Understanding My Consumption Behavior: A Reflection on Purchasing a Bedside Table
了解我的消费行为：购买床头柜的反思

1. Introduction
1. 引言

Not long ago, during my study abroad, I bought a bedside table. Although it is just a small piece of furniture in the dormitory, it carries many of my expectations for the convenience of life and the comfort of living. As a college student who has just started to live independently, I realize that every consumption decision actually reflects my psychology, needs, and life attitude (Solomon, 2020).
不久前，我在国外留学期间，买了一张床头柜。虽然它只是宿舍里的一小件家具，但它承载着我对生活的便利和生活的舒适的许多期待。作为一名刚刚开始独立生活的大学生，我意识到每一个消费决定实际上都反映了我的心理、需求和生活态度 （Solomon，2020）。

This report will combine the process of my purchasing the bedside table and attempt to analyze various factors influencing my consumption behavior from multiple perspectives, including internal motivation, cognitive processes, attitude changes, and the influence of the external environment (Cloete & Mugobo, 2021). At the same time, I will also consider an ethical issue related to product marketing to gain a deeper understanding of my behavioral characteristics as a consumer (Nill & Schibrowsky, 2007).
这份报告将结合我购买床头柜的过程，并尝试从多个角度分析影响我消费行为的各种因素，包括内部动机、认知过程、态度变化以及外部环境的影响 （Cloete & Mugobo，2021）。 同时，我也将考虑与产品营销相关的道德问题，以更深入地理解我作为消费者的行为特征 （Nill & Schibrowsky，2007 年）。

2. Application of Consumer Behavior Theories
2. 消费者行为理论的应用

Motivation: Reasons for My Purchase
动机：我购买的原因

When buying the bedside table, my most direct motivation was practicality. Every night, I needed a place to put my books, glasses, mobile phone, and water cup, and the bedside table met this need perfectly. However, from the perspective of Maslow’s hierarchy of needs, my purchase was not just for "convenience." It was more about the pursuit of a sense of security and order in life (Maslow, 1943).
买床头柜时，我最直接的动机是实用性。每天晚上，我都需要一个地方来放我的书、眼镜、手机和水杯，而床头柜完美地满足了这个需求。然而，从马斯洛需求层次理论的角度来看，我购买不仅仅是为了“方便”。它更多的是关于追求生活中的安全感和秩序感（马斯洛，1943 年 ）。

When I first arrived abroad, I wasn't used to the environment, and my dormitory was a bit messy. A small bedside table made me feel more at home and more at ease. Therefore, in addition to meeting basic physical needs, buying this piece of furniture also satisfied my longing for a sense of belonging in my personal space (Sirgy, 1985).
刚到国外的时候，我不习惯这里的环境，宿舍有点乱。一个小床头柜让我感觉更宾至如归，更自在。因此，购买这件家具除了满足基本的生理需求外，还满足了我对个人空间归属感的渴望 （Sirgy， 1985）。

Perception: How I Viewed the Product
感知：我如何看待产品

When browsing furniture online, I found that there was a wide variety of bedside tables. Some were very cheap, while others had a strong sense of design. I chose a mid-priced model because its pictures looked textured, the text introduction on the page was detailed, and many student buyers had uploaded real-life photos.
在网上浏览家具时，我发现床头柜种类繁多。有些非常便宜，而另一些则具有很强的设计感。我选择了中等价位的型号，因为它的图片看起来很有质感，页面上的文字介绍很详细，而且许多学生买家都上传了现实生活中的照片。

According to consumer perception theory, my judgment of this product was based on the stages of “exposure–attention–comprehension” (Solomon, 2020). First, I came across it online, then the pictures caught my attention, and finally, I made a judgment on whether it was “worth buying” by checking the reviews and size diagrams. My decision-making process wasn’t entirely rational, but it aligned with my immediate needs and preferences(Kotler & Lane Keller, 2016).
根据消费者感知理论，我对这款产品的判断是基于 “暴露-注意力-理解” 的阶段 （Solomon，2020）。 首先，我在网上发现了它，然后图片引起了我的注意，最后，我通过查看评论和尺码图来判断它是否“值得购买”。我的决策过程并不完全理性，但它与我的直接需求和偏好相符 （Kotler & Lane Keller， 2016）。

