With the development of economic society, the real estate industry plays a vital role in national economy and greatly correlates with other industries. This paper reviews the current mature marketing theory and related concepts of consumer psychology, and combines the characteristics of real estate marketing, focusing on the position and application of consumer psychology in real estate marketing from the perspective of customer psychology.

The “Multi‐subtype” macromolecular cationic asphalt emulsifier was synthesized based on chitosan (abbreviated as MCTS) via the ring‐opening reaction and quaternization. Then the structure of the emulsifier was characterized by FTIR and 1H‐NMR spectra. Moreover, the surface tension and critical micelle concentration (CMC) of the MCTS were determined from 298 to 313 K. The CMC and γcmc were 0.064 g L−1 and 38.85 mN m−1 at 298 K, respectively, and the lowest surface tension of the solution reached to 26.09 mN m−1 at 313 K. The tested Hydrophile‐Lipophile Balance (HLB) value of MCTS was 10, which can meet the requirement of asphalt emulsifier. Through emulsification experiments, the emulsifying ability of the MCTS was measured, and the results indicated that the emulsifier exhibited excellent application for asphalt. It may be caused by that the MCTS containing polar bundle groups could enhance the interaction between polar asphaltene and the emulsifier solution. Moreover, the prepared asphalt emulsion was more stable compared to the emulsion prepared by Gemini emulsifier. The demulsification experiments were also correspondingly done for emulsified asphalt. All the results showed that the MCTS has potential applications in the preparation of asphalt emulsion.

The cationically modified hydroxyethyl cellulose (CMHEC) was synthesized successfully and applied for preparing the cationic asphalt emulsion. The apparent viscosity and phase separation of the emulsion were studied at different CMHEC concentrations and pH values. The results indicated that the apparent viscosity of the emulsion was increased with increasing CMHEC concentration, and the phase separation was significantly reduced correspondingly. In addition, the effect of pH value on the emulsion quality was involved. The apparent viscosity of the emulsion showed the tendency to decrease firstly and then increase to the minimum value at pH 2. All results indicated that CMHEC has excellent potential in the manufacture of asphalt emulsion and the research of the pH effect on the formulation of asphalt emulsion has essential significance.

In this work, a series of emulsifiers were prepared by changing the molar ratio of polyvinyl alcohol (PVA) to the long chain quaternary ammonium salt (A0). The emulsifiers were characterised by FTIR and 1HNMR. The stability of the emulsions was checked and evaluated by determining the phase separation and by UV-Vis spectrophotometry. The emulsion stability increased with increasing emulsifier concentration, which was mainly due to the reduced droplet size and increased viscosity of the emulsions. Stability was also dependent on pH. At pH values between 5 to 3, stability was increased, but at further decreasing pH values, the emulsion became unstable or the emulsion separated. This could be mainly because the excess of positive ions compresses the double electron layer. The experimental results showed that PVA as a macromolecular matrix material has a great application potential for the emulsification process.