How emotions affect the desire to consume products?
The desire to fulfil our needs and wants is an important aspect of the human life and the relationships made between the brands that have been linked to the way it is advertised and marketed at a certain age group. Hugely impacted by the pop culture and the way the brands have been targeted to a certain age group. The continual bombardment of advertising helps the ongoing consumption of branded products.
So why are these consumers emotionally attached to these goods or services?
I believe the natural habit of purchasing goods are driven by satisfying needs and also finding solutions to the problems. In case their needs are not met, it instantly becomes a problem. A customer’s problem is the reason why businesses exits. People go shopping mostly to find solutions to their problems. Consumers purchase products or services that will solve their problem and satisfy their needs. Consumers will see value and buy if they believe the benefits exceed the costs.
I believe modern consumption revolves around the tightly focused marketing driven by the pop culture environment. Where we perceive goods based on their aesthetics and the labels put on the item, followed endorsement by well known stars. For example, currently Beyonce is endorsing Pepsi on television.
The on going wars for market share between the two rival companies, Apple and Samsung creates expectations from consumers that the next mobile phone will be thinner, smarter and faster.
‘The Apple IPhone bought a year ago, must now been replaced by the latest version, which might be slightly thinner, faster, with a better battery and camera’. These technological innovations and the massive power of advertising using multimedia creates a desire to purchase new products. The expectations of mobility, convenience, reputation or competence, to understand and experience the world and to connect with each other is heavily marketed to the target consumers.
As quoted, “keeping up with new technology has become one of the most important alibis for excess consumption and for the proliferation of waste”.
The power of branding and marketing has a huge impact on consumption of products. I personally have been influenced into what my friends and society considers being ‘cool’ and fashionable has influenced my purchasing of products such as the iphone5. Multi media exposure, mainly through movies, magazines and social media such as Facebook, Twitter, Pinterest, Instagram, Tumbler and Email are modern forms of direct marketing. All targeting and influencing consumption from certain age groups.
Looking back to the current studio project based on reusable materials, consumers who are sensitive about environmental issues will be naturally attracted to products currently designed by students.
In conclusion I believe emotions play a vital role in the continual consumption of products and services marketed to the general public.
Croker, R (2013). From acess to excess: consumerism, ‘compulsory’ consumption and behaviour change. In R. croker & Lehmann (Eds), motivating change: sustainable design and behaviour in the built Environment (pp.11-32). London. New York: Earthscan