而品牌的作用在一定程度上满足了消费者这一心理需求。

And the role of brands to some extent to meet the psychological needs of consumers.

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在如今这个同质化商品竞争愈演愈烈的时代，消费者的需求正在发生重大转移，即由物质利益为主逐渐转向以精神和心理满足为主。

At present the commodities with same quality are competing more and more seriously, and consumer's demand is changing from material benefit to getting the satisfaction of spirit and psychology.

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而这种对个性化、自我表现、自我满足的需求趋势从消费者心理学角度来解释，则是消费者对自我概念的追求和展示。

And this demand trend for individuation, self-exhibition and self-contentment is, explained by the theory of consumer psychology, the pursuit and exhibition of consumer' s self-concept.

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