Year: 2025
Type: article
Study design: Observational Study
Abstract: The purpose of this study is to study the peculiarities of consumers’ perception of emotional advertising by the so-called “generation Z” – the younger generation of “digital aborigines”, whose age range on average covers 13-30 years. The psychological features of buzzers have been studied in terms of the possible influence of emotional advertising on their consumer behavior. The stated scientific problem is based on the theoretical and methodological basis of emotional marketing and the theory of generations, confirmed by the results of using both quantitative and qualitative methods of scientific research. The studied problems have theoretical and practical value in mastering the most important scientific and professional field – psychology of marketing communications. A comprehensive study of the impact of emotional marketing on the behavior of Generation Z consumers is an important and urgent task, the solution of which will allow us to better understand the decision-making mechanisms of young people and develop effective strategies for promoting goods and services in today’s market. Summarizing the experience of using methods of influencing consumer emotions through advertising communication, the article identifies the most relevant and effective of them. Based on a survey conducted among more than 150 respondents of different ages, the psychological specifics of the perception of emotional advertising by representatives of generation Z and the degree of its impact on consumer behavior were revealed. Through the use of the focus group method, it was determined how representatives of generation Z perceive various subjective advertising and marketing tools. As a result, the hypothesis was proved that representatives of the digital generation Z are less susceptible to emotional advertising than older generations. They are adherents of unique branded products that match their personal lifestyle, connoisseurs of quality, design, atmosphe re and comfort, have a high level of distrust and skepticism, and are less susceptible to emotional manipulation.
Source: Dynamics of Media Systems
Author: Ekaterina N. Ulyanova
Institution: Southern Federal University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413926339