中文摘要：

随着经济发展和社会进步，人们在消费行为过程中除了考虑自身的经济利益外，也越来越多地受到社会规范的约束。传统的经济行为模型以经济理性作为主要甚至是唯一的驱动因素来解释人的行为，越来越面临严重的挑战。基于社会规范对于人们行为的支配性影响，我们提出了规范理性的概念，认为消费者在进行消费决策时，不仅受经济理性的影响，还受到规范理性的影响，规范理性和经济理性共同构成影响消费行为的基本驱动力。

英文摘要：

With the economic development and social progress, not only is the consumer＇s behavior driven by their own economic interests, but also it is bounded more and more by social norms. The eco- nomic rationality is the main even only basic factor to explain human behavior in the traditional model of economic behavior, base on the facts that social norms had the dominant influence on behavior, we believe that both economic rationality and normative rationality had a joint impact on the process of consumer＇s decision--making.