈品牌在中国更容易受到追捧。
二、消费习惯1.饮食文化的差异中国的饮食文化与其他国家存在很大差异。
中国人喜欢煮汤炖菜，并且饮食认为要讲究清淡，避免吃得过于油腻。
不同的区域和民族也有不同的食物和吃法。
相比之下，西方国家更喜欢烤肉、煎炸和沙拉等比较重口味的食物。
2.消费方式的区别中国人在购物时更注重面子和品牌，而西方人更注重实用性和性价比。
中国人喜欢团购、打折和礼品赠送等各种方式来节省开支，而西方人更经常使用信用卡和网络支付来完成消费。
三、消费基础1.消费群体的构成中国的消费者基础主要由城市居民和富裕阶层组成，而农村地区和低收入家庭的消费占比较低。
相比之下，西方国家的消费者基础更广泛，包括中产阶级、低收入阶层和老年人等不同的群体。
2.产品和服务的匮乏由于经济起步较晚并且资源分配不均，中国的某些地区和领域仍存在着消费品的短缺。
例如，在医疗、教育和文化服务等领域的资源分配不平衡，导致这些服务成为针对富裕人群的“奢侈品”。
总的来说，在消费文化和习惯方面，中国与其他国家之间存在着比较显著的差异。
这些差异反映了历史、文化、地理和经济等多种因素的影响。
随着全球化的进程不断推进，中国的消费观念和方式也将逐渐趋向多样化和国际化。
从文化层面分析中美消费观的差异毕业论文ContentsAbstract (I)摘要 (II)1 Introduction (1)1.1 Significance and Aim of the Paper (1)1.2 Organization of the Paper (1)2 Literature Review (2)2.1 The Definition of Consumption Conception (2)2.2 Related Researches Abroad and at Home (2)3 The Comparison of Chinese and American Consumption Conception (3)3.1 Conservatism and Adventurism (3)3.2 Future Consumption and Excessive Consumption (4)3.3 Frugality and Enjoyment (5)3.4 Practicability and Form (5)3.5 Collectivity and Individuality (6)4 The Influences of Chinese and American Cultures on Consumption Conception (6)4.1 The Influences of Geography on Consumption Conception (7)4.2 The Influences of Social Development on Consumption Conception (7)4.3 The Influences of Values on Consumption Conception (8)4.4 The Influences of Traditional Family Education on Consumption Conception (9)4.5 The Influences of Entertainments on Consumption Conception (10)5 Some Inspirations for Establishing a Correct Concept of Consumption 105.1 Living within Our Means and Moderate Consumption (10)5.2 Avoiding Blind Obedience and Rational Consumption (10)5.3 Protecting the Environment and Green Consumption (11)6 Conclusion (12)References (13)1 IntroductionWe create cultures which also create ourselves. Each nation creates different cultures in their different ways; in turn, different cultures also create various nations. Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society. It includes almost everything that influences an individual’s thought processes and behaviors (Hawkins, Best, Coney, 2003:42). As we all know, different countries have different cultures, which influence human life in various aspects. Due to the different cultural background, there exist big differences in customers’ behaviors or consumption concepts, so it is impossible to dissociate consumption conception from culture. This paper is to make a study on the differences of Chinese-American consumption conceptions from the perspective of culture.1.1 Significance and Aim of the PaperConsumption, as a means for humans to meet individual needs, is determined by consumers’ subjective factors in certain societies, but generally branded with the cultural imprint. Under the background of globalization, great changes have taken place in people’s consumption with the development of the market economy. The levels of consumption also have different degrees of increase with the improvement of material and cultural life. With the cultural communication between China and America, a growing number of foreign cultures have been introduced to each country, and people’s consumption conceptions have been affected in this environment. There exist big differences in customers’ behaviors or consumption conceptions because of the different cultural background. The evolution of consumption conceptions is in line with times and reflects the different national cultures. In other words, different cultures produce different consumption concepts. Both of Chinese and American consumption concepts have their own advantages and disadvantages. The paper focuses on the different consumption concepts between China and America, and the influences of culture on the consumption concept, which makes people further realize the different consumption concepts in different cultural background and treat their own culture and consumption concepts correctly and rationally. We should break our prejudices against others’ consu mption concepts, understand and respect people’s consumption concepts under different cultural background. This study mainly analyzes the different consumption concepts from the perspective of culture, which helps us to understand the differences deeply and establish acorrect concept of consumption.1.2 Organization of the PaperThe first part is an introduction. It shows readers some essential information about the relationship between culture and consumption conception and the significance and aim of this paper. The second part is about the consumption conception. The third part aims to compare Chinese and American consumption conceptions from five aspects: conservatism and adventurism, future consumption and excessive consumption, frugality and enjoyment, practicability and form, collectivity and individuality from the perspective of culture. The fourth part concerns the influences of Chinese and American cultures on consumption conception, which include five factors: geography, social development, values, traditional family education, and entertainments. The final part is about some inspirations for establishing a correct concept of consumption.2 Literature ReviewSo far, there has been no uniform definition of consumption conception in the academic community. Researchers defined the consumption conception from different perspectives based on different theoretical perspectives and research methods.2.1 The Definition of Consumption ConceptionConsumption is the process of choosing, purchasing, maintaining that people do in the modern economic and social conditions, to meet their needs and demands (Wang, 2001:6). A Consumer Economics Dictionary defines it as: “people through their using of various labor products to meet their own needs and processes.”Consumption conception is extended out from the value. It is one of the components of the value and is the ruler that people use to measure consumption and related things (Luo, 2002:137).Consumption conception means people’s ideology and attitude towardsconsumption activities, consumption level, and pattern of consumption andso on. It is the thinking standard that guides people’s consumptionbehaviors and the embodiment of social economic reality in people’s minds.Consumption conception is controlled by a person’s lifestyle, values,morality and aesthetic effect and provides the essential nature andorientation of people’s consumption behaviors (Yang, 2002:2).2.2 Related Researches Abroad and at HomeIn the consumption field, many foreign researches study the impact of values on consumer behavior. Sheth et al. established a theory from the perspective of consumption value to explain how consumers make purchase decisions and summarized five kinds of consumption values that would affect consumer behaviors (Sheth et al, 1991:159). Gutman discussed the essence of the association between product properties, consumption results and personal values and studied the association between the individual decision behavior and values (Gutman, 1982:60). German Metro Group once investigated 7000 people’s consumption concepts in seven EU countries, and the survey report shows that European consumption varies greatly. In some countries, people like overrun consumption; on the contrary, people in some other countries tend to be more prepared for the unexpected suddenness.Chinese scholars thought that discussion on the factors influencing the consumption could be divided into two broad categories: macro-social environment factors and individual background factors. With the comparison of Chinese and western consumption concepts, scholars have done some researches.From the point of view of residents’ consumption, Huang Yuting explained the issue of the imbalance between Chinese and American trade. She thought that two different consumption concepts lead to