Abstract
Consumer decision-making is a complex process influenced by numerous factors, among which psychological expectations, as a potential force, play a key role in various consumer activities and have a profound impact on consumer purchasing behavior. This study aims to deeply analyze the formation mechanism, typical characteristics, and specific manifestations of consumer psychological expectations in the Chinese consumer market environment, and explore how these psychological expectations affect purchasing decisions. By revealing the inherent laws of consumer psychological expectations, this article aims to provide strategic guidance for enterprises, helping them improve sales performance and customer satisfaction by effectively managing consumer psychological expectations. The results of this study not only help enterprises to more accurately grasp consumer demand, optimize products and services in fierce market competition, but also provide empirical support for the development of consumer behavior theory, thereby enriching and deepening academic research in related fields.
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