From Psychological Placebo to Consumption Resonance: A Study on the Construction Path and Practical Strategies of ‘Relaxation’ in Brand Marketing

Shengshiyan Fan

2025

Abstract

With the rapid development and progress of the society, people's pace of life has become faster and faster, and in this case, relaxation has become a popular word, and it is also one of the ideal living, learning and working attitude pursued by young people today. In this regard, many brands use marketing techniques to create a relaxed image for their products to arouse consumers' attention and interest. The purpose of this paper is to explore the construction path of relaxation in brand marketing, and to analyse the role of relaxation as a psychological placebo in brand marketing. Finally, this paper extracts the three major parts of the relaxation marketing process, perception shaping, experience deepening and emotional resonance. In addition, this paper also analyses the role of relaxation as a placebo effect in Goyard’s brand marketing, as well as contrasts and distinguishes it from the placebo effect in medicine.

Paper Citation

in Harvard Style

Fan S. (2025). From Psychological Placebo to Consumption Resonance: A Study on the Construction Path and Practical Strategies of ‘Relaxation’ in Brand Marketing. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 163-168. DOI: 10.5220/0013840600004719

in Bibtex Style

@conference{iceml25,
author={Shengshiyan Fan},
title={From Psychological Placebo to Consumption Resonance: A Study on the Construction Path and Practical Strategies of ‘Relaxation’ in Brand Marketing},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={163-168},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013840600004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - From Psychological Placebo to Consumption Resonance: A Study on the Construction Path and Practical Strategies of ‘Relaxation’ in Brand Marketing
SN - 978-989-758-775-7
AU - Fan S.
PY - 2025
SP - 163
EP - 168
DO - 10.5220/0013840600004719
PB - SciTePress