the two different trade conditions, i.e., frugal Chinese consumption concept was the important reason for China’s trade surplus, while the advanced consumption concept put America into the trade deficit situation (Huang, 2007:31). Many scholars have analyzed the ideological origins of the three kind of consumption concepts in Chinese and foreign history; they thought the frugal and luxury consumptions have their own advantages and disadvantages, while moderate consumption concept represents an entirely new consumption ethics and values. Both the personal consumption and overall sense of community consumption are changing with the times and development. From the perspective of Sociology, Wei Xinming analyzed the historical changes and roles of different consumption concepts as well as their advantages and disadvantages (Wei, 2005:22).3 The Comparison of Chinese and American Consumption ConceptionChinese people are much more frugal and conservative on consumption. The main representations of Chinese characteristic are conservatism, forbearance, filial piety and collectivism, with high saving rate; but to most Americans, their spirit contains independence, freedom and adventure, with low saving rate.Because of the different culture, Chinese and Americans have different consumption conceptions. The main differences are as follows:3.1 Conservatism and AdventurismConservative consumption is the conservative thought in the process of consumption. In order to avoid risk, people couldn’t keep up with the development of the situation and try to maintain the original state. People who are conservative may refuse to give up the traditional objects of consumption and have negative attitudes to new products. Conservatism is one important characteristic of Chinese cultural spirit. To most Chinese people, they do not want to be different from the others and become too conspicuous.On consumption, people tend to pay more attention to experience and stickto brand. They are unwilling to accept the new product rapidly; especiallythe just developed new products whose effects are not stable. At the timeof purchase, people often seek the views of others, hoping others can helpthem to make decisions, because they have no idea whether to buy or not(Sun, 1995:47).Chinese people attach importance to the experience but do not like to change and adventure, so they are rare to buy new and different things. The value of conservatism has a deep impact on Chinese consumption conception.Different from Chinese people’s conservatism, Americans prefer to adventurism. Americans like having things which are new and different, because they like change and adventure. Americans generally despise mediocrity, cowardice, like to be the blockbuster. They have the spirit of adventure and trust their own judgment. For a new thing, they rarely consider whether it is consistent with the experience of their predecessors. So they pay more attention to consumption utility, advocating pre-expenditure, trying new consumption patterns and sites, and chasing the new consumption goods actively (Sun, 1995:48). They fervently believe that human beings are developing, the world is developing, everything has to be updated, the new is better than the old. Therefore, they are willing to accept new ideas, new technologies and new products; the more novel and risky products are, the more they are willing to accept and try. At the time of purchase, they generally make decisions by themselves, rarely let others help them; they think it is purely a personal thing.3.2 Future Consumption and Excessive ConsumptionFuture consumption means consumers will choose a more pragmatic and long-term consumption pattern in order to prevent the difficulties caused bythe uncertainty in the future. They restrain consumption desire, focus on savings to ensure future consumption needs, advocate thrifty and accumulation before consumption. Chinese people are inclined to this consumption. They advocate frugality and purchase houses by pinching and saving. Chinese people like depositing money, so using tomorrow’s money to achieve today’s dream is not accepted by them generally. If they currently do not have enough money to buy a house, they prefer to live in their old houses rather than secure loans. They think that the future is unknowable, life is impermanent and natural and man-made calamities would happen in future. Only when they have a certain amount of savings, can they live at ease.Americans advocate excessive consumption. In the United States, loan consumption is a very common phenomenon; from houses to cars, from credit cards to the telephone consumption bills, the loan is ubiquity. In American people’s mind, they are able to realize their wishes as long as they are working hard, so they have no hesitation in asking banks for loans to buy houses to improve their standards of living. If they have extra money, they choose consumption, to realize their own needs, to pursue the improvement in their standard of living instead of depositing money in banks. American people think that they would like to enjoy their lives even by loaning money from bank or making an installment.3.3 Frugality and EnjoymentWith frugal consumption conception people make maximum savings in consumption, reduce or even eliminate waste consumption. The economy has been the traditional virtue of Chinese nation since ancient times. Thrift is Chinese traditional consumption conception, also is the experience of Chinese traditional family. In China, many family disciplines emphasize that “frugality is the basic rule to manage a home”(Sun, 1995:48). For Chinese people, frugality is not only a consumption conception, but also a moral value. The characteristic can be reflected in Chinese daily life. For example, if things can’t work, most people usually go to repair and reuse them until those things cannot be mended. Today, online shopping is very popular; not only is it convenient, but also it is cheap. We think we should save as much as we can.Americans like to catch new things in order to be different. They get rid of old things quickly and without any considerations, because they think that it just wastes time to mend them.Americans who believe in individualism advocate that people should havea happy life, so they attach importance to the existing consumption andenjoy life in time. Of course, this is highly maintained throughself-striving. So many people work hard and earn earnestly, and then chaseconsumption and enjoyment (Sun, 1995:48).Americans like travelling; tourism has become a major industry in America. Even if they have not enough money, they will borrow money to travel.For most people in China it is an unacceptable thing. Chinese think travelling costs a lot, especially travelling aboard is a luxurious expense, which is not accord with our frugal consumption conception.3.4 Practicability and FormChinese pay more attention to the practical value of commodities because of the influence of frugal consumption conception. They do not care the form and package of goods, but emphasize the intrinsic and practical value of commodities. For example, when we want to buy something, we will consider not only the price, but also its practicability. We always think that bottled stuff is not economical, because we have to spend money on its packaging.Americans attach importance to form, lay stress on the aesthetic value of commodities; good packaging is important to them. Sometimes, the cost of packaging is much more than the quality. They think that if one thing has no good form or packaging, it may have no good quality, so the packaging has also become one of the factors that affect their consumption behavior.3.5 Collectivity and IndividualityTriandis (1995) defines collectivism as a social pattern