Battle in Shopping Basket——Thinking on Consumers' Behavior in the Context of Consumption Society

Differs from traditional economics,consumers' behavior is regarded as a set of symbols' expression and emerge in the context of consumption society rather than the consuming of commodity. Since Veblen proposed the concept of conspicuous consumption,the expansion of multinational enterprises and promotion of famous brands,the enthusiasm of purchasing famous brand commodity is unprecedentedly inflated. The paper reviewed the theories and functions of consumption in the context of consumption society,and discussed the brand-holic phenomenon.