Conditioning Emotional Benefits in Saturated Markets Strategies and Empirical Results

Franz-Josef Konert, University of Paderborn
ABSTRACT - The increasing number of saturated markets in highly industrialized countries creates a considerable number of problems to marketing-management. This paper tries to generate an effective marketing-strategy for firms which are confronted with such markets. This strategy which uses techniques of conditioning is based on results of imagery research and activation theory. The first study examines the conditions of an emotional benefit strategy. These conditions are saturated markets, homogeneous products and the highly perceived quality of life. The empirical results (n=262;survey research) support these conditions. The more pronounced these conditions are the more important are emotional benefits. The second empirical study (n=200; 2x2 experimental design without repeated measurement) tries to verify the effectiveness of this strategy. The experiment was limited to print advertisements. The empirical findings corroborate the strong effect of the strategy for all measures (activation, product evaluation ad evaluation and memory performance measures).
[ to cite ]:
Franz-Josef Konert (1986) ,"Conditioning Emotional Benefits in Saturated Markets Strategies and Empirical Results", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 668.

Advances in Consumer Research Volume 13, 1986      Page 668

CONDITIONING EMOTIONAL BENEFITS IN SATURATED MARKETS STRATEGIES AND EMPIRICAL RESULTS

Franz-Josef Konert, University of Paderborn

ABSTRACT -

The increasing number of saturated markets in highly industrialized countries creates a considerable number of problems to marketing-management. This paper tries to generate an effective marketing-strategy for firms which are confronted with such markets. This strategy which uses techniques of conditioning is based on results of imagery research and activation theory. The first study examines the conditions of an emotional benefit strategy. These conditions are saturated markets, homogeneous products and the highly perceived quality of life. The empirical results (n=262;survey research) support these conditions. The more pronounced these conditions are the more important are emotional benefits. The second empirical study (n=200; 2x2 experimental design without repeated measurement) tries to verify the effectiveness of this strategy. The experiment was limited to print advertisements. The empirical findings corroborate the strong effect of the strategy for all measures (activation, product evaluation ad evaluation and memory performance measures).

For further information, write to:

Franz-Josef Konert / Department of Consumer Behavior / University of Paderborn / 4790 Paderborn, West Germany

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