that consists of individuals who see themselves as an integral part of one or more collectives, such as family and friends, and individualism as a social pattern that consists of individuals who see themselves as autonomous and independent of collectives (Lee, Kacen, 2008:266). China and America are the representative countries of collectivism and individualism.People from more collectivist societies are more likely to be motivatedby norms and duties imposed by the collective, to give priority to the goalsof the collective and to try to emphasize their connectedness to thecollective. People from more individualist cultures are more likely to bemotivated by their own preferences, needs, and rights, to give priorityto their personal goals and to emphasize their uniqueness and distinctionfrom others (Lee, Kacen, 2008:266).Chinese people put the collective interest first; the group’s benefit is more important than personal benefit. When the individual comes into conflict with the collective, people must neglect the individual. So people tend to followthe collectivity, and form a habit of seeking conformity. With the value of conformity, people almost consider the customs and social norms in their variety of consumption behaviors, such as eating, wearing and using, and strive to be consistent with the corresponding social class. For example, if many people buy one product, and then one will buy this kind of product without considering whether it is fit for him or not. We think we should have the things which others have. Besides, capper is a common phenomenon in Chinese markets, exactly because the conformity of the group interferes with the judgment of individual consumers (Wen, Shi, 2004:109).Individualism is a typical capitalist political culture and social philosophy, believing that individual value is the most important and emphasizing self control widely. The United States is a typical representative of individualism. The value of individualism is also reflected in consumption. Individual preferences are unique. Americans do not stick to one pattern, which fully emerge on their wearings. Most people want to be different from the rest, in order to achieve the desired result; they even choose fancy dress. In the United States, everyone is an independent individual, so they do not like what others like, such as family decoration, unlike Chinese, who always follow the same pattern (Sun, 1995:47). Consequently, if they have a chance, they will be fully showing their distinctive self.4 The Influences of Chinese and American Cultures on Consumption ConceptionAs we all know, different countries have different cultures, which influence human life in various aspects. Cultural differences are also reflected on consumption conception, and different cultures produce different consumption conceptions.4.1 The Influences of Geography on Consumption ConceptionThe geographical environment is essential to human living; it is the foundation of human development and the prerequisite for human social development as well. China and America have different geographical environments.China is located in the Northern Hemisphere, and belongs to the Eastern Hemisphere. It has a complex surrounding environment, remote location, and the relatively isolated position, resulting in the conservativeness and independence of the culture. Ancient China was a typical agricultural society. Chinese people had a deep sense of relying on the nature. They had no choice but to store up surplus grains for unexpected needs because of the instabilityand saltation of the climate. Chinese society has always been of self-sufficiency and Chinese people choose to store without hesitation. Gradually they form a conservative consumption conception.The United States lies in the central part of North America with its two youngest states: Alaska on the northwest tip of the continent and Hawaii in the central Pacifi c. It borders Canada on the north, and reaches south to Mexico and the Gulf of Mexico. The United States is in the North Temperate Zone, between 25 degrees north latitude to 49 degrees; most of the area is of a temperate and subtropical climate and it is rich in precipitation and groundwater which benefit the development of industrial and agricultural production (Xue, 2011:49). The United States is a land rich in natural resources. Some of these resources, such as water, iron ore, coal, oil, silver, and gold, are especially plentiful in the country. All these good conditions promote the development of America, so American people have no idea of frugality or depositing.4.2 The Influences of Social Development on Consumption ConceptionChina is a large agricultural country. The Chinese nation has vast plains and warm continental climate which is more suitable for the survival of the human, so they do not focus on external natural exploration. Self-sufficiency is kept in people’s mind deeply. They advocate a stable and peaceful life. China has the largest population in the world. Although the resources of China are abundant, they are quite short when they come to individuals. Besides, China’s social development was a history of being invaded which prevented people’s consumption level. In such environment, they insist that conservative consumption conception is the best choice for them.America is a nation of immigrants. American society has been enriched by the unique cultural influences and traditions that immigrants bring to this land (Wang, 2011:1). It has a short history of only 300 years, so it is a relatively young country. Americans do not advocate self-sufficiency; they dare to adventure and discover new things. The same is true in consumption. To a certain extent, the level of consumption depends on the level of development of social productivity. The occurrence of the Industrial Revolution laid the foundation for the improvement of people’s consumption level. During the First World War, American social wealth got a substantial growth in economy which laid a solid economic foundation for the improvement of people’s consumption level. America has become the sole superpower in the world. Under such circumstances, people do not have the conception of conservation and frugality, but the spirit to advance and adventure.4.3 The Influences of Values on Consumption ConceptionCultural values are widely held beliefs that affirm what is desirable. These values affect behavior through norms, which specify an acceptable range of responses to specific situations. A useful approach to understanding cultural variations in behavior is to understand the values embraced by different cultures (Hawkins,Best,Coney, 2003:44). There are numerous values that vary across cultures and affect consumption conception.Confucianism is the core of Chinese traditional culture. It is generally accepted that the seniority should be respected, and that the respected should be treated differently from inferiors. The cultural values can be boiled down to love, kindness, respect for authority and harmony. With the impact of Confucian culture thoughts, Chinese people’s consumption behaviors are based on conformity and seeking common ground with others. They are trying to get others’ identity and acceptations and more receptive to mass merchandise. Besides, Confucianism emphasizes the pursuit of the spiritual realm and moderation of personal desire is seen as a virtue, so Chinese people pay more attention to the practicability and durability of the commodity. To a certain extent, Confucianism restrains people’s ideology of egoism and hedonism, and emphasizes restraining one’s own greed and selfish desires, so Chinese are more collective in their orientation, and advocate collectivism. If the society values collective activity, consumers will turn to others for