News from Jingchu.com: "Wow, your new shoes are so beautiful, how much do they cost?" "Not bad, the new model just came on the shelves, more than 1,300..." In colleges and universities, more and more young college students are like addicts. Spicy people like chili peppers and show a high enthusiasm for consumption of various "famous brand" products. Although they have no income, these "extravagant people" on campus claim, "As long as it is something I like, I will spend all my money to get it."

Ordinary families raise "rich girls"

Xia Lin (pseudonym), a junior at China Three Gorges University, has ordinary working-class parents and average family conditions. But in the eyes of her classmates, she is clearly a "rich girl". Clothes, shoes, and cosmetics are all famous brands. "I never go to places like commercial cities and pedestrian streets to buy things. The quality is too bad." Charlene said that wearing famous brands makes her feel more "feeling".

Peng Dan (pseudonym), a junior at the school, is also a fanatical "extravagantist". When the use of MP3 players to listen to music started to become popular among the students around him, Peng Dan had already paid his living expenses in advance to buy an MP4 player. Peng Dan said that he is a music enthusiast and has very high requirements for playback tools. No matter how expensive it is, he must buy a brand-name machine.

“Tighten your belts” but also buy famous brands

If you want “famous brands”, you must bear a higher level of consumption. So where do these college students without financial means come from? Xiao Chen from the University of Geosciences said frankly that all the money he spends to buy clothes is given by his mother. "Sometimes I spend one or two thousand dollars a month on clothing."

More students choose to "tighten their belts" in order to buy the items they like. Xiao Wu from Hunan University said that although he did not have much money, he could not help but be tempted by the famous brands "recommended" in advertisements on TV and magazines. He would rather save money and buy the products he wanted.

Comparison psychology affects consumption outlook

Wearing brand-name clothes, brand-name shoes, and carrying brand-name bags, more and more college students show their favor for "famous brands". The reason is that comparison psychology accounts for the majority. Xiao Wu, a girl from Hunan University, said that many students around me wear branded clothes. If I dress too shabbily, I always feel out of place with others.

Charlene has another perspective on her preference for famous brands. She believes that famous brand products are more comfortable and durable than ordinary products. I am about to enter my senior year, and buying clothes is also to prepare for finding a job in the future. "Instead of spending capital investment later, it is better to act now. Even if you go to work, these clothes can be worn."

Expert: College students should consume rationally

"Today's Young people have their own ideas. They generally pay more attention to the quality of life and are willing to enjoy life. This approach is understandable. "Ye Xianfa, deputy dean of the School of Education of Hubei University, believes that college students' pursuit of brands and fashion should not be criticized, but Ye Xianfa. The professor also reminded college students that they should not excessively pursue high consumption. After all, they are not yet financially independent, and their consumption level should not be deviated from their actual situation. "Sometimes, excessive pursuit of famous brands may cause unnecessary psychological or other problems for some college students."

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