The Role of Consumer Inspiration in Marketing

Abstract

In the midst of digitalization, a polarization has developed between autonomous and proactive consumers and those who prefer altruistic and accidental consumption. Consumers who prefer accidental consumption seek context-dependent, instantaneous consumption, and unpredictable, impulsive satisfaction. Inspiration associated with consumption behavior can satisfy this impulse satisfaction and motivate subsequent purchase-related behavior. In this paper, we review existing research on “consumer inspiration,” which is important when considering marketing in response to accidental consumption. Consumer inspiration is examined from the three perspectives of “mechanism,” “antecedents,” and “effects”. There are three issues for future research. (1) Since inspiration is diffuse, it is necessary to establish a marketing perspective to deal with it. (2) It is necessary to examine individual differences and situational factors in the digital environment. (3) It is necessary to study the cognitive Consequences of consumer inspiration.