Mood consumption® theory - a human-focused marketing tool

The MOOD Consumption® Theory provides a deeper understanding of consumer behaviour in a post-industrial world.

Mood consumption® theory – a human-focused marketing tool

Mette Kristine OustrupStyle-Vision, France.

Mike JeanesEurope, Middle East & Africa, Time & Fortune, France.

MOOD CONSUMPTION® THEORY

Introduction

Today, many consumers refuse to act according to their demographic segments and have little respect for traditional branding strategies. The pattern of consumption is becoming a reflection of emotions and state of mind. In pursuit of personal happiness people follow their own agenda, going against former modes of authority, status and ideology. They consume whatever they feel is an expression of their personality. What has led to the changed behaviour of today's...

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