Abstract:

Based on the restraint and influence of social norms on consumer behavior, this article gives the definition of consumer normative rationality, and considers that normative rationality influences the process of decision-making in purchasing. The results demonstrate that: 1) ten social norms are summarized through content analysis, the ten social norms are ten dimensions of the denotation of consumer normative rationality; 2) the partial contents of connotation of consumer normative rationality including seventeen kinds of normative values are summarized through literature reviewing. And scholars focused on the influences of normative values on consumer behavior; 3) this paper points out the denotation of consumer normative rationality influence consumer behavior through the connotation of consumer normative rationality.Our results can help understand the main social norms and the impact of relevant normative values on consumer behavior in the transformation process of China.