Core Viewpoint - The article discusses the rise of "emotional consumption" as a significant trend in the capital market, particularly among younger consumers who prioritize emotional value alongside practicality and cost-effectiveness [1][4]. Group 1: Emotional Consumption Overview - Emotional consumption, also known as emotional spending, emphasizes the importance of emotional satisfaction in purchasing behavior, particularly among young people and singles [6]. - The trend of emotional consumption is linked to societal changes, such as Japan's aging population and declining marriage and birth rates, leading to a more individualized approach to consumption [6]. Group 2: Economic Context and Trends - Economic slowdowns often lead to a shift in consumer demand from functional to emotional value, as seen in historical contexts in both Japan and the U.S. [9]. - In Japan, post-bubble economic adjustments led to the growth of various sectors, including discount stores, pet economy, and virtual idol markets, highlighting the resilience of emotional consumption [9][10]. Group 3: Long-term Emotional Needs - Core emotional needs persist over time, but the forms of products and services evolve, requiring businesses to transform fleeting emotional sparks into lasting customer loyalty [13]. - Factors influencing the lifecycle of emotional consumption products include addictive design, social currency attributes, and cultural symbolism [14]. Group 4: Avoiding Homogenization - Emotional consumption products risk homogenization due to the ease of replicating emotional experiences through existing cultural symbols and marketing strategies [16]. - To maintain competitive advantage, companies must build an unreplicable emotional value chain and develop barriers through emotional technology, cultural integration, and dynamic social ecosystems [16].