Quotation Eichinger, Isabel, Schreier, Martin, van Osselaer, Stijn M.J. 2021. Why we buy products connected to place, people, and past. Harvard Business Review.


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Abstract

Current marketplace trends suggest that many consumers are seeking products that are local, are manufactured by real people, and traditional or at least remind customers of their childhood. As digitization and globalization have made our social and work lives become increasingly virtual, fast-paced, and mobile, more and more people are coming to feel that they have lost their emotional moorings. Customers have a need to feel grounded, and they do so by buying products that connect them to place, people, and past. Marketers can leverage these emotions by adapting their marketing mix to strategically target customer segments with a higher need for groundedness.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Harvard Business Review
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, STRAT-C, WH-A
Language English
Title Why we buy products connected to place, people, and past
Year 2021
URL https://hbr.org/2021/11/why-we-buy-products-connected-to-place-people-and-past
DOI n.a.
Open Access N

Associations

People
Eichinger, Isabel (Details)
Schreier, Martin (Details)
External
van Osselaer, Stijn M.J. (Cornell University, United States/USA)
Organization
Institute for Marketing Management IN (Details)
Marketing DP (Details)
Competence Center for Experimental Research WE (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5320 Marketing (Details)
5350 Innovation research (Details)
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