At last,the article points out that strive exploring moderating or mediating variables as relationship quality is very significant in the future researches on consumer ethics in the terms that beliefs and behaviors is .

The Transformation and Its Inspirations of Western Consumption Ethics in the Development of Market Economies——From Say to Keynes

Frugal consumption ethics with saving as the core advocated by Mo Zi is the mainstream of China traditional consumption ethics,which has some reference significance to construct new consumption ethics in the new era.

From the traditional thrifty view to modern consumption,the change of consumption ethics has always accompanied with keen conflict of the consumption value.

These consuming notions had been exerting a great impact and shock on Chinese traditional consuming ethics.

The individual action in consumption decides the consuming ethics which has a great significance for the individual consuming action.

Consuming ethics is why possible of the problem? The consumption ethics of main answer is increasingly theories foundation that highlight is with the actuality basis.

Lao Zi s consumptive ethics is of importance status in the traditional economic ethics thoughts and his core consumptive ethics featured with valuable thrifty obviously has characteristics of the naturalism.

In this paper a discussion about how to build a reasonable, effective and friendly interface ofWeb site, especially the man-machine interface, is represened from a point of consumer psychology.

According to the consumer s need to quality, beauty, character, subordination and fame, the article discusses about the relationship between consumer psychology and package design, then puttingt forward the key point on package design from marketing perspective.

Until now, unfortunately, most researches on ads still remain at the phase of consumer psychology, traditional verbal rhetorical figures and their translation in the ads.