guidance in purchase decisions and will not respond favorably to individual desires.The United States is the epitome of Western culture, especially the ancient Greek and Roman culture, which regards humanism as the main spirit itself including the spirit of personal liberation, personal freedom, personal autonomy and self-independence. And unlike most other countries, America is primarily a nation of immigrants. The citizens or their ancestors immigrated from many parts of the globe; some are refugees, some adventurers and some captives (Wang, Zhu, 2005:156). Compared with blood relationship, they focus on their individual efforts; in addition, they desire for personal freedom and personal interest which makes Americans develop a self-centered value, individualism (Wang, 2005:75). It emphasizes personal independence, creativity and personal freedom. Besides, the Protestantism encouraged people to do their best to achieve the idea of self-improvement. Pursuit of material comfort is a classic example of American cultural values. Therefore, on consumption, unlike Chinese conform and conservative conceptions, Americans like buying novel and distinctive goods and having no sense of conformity.4.4 The Influences of Traditional Family Education on Consumption ConceptionFamily education is the process of family interaction in parental education, growth and development and is the important part of education. It is of great importance to the formation of children’s thought patterns and world outlook. For this reason, there exist differences in Chinese and American customers’behaviors or consumption conceptions because of the different family education. Under the influence of traditional values, in Chinese family education, parents always act as the authority and the ruler at the heart of family. In the eyes of parents, children will never grow up; parents can continue to teach children until many years after they grow up. Since childhood, Chinese people are educated that thrifty is honorable, waste is shameful and this concept is still in people’s mind. In addition, due to the impact of implicit Chinese traditional culture, Chinese families have difficulty in expressing love. Parents always ask their children to do or not to do something; this is the embodiment of parents’authority. Traditional Chinese family education regards docility and obedience as the criteria to evaluate a child’s stand or fall, which limits children’s creativity deeply. Therefore, people’s consumption conceptions are often closely related to the whole family’s activities, not just personal and isolated ones.American family is the primary laboratory for the forming of American personality. American family’s flux and transformations therefore reflect American people’s basic attitudes about authority, freedom, and individual expressiveness (Wang, 2011:). In an American family, individual is the foundation and has higher value. Parents pay more attention to the freedom and equality of their children. They respect children and their personal autonomy, giving them chances to make decisions by themselves, and encouraging them to solve difficulties on their own. Besides, parents leave their children independent time and space to imagine and create. Americans have developed a strong sense of independence and positive character since they were young; they dare to think and do, having the spirit of innovation. In America, when children are 18 years old, they will leave home to rent rooms to work and live alone. They do not depend on their parents. These entirely make Americans have the consumption conception of individuality and adventurism.4.5 The Influences of Entertainments on Consumption ConceptionIn America, entertainment industries are relatively developed based on its strong economic foundation, advanced production and perfect social welfaresystem. On the other hand, Americans pursue individualism and liberalism which is the foundation for them to uphold consumption. American culture emphasizes personal value and the pursuit of democracy and freedom, advocates development and competition. The pursuit of the personal individualism brings their all potentialities into full play. They are wild about party, popular music and adventure. With the development of entertainment industries, people prefer to use money to fully enjoy the present moment rather than deposit money in a bank. Different from Americans, Chinese advocate economy, attaching little importance to cultural entertainment expense and expense. For example, Americans like travelling even pay for it by installment. In China, travelling is regarded as a kind of basic accumulation expense, not a kind of regular expense. So most Chinese people think that they are working hard just for growing their wealth, not for the luxurious enjoyment. Instead of excessive consumption, they choose to save up for future consumption.5 Some Inspirations for Establishing a Correct Concept of ConsumptionDue to the different cultural background, there are some differences in customers’ behaviors or consumption concepts and both of Chinese and American consumption conceptions have their own advantages and disadvantages. We can’t say which is good or bad. The only thing we can do is to establish a correct concept of consumption according to our own actual conditions. There are three suggestions as follows:5.1 Living within Our Means and Moderate ConsumptionOn the one hand, consumers’consumption expenditures should be compatible with their own income, including current income levels and expectations of the future income which is directly related to people’s credit consumption. On the other hand, people should have the sense of positive and rational consumption within their own economic capacity, not controlling and limiting consumption. Otherwise, it will affect the quality of individual life on the one hand, and also affect the development of our social production on the other hand because the development of social productivity is driven by the consumption to a certain extent. In addition, our consumption culture can get a better development based on our moderate consumption.5.2 Avoiding Blind Obedience and Rational ConsumptionFirst and foremost, we should avoid blind obedience. Blind conformity is。
美国人喜欢超前消费借贷消费，他们已经习惯了这种消费方式，并且已经形成了一种消费文化，这在某种程度上反映了美国人的价值观，讲究自由和物质增长，注重效率和实用主义，看重物质享受等。
一美国消费文化的特点美国人的生活方式，曾被美国媒体形容为：只要太阳一升起，消费者就开始购物。
美国人消费的主要特征是超前消费、借贷消费，即寅吃卯粮。
美国消费文化的主要特征是超前消费，由于政府消费政策的鼓励和社会风气的影响，美国人提倡超前消费，为了维持高消费的生活水平，疯狂工作已经不能满足他们的需要，他们开始向着借贷出发。
实际上，美国消费文化的产生和发展已经很长的历史，借贷消费也曾经受过伦理的谴责和社会的挑战，但慢慢的这一消费文化逐渐被所接受，这种消费文化曾经给美国经济的发展做出贡献，但是随着美国经济监管的不力，这种消费方式已经转变为抑制美国经济发展的瓶颈。
美国人信仰超前消费，并此而自豪。
美国大多数居民利用房屋抵押贷款的再融资来获得更多的贷款，以此维持自己的生活。
二美国消费文化的形成美国消费文化的形成经历着长期的变革，美国发展成为一个经济强国，历史上有很多人物做出了巨大的贡献，比如汽车大亨福特，他首次将大众消费和大规模生产结合起来，缓解了供过于求的矛盾，使美国的经济发展从以生产拉动经济为主转变为以消费刺激消费为主。
随着西方国家工业革命的完成，美国的消费文化已经基本形成，企业对消费的倡导和鼓励达到了前所未有的高度，美国政府更是鼓励人们大肆消费，住豪华的别墅，因此，刺激消费成为美国经济发展的一个重要支柱，消费甚至被当做一种爱国的行为。
即使没有钱，他们也可以借助借贷抵押或分期付款的方式来消费，美国人纷纷消费，极大的促进了美国经济的发展。
三从美国消费文化渗透出的价值观(一)物质享乐主义(二)个人成就感(三)努力工作(四)效率和实用主义(五)自由对于中国来说，中国的传统文化如中庸（自古儒家就有“中庸之道”之说）、重伦理、倡导道德至上、重人缘，倡导和谐统一（中国人相信人缘是一个人的巨大财富）等都对中国的消费心理和行为产生了影响：1、重储蓄：据统计59%的消费者把银行活期/定期存款作为最主要的理财方式。
中外消费观念差异[金融风暴中的文化探析之中西消费观念差异]文化是一个国家的软实力，不管在任何国家的市场经济中，经济过程的生产、交换、分配和消费所有环节及活动，都是以人为主体，并受到人的文化理念和价值取向的支配。
因此文化元素或文化因子的渗透所形成的文化力量，既可能缓解市场经济的内在矛盾，也可能加深市场经济的内在矛盾。
由于人总是在文化的指导下行动，因此，文化从来都是在内在的深层领域对人的言行发挥着作用，它影响着人们的心理、思维方式、价值取向和行动。
金融危机的产生和发展是有其内在的文化因素从深层触发并推动的，在一系列文化因素中，消费文化给此次金融风暴所带来的影响是显而易见的。
这次由次贷问题，即房地产领域的超前消费所引发的“次贷”危机使得人们开始重新考虑中西方的主流消费观差异。
一、中西消费观念差异比较1.保守的消费观与开放的消费观。
保守的消费观是指在消费时思想守旧，跟不上形势的发展，力图维持原状，惯于保守性消费和“预后”性消费，以回避风险。
表现为崇尚节俭、量入为出，不愿意负债消费或超前消费；因循守旧，不肯轻易放弃传统的消费对象，对新产品持拒绝或消极的态度；有计划地购买商品；不愿承担任何风险，对价格极为敏感，对产品非常挑剔。
开放的消费观是相对于封闭观念而言的，指一种开拓型、现代化的消费观念，讲究消费效用，主张超前消费，积极尝试新的消费方式、消费场所，追逐新的消费品。
在保守与开放这个维度，中西主流消费观表现出截然不同的特征。