Attitude: From Favoritism to Satisfaction and Then to Caution
态度：从偏袒到满意，再到谨慎

Before the purchase, I had a very positive attitude towards this bedside table. Its appearance in the pictures matched the "minimalist style" I wanted, the price was within my budget, and I had some trust in the brand. So, I quickly decided to buy it and chose home delivery.
在购买之前，我对这款床头柜持非常积极的态度。它在图片中的外观符合我想要的“极简风格”，价格在我的预算范围内，我对这个品牌有一定的信任。 所以， 我很快决定买下它并选择了送货上门。

After receiving the goods, I found that the bedside table was generally acceptable. It had a simple and functional design, was easy to assemble even for someone like me with no tools or experience and served its basic purpose of holding my nightly essentials. At first, I felt satisfied with the purchase because it ticked the boxes I had in mind. However, as I started using it more, I noticed that the overall build quality felt lighter and less sturdy than what I had anticipated based on the promotional images. The material, although functional, appeared thinner and more fragile than expected. It wasn’t a defective product, but the visual impression I had formed earlier didn’t quite match what I received in real life.
收到货物后，发现床头柜总体上还行。它的设计简单而实用，即使对于像我这样没有工具或经验的人来说也很容易组装 ，并且其基本目的是容纳我的夜间必需品。起初，我对这次购买感到满意，因为它符合我心目中的条件。然而，随着我开始更多地使用它，我注意到整体构建质量感觉比我根据促销图片预期的更轻、更不坚固。这种材料虽然功能齐全，但看起来比预期的更薄、更脆弱。这不是一个有缺陷的产品，但我之前形成的视觉印象与我在现实生活中收到的并不完全匹配。

This experience made me reflect on how marketing visuals can shape our expectations, often more than we realize. The product images online had been taken with professional lighting, strategic angles, and possibly some post-editing. These elements created an impression of high quality and durability. Once the product was physically in front of me, the contrast between perception and reality became more apparent, leading to a slight sense of disappointment.
这次经历让我反思了营销视觉效果如何塑造我们的期望，而这往往比我们意识到的要多。网上的产品图片是使用专业灯光、战略角度拍摄的，可能还有一些后期编辑。这些元素给人留下了高品质和耐用的印象。一旦产品实际呈现在我面前 ，感知与现实之间的对比就变得更加明显，导致轻微的失望感。

This shift in my attitude can be understood through the ABC model of attitudes, which breaks down consumer responses into three components: Affect (A), Behavior (B), and Cognition (C) (Cloete & Mugobo, 2021). Before the purchase, my affective response was quite positive—I was emotionally drawn to the product’s minimalist aesthetic and clean lines. My behavior followed accordingly: I made the decision to purchase and arranged for it to be delivered. The cognitive component involved my expectations about the product’s quality and appearance, which were shaped by the brand reputation and the way the item was presented online.
我的态度转变可以通过 ABC 态度模型来理解，该模型将消费者的反应分解为三个部分：情感（A）、行为（B）和认知（C）（Cloete & Mugobo，2021）。 在购买之前，我的情感反应相当积极——我被该产品的极简美学和简洁的线条深深吸引。我的行为也随之而来：我决定购买并安排送货。认知成分涉及我对产品质量和外观的期望，这些期望是由品牌声誉和商品的在线展示方式决定的。

After getting the bedside table and using it, my feelings towards it started to change. In terms of functionality, it performed well. It could hold my items as I needed, and putting it together was a breeze. However, it didn't fully live up to my expectations. It seemed less sturdy than I'd anticipated, and the materials felt flimsier compared to how they appeared in the online pictures. This made me wonder if the brand had been a bit too generous in its marketing. Although I wasn't disappointed with the product, I did become more cautious about blindly trusting online images in the future.
在得到床头柜并使用它后，我对它的感觉开始发生变化。在功能方面，它表现良好。它可以根据需要容纳我的物品，而且将它们放在一起是一件轻而易举的事。然而，它并没有完全达到我的期望。它似乎没有我预期的那么坚固，而且与在线图片中的材料相比，这些材料感觉更脆弱。这让我怀疑这个品牌在营销上是不是有点太慷慨了。虽然我对产品没有失望，但我确实对将来盲目相信在线图片变得更加谨慎。

