Sun Feng: A Sociological Interpretation of Sadness Marketing and Moral Hazards
A Sociological Interpretation of Sadness Marketing and Moral Hazards
People's Tribune, 2020 Issue 21
[Abstract]
The sadness marketing strategy plays on consumers' emotional needs, and conveys the comfort and satisfaction that goods can bring consumers by appealing to consumers' sympathy or compassion for the weak. Today, when online We Media are developing fast, emotional consumption generated by sadness marketing promotes consumption growth, while triggering moral hazards.