几千年来，中国社会一直处于半封闭的隔离状态，自给自足的农业经济和强烈的血缘宗族关系占据主导地位，因此在消费观念上表现出求稳和安于现状的保守消费观。
相反，西方文化自古就有开放的传统，总是把目光投向自身以外的世界。
古希腊时期的各个城邦都是以手工业和商业为中心的外向型经济，需要积极向外扩张征服，拓展原料产地和商品市场，也形成了敢于冒险和求新的开放的消费观念。
对于他们来说，新的才是进步的，进步的就是好的。
从消费行为看中美文化差异—文化与消费的关系文化与消费的关系个人的偏好组成了整个国家的文化认同与价值观，文化的认同与价值观很大程度上影响并决定着消费行为，与此同时从消费行为的不同我们也可以看到文化的差异。
从下面四个方面来探讨怎样从消费行为看中美文化差异：1、中国人与美国人的消费偏好2、从霍夫斯泰德四维度看中美文化3、中国人与美国人的文化与消费4、中国人与美国人消费文化差异综括首先我们来看一下中国人的消费偏好：中国人的消费主要有五大消费偏好，这些偏好与中国人的消费紧密联系。
第一、面子和关系的需求中国从古到今都是一个要面子讲关系的人情社会，中国人将送礼、维系体面和关系等视为基本需要。
第二、传统的“根文化”传统的“根文化”主要包括对教育、祭祖、仪式、节庆的重视和消费。
第三、好攀比炫耀显示在中国深远的要面子讲关系的文化中，攀比和炫耀显示身份就无疑成为中国人的典型消费特征。
第四、收入较低价格敏感中国经济处于发展中，大多数人收入较低，消费时对价格表现敏感。
第五、物质享受主义中国人注重吃穿住行等物质上的享受，对精神上的享受需求较少。
看完中国人的消费偏好后我们再来看下美国人的消费偏好：美国人的消费偏好主要表现在图上的六大点：第一、赶时髦、猎新奇美国人天性“喜新厌旧”，对旧和老都很忌讳，在消费上追求时髦和新奇。
第二、讲健康、求自然美国人生活水平高，故特别重视对健康的投资；同时美国人生活在一个机械化时代和人造物品的环境中，因而希望返璞归真、回归自然。
第三、追求个性、要高档美国人个性极强，并喜欢在消费生活中表现，并且收入较高，就决定了美国人追求个性要高档的消费特征。
第四、图方便、追求情趣美国是一个高度现代化国家，生活节奏快和忙碌，死板而缺乏情趣，因此消费时对方便和情趣追求要求比较大。
第五、借债消费、超前消费美国拥有完善的信用制度，美国人大部分都是通过借债还债方式进行消费的。
第六、季节性消费美国人消费具有很强的季节性，每个大型节日都是美国市场的销售旺季。
中美消费者行为差异研究在全球化的时代，中美两国消费者的行为与观念的差异已经引起了广泛的关注。
中美两国之间的消费文化差异主要表现在以下几个方面：1. 消费观念差异中美消费者的价值观念有很大区别，中国人普遍将储蓄视为一种美德，追求节俭和稳健，而在美国，人们更注重享受生活，而不是过分的储蓄。
因此，在消费选择上，中美两国有很大的不同。
例如，在中国，人们更愿意购买经济实惠的产品，而在美国，人们更注重品牌和质量。
2. 购买习惯差异中美两国消费者的购买习惯也有很大的不同。
在中国，人们通常喜欢砍价，购买便宜实惠的商品，而在美国，人们更喜欢购买高端产品，愿意支付更高的价格。
此外，中国人趋向于在团体中购买产品，而美国人喜欢自己去购物，享受独立的购物过程。
中美两国消费者的消费场景也有很大的不同。
在中国，人们更喜欢去商场和超市购物，这些场所通常拥有多个品牌和商家。
而在美国，消费者更喜欢在专卖店和精品店购物，这些店通常提供高端产品和配备一流的服务。
4. 关注度差异中美两国消费者关注的焦点也有所不同。
在中国，人们关注个人权益和权力，这主要体现在保障消费者权益和对房地产政策的关注上。
而在美国，人们关注的焦点更多是环保和人权等社会问题。
总而言之，中美消费者行为的差异主要表现在消费观念、购买习惯、消费场景和关注度方面。
消费者对于产品的选择和消费行为的倾向不同，决定了消费市场的特征和消费市场的规划，为消费产品的开发和销售提供了重要的指南和引导。
因此，企业必须了解中美消费者行为的差异，改变在消费市场上的策略，以满足消费者的需求。
中美消费文化的差异之浅析第一篇：中美消费文化的差异之浅析中美消费方式对比消费模式不仅对一个国家的经济增长有重要的推动作用, 而且还对社会经济可持续发展具有深远影响。
本文通过中、美两种不同消费模式的比较,得出中国消费转型的目标不是美国长期奉行的过度消费模式, 而是要在现行的保守型消费与过度消费模式间寻求适合我国国情的消费模式, 即适度超前的消费模式。
一、中、美消费模式的比较(一)美国: 高消费.低储蓄的过度消费模式。
在美国, 经济由生产驱动向消费驱动转型已有100多年的历史, 超前消费、负债消费、低储蓄率是当前美国消费模式的主要特征。
1.居民消费支出占GDP比重居高不下。
美国属于典型的高收入.高消费.低储蓄国家。
在金融危机发生之前, 已发展成为透支消费、超前消费和炫耀性消费，个人消费成为推动美国经济增长的主要动力之一。
2.储蓄率一直低迷。
近年来美国的个人消费主要有两大特征: 一是负债消费, 二是超前消费。
近十几年来, 美国人均消费支出基本上接近人均可支配收入。
据美国商务部统计, 多年来个人储蓄率(当年储蓄额占个人可支配收入的比例)一直很低, 19 世纪40~ 80 年代初后呈现明显的阶段性下降特征。
1997~ 2008 年, 美国依靠发达的金融创新和宽松的监管体系, 以资产为基础的储蓄代替了传统的收入型储蓄。
储蓄模式的调整, 一方面支撑了美国狂热的消费, 把储蓄率推低至零点甚至是负值;另一方面, 美国消费者也为此背负了创纪录的债务。
目前美国的家庭债务已经超过15万亿美元。
美国消费者人均拥有6张信用卡, 2008年10月底平均每个家庭欠银行1.2万美元, 美国人贷款购房、买车、读书、旅游、健身等, 形成了一个巨大的消费信贷市场。
3.负债消费模式已难以为继。
长期以来,上至美国政府, 下至企业和消费者, 都以不同的借贷方式度日。
美国政府主要通过财政赤字, 消费者主要靠借债来支撑消费。
本次国际金融危机导致发达经济体特别是美国的消费者即期收入减少, 资产大幅缩水。
从文化层面分析中美消费观念的差异摘要中美社会历史背景、价值观念、道德观念、以及家庭教育背景的差异，引起了两国人们消费观念的不同。
论文从文化的角度，主要论述了中美两国人们在存钱、旅游、以及追求新潮时尚等方面消费观念的差异。
论文重点研究了文化与消费观念的关系，以及文化对消费观念的影响，使人们进一步认识到不同文化背景蕴含不同的消费观念，并能正确、理性地看待本国文化与本国人们的消费观念，打破对其他国家人们不同消费观念持有的偏见，理解、尊重并借鉴不同文化背景下人们的消费观念。
关键词：中美文化；文化差异；消费观念差异On the Differences of Chinese and American Consumption Conceptions from the Perspective of CultureABSTRACTOwing to the geography differences, society development differences, cultural value differences, ethic differences, family education differences, Chinese and American nations’ consumption conceptions differ from each other in three aspects: difference in depositing conception, difference in traveling consuming, and difference in catching fashion. This study mainly elaborates on the relationship between culture and consumption, emphasizing the cultures’ influence on consumption conception from the perspective of culture. The aim of this thesis includes three aspects: firstly, making people view their own culture and consumption conception correctly and rationally; secondly, breaking people’s prejudice towards other nation’s consumption conception; finally, making people understand, and respect people’s consumption conception under different cultures.Key words:Chinese-American culture; culture difference; consumption conception differenceCONTENTS1 Introduction (1)2 Chinese and American Culture Differences (3)2.1 Geography differences (3)2.2 Society development differences (4)2.3 Cultural value differences... . (4)2.4 Ethics differences (5)2.5 Family education d ifferences (6)3 Chinese and American Consumption Conception Differences (7)3.1 Difference in depositing conception (7)3.2 Difference in traveling consuming (8)3.3 Difference in catching fashion (8)4 Influences of Different Cultures on Consumption Conceptions (10)4.1 Influence of geography on consumption conception (10)4.2 Influence of society development on consumption conception (11)4.2 Influence of value on consumption conception (11)4.3 Influence of traditional family education on consumption conception (13)Conclusion (15)References (16)Introduction“Culture is the total accumulation of beliefs, values, behaviors, institutions and communication patterns that are shared, learned and passed down through the generations in identifiable group of people.”(Che Lijun, 2008:3) It is a well-known fact that people across nations and countries have different cultures, which influence human life in various aspects. Besides, consumption conception is one of the deepest aspects being influenced. Owing to the different cultures of China and America, their society and history differences, cultural value differences, ethics differences, and family education differences, the consumption concept of Chinese and American is also different in three aspects: depositing conception aspect, traveling consuming aspect, catching fashion aspect.Until now, many Chinese and foreign scholars, such as Zhu Chen (1996), Chen Qinde(2005) , Miao Qing(2005) , Hao Peiyan(2007) , Yang Guangqiong (2008) have ever done researches on Chinese- American culture differences and Chinese-American consumption conception differences . But each of them approaches it in his own way without keeping abreast of what others are doing on the study of culture and consumption concept. The former studies, which haven't combined culture differences with consumption conception differences, may cause some misunderstanding which can't make people achieve a better understanding of the relationship between culture and consumption conceptions. Based on the researches of the previous experts and scholars, this paper is to make a systematic study on the differences of Chinese-American consumption conceptions from cultural respect. This paper has five parts:The first part is an introduction. It shows readers the relationship between culture and consumption conception. The second part mainly analyses Chinese-American culture differences from geography, society development, value, ethics and family education aspects. The third part will talk about Chinese-American consumption conception differences from three aspects. The fourth part concerns with different culture's influences on consumption conception. The final part serves as a conclusion. It draws a conclusionthat the nature of consumption is culture. Only having a good knowledge of culture differences can we evaluate people's consumption conception correctly.2 Chinese and American Culture Differences“Culture usually means the unique life form in a particular society, including ideas, recognition, emotion, and behavioral faith, which are different from those of other society.”