Research and practice on case study of consumer psychology course;

Based on reviews of the literature on risk perception in consumer psychology, this article summarized the conceptual models of consumers?risk perception such as two-factor model, multi-dimension model, complex model and integrated model.

In the advertising psychology course,psychology is foundation,while the consumer psychology is the key and social psychology is support.

The activity is definitely influenced and constrained by consumption psychology,thus studying consumption psychology in architecture decoration and design is necessary,and main factors of which are presented as follows: consumer demand,attitude,motivation and development trend of the national consumption psychology.

At present,the harmony of our country is affected by two fundamental problems: the disharmony of consumption environment and the loss of social consumption rationality.

The construction of harmonious community consumption environment proves escential in building a harmonious society.

In generally,we could direct consumer behavior through the introduction of new consumption concept,increase product value and service value for consumer through the improvement of goods quality, and raise environment value to improve customer satisfaction in an all-round way through building a harmonious consumption environment.