【正文】 ersonal independence, creativity and personal freedom. Besides, the Protestantism encouraged people to do their best to achieve the idea of selfimprovement. Pursuit of material fort is a classic example of American cultural values. Therefore, on consumption, unlike Chinese conform and conservative conceptions, Americans like buying novel and distinctive goods and having no sense of conformity. The Influences of Traditional Family Education on Consumption Conception Family education is the process of family interaction in parental education, growth and development and is the important part of education. It is of great importance to the formation of children’s thought patterns and world outlook. For this reason, there exist differences in Chinese and American customers’ behaviors or consumption conceptions because of the different family education. Under the influence of traditional values, in Chinese family education, parents always act as the authority and the ruler at the heart of family. In the eyes of parents, children will never grow up。 parents can continue to teach children until many years after they grow up. Since childhood, Chinese people are educated that thrifty is honorable, waste is shameful and this concept is still in people’s mind. In addition, due to the impact of implicit Chinese traditional culture, Chinese families have difficulty in expressing love. Parents always ask their children to do or not to do something。 this is the embodiment of parents’ authority. Traditional Chinese family education regards docility and obedience as the criteria to evaluate a child’s stand or fall, which limits children’s creativity deeply. Therefore, people’s consumption conceptions are often closely related to the whole family’s activities, not just personal and isolated ones.American family is the primary laboratory for the forming of American personality. American family’s flux and transformations therefore reflect American people’s basic attitudes about authority, freedom, and individual expressiveness (Wang, 2011:189). In an American family, individual is the foundation and has higher value. Parents pay more attention to the freedom and equality of their children. They respect children and their personal autonomy, giving them chances to make decisions by themselves, and encouraging them to solve difficulties on their own. Besides, parents leave their children independent time and space to imagine and create. Americans have developed a strong sense of independence and positive character since they were young。 they dare to think and do, having the spirit of innovation. In America, when children are 18 years old, they will leave home to rent rooms to work and live alone. They do not depend on their parents. These entirely make Americans have the consumption conception of individuality and adventurism. The Influences of Entertainments on Consumption Conception In America, entertainment industries are relatively developed based on its strong economic foundation, advanced production and perfect social welfare system. On the other hand, Americans pursue individualism and liberalism which is the foundation for them to uphold consumption. American culture emphasizes personal value and the pursuit of democracy and freedom, advocates development and petition. The pursuit of the personal individualism brings their all potentialities into full play. They are wild about party, popular music and adventure. With the development of entertainment industries, people prefer to use money to fully enjoy the present moment rather than deposit money in a bank. Different from Americans, Chinese advocate economy, attaching little importance to cultural entertainment expense and service expense. For example, Americans like travelling even pay for it by installment. In China, travelling is regarded as a kind of basic accumulation expense, not a kind of regular expense. So most Chinese people think that they are working hard just for growing their wealth, not for the luxurious enjoyment. Instead of excessive consumption, they choose to save up for future consumption. 5 Some Inspirations for Establishing a Correct Concept of ConsumptionDue to the different cultural background, there are some differences in customers’ behaviors or consumption concepts and both of Chinese and American consumption conceptions have their own advantages and disadvantages. We can’t say which is good or bad. The only thing we can do is to establish a correct concept of consumption according to our own actual conditions. There are three suggestions as follows: Living within Our Means and Moderate Consumption On the one hand, consumers’ consumption expenditures should be patible with their own ine, including current ine levels and expectations of the future ine which is directly related to people’s credit consumption. On the other hand, people should have the sense of positive and rational consumption within their own economic capacity, not controlling and limiting consumption. Otherwise, it will affect the quality of individual life on the one hand, and also affect the development of our social production on the other hand because the development of social productivity is driven by the consumption to a certain extent. In addition, our consumption culture can get a better development based on our moderate consumption. Avoiding Blind Obedience and Rational Consumption First and foremost, we should avoid blind obedience. Blind conformity is one mon psychological phenomenon in consumption, which has the greatest impact on ordinary consumers. Conformity and parison are often interrelated and affect people’s consumption conception jointly. Therefore, we should try our best to avoid some unhealthy thoughts affecting our consumption conception, adhere to our actual needs to achieve rational consumption. In addition, we must try to avoid the emotional consumption for people make irrational cons