Advertising is an art of persuasion,but also feelings of communication medium.Good advertising is necessary to stimulate consumer sentiment,infiltration of consumers minds,stimulating their resonance.Study of the consumer psychology is primitive creative advertising and marketing needs.This article aims to elaborate and analyze a number of psychological conditions of the consumer,directly or indirectly affect their consumer behavior,and thus influences the product market,policy-makers to grasp the entire macro.Advertising creative excellence must be based on consumer surveys and consumer psychology the scientific basis of the study in order to meet consumer demand.