Privacy

But taking the peripheral route of persuasion, this campaign aims to portray emotions as joy, love, hope, togetherness, bringing a sense of beauty, making the viewers feel warm, sympathetic. The audience is more likely to associate these feelings to an affective decision purchase behaviour, being highly motivated about the attractiveness of the source rather the arguments (Solomon, 2020; Sethna and Blythe,

2020)

‘’People with a low need for cognition tend to like products that are advertised in a likeable way’’ (Reinhard and Messer, 2009) Usually, low involvement hierarchy establishes a peripheral route response to the message delivered.

The emotional appeal normally depends on the costumer’s relationship with the product, in this case, the advertising. It makes the costumer’s purchase decision be responded by a stimulus or connection. The trigger of emotion, optimism, reassurance from others to see their cool and unique relationship with the brand and feeling of belonging (Solomon, 2020; Sethna and Blythe, 2020)

Privacy

Nowadays, consumers are more aware of how ethics works inside companies and are committed to examining if everything is done with a more sustainable focus. The ethical values we acquire through life can influence our purchase decisions. So, the amount that consumers are spending on experiences and well-being linked on good consumption is increasing and because of that brands are adopting god practices of sustainability and ethics often (Anthropologie, 2020; (Sethna and Blythe, 2020)

The privacy policy at Anthropologie outlines the way data is collected and how its managed. The data is collected always with the costumer consent. Names; addresses, phone number; email; bank details; purchase history; product and service preferences; personal characteristics; internet activity like comments and reviews, are used on their behalf for marketing purposes, said by the manager interviewed (Interview 1, 2020; Anthropologie, 2020).

The sources can be newsletter and store email subscription; e-receipt; order and delivery confirmation; product browsing; interaction with website, app and media; cookies, chats and tags; and Anthopersks membership card.

The analyse, observation and algorithms are obtained for marketing purpose. To identify the correct target market and potential customers; deliver the right goods; personalize services; measure engagement and understand the loyal customer base. The customers show their preferences through the exploration of trends, the display of products, the acceptance of promotional discounts, contests. They develop a connection feeling with the brand, creative discovery and escape from the