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in an article in spain's "el mundo", the author josé m. rodríguez silva described the phenomenon of "ant consumption" and used a gamification example to explain how this model works: guess the glass the ball inside the cup gets a discount. this method not only stimulates people’s desire to shop, but more importantly, it is based on the need for instant gratification, gradually blurring the boundaries between social media and consumption and entertainment.

the logic of this "ant consumption" did not happen overnight, but was driven by a variety of factors:

• the economic status of the younger generation: the younger generation often faces pressure from low salary income and cost of living, making it difficult to afford large expenditures.
• the impact of social media: social media platforms in the form of short videos, live broadcasts, etc. have a huge impact on consumer behavior, combining shopping activities with entertainment to form a new model of "shopping gamification".
• gamification of consumption: merchants use psychological mechanisms, such as "reinforcement", "reward" and "group identity", to guide consumers to form an "impulsive shopping" behavior pattern.

from an economic point of view, the emergence of "ant consumption" reflects the behavioral characteristics of contemporary consumers: the pursuit of satisfaction in the short term, the pursuit of psychological satisfaction in the short term, while long-term goals are placed in the vague "future" . the challenge with this model is that overconsumption creates personal financial burdens and sustainability issues.

with the development of society and the advancement of technology, the trend of consumption gamification will continue to be deeply rooted in the hearts of the people. people will seek satisfaction in more complex and subtle spaces and interact with various forms of social media, ultimately forming a new consumption model. .