认知论认为人的行为都是有目的性的，以有意识的意图为基础。例如，消费者为

Cognitive theory that human behavior is purposeful, with the intention conscious basis. For example, consumers hedge currency and buy higher-value jewelry, such behavior if consumers can achieve very firm belief in preservation, and that the results can be purchased on the economic benefit, then the motivation will be shopping preservation very strong, we will make efforts to buy. On the other hand, if consumers can not be expected to benefit, then the consumer shopping preservation of motivation will be weakened, also without further efforts to buy.

Cognitive theory holds that human behavior is purposeful and based on conscious intention. "For example, if consumers buy higher-value jewelry to preserve value for money, if consumers have a strong belief that this behavior can preserve value and believe that the result of purchase shopping will be economically beneficial, then the incentive to preserve the value of the shopping will be strong and will make every effort to buy." Conversely, if consumers do not expect to benefit, then consumers' incentive to preserve value for shopping will be reduced and there is no need to make further purchase efforts.

Epistemology holds that human behavior is purposeful and based on conscious intention. For example, if consumers purchase jewelry with high value for currency preservation, if they are very firm in their belief that such behavior can achieve preservation and believe that the result of purchase can get economic benefits, then the motivation of shopping preservation will be very strong, and they will make all kinds of efforts to purchase. On the contrary, if consumers do not expect to get benefits, then consumers' motivation to maintain their value will be weakened, and they do not need to make any more efforts to purchase.