When joys of consumption have shades of grey
Sandeep DuttaTNS Qualitative
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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...