老年人，更愿意为情绪价值买单？

Core Insights - The phenomenon of emotional value significantly drives the pricing of products, as evidenced by the soaring prices of Labubu toys, with some items reaching as high as 1.08 million yuan [1][2] - Emotional value is not limited to younger consumers; older adults also exhibit a strong willingness to pay for products that provide emotional satisfaction, particularly in the health and wellness sector [5][10] Emotional Premium in Elderly Market - Elderly consumers are increasingly willing to spend on health products, often purchasing items costing over 10,000 yuan, driven by a deep-seated desire for health and emotional connection [6][7] - The emotional needs of older adults, such as companionship and social interaction, are often exploited by sales personnel in the health product market [8][9] Changing Consumer Behavior - Data indicates that older consumers are more likely to increase their spending when in a good mood, with 20.8% of their spending influenced by emotional states, compared to 14.8% for middle-aged and 15.9% for young consumers [10] - A recent survey in Shanghai revealed that over 60% of new elderly consumers have higher expectations for their quality of life post-retirement, focusing on health, social activities, and personal interests [11] High-End Elderly Care Facilities - The emergence of high-end elderly care facilities in major cities reflects a growing demand for environments that foster emotional well-being among seniors [12] - These facilities often charge over 15,000 yuan per month, despite basic amenities, due to the emotional value derived from shared living experiences and companionship [14][15] Emotional Value in Facility Design - Some elderly care facilities differentiate themselves through thoughtful design, such as diverse reading materials and the inclusion of personal belongings, which help maintain emotional connections to the past [18][21][23] - The introduction of smart products, like interactive robots, aims to meet the emotional needs of seniors, providing companionship and care [25][26][28] Emotional Interaction and Management - Effective emotional management and communication within elderly care facilities are crucial for fostering positive relationships between staff and residents [30][35] - Initiatives like resident committees and recognition of staff contributions help build trust and emotional connections, enhancing the overall experience for both seniors and their families [37][38] Family Dynamics and Trust - The emotional concerns of family members, who often finance elderly care, play a significant role in the overall satisfaction with care services [40][41] - Addressing family anxieties through regular communication and prompt responses to emergencies is essential for building trust and ensuring peace of mind [46][47] Conclusion - The emotional value associated with elderly care services is a key driver of pricing and consumer behavior, highlighting the importance of emotional connections in enhancing the quality of life for seniors [49][50]