Consumption fever is a social and economic phenomenon, and it is a wave of consumers' pursuit and purchase of novel and exquisite goods. This wave comes suddenly and slowly, and it has its own unique epidemic law, so it is called consumer popularity.

Investigate its reason, the psychological motivation of consumer fashion is:

(1) Show yourself and highlight your personality. With the improvement of people's consumption level in modern society, aesthetic consciousness and personality consciousness are gradually enhanced, which is manifested in people's increasing pursuit of personalized consumption. The specific performance is: according to their own characteristics, they need to choose their own goods and show them to people with a unique self-image, so they like unconventional and unique goods, thus leaving a deep and unique impression on others. And the purchase behavior under this psychological effect often becomes the beginning of a certain consumption fashion.

(2) Convergence and conformity, unwilling to lag behind. No one wants to be eliminated by the times, and it is the common psychology of most consumers to constantly adapt to the development and changes of society and keep up with the trend of the times. It is this mentality that urges people to follow the trend when a new consumption fashion appears, which is a typical performance of people's social psychological needs in the consumption field.

(3) Worship celebrities and pursue famous brands. "Famous people use famous brands" is the purpose of many publicity advertisements, and it really stimulates and guides a large number of followers to imitate the clothes and dresses of celebrities, thus meeting the psychological needs of worshipping celebrities. The "light shirt" and "car shirt" that have been popular in society are the result of the star effect. In addition, the pursuit of high quality and high taste in consumption is also an important reason for the popularity of brand-name products. It is human nature to yearn for and pursue beautiful things, and brand-name products are recognized as famous brands because of their superior quality. Consumers buy brand-name products not only to admire their quality, but also to enhance their self-confidence, gain the appreciation and respect of people around them, and thus obtain great psychological satisfaction.

The law of the occurrence and development of consumer fashion is often curved, but sometimes it is sudden, sometimes it is slow, sometimes it lasts for many years, and sometimes it is fleeting, such as cosmetics and fashion.

In China, the consumption trend is generally from coastal to inland, from south to north, from urban to rural, from east to west, from plain to mountainous area.