Reflecting on this now, it aligns with what Ajzen (1991) described in the Theory of Planned Behavior. Our attitudes, along with the sense of control we perceive and social expectations, all play a role in shaping our future actions. In my situation, the slight mismatch between what I'd envisioned and what I got might influence my shopping habits going forward. I'll likely be more meticulous - looking at more photos uploaded by users, reading a wider range of reviews, and perhaps even trying to see items in person before making a purchase.
现在反思这一点，它与 Ajzen （1991） 在计划行为理论中描述的一致。我们的态度，以及我们感知到的控制感和社会期望，都在塑造我们未来的行为中发挥作用。就我而言，我所设想的和我得到的之间的轻微不匹配 可能会影响我未来的购物习惯。我可能会更加细致 - 查看用户上传的更多照片，阅读更广泛的评论，甚至可能在购买前尝试亲自查看商品。

So, even though I didn't have any major regrets, this experience taught me a valuable lesson about how expectations are formed and how they impact our satisfaction. It made me realize that images, especially highly edited promotional ones, can sometimes create a false impression in our minds. The gap between my expectations and the actual experience, though not significant, made me think more critically about trusting advertisements. It also highlighted the importance of brands being more upfront and honest when presenting their products.
因此，尽管我没有任何重大的遗憾，但这次经历教会了我宝贵的一课，让我了解期望是如何形成的，以及它们如何影响我们的满意度。它让我意识到，图片，尤其是经过高度编辑的促销图片，有时会在我们的脑海中留下错误的印象。我的期望与实际体验之间的差距虽然不大，但让我更加批判性地思考如何信任广告。它还强调了品牌在展示商品时更加坦率和诚实的重要性。

2.4 Social and Cultural Factors: Influence of Others and the Environment
2.4 社会和文化因素：他人和环境的影响

This purchase wasn’t solely my decision. My roommate had previously bought a study desk from the same brand. He recommended it to me, saying that the delivery was fast, and the quality was good. I also saw a senior sharing dormitory decoration tips on the student forum, where she mentioned this brand. It seemed that the student community had a high regard for it.
这次购买不仅仅是我的决定。我的室友之前买了一张同品牌的书桌。他向我推荐了它，说交货很快 ， 质量也很好。我还看到一位学长在学生论坛上分享了宿舍装修小技巧，她提到了这个品牌。学生社区似乎对它有很高的评价。

Moreover, I was influenced by the “international student culture.” Everyone pursues a tidy and stylish dormitory. Even when buying a small piece of furniture, we hope it is both practical and aesthetically pleasing. “Dorm vlog” videos on social media also subtly influenced my decision-making (Wang et al., 2002).
此外，我还受到了 “国际学生文化” 的影响。每个人都追求整洁时尚的宿舍。即使是在购买小件家具时，我们也希望它既实用又美观。社交媒体上的“宿舍视频博客”视频也微妙地影响了我的决策 （Wang et al.， 2002）。

Although my parents didn’t directly decide what I should buy, their teachings about purchasing “quality-guaranteed” products influenced my final choice. Therefore, from the perspective of reference group theory, my consumption behavior was influenced by various social relationships and cultural backgrounds (Cloete & Mugobo, 2021).
虽然我的父母并没有直接决定我应该买什么，但他们关于购买“质量保证”产品的教诲影响了我的最终选择。因此，从参考群体理论的角度来看 ，我的消费行为受到各种社会关系和文化背景的影响 （Cloete & Mugobo，2021）。

3. Ethical Reflection: The Authenticity of Images Is a Responsibility
3. 道德反思：图像的真实性是一种责任

Although I am generally satisfied with the bedside table, I also realize that when displaying the product, the merchant used optimized shooting angles and lighting, making the pictures look more “premium” than the actual item. While this practice is not illegal, it can easily mislead consumers (Belch & Belch, 2018).
虽然我对床头柜总体上很满意，但我也意识到，在展示产品时，商家使用了优化的拍摄角度和灯光，使图片看起来比实际物品更“优质”。虽然这种做法并不违法，但它很容易误导消费者 （Belch & Belch，2018）。

