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ABSTRACT
In today’s rapidly evolving consumer landscape, understanding the motivational drivers behind consumer interaction with brands and purchase intentions is paramount for effective marketing communications. This research dives deep into the impressive and expressive consumer motivations influencing attitudes and purchase intentions for neo-luxury smart wearables. By employing a blended methodology of qualitative conceptual mapping and quantitative fsQCA analysis on consumer survey data, we uncover the integral role of both hedonic (pleasure-seeking) and eudaimonic (meaning-seeking) motivations for the contemporary neo-luxury consumer. Our findings underscore that a harmonious interplay between these motivations can bolster purchase intentions, even mitigating potential deterrents like skepticism or price-related apprehensions. This research offers invaluable insights for marketing communicators, including a nuanced understanding of these dual motivations as essential to crafting resonant messages for smart wearables. This paper reveals the strategies practitioners should adopt to effectively communicate the value proposition of innovative neo-luxury wearables, ensuring that messaging appeals to the expressive and impressive desires of the modern consumer.
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No potential conflict of interest was reported by the author(s).
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Notes on contributors
Maria Petrescu
Dr. Maria Petrescu is an Assistant Professor of Marketing at the Worldwide College of Business, Embry Riddle Aeronautical University in Daytona Beach. She obtained her Ph.D. in Business Administration and Marketing from Florida Atlantic University and an MBA from Nova Southeastern University. Her main research areas include digital marketing, research methods, marketing analytics, and technology and society. Dr. Petrescu has published articles in journals such as Psychology & Marketing, European Journal of Marketing, Industrial Marketing Management, Journal of Business Research, Journal of Consumer Behaviour, Journal of Retailing and Consumer Services, Journal of Marketing Management, and Public Management Review. She is also co-editor of the Journal of Marketing Analytics.
Sheen Kachen
Sheen Kachen is a graduate of the University of California at Berkeley and currently a doctoral candidate at the University of Illinois at Chicago. She published articles in journals such as Industrial Marketing Management, Psychology & Marketing, Journal of Consumer Marketing, and Journal of Marketing Analytics.
Costinel Dobre
Dr. Costinel Dobre is a Professor of Marketing at West University of Timisoara, Romania. His research interests are digital marketing, neural networks, and online branding. He published in international journals such as the European Journal of Marketing, Journal of Consumer Behaviour, International Journal of Internet Marketing and Advertising, Management & Marketing, Timisoara Journal of Economics, and co-authored a textbook on Digital marketing and social media.
Anca Milovan-Ciuta
Dr. Anca Milovan-Ciuta is an Assistant Professor of Marketing at West University of Timisoara, Romania. Her main research interests include integrated marketing communications and digital marketing. She published in international journals such as the European Journal of Marketing, International Journal of Internet Marketing and Advertising, and Ecoforum Journal, and co-authored a textbook on Digital marketing and social media.
Mihai Orzan
Dr. Mihai Orzan is the Vice-Dean of Marketing Faculty of Bucharest University of Economic Studies (ASE), Romania, and a professor of Artificial Intelligence in Marketing and Social Media Marketing, with a long interest in trust in social media and online reviews. Dr. Orzan has published over 70 scientific articles and presented at top academic conferences, such as EMAC and the AMA.