Tworzenie „przestrzeni dyskomfortu” jako narzędzie zarządzania afektywnego: przypadek marki Pokémon

Daniel Zdrodowski; Renata Włoch

doi:10.18778/2391-8551.13.02

Authors

Daniel Zdrodowski University of Warsaw https://orcid.org/0009-0003-3008-4305
Renata Włoch University of Warsaw https://orcid.org/0000-0003-4502-4738

DOI:

https://doi.org/10.18778/2391-8551.13.02

Keywords:

Pokémon, thematic analysis, emotion management, space of discomfort, brand, marketing

Abstract

In this article, we argue that the Pokémon brand manages consumer emotions by creating a specific “space of discomfort” in which market and social mechanisms intersect. By manipulating feelings of comfort and discomfort—through the introduction of mystery, the control of expectations, and the use of strategic criticism—the brand enhances consumers’ emotional engagement, reinforces their loyalty, and fosters a long-term relationship with the brand. These conclusions are drawn from a reflexive thematic analysis of 6,473 comments posted under five videos on the YouTube platform.

Author Biographies

Daniel Zdrodowski, University of Warsaw

Daniel Zdrodowski, PhD student at the Doctoral School of Social Sciences, University of Warsaw. Graduate of Digital Sociology at the Faculty of Sociology, University of Warsaw. His research interests include the sociology of education, digital transformation, and urban sociology. He specializes in qualitative methods, particularly discourse analysis and thematic analysis. Actively involved in university teaching and student governance.
Renata Włoch, University of Warsaw

Renata Włoch, Professor (Associate/University) at University of Warsaw Head of the Department of Digital Sociology at the Faculty of Sociology and Scientific Director of DELab UW. Author and co-author of numerous academic publications, including The Economics of Digital Transformation (2021) and Gospodarka cyfrowa. Jak nowe technologie zmieniają świat [The Digital Economy. How New Technologies Are Changing the World] (2020), as well as expert analyses and reports on the digitalization of the economy and society, prepared for businesses and public institutions. She leads the Polish component of two international research projects.

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