How the “Happy Socks” brand is trying to evoke desire to consumers through their philosophy, campaigns, and advertisements
Brand attachment has been linked with the experience of positive emotions, and positive social contact. In fact, feelings of comfort, happiness, and security reflect the object of attachment (Park et al., 2010; Thomson et al., 2005), while consumers tend to attach to a brand, as a result of the increased feeling of defining, and in the vast majority of cases, maintaining their sense of self, in the terms that they are becoming a part of an appreciated “brand community” and at the same time, they are fulfilling the need to belong (Kim, Lee, & Ulgado, 2005; Schifferstein, & Zwartkruis-Pelgrim, 2008).
Desire, conflict and
…show more content…
Happy Socks is a charity-linked brand. Their pro-social directed marketing communications took the form of various pro-social actions, such as awareness events or collaborations on capsule collections of socks with a portion of proceeds benefiting charities (See Appendix A, See Appendix B). One step further,”Happy Socks” efforts to make customers give in their desires involves incidental pride, achievement, and self-awareness (Wilcox, Kramer, & Sen, 2011). People’s emotional state follows a valenced way when it comes down to charity. Donors and volunteers have reported experiencing positive emotions, as a result of their contribution to charity, while pride and respect are the most frequently experienced emotions linked to charity (Boezeman, & Ellemers, 2007). To be more precise, consumers may indulge in the desire and purchase the product as a result of their thought that they satisfied the long-term goal that makes them avoid the temptation, in that case the donating pride which evokes a feeling of achievement of their goal. To this end, indulgence in the aforementioned desire might take the form of an alternative. Indeed, consumers paying attention on competing long-term goals as a way of self-regulation, when they are trying to avoid unnecessary purchases, they may feel they have made a satisfactory progress and disengage from the pursuit of their goal and disengage to the