The average consumer is full of unmet and unconscious desires for a wide range of experiences. Connecting with consumers’ emotions and desires will make one product more appealing than another. The right blend of emotion and basic needs drives purchasing decisions and maintains brand loyalty and integrity while fulfilling consumer fantasy. Developing a sense of delight and trust in products is at the core of pragmatic innovation for both lifestyle consumer products and more functional business products.
Rochester, NY. On June 20, 2003, at 9 p. m., Susan Vaughn took her daughter Stacy to the Barnes & Noble in the mall. It was a Friday night, so the mall was still crowded for that time of the evening. Even so, Susan was amazed at how many people were in the store, and still coming. As she walked in, someone reached out to give Stacy a plastic pair of wide-rimmed black glasses, but she turned them down. They just did not go with her witch costume. Half the store had witch or wizard costumes on. For at midnight, Harry Potter and the Order of the Phoenix would become available. The party was just getting started, and the store would be open until 4 a. m., with food, music, Harry Potter readings, and, of course, the book for sale.