(Che Lijun, 2008:2) In our daily life, culture is ubiquitous, multidimensional, and all-pervasive, as we have it almost anywhere and anytime. It is understood differently by people throughout the world .Americans believe that culture is a fast-moving train, which is closely connected with what is going on for the time being .The better you adjust to the present world, the more you understand culture .However, Chinese people believe that culture is closely related to the past .The more you know about Confucianism or the past, the more cultured you are consider to be. To the outside observers, Americans may seem like a nation of amnesiacs; they care more about the next big invention. To Chinese, the past is always something to be memorized. They are always proud of the four great inventions they made in ancient times. Therefore, the culture differences between China and America are various, which may be reflected from the following aspects:2.1 Geography differencesChina and America have different geography conditions. America has a vast territory; and most territory physiognomy is low and flat. It lies in the temperate zone where there is enough rain. It supplies good resource condition for the development of American agriculture and has no limit to its development. It also has abundant water resource, which supplies reliable security for the development of American industry and resident usage. The mineral and energetic sources are also very rich, such as iron, copper, lead, zinc, mine, petroleum and natural gas etc. For China, remote location, and the relatively closed environment are the significant features. Geographic environmental conditions in China just like this: in the West and the North, there are plateau, mountains and desert, while in the East and the South, there is sea. All of these are barriers for Chinese.2.2 Society development differencesWe all know that America is an immigration country, where people have adventure spirit. Its history is very short, for about 300 years .For this, we would have to turn to the historical development of the United States. Its origins can be traced back to the 1776. In 1776, the US gained independence from the British rule. After 200 years of development, the United States has developed far beyond its previous in the aspects of economy, politics and military power. After the disintegration of the Soviet Union, the United States has become the sole superpower in the world. American is also the first modern democracy country in the world. With prosperous industry, America’s economy is full of vigor, which excludes the natural economy prematurely and breaks the self-sufficient pattern.However, China, as a feudal society with closed natural economy, has developed for about thousands of years.Its self-sufficient producing style forces most Chinese to spend all their life on farming. Once someone lost his ability of self-development or even lost his land, his family cannot survive.2.3 Cultural value differencesIn china, we pay much attention to a person’s reputation, modesty, advocate selfless-service and encourage people to make up for their defect and suffering by adjusting their inner mind. In Chinese history, Confucius concepts played a dominant role in the formation of social ideology. Confucianism believes that one should immerse into the whole society to exist. And one cannot realize his own value of existence if he does not immerse and become part of the society .China’s strong emphasis on the group, cooperation and coordination, in the process of social development, has built up their group-oriented value. As a basic value system, Confucianism has permeated all Asia for centuries .It is a philosophy of humanity which survives on the basis of good interpersonal relationship. “REN”(benevolence), one of its principles and the core of Confucianism, means the harmony of interpersonal passion .In daily life, it has intimate connection with mutual benefit which indicates that one must have the ability to think in other’s shoes, take care ofothers, and give sympathy to others. Another principle is “YI” (righteousness) which is part of human nature brings people back to “the good nature of humankind at beginning of birth”. It can make person see through problems and integrate with others by transcending the present interest and breaking through personal limitations. According to Confucianism, this kind of social relationship based on common interest, is very important and conductive to group coordination and harmonious interpersonal relation .So, in China, because of the high emphasis on group concept and social coordination, collectivism has gained a good and long –standing reputation.However, Americans focus on materials, and stress individualism. The unique experience of American history has determined the formation of their concept of individualism, the basis of American ideology. In order to escape the religious persecution from central Europe, the first group of settlers set up their own colony on the American continent .And this special historic experience of emphasizing on dependence has given a profound influence on American cultural value .In America, each person is viewed as having a unique set of talents and potentials. The striving for self –realization is accompanied by a subjective sense of rightness and personal well-being. Individualism also encourages people to express their own opinions and to make their own decisions independent of external influences.2.4 Ethics differencesChinese family moral education takes human relations as a foundation and emotions as principal to process family interpersonal relationship. Chinese family ethics are based on human relations, and they take emotion for the law to deal with family relationships. Chinese ties to each other with blood as basic coordinates. In dealing with family relations, the Chinese people’s genetic-based sentiments led to unusual attention. However, Chinese people have never followed a "reason" for the love, “A kind father and a filial son, a tender brother and a respecting brother, a gentle husband and a tender wife”(父慈子孝，兄爱弟敬，夫和妻柔) (Weienyase,2000:127))standard has enabled the Chinese to follow. Chinese families used to cultivate good habits and establish relationships of caring other people. Ittrains personality of each family member and at last units a family as a whole.However, American family moral education takes individual as the center. In an American family, individual is the foundation and has the highest value, whose existence does not rely on other people. The family may make all sorts of sacrifices for them, but does not request much obeying. The independent individual can enjoy freedom and equality in the family. The American parents foster and educate their children, but do not attempt any repayment. Children, after 18 years old, leave home to rent a room to live alone, to study or to work, and nobody can accuse the parents of their being unreasonable. Clearly, the common Chinese family stress and believe that, "good relationship is the most important"(和为贵).(Weienyase, 2000:9) American family stresses personality, and has strong rational idea.2.5 Family education differencesChinese family education takes "the benevolence of the Confucianism”as the core; the basic of benevolence is loving people. This enormously affirmed and transferred family member's intrinsic noble motive. In China, the corresponding relation of rights and duties are not important in China morality. When we fulfill our obligation, we make other people enjoy the rights. This is a basic faith of Chinese family.Americans take fair as the moral principle; everything is according with fair. And this “fair" is rational, even indifferent. American believes the fair is in opposition to and in agreement with the duty and the right. American is clear about the relation of the right and the duty. They work to get the reward, which also includes love. If they ask other people for help they also have to pay some reward. For example, they have paid for using relative's telephone, and the children demand the reward if they help their parents to wash car. American views that duty and right is not inconsistent with their intrinsic love. To pursue the coexistence of the right and the duty is the American family’s fair principle.3 Chinese and American Consumption