消费心理是指人作为消费者时的所思所想。任何一种消费活动，都是既包含了消费者的心理活动又包含了消费者的消费行为。准确把握消费者的心理活动，是准确理解消费行为的前提。而消费行为是消费心理的外在表现，消费行为比消费心理更具有现实性。
文章着重从语言、社会风俗和购买心理这三个文化要素，分析了文化差异对广告翻译的影响。
From the perspectives of language, social customs and purchasing psychology, this article analyses how cultural differences influence translation of advertisement.
心理定价策略是指企业根据消费者的购买心理，诱导消费者的购买来扩大市场销售量的一种定价策略。
Psychological pricing tactics is that enterprises induce the purchase of customers in order to enlarge their own sales volume according to customer's purchasing psychology.
而消费者的需求数量和结构的变化受到多方面因素如人口、经济、社会文化、购买心理和购买行为等的影响。
And changes in consumer demand and the number of structures affected by many factors such as population, economic, social, cultural, psychological, and purchasing behavior of purchase.
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