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Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy?

Author

Listed:
  • Schultz, Don E.

    (Professor (Emeritus-in-Service) of Integrated Marketing Communications at the Medill School, Northwestern University, USA)

  • Block, Martin
  • Viswanathan, Vijay

Abstract

The rapidly changing field of marketing communications research raises many challenges and opportunities. This paper demonstrates how neuroscience, traditional marketing communication and brand management can now be combined to provide unique answers to age-old questions. This paper uses neural insights to define a brand and marketing issue among a health-challenged consumer population. We use the automobile category as a study base and employ big data/longitudinal data to provide answers to the brand manager’s questions. It is argued that this approach will likely become the norm for brand and marketing research going forward.

Suggested Citation

  • Schultz, Don E. & Block, Martin & Viswanathan, Vijay, 2015. "Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy?," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(4), pages 371-387, December.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:4:p:371-387
    as

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    More about this item

    Keywords

    empty self; depression; big data; combining data sets; automobile preference;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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