Attribution Analysis on Brands Choice of Liquor in Symbolic Consumption

Abstract

This paper based on attribution analysis, researched the impact of liquor brands choice in symbolic consumption. The research found that the in the brands choice of liquor and others symbolic consumption, the external environment attribution of social relationship and personal attribution of consumer preference play significant role, and the external environment influenced consumers' brands choice greatly. The symbolic consumption of liquor and others emphasized on the intrinsic value realization on social, relationship, self-value, etc. Analyzing the decision behavior of symbolic consumption by the attribution theory of environmental and personal attribution has a direct revelation on liquor's brands competition and brands building.