Conception DifferencesConsumption conception means people’s ideology and attitude towards their disposable income, including people’s pursuit of the goods value. It also refers to a consumption activity, which makes people evaluate and value their action towards consumption manner, consumption process, and consumption trend. The process of shaping consumption conception is closely related to the level of productivity. Owing to the different level of productivity, the two nations’ consumption conceptions are different. The characteristics of Chinese consumption conceptions are conservative, with high saving rate. On the contrary, to most Americans, they tend to consume excessively. The main differences are as following:3.1 Difference in depositing conceptionAmerica is an emerging industrial country, without traditional agricultural period (while China is a large agricultural country), and therefore they do not have the conception of depositing money. Americans have courage to active advance.However, China, as a feudal society with closed natural economy, has developed for about thousands years. Chinese people from the very young has been instilled such a conception–to keep up. Since ancient times, Chinese society is also to appraise the economy, which is many Asians’ concept ion to money. To sum it up in one word that is "deposit." There is an old story that can best prove this phenomenon: it is about a Chinese old woman and an American old woman. When they were dying, the Chinese old woman said, “It took me 60 years to save enough money to buy a big house”, and the Western old woman said, “It took me 60 years to pay for the debt of my house”. (王埃亮，2000) We can see from the story that Chinese people traditionally think that they buy what they can afford and don’t want to be on a debt. However, Western people think that they would like to enjoy their lives even by loaning money from bank or making an installment. In myopinion, it’s a good idea for people to e njoy the life more comfortable while, we should also realize that the real happy life is contributed to the hard work by our own hands.3.2 Difference in traveling consumingAmerica is an immigrant nation. The development of the western region makes constant flow become a living. Therefore, American have no conception of the ancient precept "it is good to stay home for a thousand days ,and it is difficult to go out even for a moment(在家千日好，出外一时难)". With the development of family vehicle and highway, as well as other infrastructure industry and technology, travel becomes very simple. So tourism has become a major industry in America. However, Chinese advocate economy. They don’t think it very important to conduct cultural entertainment expense and service expense. In their point of view, traveling expense is also the service expense, which is spiritual expense, and it belongs to high income people. They also believe that, tourism expense is the expense after people’s basic life needs are satisfied; and at present, traveling is a kind of basic accumulation expense, but it is not a kind of regular expense. People think the traveling expends, especially traveling aboard is luxurious expense. To borrow money to travel, for most people in China is an incredible thing. In the eyes of most ordinary people, tourism consumption is not necessary in their lives.3.3 Difference in catching fashionAmerican likes to catch new things in order to be different. In America, Only the work- clothes have the possibility to be put on for above 3 years, the leisure clothes generally only are put on for 1 - 2 years. Moreover per capita has various seasons clothing above 10 sets. Their clothing is massively from Chinese and all developing nations, the price of which is extremely cheap.In the durable consumable aspect, the renewal speed is very quick. According to Sun Bangzhu’s investigation, the proportion of people having the cell phones is very high, nearly 100% university students, 50 - 70% middle-school students, 80% adults have cellphones, and after just one year they will get a new one. For automobile and other domestic electric products, they don’t use them until they can’t work. Therefore, in American life trash, we can see all kinds of things, such as refrigerator, air conditioner, television, and washer and so on.In the 80's, American pursued luxuriously. The majority of Americans have only the brand in mind, especially some young people; they didn’t put on clothes, which are the non- name brand. But in the 90's, American gradually has been faint in expense idea called brand consciousness, and the price consciousness is in the upper hand. However, Chinese are just on the opposite. Chinese consumers’expense behavior has two extremely remarkable characteristics: One is admiring fashion, displaying the new conception and new product craving, but the original product loyalty is low; the other is worshiping the psychology of foreign countries, favoring the purchase of international brand.4 Influences of Different Cultures on Consumption ConceptionIn sections two and three, we have explained in the different culture and consumption conceptions between China and America. So in this part we will mainly focus on how the culture influences the consumption conception.4.1 Influence of geography on consumption conceptionAmerica is an advanced agricultural country, which owns vast, low and flat territory, abundant water resource, and mineral and energetic sources.These sources are taking great grade in the world. Variety and rich resources also supply great foundation to the American industry and great production for consumption .Therefore; they don’t have the idea of depositingHowever, China, because of its relatively closed environment, it inevitably brings closure psychological and cultural anthropology. In China, the psychological and the marine cultural development do not play the important roles, which also related to the Huang - Huai basin, whose natural conditions is good for farming, so the people began to get active and formed a deep attachment to the land. Chinese people are lack of sufficient interest in the sea. Operations at sea are not only difficult but also dangerous, far less safe than agriculture. We assume that, in the low standard of living condition, the need of security should be quite strong. Since people have land for farming, so why do they seek danger? What’s more, the farming life also helps farmers like simple lifestyle and calm rhythm of life, and the sea-based trade will be disturbed and fast rhythm. China's natural conditions, climate, topography, and other aspects are not good for agricultural production, but in general far more favorable than negative. Given China’s own conditions, agriculture is the best choice. Chinese people have a deep sense of food .They think "food is the most important thing of people’s life”(民以食为天)" and "relying on the nature"（靠天吃饭）（李肖，2002）derived from the experience of agricultural life. Chinese food culture is full of life, which is a factor of fundamental aspect of people's life. This factor is constrained andarranged by the “nature”(天). Therefore, the farmers had to take into account the instable climate and mutations factors. The surplus grain will be stored up for the rainy day, and the Chinese community has always been a form of self-sufficiency. Therefore, Chinese people from the very young have been instilled to keep up such a conception. Since ancient times, Chinese society is also to appraise the economy, whi ch is many Asians’ concept ion of money. To sum it up in one word that is "deposit."4.2 Influence of society development on consumption conceptionWe all know that America’s neoteric economy is full of vigor. It breaks the self-sufficient pattern. Exploiting the world market and increasingly