Changing Emotions

When creating a product, it is important for a company to recognize emotion-based market segmentation. Customer segments can differ in terms of their emotions about the same product. Younger teenagers may see their first cell phone as a symbol of freedom and a step of independence away from their parents. As they grow older, a cell phone can make them feel connected to their friends and (eventually) family. Societal trends create segments as well. When SUVs were at the height of their popularity, many people wanted their vehicles to look and feel powerful. Now that environmental consciousness is an increasingly important value in society, the green segment is becoming large enough to make hybrids and electric cars viable for companies, as people want their cars to show that they are compassionate and caring.

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