An Empirical Study of Chinese Urban Adolescents' Conformity,Non-conformity and Counter-conformity Consumption Behavior

In post-WTO era,consumers become the key resources of enterprises' survival and development because of the intensive competition.More and more enterprises came to know that fostering true loyal consumers should start when the customers were young.Based on the fruits of social psychology, this study introduces a new moderate variable to interpret adolescents' conformity,non-conformity and counter-conformity consumption behavior.The results show that adolescents will pursue non-conformity or counter-conformity when the self-congruity is high,while they will pursue non-conformity or conformity when the self-congruity is low.