Abstract

The terminal goal of an economic behavior is to promote human happiness. The sound consumption not only increases a satisfaction of an individual consumer but(also) the state economy and social welfare. To pychologically recognize the excessive consumption which is recently prevaling as a serious social problems in Korea, we analyze a value of materialism and meaning of money to the Korean people. As per the mistaken purpose and method related to the consumption behavior, we classify them into following 4 types to understand each psychological mechanism. 1. Conspicuous consumption for the purpose of winning public respect and recognition. 2. Prestige consumption for the purpose of social esteem and escalated status. 3 Sympathized consumption for keeping pace with other consumers by purchasing the popular brand used in a majority group. 4. Consumption relying on the advertisement. Consumer prefers to buy the frenqently-advertised goods, nevertherless he/she does not put any faith in them. Finally we present a few subjects to be solved by 3 main-economic agents-government, business and consumer for resettling the healthy culture of consumption.