情感营销外文文献

情感营销外文文献
情感营销外文文献

文献出处:Rytel T. Emotional marketing concept: The new marketing shift in the postmodern era[J]. Verslas: teorija ir praktika, 2015 (1): 30-38.

EMOTIONAL MARKETING CONCEPT: THE NEW MARKETING SHIFT IN

THE POSTMODERN ERA

Tomas Rytel

International Business School at Vilnius University

Abstract. The paper provides key assumptions for the development of the new theory shift, emotional marketing, as a natural outcome of the postmodern (consumer) society conditioned by the increasing need for consuming symbolic senses. Symbolic features of exchange objects shape the needs of the contemporary consumer, having a greater impact on their choice on the market. Emotional exchange factors affected by the increasing culture of consuming symbols become the key attribute of exchange in the postmodern era, therefore formation of the emotional marketing concept becomes a relevant object of research in contemporary marketing management. The increasing significance of symbols (their meanings and senses) in the contemporary consumer society becomes the key consumption stimulating factor and forms a new ethos of consumption, which triggers development of new marketing shifts.

Keywords: postmodern era; relationship exchange; socioemotional relations; symbolic meanings; symbolic exchange; emotional marketing

1. Emotional marketing: prerequisites for the formation of the new shift

The characteristic needs of the contemporary social environment on the market prompt changes to the established views on exchange, revealing the importance of emotional qualities in the consumer’s buying/consumption decision process. Emotional marketing, as the new concept of marketing, develops in the context of contemporary marketing concepts, which focus on the importance of emotional link between the company and the consumer affected by the system of the characteristic values and needs of contemporary consumers, which, in turn, forms a new symbol

consumption culture. Emotional marketing can be defined as a new paradigmatic approach or a new marketing shift, where management (creation, support, evaluation) of emotional link between the company and the consumer (or other market players) becomes the key exchange-stimulating feature. This means that contemporary exchange focuses on the importance of emotional link, consumer’s emotional experiences and the marketing management principles used to create them. e theory rests on the basic idea that the consumer’s buying/consumption choices are increasingly affected by not rational, but rather emotional attributes of goods/services, brand symbols and other exchange elements, whose psychosymbolic features determine buying/consumption levels, and the type and duration of relationship. Contemporary consumption culture permeated with symbols transforms value creation chains, replacing rationally determined exchange attributes with emotional ones, which serve to stimulate buying or consumption habits using symbols or their created individual socioemotional experiences.

To substantiate formation of the emotional marketing concept the paper examines the characteristic value system of the postmodern society, which reveals the emotional basis of those values and forms the “want” (not only needs)of contemporary consumers on the market.

2. Emotional consumer values as basis for the formation of the emotional marketing concept

In the marketing management context the transformation of the personal value system is significant in that it directly affects the alternation of established marketing concepts and classic discourses and their improvement by introducing new meanings, which can naturally express the value peculiarities of contemporary social environment on the market. e personal value system, which shapes the wants of consumers, in marketing can be examined as a separate object of research, which reveals the social and emotional orientation of the consumer as a personality in the contemporary era.

The behaviour of contemporary consumers, according to S. Brown (1993), reflects a dynamic change, but not stability, which causes the weakening of the

qualities of authenticity and consistent personality, reducing the chances to predict and explain consumer behaviours. In the marketing context this prompts value not for things, their functions or characteristics, but for their meanings, which people themselves attribute to things (Firat and Venkatesh 1995; Goulding 2000; Nooteboom 1992; Thompson and Troester 2002): all this leads to the principal conclusion that the contemporary culture of consumption develops on emotional grounds. The importance of emotional needs on the market can be examined with reference to J. Habermas’ (1987, 2002) viewpoint to the individual world of living, which is constructed by the individual as proactive player in communication. Conducted analysis of scientific literature (Firat and Venkatesh 1995; Goulding 2000; Nooteboom 1992; Thompson and Troester 2002) has revealed the following characteristic value-based attitudes of consumers in the postmodern era:

1. The value of the actually existing object in semantic meanings, which enable each individual to interpret the products/services expressed in symbols based on their level of knowledge, experience and erudition.

2. The value of external objects in emotional forms, creating value for the consumer by satisfying their characteristic psychosymbolic needs.

It should be noted that these value-based attitudes reveal their emotional qualities, for which a rational explanation of people’s behaviours in exchange not always can be found. On the other hand, the needs of contemporary consumers can be treated as people’s natural need for symbolic meanings of goods/services, whose materialisation in quantity and content of information allows minimising the cognitive dissonance in market exchange. The contemporary era reveals the importance of the individuals, highlights their characteristic values and individuality and has many links with consumption, which is the axis of contemporary society, therefore in the context of marketing the consu mers’ buying/consumption decision proces s and exchange is identified by value-filled symbols (Firat 1991; Firat et al. 1995; Pranulis 2000). Symbols, as the principal exchange- promoting category, affects the consumption

(完整文献,请到百度文库)phenomenon because they serve to satisfy emotional consumer needs on the market conditioned by not rational needs, but emotional wants.

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