Why we buy products connected to place, people, and past

Isabel Eichinger, Martin Schreier, Stijn M.J. van Osselaer

Publikation: Wissenschaftliche FachzeitschriftOriginalbeitrag in FachzeitschriftBegutachtung

Abstract

Current marketplace trends suggest that many consumers are seeking products that are local, are manufactured by real people, and traditional or at least remind customers of their childhood. As digitization and globalization have made our social and work lives become increasingly virtual, fast-paced, and mobile, more and more people are coming to feel that they have lost their emotional moorings. Customers have a need to feel grounded, and they do so by buying products that connect them to place, people, and past. Marketers can leverage these emotions by adapting their marketing mix to strategically target customer segments with a higher need for groundedness.
OriginalspracheEnglisch
FachzeitschriftHarvard Business Review
PublikationsstatusVeröffentlicht - 2021

Österreichische Systematik der Wissenschaftszweige (ÖFOS)

  • 502019 Marketing
  • 502014 Innovationsforschung

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