Consumption can provide a feeling of groundedness or being emotionally rooted. This can occur when products connect consumers to their physical (place), social (people), and historic (past) environment. We introduce the concept of groundedness to the literature and show that it increases consumer choice, increases happiness, and increases feelings of safety, strength, and stability. Following these consequential outcomes, we demonstrate how marketers can provide consumers with a feeling of groundedness through product designs, distribution channels, and marketing communications. We also show how they might segment the market using observable proxies for consumers’ need for groundedness, such as high computer use, high socio-economic status, or life changes brought on by the COVID-19 pandemic. Taken together, we argue that groundedness is a powerful concept providing a comprehensive explanation for a variety of consumer trends, including the popularity of local, artisanal, and nostalgic products. It seems that in times of digitization, urbanization, and global challenges, the need to feel grounded has become particularly acute.

消费可以提供一种脚踏实地的感觉或情感根深蒂固的感觉。当产品将消费者与其物理（地点）、社会（人）和历史（过去）环境联系起来时，就会发生这种情况。我们在文献中引入了扎根的概念，并表明它增加了消费者的选择，增加了幸福感，并增加了安全感、力量感和稳定性。遵循这些相应的结果，我们展示了营销人员如何通过产品设计、分销渠道和营销传播为消费者提供一种脚踏实地的感觉。我们还展示了他们如何使用可观察的代理来细分市场，以满足消费者对基础的需求，例如计算机使用率高、社会经济地位高或 COVID-19 大流行带来的生活变化。综合起来，我们认为，接地气是一个强有力的概念，它为各种消费趋势提供了全面的解释，包括当地、手工和怀旧产品的流行。似乎在数字化、城市化和全球挑战的时代，脚踏实地的需求变得尤为迫切。