The Interweaving of Cultural Logic and Capital Logic: A Study on the Construction Mechanism of Emotional Value in the Contemporary Consumer Market

Abstract

The current study aimed to explore how emotional value is constructed in the consumer market and the roles of culture and capital in this process. Consumers of different age groups are investigated through questionnaires and offline interviews. The marketing content and methods currently in the market have been analyzed. It also includes the study of typical cases such as PopMart. The consumers' emphasis on emotional value has shaped the positioning and marketing strategies of both businesses and the market for products. Emotional value consumption is the result of the joint construction of cultural logic and capital logic. Cultural logic provides the foundation for demands and the discourse resources, while capital logic completes the transformation and amplification of commodities. The interaction of these two-dimensional logics not only meets some emotional needs but may also exacerbate emotional alienation. Consumers should enhance their judgment skills and consumer awareness to avoid excessive consumption and emotional exploitation. Businesses should create products based on genuine culture and conduct appropriate marketing to prevent excessive stereotyping.