热评（十二）I 情绪消费的“增长点”绝不是升级焦虑

Core Insights - The article discusses the emergence of "emotional consumption" as a trend among the younger generation, shifting from "cost-performance" to "emotional value" in purchasing habits [2][3] - It highlights the dual nature of emotional consumption, where it can provide comfort and joy but can also lead to anxiety-driven marketing tactics that exploit consumer emotions [3][4] Group 1: Emotional Consumption Trends - The term "谷子（经济）" represents the "emotional economy," indicating a shift in consumer behavior towards purchases that provide emotional satisfaction [2] - Products like trendy toys and virtual goods serve as emotional outlets for young consumers, fulfilling their psychological needs and contributing to economic growth [2][3] Group 2: Negative Marketing Practices - Some businesses exploit consumer anxiety by creating a sense of urgency around products, such as limited edition blind boxes and exaggerated claims in the beauty industry [3] - This leads to a misperception among young consumers that happiness is tied to spending, resulting in financial burdens rather than emotional relief [3] Group 3: Recommendations for Stakeholders - There is a need for consumers to develop rational consumption awareness and to recognize the boundaries of emotional spending [4] - Businesses should focus on genuine emotional support rather than anxiety-inducing marketing strategies, while regulatory bodies must address misleading advertising and price inflation [4]