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Consumerism trend spreads, evolution and spread to our country contemporary college students has had a huge impact. How to comprehensively and correctly understand the thoughts of consumerism roots, characteristics, nature and harm, guiding contemporary college students to establish correct world outlook, the outlook on life, the values, foster healthy consumption, effectively resist consumerism trend is wanton spread and erosion, has become the ideological and political education under the new situation of the important content.Consumerism trend in the second world war, in western societies to global common trend and rapid diffusion. As a kind of consumption supremacy for core social thought, consumerism is not only a way of life, is also a kind of values and cultural attitude. Along with our country social reform, opening up and the sustained advance social transformation, this trend in China and the western countries and the economic communication and cultural exchange process been permeated and evolution, and apart from the various social strata of society of our country, and spread of the younger generation, especially the college students, especially has had a huge impact. Group College students’ active thoughts, concepts avant-garde, energetic, coupled with the background of their lives, the material conditions, consumption ability and social environment have seen a major change, so, in consumerism trends, under the impact of their thought morals, values, learning attitude, lifestyle, consumer behavior, etc have suffered huge negative impacts. The specific performance: the chase foreign brand spread quickly, the consumption of snob continued don’t reduce; Luxury consumption within the scope of certain and increase; Seek sensory overload a vulgar consumption gradually spread trend. Our analysis indicates that its negative effects basically have four: First, is not conducive to China’s economic and social sustainable development; Second , against the good traditions of the Chinese nation of inheriting and carrying forward; Third, detrimental to our country the construction of harmonious society; Fourth, not conducive to the healthy growth of college students in China. Consumerism influence by the consumer behavior, contemporary college students shows: Consumer and consumer waste phenomenon is serious; Consumption structure unreasonable, interpersonal consumption increase; Recreational consumption gradually become fashion, compare consumption is serious; Leading consumer consciousness strongly, financial less power-hungry. Meanwhile reflects the advanced, fashion, diversity and imbalance and other consumer behavior characteristics and staged.The author believes that, the phenomenon and problems caused by the main reasons are: Social old system transformation, the rapid development of market economy; Ideological and political education or school moral education are relatively dimness; Social consumption of misleading public opinion environment; Social bad style influence; Influence of the students themselves consumption psychology; Household consumption infection; Campus surrounding environmental impact, and so on. Therefore, guiding contemporary college students overcome consumerism thoughts influence, should mainly be strengthening the following several aspects: Strengthening the work of ideological and political education, establish a correct concept of consumption; Inherit and carry forward the fine traditional consumption in China in the correct values, Value orientation for the students to resist the ability of consumer temptation; Standard mass media to play an active role in guiding public opinion, effectively resist consumerism wanton spread into the trend; Cleansing of the college students’ consumption environment, fostering frugal consumer consciousness; The school, family closely, together for college students build good study and living environment. We expect, all related factors, more benign interaction in Tucson, multi-pronged approach. we should simultaneously, for, contemporary college students grow healthy and civilized provide valuable theoretical and practical guidance, and create a healthy, civilized and harmonious, up study life environment.
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