(1) Consumers' purchase of wooden chocolate box includes not only the ingredients to meet the physiological and material needs, but also the ingredients to meet the social and spiritual needs.
(2) Sometimes consumers' purchase behavior is dominated by one motive, sometimes by a variety of complex motives, which together constitute the purchase behavior system. The motivation to meet spiritual and social needs is often accompanied by the motivation to meet physical and material needs. For example, consumers with low economic income tend to pay more attention to the practical value of commodities, and the demand for wooden chocolate boxes is low price and good quality, which is dominated by the purchase motivation. And the consumption behavior with rich economic income often pays attention to the quality of wooden chocolate box packaging. This part of consumers' purchase motivation is quite complex, which is the combination of physiological and physical needs with spiritual and social needs, in which spiritual and social needs dominate. With the continuous improvement of living standards and the changing needs of consumption, when establishing the goal and positioning of packaging design, we should focus on meeting people's social and spiritual needs.
(3) The needs of consumers are developed from low-level physiological needs to high-level spiritual and social needs. But the high-level spirit and social needs will not come into being spontaneously, but will come into being only after the influence of the social reality environment and the law of education and market development. To some extent, the formation of consumers' advanced needs is also guided and influenced by the design of wooden chocolate box packaging, that is, consumers' purchase motivation is guided by wooden chocolate box packaging. In this way, consumers will be moved and will purchase according to the packaging guidance, so as to meet people's physiological and spiritual needs and pursuit. Only by understanding the law of consumer's purchase motivation can the function of packaging guiding consumption be embodied.