When joys of consumption have shades of grey

Sandeep Dutta

This paper explains how 'grey' emotions can act as triggers to consumption or to an enjoyable post-purchase experience, as well as how qualitative research can provide tools to better tap into these emotions.

When joys of consumption have shades of grey

Sandeep DuttaTNS Qualitative

View the presentation deck for this paper

Introduction

Once upon a time, when the world was gentler and more graceful, brands were supposed to present a vision of life that is sweet, wholesome, straight and almost perfect. Marketers and researchers at that time believed that people only want to experience positive emotions and pretend that there was no dark side to life. Today people are conscious of the fact that the world is far from perfect and are willing to embrace the realities even if they...

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