Effect of Emotional Marketing on Tribal Consumerism

Abstract

This study examines how emotional marketing influences tribal consumer behavior in Maharashtra's Khandesh region. The research finds that general advertisements using emotional appeals like nostalgia (32% effectiveness) and belongingness (41% impact) significantly change tribal buying patterns, even when not specifically designed for them. There is a clear shift from traditional to modern products, with 28% more smartphone users and 19% growth in branded goods purchases. Over 72% of tribal consumers now prefer packaged products, showing changing consumption habits. Social influence plays a big role—68% follow village leaders' recommendations, and products linked to festivals sell 3.2 times more. Younger tribal members (96.3%) respond more to emotional advertisements than elders (78.2%), though 36.4% feel uneasy about cultural changes. Celebrity endorsements (r=0.626) and aspirational advertisements (r=0.492) have the strongest effect on purchases. While modernization brings economic benefits, it also risks cultural erosion, especially when advertisements misuse sacred symbols (41% trust loss). The study confirms that emotional marketing drives tribal consumerism but calls for culturally sensitive approaches to balance progress and tradition.