A. The trend of consumption at present As information and technology made great progress in recent years, the differences between various products become narrow. Efforts to standardize and diversify products have been increasing constantly. However, growth of business does not lie in competition of technology or feature anymore, but the ways to satisfy the needs of consumers because their needs are changing all the time. The consumers pay more and more attention to the price and the quality. They gather more fashion information, in order to be more efficient on spending. Therefore, we need to talk about the relation between price and quality. Collecting information is a very important stage for consumers before shopping if they want to buy the styles they prefer at a lower price with better quality. In a television program which made a feature report on the depression, the crew had interviews with some consumers and they found most consumers collected information and compared prices through advertisements, the Internet, and handbills to find cheaper and better products. There are two aspects concerning consumers’ views of price and quality. First, consumers should pay the price when they search for information. When the result and benefit do not meet the expectation of consumers, that is, if the cost is greater than advantage, the consumers would stop searching for products of lower price. In short, most consumers want to pay lower price for better products. Second, according to Reward Theory of Social Psychology1, consumers would get economical advantage when they do search for information. Besides, they also get an advantage other than economic one. According to Reward Theory of Social Psychology, the advantage would enable consumers to obtain various levels of happiness and satisfaction. It is kind of psychological gratification. Consumers could perceive the quality of each brand and enjoy shopping; they could also get the satisfaction when others identify with themselves in the process of sharing information. Whatever information consumers search for, they want to know the price and quality of a product first. “The higher the price, the better the quality of the merchandise” is a slogan that has long been used in the market. However, the theory has changed with time. Not all cheap products have bad quality. There are still good quality in the cheaper products. Nowadays, although most markets are based on the same principle, the more important is how to plan good tactics to increase business. For example, the brand could emphasize the aesthetic sense of products as well as practicability. Department stores could also have promotions or give gifts to attract shoppers. Therefore, both consumers and businessmen would get the advantages they want. It is a win-win 1消費者價格搜尋行為與價格知識之探討，林意展 http://woodyli.myweb.hinet.net/people/022.htm : situation for them.