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
那是云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 ns. 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 rearch in contemporary marketing management. The increasing significance of symbols (their meanings and ns) in the contemporary consumer society becomes the key consumption sti
电脑垃圾怎么清理mulating 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美国南北战争>吉痣
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 focus on the importance of emotional link, consu
mer’s emotional experiences and the marketing management principles ud 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/rvices, brand symbols and other exchange elements, who 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 rve 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 tho 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 discours 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 parate object of rearch, which reveals the social and emotional orientation of the consumer as a personality in the contemporary era.
形容成长的成语The behaviour of contemporary consumers, according to S. Brown (1993), reflects a dynamic change, but not stability, which caus the weakening of the
老年人皮肤瘙痒有绝招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 themlves 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-bad attitudes of consumers in the postmodern era:
1. The value of the actually existing object in mantic meanings, which enable each individual to interpret the products/rvices expresd in symbols bad on their level of knowledge, experience and erudition.
美国励志电影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 the value-bad 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/rvices, who 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 becau they rve to satisfy emotional consumer needs on the market conditioned by not rational needs, but emotional wants.
Hence consumers’ social behaviours on the market are formed through the buying/consumption decision process, which is shaped by emotional attributes, and through exchange conditioned by the consumption and lifestyle features of the changing society and by the attitude to personal values.
Values refl ect people’s beh aviour and their aims and inclinations affected by not only clearly determined cost-benefit incentives, but also individual social or psychological needs. In the value creation context the emotional attributes of exchange allow identifying people’s “real” incentives on the market, in exchange with the chon company or with its product/rvice brands.
The importance of creating emotional link in symbols of goods/rvices in the postmodern era
Each product has a visual and specialist goal of communication. In some cas each moment of using the product rves a specifi c purpo, justifying the consumer’s desired image (for instance, the consumer using a microwave oven express his/her desired image to himlf/herlf and to others –an independent individual, living a perfect life at a fast pace, free of banal houhold work, etc. – the image created by the interaction between the consumer’s cultural context and with the hel
p of marketing communication media) (Brown 1997; Firat 1991). In the postmodern era uniqueness is attributed to symbols, which are parated from their original meanings (Nooteboom 1992). The postmodern market is permeated with simulated reality shaped by signs, which rves to express personal identity. The term of “simulacra” (Baudrillard 2002) refers to the development of contemporary exchange between the consumer and the company in product/rvice brands, and their symbols, which prompt consumers to identify themlves with the company and with the mantic meanings of its product/rvice. According to A. F. Firat and A. Venkatesh (1995), J. Baudrillard (2002), the buying/consumption process in the contemporary era should be associated with imitation, illusion and the vision of what is not actual or real, but can be realized in symbolic meanings. Hyperreality is the “image creation” b ad on the meaning rendering process, replicated in reality. The are such images which support consumers’ daily lives and enable them to n their existence and place in
the society. In the postmodern culture the phenomenon of illusion, apart from being recognid, is boldly practiced in marketing when people’s individuality is satis fied with different meanings of products/rvices expresd in symbols. In the marketing context the phenomenon of hyperreality others the chance to satisfy individual consumer expectations by creating the illusion (images affecte
d by characteristics of psychosymbolic exchange or exchanged objects), therefore marketing in the contemporary era can be defined as a tool for satisfying consumer illusions.
3. Conclusions
1. Emotional marketing reveals a new shift in marketing management, which focus on the emotional imperative of exchange on the market. e increasing meaning of symbols of products and of their brands on the market calls for a new approach to the consumers’ buying/consumption decision process and exchange when symbols are perceived as tools to ensure the consumer’s emotional need. The concept of emotional marketing aims to de ne a new marketing shift bad on emotional elements of product brands and/or exchange, which affect the buying/consumption habits more than the rational choice factors.
2. Emotional marketing incorporates elements of different postmodern concepts of marketing (knowledge, relationships, etc.), which highlight creation of emotional relations between the company and the consumer and validate the factors motivating buying/consumption with emotional attributes of exchange and/or product brands.
3. Symbols (both visual and communicational verbal, written, etc.) are becoming the basic object of
emotional marketing and stimulate the individual to make decisions bad on emotional rather than rational categories.
4. Emotional marketing can be interpreted as a new shift (paradigm) of marketing, which focus on the relevance of latent relations between the company, its products and the consumer in making buying/consumption decisions. Emotional attributes of exchange and/or product brands allow ultimate individualisation of the buying/consumption process since the same symbol can have different meanings of ns for different consumer groups.
5. e characteristic consumption peculiarities of the contemporary social environment have disclod their emotional basis, which
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