Financial guilt and crisis : exploring marketing opportunities to Southern European Countries

• Autor(a) principal: Ferreira, Filipe Jorge Tavares Pessoa Príncipe
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/16933
• topic: Consumer guilt; Financial guilt; Guilt appeals; State of guilt; Focus of guilt; Purchase decision guilt; Consumer behavior; Crisis; Southern Europe; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Southern European Countries have been hit by a crisis which has implied deep and fast mutations of the social and economical reality surrounding consumers. Therefore, the consumer himself has changed his vision, behavior, habits, values and beliefs towards the external environment. Thus, it is of crucial importance for companies’ marketing to understand and respond to the crisis correctly, not only focusing on the reorganization of the structural costs most are conducting, but also in the modifications on consumers’ attitude. This article allows us to understand more deeply the new consumer and how guilty appeals can reply in fulfilling their necessities. More precisely, it will focus on and discuss the use of financial guilt during crisis periods and how companies can take advantage of it. For this purpose, the results of an international research in Portugal, Spain, Italy and Greece will be discussed.