Russian Federation
Moscow, Moscow, Russian Federation
JEL M37 Advertising
JEL D91 Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
JEL M39 Other
VAK Russia 5.2.1
VAK Russia 5.2.5
The paper is devoted to expanding the Jobs-to-be-Done (JTBD) methodology beyond the traditional functional approach, including emotional and social aspects of consumer behavior analysis. The relevance of the expanded JTBD is related to the changing communication environment. The article provides a detailed analysis of the evolution of the concept, describes its limitations, and argues for the need for a more comprehensive analysis of consumer behavior based on the JTBD concept. The article highlights the role of advertising campaigns as a source of empirical data. Based on the cases of advertising campaigns of well-known brands (Snickers, Dove, Apple, Nike), a methodological algorithm is proposed that allows to identify emotional and social “works” performed by products and brands. The work demonstrated that advertising campaigns represent valuable empirical data for identifying hidden needs of customers, as they broadcast significant cultural codes and symbols. The scientific novelty of the work lies in the development and application of the emotional and social JTBD matrix as a practical tool for data systematization. The proposed tool allows for the analysis and operationalization of emotional and social motivations conveyed in advertising messages. The practical significance of the study is that the proposed approach can be used in the strategic planning of advertising campaigns, the development of creative concepts, the management of customer relationships, and the testing of new communication solutions. Its application potential is not only in the B2C, but also in the B2B segment, where emotional and social factors also have a significant impact on decision-making. This opens up new opportunities for marketing and sales, where the focus shifts from product characteristics to creating values that resonate with consumers’ deep-seated needs and identities.
Jobs-to-be-Done, consumer behavior, advertising, marketing, advertising campaigns, JTBD, promotion
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