Positive Psychology and Its Application in Marketing: An Appraisal

This study took a critical appraisal of positive psychology with the aim of exploring its application in the practice of marketing from the standpoint of extant literature. The main purpose of this paper was to expatiate on the several ways in which contemporary marketing organizations are applying positive psychology’s principles and concepts in their operations. The study adopted desk research methodology, which relied on published literature in several relevant journals. From extant literature reviewed, it was highlighted that positive psychology is a relatively new field of psychology concerned with promoting positive emotions, positive character traits, positive institutions and positive relationships in the society. Given its enormous potential, positive psychology is rapidly being applied by marketing organizations in several ways including: emotion-based marketing, product personalization, social proof, brand storytelling, influencer marketing, gamification, social media marketing, and sustainability marketing. For its effective implementation in marketing, we have recommended, among others, that marketers should use positive psychology to highlight features that enhance well-being, promote personal growth, and contribute to positive experiences of customers; marketers should craft promotional messages and experiences that evoke positive emotions (such as joy, gratitude, and inspiration) and resonate with customers on an emotional level; marketers should also highlight social proof and create a sense of community around their brand to enhance trust and belonging by showcasing customer testimonials, reviews, and success stories. The application of these insights will ensure that marketing campaigns and operations not only create value for customers, but also promote positive wellbeing, character traits and positive emotions among customers.