extending are all impacting the nation guard and limitation. Besides, America is an emerging industrial country, without traditional agricultural period (while China is a large agricultural country). Owing to these reasons, Americans do not have the conception of depositing money. They have the courage to advance. However, Chinese value agriculture more than industry and commerce. In China, two thirds of its population remains making a living on land. Old China is a feudal society with closed natural economy which has developed for thousands of years. Its self –sufficient producing style forces most Chinese to spend all their lives on farming. Once someone lost his ability of self-development or even lost his land, his family cannot survive. Owing to the difference of the society development, Chinese and American consumption conceptions are different. Americans don’t care much about depositing, while Chinese value it very much.4.3 Influence of value on consumption conceptionChinese highlight a person’s reputation, modesty, paying much attention to the spiritual consumption. They advocate selfless-service and encourage people to make up for their defect and suffering by adjusting their inner mind. For this, we could trace back to the origin of the traditional Chinese values. Confucianism as the mainstream of Chinese culture,along with Taoism and Buddhism, has established the framework of Chinese traditional culture and has built the mentality of the Chinese people. “Benevolence” is the core, and ethics is the standard. Adopted and reinforced by kings and governors since the Han Dynasty, especially in the Song and Ming dynasties, classic Confucianism became the theoretical pattern, whose ultimate concern was how to become a noble man or gentleman, how to cultivate one’s attitude or outlook. Confucius said: “the man with benevolence is the one who loves all men.”(Weienyase, 2000:69) The way to carry out benevolence is to establish others if one wants to establish oneself and to enhance others if one would enhance oneself. Do not do to others what you would not wish to be done yourself. The great learning teaches illustrious virtue, to improve the people, and to remain in the state of highest excellence. To achieve a moral ethics and improve one’s spiritual state as the Confucian ideals have made up of the core value of Chinese culture, due to which China becomes one of the cultural and economic centers of the ancient world. To the virtuous ancient Chinese, human interest and desires were of less important, and hence not worth pursuing.However, American is an interest-oriented country. They focus on material consumption. They consider it almost a right to be materially well off and physically comfortable. They expect swift and convenient transportation, a variety of clean and healthy food, and comfortable homes equipped with numerous laborsaving devices including both central heating and hot water. The government is expected to ensure access to food and drug products. Activities of all people and agencies can affect the public welfare. Associated with the values of physical comfort and health is the acceptance of cleanliness as being nearly identical with health. All the values of material property with material well-being yield the powerful social norm of progress. Progress may be said to be universal .Throughout the world, people wish for basic physical comfort, necessary material possessions, and good health and medical services that reduce the physical harshness of birth, disease and death .Both science and technology serve the value of progress .Based on this value, most Americans tend to believe that the basic problem of the world is economic and that technology offers solutions. Associated with material comfort,the American genius for devising and employing machines also provide efficiency and convenience in daily life .American advisors and technicians exhibit a strong tendency to perceive their tasks as requiring the use of machinery. Their future orientation creates a feeling that progress can make everything better than now. Americans find it important to cope with the flow “keeping up with the times” (Borden, George A) and to look ahead “keeping an eye on the future”, (Borden, George A) but the temporal orientation downstream should be qualified as “near future”. So most Americans feel that through their effort they can bring about a better future without compromising the welfare and progress of others .That there is enough for everyone is a valid belief for people living in a large country with an expanding economy and abundant recourses. With no restriction on the goods available to all, individuals can progress, that is, acquire a large quantity of the goods for themselves without concern for depriving others of the same opportunity. The Americans stress on material things is associated with a belief in the inviolacy of private property, a value commonly asserted to be at the root of the constitution and the American conception of democracy. They react negatively to the idea that free enterprises will be denied to anyone in the world .Americans regard free enterprises as an inalienable right that is worth fighting for. At the interpersonal level, many Americans also encounter difficulties in their dealing with persons who do not share with them a clear distinction between private and public property. On a large scale, Americans may react quite negatively to bribery of government officials and other methods of directing public funds into private pockets .With the scientific support of the theory of evolution, Americans see progress as ascending the primitive past along a path in time toward a future in which the impediments of nature are dominated by individual will and technology.4. 4 Influence of traditional family education on consumption conceptionParents in China are good at persuading. They attach importance to their children excessively. They even accept the obligation of educating their children without any complaint. In each stage, they protect children from hurt. For the benefit of the children, they try their best to solve the problems for children. Chinese children also respect the oldgeneration and their experience, and they are happy to accept the current experience of their parents. Today, Chinese parents give more attention to education than before. But they lack scientific educational ideas. Sometimes their ideas of children education are wrong. There is a universal phenomenon that Chinese parents lose the family education direction. People hope that their sons will grow up to be successful persons, which always causes children to feel tired of study, or even to give up the study. Both American family and Chinese family take moral education. In America, the children are cultivated the spirit of independence, and confidence. They explore these when they are young. The children have the right to choose what they want freely. Today, the children in US have more choices than their parents, but the complex situation makes it more difficult to make a decision. The parents do not make decisions for their children instead they give freedom to them. The last goal of American family education is to make children to be a useful person. The Americans give more encouragement than protections to the children .Americans encourage the children to make all kinds of attempt, which can raise their ability, interest, and the most important confidence.From the above analysis, we can draw the conclusion that family education has great influence on cultivating the consumption conception. Americans’education style makes them consume boldly. They have enough confidence to pay the debt. While for Chinese, we do anything hesitantly. And we like asking parents to give advice.。
