Abstract: at present, the study of consumption value by more and more scholars' attention, has become a marketing, consumer behavior research in the field of one of the hot issues. Consumer consumption value is influenced by many factors, including psychological conformity to its influence is very big. This paper from the aspects of analysis of conformity psychology and consumer values, and from the experimental investigation, according to the actual situation, analysis of the psychology of conformity on consumption values affect the pros and cons. Finally the article outlines the system conformity to practical consumption, enjoyment consumption, symbol consumption effect size.
