Share these talks and lectures with your colleagues
Invite colleaguesResearch paper
Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy?
Journal of Brand Strategy,
4
(4),
371-387
(2015)
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.
Keywords: empty self; depression; big data; combining data sets; automobile preference
The full article is available to subscribers to the journal.
Author's Biography
Don E. Schultz is Professor (Emeritus-in-Service) of Integrated Marketing Communications at the Medill School, Northwestern University, Evanston, IL. He holds a BBA from the University of Oklahoma, and an MA and PhD from Michigan State University. He is President of Agora, Inc., a global marketing, communication and branding consulting firm. Schultz is author/co-author of 31 books and 150 trade, academic and professional articles.
Martin Block is a Professor in the Integrated Marketing Communications Division of the Medill School at Northwestern University. Martin is co-author of ‘Understanding China’s Digital Generation’, ‘Media Generations: Media Allocation in a Consumer-Controlled Marketplace’, ‘Retail Communities: Customer Driven Retailing’, ‘Analyzing Sales Promotion’, ‘Business-to-Business Market Research’ (both in their 2nd edition) and ‘Cable Advertising: New Ways to New Business’. He has published in many academic research journals and trade publications and has written several book chapters.
Vijay Viswanathan is Assistant Professor of Integrated Marketing Communications, The Medill School, Northwestern University. Prior to obtaining his PhD from Emory University in 2010, Vijay worked with multinational firms managing brands and supply chains. Vijay’s research focuses broadly on consumer decision making in the fast-changing worlds of branding and media, and has been published in various marketing communication journals. He has shared his work at numerous conferences with academics and practitioners.