As a consumer, I have become increasingly sensitive to this kind of “visual bias.” After this purchase, I have started to rely more on real-life photos taken by other buyers and carefully check the reviews and size information before placing an order.
作为消费者，我对这种 “视觉偏见” 越来越敏感。这次购买后，我开始更多地依赖其他买家拍摄的真实照片，并在下单前仔细查看评论和尺寸信息。

I believe that when marketing products, enterprises should maintain a certain degree of authenticity in image presentation and not exaggerate the effects just to attract clicks. Otherwise, it will not only damage consumers’ trust but also affect the brand’s long-term image (Nill & Schibrowsky, 2007). This mild form of misdirection, although it may not lead to immediate returns, does reduce consumer satisfaction and loyalty.
我认为，企业在营销产品时，应该在形象呈现上保持一定的真实性，不能仅仅为了吸引点击而夸大效果。否则，不仅会损害消费者的信任，还会影响品牌的长期形象 （Nill & Schibrowsky， 2007）。 这种轻微的误导形式虽然可能不会立即带来回报，但确实会降低消费者的满意度和忠诚度。

4. Conclusion: Understanding I and Learning to Consume More Rationally
4. 结论：理解 I 并学会更理性地消费

Through the experience of buying the bedside table, I gradually came to understand that consumer behavior is far more complex than it appears at first glance. Initially, I thought the purchase was purely functional—I needed a place to store my belongings near the bed. But as I reflected more deeply, I realized that my decision was influenced by a range of internal and external factors. My emotional state at the time played a role; I had just moved abroad and was eager to create a space that felt stable and comforting. Personal preferences also mattered—I’ve always liked minimalist designs, and the style of the table appealed to my aesthetic taste.
通过购买床头柜的经历，我逐渐明白，消费者行为远比乍一看要复杂得多。最初，我认为购买纯粹是功能性的——我需要一个靠近床的地方来存放我的物品。但随着我更深入地反思，我意识到我的决定受到一系列内部和外部因素的影响。我当时的情绪状态起了作用;我刚搬到国外， 渴望创造一个让人感到稳定和舒适的空间。个人喜好也很重要——我一直喜欢极简主义的设计，桌子的风格很符合我的审美品味。

In addition, suggestions from friends who had purchased similar items gave me reassurance. Social media also played an important part—videos showing tidy, well-organized dorm rooms sparked a desire to have something similar. These subtle influences point to the importance of symbolic consumption and identity expression, which are closely linked to self-congruity theory (Sirgy, 1985). In short, what I thought was a straightforward purchase turned out to reflect my emotional needs, social environment, and the way I wanted to present myself in a new cultural setting.
此外，购买过类似商品的朋友的建议让我放心。社交媒体也发挥了重要作用——显示整洁、井井有条的宿舍的视频激发了人们想要拥有类似内容的愿望。这些微妙的影响指向了符号消费和身份表达的重要性，这与自我一致性理论密切相关 （Sirgy，1985）。 简而言之，我认为是一次简单的购买，结果却反映了我的情感需求、社会环境以及我想在新的文化环境中展示自己的方式。

When I look back and analyze it with consumer behavior theories, I realize that there are a lot of psychological activities behind the process of our purchases. This explains why we particularly want to buy something or feel less satisfied after buying it. These theories indeed help me understand things more clearly(Ajzen, 1991; Solomon, 2020).
当我回头用消费者行为理论来分析时，我意识到我们的购买过程背后有很多心理活动。这就解释了为什么我们特别想买东西或在买了之后感到不太满意。这些理论确实帮助我更清楚地理解事物 （Ajzen， 1991;所罗门，2020 年 ）。

This reflection has taught me to view consumption more rationally. It also made me understand that understanding consumer behavior is not only helpful for my studies but also meaningful in our daily lives. At the very least, it will keep me from being so easily influenced by product recommendations next time (Schiffman & Wisenblit, 2019).
这种反思教会了我更理性地看待消费。这也让我明白，了解消费者行为不仅对我的学习有帮助，而且在我们的日常生活中也很有意义。至少，这将使我下次不会轻易被产品推荐影响 （Schiffman & Wisenblit，2019 年）。

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