. "moonlight clan" is the word from Hong Kong and Taiwan over the mass, those earning more than basic survival needs of the month is always the money. Most of them although the savings would also like to, but unwittingly left not a single cent on the. "Moonlight clan", led to numerous disputes. Supporters argue that it is ahead of the fashion trend of consumption is a legitimate act of enjoyment of life. The opponents believe it is self-binding bad, and not yield to the temptation to enjoy a sense of responsibility. Matter of personal choice, the charge is difficult to assess. But from the perspective of consumer psychology, the "Moon family" to be a phenomenon of reading.

. some of the psychologists found that making money and spending money, whether personal or business, there is a psychological account, in the unconscious mind to wealth was placed under a different account management.

. psychological account of two essential characteristics: first, in the psychological account system, the same two accounts inside the 1 yuan is not equivalent. For example, the Pharaoh on wages up 500 yuan, Li wage has not changed, but the owner of the accident to the 500 red packets. The results of Li was pleased to take this money to invite a friend to eat a meal at the hotel, but the Pharaoh think this is also a hard-earned 500 yuan, and would rather save up and be unwilling to spend. We can see that the same 500 dollars, as are the sources of wages and red, so is divided into different mental accounts, with very different psychological value. Secondly, the mental scores of accounts inside the rules of economics and mathematics is not as irrational, but very emotional. Gains and losses are relative sense, and not an absolute concept, and have lost the psychological experience is not the same. For example, a place near a cherry sell 10 per catty, but only sell one kilometer away from 5 yuan, a lot of people will go far cheaper to buy point. If a suit at the mall to sell nearly 1,000 yuan, far in the mall selling 995 yuan, most people will not Paoyuan way to the province this same 5 yuan.

. we can see that people's consumption behavior is not very rational. Specific to the "moonlight clan", because "in any case not keep down how much money" and other ideas, they are usually unconscious to the unnecessary consumption and the need to spend life in general are classified as a mental account there, so that all the flowers Out of all the money should be spent. Every month to buy brand-name clothing, that would like to buy rice to buy oil as a matter of course not feel bad, and did not realize, through the control unnecessary spending that can add up to form a certain amount of assets to support their families and to cope with the sudden Events or investment.

. So, if you want to bid farewell to "moonlight clan" of life, there should be awareness of the necessity and a luxury separate areas in order to give the necessary luxury consumption and consumer psychology to establish their own accounts. And then have to bear in mind that you will not spend money on the assets of the continual loss of moderate and reasonable, then let your pocket more and drums.

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