Research on the Application of Consumer Behavior Theory in the Innovation of Health Management Services

\nThe irrational expression of consumer behavior in the field of health management services can easily trigger a crisis of trust, posing a serious challenge to creating a healthy consumption environment. The article takes the irrational expression of consumer behavior as the research object and sorts out its basic manifestations and characteristics in health management services. After an in-depth analysis of the emotional presentation and formation reasons for the irrational expression of consumer behavior, this article proposes that strategies to address irrational expression of consumer behavior should start from four directions: data-driven monitoring, multi-party participation in agenda setting, institutional construction, and cultural guidance, to promote the rational and healthy development of a healthy consumption environment.\n