Comment on Conspicuous Consumption Theory in Marketing Context

With the rapid growth of Chinese economy,conspicuous consumption is becoming an increasingly compelling social phenomenon.But research on conspicuous consumption theory in the field of marketing is relatively insufficient,which originates from the field of economics.Based on a systematic organizing of domestic and foreign scholars' theoretical fruits of the research on conspicuous consumption in the field of marketing,the article primarily clarifies the concept and meaning of conspicuous consumption,compares and analyzes the occidental and Chinese consumers' psychological motivation on conspicuous consumption,presents the significance of research in the field of marketing,and points out the future research orientation.