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What is Emotionally Charged (Marketing)

Chapter 4
Handbook of Research on Managing and Influencing Consumer Behavior
The term describes the tactic used by companies to get their target audience to connect with their products stimulating their compassion and mercy, troubling, provoking and shocking them, instead of promoting the products’ functional attributes. Applying this kind of marketing the companies namely endeavour to be identified in the minds of consumers with the support of certain charitable causes and, consequently, to build up their image and reputation.
Published in Chapter:
Customer-Centric Marketing in the European Union from a Legal Perspective
Eleni Tzoulia (Attorney at Law LL.M. Heidelberg, Germany)
Copyright: © 2015 |Pages: 20
DOI: 10.4018/978-1-4666-6547-7.ch004
Abstract
Consumer-Centric Marketing is one of the latest methods employed by traders to influence and shape consumer behaviour in order to secure and increase demand for their products. This chapter analyses two forms of Consumer-Centric Marketing, the so-called Cause-Related Marketing and Relationship Marketing. It examines their logic and methods of application, before asking which legal issues might arise from the use of such practices. Then, European legislation on the protection of personal data and the current developments in Unfair Competition law in Europe are discussed, as well as the tactics that should be avoided by companies when implementing the above marketing methods to prevent a possible ban on their advertising.
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