The Value-added Strategy of Emotional Narrative in the Marketing of Second-Hand Products

DOI: https://doi.org/10.62517/jbm.202509525

Author(s)

Zixuan Zhu

Affiliation(s)

Taian No.2 High School of Shandong Province, Taian, China

Abstract

Emotional narrative, as a core tool connecting consumers' emotional needs with the value of goods, is reshaping the competitive logic of the second-hand product market. This article, from the perspectives of cognitive psychology and consumer behavior, systematically explores the value generation mechanism of emotional narrative in the marketing of second-hand products. Research indicates that emotional narrative effectively breaks through the cognitive barrier of the "defective feeling" of second-hand products by reconstructing the perception of product value, establishing emotional identification bonds, and activating social identification drivers, achieving a leap from functional value to emotional value. Under the dual trends of digitalization and sustainable development, emotional narrative has become a key strategy for increasing the value of the second-hand product market. Its potential for value creation is reflected in enhancing premium pricing power, strengthening user stickiness, and building a sustainable consumption ecosystem. The value-added strategy framework proposed in this article provides theoretical guidance and practical paths for second-hand product operators.

Keywords

Emotional Narrative; Second-Hand Product Marketing; Value-added; Emotional Identification; Social Identity

References

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