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marketing executives
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Redefining Consumer Desires: A Qualitative Study on Marketing's ... ibimapublishing.com Feb 11, 2025 17 facts
imageFigure 4 is a bar chart that compares how different groups of marketing executives prioritize marketing strategies and ethical considerations.
claimMarketing executives in Group C were the most aggressive in creating new consumer wants, while Group B executives favored fulfilling existing needs, and Group A executives adopted a middle-ground approach by aligning desires with growing consumer trends.
claimMarketing executives in Group C preferred using aspirational narratives to stimulate new consumer desires.
measurement8 out of 11 marketing executives highlighted the significance of authenticity in shaping consumer desires, emphasizing transparency as a necessary driver of consumer trust.
measurementA majority of the interviewed marketing executives (six out of eleven) relied on the initiative-taking creation of wants, utilizing a mix of emotional and cognitive appeals to align with growing lifestyles.
claimMarketing executives in Group A focused on transparency and consumer welfare regarding the ethical implications of creating wants, while Group C executives focused on empowering consumers to make informed choices, and Group B executives focused on not violating boundaries.
accountThe authors of the study conducted interviews with eleven marketing executives between March and June 2024 to understand how marketing shapes consumer desires and constructs modern wants.
measurementThe interview process for the study involved sending invitations to thirty-one marketing executives, of which eleven voluntarily participated in 26-32 minute Zoom interviews answering ten strategically designed questions.
measurementOf the eleven marketing executives interviewed, 55% were male and 45% were female, with 70% holding advanced degrees and all holding at least a bachelor's degree.
accountThe authors of the study 'Redefining Consumer Desires: A Qualitative Study on Marketing's...' interviewed eleven marketing executives between March and June 2024 to understand how marketing shapes consumer desires and constructs modern wants.
claimMarketing executives in Group B relied on rational appeals, focusing on product features and benefits to satisfy existing consumer needs rather than creating new desires.
claimMarketing executives apply conditional psychology in marketing strategies through the use of emotional appeals, brand associations, and personalized messaging to influence consumer responses.
claimAll eleven marketing executives interviewed by the authors agreed on the importance of using emotional triggers in marketing campaigns, particularly for building brand connections.
measurementThe study interviewed eleven marketing executives from diverse industries such as technology, FMCG, and healthcare, all of whom possessed at least five years of strategic marketing experience.
claimMarketing executives in Group A emphasized the importance of appeal authenticity in their campaigns.
measurementThe authors of the study 'Redefining Consumer Desires: A Qualitative Study on Marketing's...' conducted Zoom interviews with eleven marketing executives, each lasting between 26 and 32 minutes, using ten strategically designed questions.
imageFigure 4 is a bar chart that compares how different groups of marketing executives focus on marketing strategies and ethical considerations.