ROLE OF EMOTIONAL MARKETING IN MINDFUL MARKETING AND CONSUMPTION

Author (s) : Dr.M.Raja & N.Usha

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Abstract :
The uncertain and dynamic situations in today’s time have made human beings more cautious, more aware, considerate and mindful about how they lead their lives thus making them extremely cautious about what they purchase and consume in order to lead healthy and purposeful life. The recent pandemic times have surely affected many individuals’ mind-set and have led to a psychological drift after which people have become even more considerate and mindful about their buying and consumption related behaviour. The paper focuses on understanding how the brands are and can touch the lives of the consumers by fulfilling their unstated emotional needs and thus by doing so how it can further lead to mindful marketing and consumption. The direct observation and the participant observation methods used in the study shows that consumers have become even more thoughtful and mindful about their purchase and consumption decisions ever since the pandemic and highly associate themselves emotionally with the brands thus requiring for more emphasis on the part of marketers to be mindful while offering their services in the market.

Keywords : Mindful marketing, emotional attachment, purchase decisions, consumption decisions.

Conference Date : 30/08/2019

Pages : 296

Paper ID : 19287