Thew purpose of this paper is to dissect this intricate phenomenon and argue that grey emotions (twisted, ambiguous and double edged sentiments which people secretly and maliciously enjoy and and which are different from negative emotions) often act as triggers to consumption or contribute in making post purchase experiences more enjoyable. Additionally the paper also discusses that qualitative research has the resources to unlock these complex grey emotions with the help of appropriate tools and suggests that marketers should consider tapping into them to give their brands a touch of gritty authenticity.
In this paper, we will explore the application of the framework of post-traumatic growth, to develop insights and support concepts for people suffering from chronic pain. We will share general principles about situations when adversity and pain can trigger a journey towards positive transformation.
The research showed that well-rehearsed 'patterns' of service in the channels explored tend to inhibit the desire to seek out something new when deciding on cold drinks, and they tend to result in consumers making these decisions in autopilot (system 1). Key to disrupting the status quo, they were what we termed, 'emotivators'. That is, disruptors or nudges that overcome default choices and the perceived risk of deviating from what is 'usual', safe and comfortable - and that engage consumers on a deeply emotional level. For example, we determined that personalisation in the small things (a name on the cup that indicates it was made just for them) or customisation (adding a shot of flavour) both cultivate positive emotions and make what are otherwise mundane experiences for the consumer all the more enjoyable and rewarding.