Exploring the Consumption Behavior of College Students under the Prevalence of Excessive Consumption Phenomenon Based on the Theory of Delayed Satisfaction

Abstract

Delayed gratification is a manifestation of self-control. This type of psychological phenomenon is widely present in various groups, and it is closely related to the consumption behavior of college students. In the era of rapid development of Internet finance, college students, as the mainstream consumer group, inevitably choose to consume in advance to meet their immediate needs. Due to the fact that college students are in a stage of confusion about their future career and life, delayed gratification psychology and present bias may lead to many irrational consumption phenomena. In order to pursue psychological balance, college students may prefer to choose random financial products and services on the internet for lending and consumption without thinking rationally based on their own situation. Based on this, this article attempts to explore the consumption choices of contemporary college students and the relationship between delayed gratification and college students through questionnaire surveys. Based on the results of the investigation and analysis, this article proposes several specific situations and possible causes of the relationship between college students' consumption psychology and delayed gratification.