Emotion and authenticity: the key to market to the Alpha generation / Lilie ROCH / 2021

Titre : Emotion and authenticity: the key to market to the Alpha generation Type de document : Mémoire Auteurs : Lilie ROCH, Auteur Année de publication : 2021 Importance : 20 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ENFANT ; EMOTION ; MARKETING ACHAT ; COMPORTEMENT DU CONSOMMATEUR Entreprise PUBLICITE Résumé : Understanding the Alpha generation is a major challenge for the coming years. Indeed, these young people born between 2010 and 2025 are the consumers of tomorrow and it is necessary to understand their behaviour beforehand in order to offer them the best possible commercial communication when they arrive on the consumer market. Generation Alpha is different from other generations in several ways. First of all, they are the only ones, along with generation Z, who have always lived with the Internet. Moreover, they are undergoing a major overexposure to screens, which is likely to be a major problem for this generation. Indeed, it will cause psychological and physiological problems which will inevitably lead to new regulations on this subject. This is a sensitive but determined generation that will not let itself be taken advantage of. Indeed, having evolved all their childhood on the Internet, they know how to recognize if the information is true or not. Therefore, they will ask for sincerity and authenticity to be convinced. Currently, children of this generation consume a lot by letting themselves be guided by their emotions. Moreover, brands have understood that the use of emotions in advertising is a driving force because they do it more and more. Emotional marketing has become a tool to enhance brand image and attract potential consumers. This use of emotions will allow these brands to be one step ahead in communicating to this Alpha generation when it will no longer be only a prescriber of its parents but a consumer in its own right. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538267