【正文】 y being a way of pastime and individuality the proportion of consumer services in peoples consumption structure growing proportion of the service production characteristics and consumer identity consumption process also makes the customer extends to the production process consumer experience has bee a source of customer value creation At this point consumer behavior research can no longer be limited to how customers make purchasing decisions but should be concerned about the consumers desire to be met As a result consumers will be free to pursue personal development and the desire to consume free people Economic man social and free people to promote the conversion hypothesis of consumer behavior theory from positivism to the conversion of nonpositivism The secondPositivist paradigm of consumer behavior research Empirical studies of consumer behavior paradigm by famous Western philosopher Aristotle philosophical ideas Kurt Lewin in Aristotle and Galileo thought patterns of conflict and more in his book Aristotles philosophy has influenced us but also affects the habit of scientific research People are used and the frequency by the law to understand the law of development of things and people like to explore the stability and the tendency of things with the law of development except for the unusual and the regularity of things will feel cold Lewin said when someone mentioned a movie in a childspecific actions psychologists think the first question is all children have done this action Or at least it is a mon action there is always a mon regularity of things this means that repeatability is a phenomenon worthy of study or whether something is an important indicator Positivism is the philosophy of science as Aristotle thought It assumes that consumers are rational identifiable and mental stability their motivation is to identify behavioral control and prediction consumer practice in the real existence of simple truth emphasis on scientific observation and testing the observed empirical evidence to gain general rule to predict and control the behavior of consumers Thus in the positivist paradigm consumer behavior research is the assumption that consumer behavior is controlled by some force but most of these forces are beyond the scope of consumer selfcontrol Changes in consumer behavior is not so much a manifestation of the subjective will of consumers it is more affected by various internal and external factors affecting the results For example the behavior of the concept of consumer behavior theory suggests that consumer behavior is mainly caused by the stimulation of the external environment Therefore the hypothesis the primary or sole motivation for the purpose is to reduce cognitive inconsistency the inner state of mind to maintain balance consumers are always seeking behavior of the internal balance From a certain perspective this behavior is a static concept As Firat mented it think the theory of consumer behavior consistent with the orderly conduct Thus consumer behavior characteristics such as cognitive reaction reflex personal characteristics etc variables follow the consumer is always the pursuit of internal balance hypothesis the researchers able to predict certain behaviors of consumers and forecasts marketing activities of enterprises of great reference In short the positivist paradigm in consumer research consumers are only a passive passive object For example the act of selfawareness concept assumes that consumers lack the ability so that through the environmental impact of corporate marketing strategy will be able to control and guide the consumer such is the positivist paradigm of attack focus Positivist paradigm assumes that consumers are passive objects in fact this assumption is the customer first serious departure from the philosophy of marketing American Marketing Association Conference in 1988 reiterated the theme