中文摘要：

在后WTO时代，企业之间的竞争进一步加剧，顾客资源成为维系企业生存的源泉。越来越多的企业意识到，培育真正忠诚的顾客，应该从他们青少年时期开始。本文以我国城市青少年为研究对象，在社会心理学研究成果的基础上引入了一个新的干扰变量——自我一致性，用于解释广泛存在于青少年消费者中的从众、不从众和反从众行为。结果表明，当自我一致性高时，青少年表现出不从众或反从众消费行为；当自我一致性低时，青少年呈现出不从众或从众消费行为。

英文摘要：

In post-WTO era, consumers become the key resources of enterprises＇ survival and development because of the intensive competition. More and more enterprises came to know that fostering true loyal consumers should start when the customers were young. Based on the fruits of social psychology, this study introduces a new moderate variable ＂selfcongruity＂ to interpret adolescents＇ conformity, non-conformity and counter-conformity consumption behavior. The results show that adolescents will pursue non-conformity or counter-conformity when the self-congruity is high, while they will pursue non-conformity or conformity when the self-congruity is low.