In the 1970s, Chinese people were proud of owningan imported shirt and an imported electronic watch.At that time, domestic products were inferior toproducts of foreign brands both in appearance andfunction. The idea of worshipping and having blindfaith in foreign things has been deeply rooted in the Chinese consumers. With the developmentof modern science and technology, economy and national strength in China, domestic productsat present have made a leap in appearance, quality, elements of science and technology. Manydomestic products are even superior to the similar products in foreign brands. Chinesepeople's attitude toward foreign products has changed from admiration to objectiveness, andfinally even to contempt. The psychology of consumers is changing and people are graduallycoming back to rational consumption.