Abstract:

The MOOD Consumption® Theory provides a deeper understanding of consumer behaviour in a post-industrial world. Traditional demographic segmentation criteria such as age, gender and income no longer accurately explain buying attitudes. In today's service economy, products personify emotions and consumers spend according to their MOOD and the situation at hand. The world of the consumer has changed, so must our methods of consumer analysis. This human-focused marketing tool is based on a holistic vision; combining personal drivers such as psychological profiling and sensorial preferences to create a new, fresh and alternative methodology.