Conditioning Emotional Benefits in Saturated Markets Strategies and Empirical Results
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).
Citation:
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.
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 ----------------------------------------
Authors
Franz-Josef Konert, University of Paderborn
Volume
NA - Advances in Consumer Research Volume 13 | 1986
Share Proceeding
Featured papers
See MoreFeatured
What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal
Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Featured
Human or Robot? The Uncanny Valley in Consumer Robots
Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA
Featured
L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations
Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA