Cultural diversity determines the diversity of spiritual consumption forms. For example, some people like sports; Some people like watching movies and various performances; Some like to chat online and check information; Others like playing mahjong ... different consumers have different consumption needs for spiritual products. For example, teenagers like "super girls" because of their age characteristics; Civilians like to watch The Same Song. The performances of the world's three tenors in Beijing are more to satisfy high-income and high-level consumers. Material consumption is different. The same pair of leather shoes has the same consumption value for civilians and elegant people. A color TV has the same consumption value for all consumers. The consumption value of spiritual products will have different effects for different consumers, so there are different evaluation criteria. For example, for a literature professor and a farmer, the consumption value of a complete works of Balzac is very different.
2. Sustainability of spiritual consumption demand.
General commodities, such as houses, cars, household appliances, etc. , are not sustained consumer demand. After a period of time, the market is in a relatively stable and slightly growing state. Spiritual products, on the other hand, are not only market-oriented and creative, but also a kind of sustainable consumption with great flexibility, which can constantly stimulate people's desire for consumption. This kind of consumer demand has great elasticity and huge consumption space and capacity. For example, when consumers are attracted by the works of excellent artists, they will try their best to collect his works all their lives, the more complete the better, even if it is frugal.
3. Spiritual consumption is time-consuming and value-added.
The general consumption of material goods is pure exhaustion of value, and most of a pair of shoes can last for one or two years; Most houses can be used for decades. Excellent spiritual products have permanent charm and are loved by consumers of all ages. For example, China's ancient Book of Songs, Tang poetry and Song poetry, ancient Greek myths and epics are still loved by people. As a value carrier that transcends time and space, works of art have incomparable value preservation and appreciation compared with other wealth, and even money is eclipsed in front of it. This can be seen from the rising auction price of artworks.
4. Spiritual consumption has the nature of re-creation.
The consumption of spiritual products is not only the consumption of goods, but also the dissemination and acceptance of cultural information, and it is participatory and requires the participation of consumers. For example, the charm of Kara QK, ballroom dancing and computer games lies in their participation. Not only that, spiritual consumption also requires consumers to mobilize their various potentials, exert their imagination and create a new world while participating, thus bringing more physical and mental pleasure and spiritual satisfaction to consumers. On the other hand, as far as the producers of spiritual products are concerned, spiritual consumption products are produced to meet people's spiritual needs, which includes intangible labor such as the creator's ability and inspiration. Therefore, the value judgment of spiritual products cannot be based on their commercial value, and the vitality of spiritual products is not necessarily related to their commercial value. For example, Stendhal's "Red and Black" only sold 17 copies, which was considered as a mediocre documentary, but 50 years later, people finally realized that it was a great novel and rushed to circulate it. When Faulkner's masterpiece The Sound and the Fury was first published, it was snubbed by readers and only sold a few copies a year. But later, this novel was translated into many languages and spread all over the world, and Faulkner himself won the Nobel Prize in Literature mainly because of this work. Therefore, the standard of measuring spiritual value is different from the standard of measuring market value. The measure of market value is the popularity of consumers, while the measure of spiritual value mainly depends on the extent to which it meets the spiritual needs of consumers, improves their spiritual level, and its artistic achievements and whether it brings new things.
5. Spiritual consumption is ideological.
Spiritual consumption is never a pure personal pastime, it is always related to the interests of a specific society, nation, class and group. The essence of spiritual consumption and acceptance is to spread and reproduce the ideas of specific classes and strata through artistic entertainment and subtle influence. Of course, in different historical stages, this ideological nature has different manifestations. For example, The Book of Songs, China's earliest poetry collection, has always been appreciated and disseminated by the ruling class. This is not only for readers to enjoy beauty and recreation, but also for conveying the gentle and sincere idea of "complaining without anger, mourning without injury" to readers through its influence, so as to maintain the feudal ruling order.