Emotional Style Creation and Emotional Consumer Practices: Insights from the Rise of Romantic Love in Indonesia

摘要

Prior work on emotions in marketing has created useful and visionary insights into a range of research areas, including emotional branding (e.g., Giesler 2012; Thompson, Rind-fleisch, and Arsel 2006), human-object relations (e.g., Batra, Ahuvia, and Bagozzi 2012; Fournier 1998), and the influence and measurement of emotions in consumer behavior (e.g., Maclnnis and de Mello 2005; Mogilner, Aaker, and Kamvar 2012; Richins 2013). However, this work has largely refrained from analyzing emotions as evolving phenomena and instead understood emotions as relatively stable and enduring characteristics of the consumer, thereby assuming that consumption ultimately reinforces prevailing emotional styles. Aiming to provide a theoretical corrective to this dominant perspective, this study addresses the issue of emotional change and the role the market therein and asks how new forms of emotionality are established. Needless to say, such change processes should matter to marketing because they interact with and may engender new consumption behaviors and market systems. Building on sociological and historical scholarship on emotions, I propose that the establishment of new forms of emotionality in consumer society can be understood as a socio-historical, market-mediated process of emotional style creation involving changing discourses of emotions and four emotional consumer practices - naming, communicating, regulating, and mobilizing.