필코노믹(Feelconomy) 시대의 소비 패러다임과 마케팅 전략 사례 연구

초록

This study examines the structural transformation of consumption paradigms against the backdrop of 'Feelconomy,' a portmanteau of Feel and Economy that has emerged as a defining keyword in the 2026 consumer market. Feelconomy denotes a phenomenon in which mood and emotional satisfaction―rather than function or price―become the primary criteria for purchase decisions. Drawing on hedonic consumption theory, experiential marketing theory, and emotion regulation consumption theory as its theoretical foundations, the study identifies the psychological and behavioral characteristics of Feelconomy consumption and derives four core marketing strategy types: emotional branding, experience marketing, multi-sensory marketing, and spatial emotion marketing. Real-world cases from domestic and international brands―including Kancho, CU, Hollys, Pringles, and Starbucks―are analyzed to illuminate the practical implications of Feelconomy marketing. The findings confirm that marketing success in the age of Feelconomy depends on designing brand experiences that authentically address consumers' emotional deficits. This research is expected to contribute to both the theoretical integration of emotion-driven consumption paradigms and the articulation of actionable strategic directions for practitioners.

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