{"id":7335,"date":"2026-03-07T12:18:32","date_gmt":"2026-03-07T11:18:32","guid":{"rendered":"https:\/\/www.htt.it\/?p=7335"},"modified":"2026-03-11T22:27:38","modified_gmt":"2026-03-11T21:27:38","slug":"treatonomics-consumer-behavior-marketing-kpi","status":"publish","type":"post","link":"https:\/\/www.htt.it\/en\/treatonomics-consumer-behavior-marketing-kpi\/","title":{"rendered":"Treatonomics and the new KPI"},"content":{"rendered":"\n\n<!-- SECTION -->\n<section  class=\"   whitesection\" style=\"\">\n    <div class=\"testo-colonna-centrale htt-generic-text\">\n        <div class=\"htt-container\">\n            <article class=\"htt-article htt-article--treatonomics\" aria-labelledby=\"article-title\" role=\"article\">\n<header class=\"htt-article__header\">\n<p class=\"htt-article__eyebrow\">Marketing Trends &#038; Consumer Behavior<\/p>\n<h2 id=\"article-title\">Treatonomics: a world of small rewards and personal indulgences<\/h2>\n<p class=\"htt-article__subtitle\">\nIn an uncertain economic and political environment, consumers do not stop spending \u2014 they change how they spend.<br \/>\nThe phenomenon known as <strong>Treatonomics<\/strong> describes exactly this behavior.<br \/>\nThis means rethinking not only the product offering, but also the KPIs used to measure marketing performance.\n<\/p>\n<\/header>\n<section aria-labelledby=\"treatonomics-h2\">\n<h2 id=\"treatonomics-h2\">What is Treatonomics?<\/h2>\n<p>\nIn recent years economists and market analysts have observed an interesting phenomenon: even during periods of inflation or economic uncertainty, consumers continue to indulge in small pleasures.<br \/>\nThis dynamic has been defined as <strong>Treatonomics<\/strong>, meaning the economy of small personal rewards.\n<\/p>\n<p>\nIn practice, people reduce some major expenses but maintain or even increase spending on products perceived as rewarding: a perfume, a dinner out, a tech gadget, a fashion item or a leisure experience.\n<\/p>\n<p>\nFrom a psychological perspective the mechanism is simple: when the economic or political context generates stress or uncertainty, consumers compensate with small purchases that improve their immediate well-being.\n<\/p>\n<p>\nThis behavior is not entirely new. Similar dynamics were already observed after the 2008 financial crisis (the subprime mortgage crisis) with the so-called <em><strong>lipstick effect<\/strong><\/em>. The difference today is that the phenomenon is amplified by three factors:\n<\/p>\n<ul>\n<li>widespread inflation across Western markets<\/li>\n<li>strong psychological pressure after the pandemic<\/li>\n<li>continuous exposure to digital and social stimuli<\/li>\n<\/ul>\n<p>\nThe consequence is that many product categories considered \u201caccessible small luxuries\u201d continue to grow even when other segments slow down.\n<\/p>\n<\/section>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.htt.it\/wp-content\/uploads\/2026\/03\/effetto_Treatonomics-300x167.jpg\" alt=\"A modern consumer analyzing economic uncertainty on a smartphone while enjoying small personal indulgences such as coffee and pastries in a caf\u00e9\" width=\"300\" height=\"167\" class=\"aligncenter size-medium wp-image-7281\" srcset=\"https:\/\/www.htt.it\/wp-content\/uploads\/2026\/03\/effetto_Treatonomics-300x167.jpg 300w, https:\/\/www.htt.it\/wp-content\/uploads\/2026\/03\/effetto_Treatonomics-1024x571.jpg 1024w, https:\/\/www.htt.it\/wp-content\/uploads\/2026\/03\/effetto_Treatonomics.jpg 1400w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<section aria-labelledby=\"consumer-behaviour-h2\">\n<h2 id=\"consumer-behaviour-h2\">How consumer behavior is changing<\/h2>\n<p>\n<strong>Treatonomics<\/strong> changes the way people make purchasing decisions.<br \/>\nIt is not simply about buying less or buying more, but about redistributing spending across different categories.\n<\/p>\n<p>\nMany consumers adopt a selective approach:\n<\/p>\n<ul>\n<li>cutting high-cost, low-satisfaction expenses<\/li>\n<li>maintaining low-cost purchases with high emotional value<\/li>\n<li>looking for products that offer an immediate sense of gratification<\/li>\n<\/ul>\n<p>\nPerceived value is therefore no longer linked only to price or quality, but to the product\u2019s ability to generate a positive micro-experience.\n<\/p>\n<p>\nA <a href=\"https:\/\/lcicosmetics.com\/\">nail polish<\/a>, a pair of shoes or a bottle of wine can become symbols of personal gratification in times of economic uncertainty or geopolitical instability.\n<\/p>\n<\/section>\n<section aria-labelledby=\"marketing-impact-h2\">\n<h2 id=\"marketing-impact-h2\">Impact on marketing and ecommerce<\/h2>\n<p>\n<strong>Treatonomics<\/strong> introduces an important strategic challenge: measuring performance through traditional sales metrics is no longer enough.\n<\/p>\n<p>\nIf consumers buy small pleasures in a more impulsive or emotional way, it becomes essential to understand the decision-making context and the role of different digital touchpoints.\n<\/p>\n<p>\nIn particular, three key changes emerge:\n<\/p>\n<ul>\n<li>shorter purchase cycles for low-price products<\/li>\n<li>a stronger role of emotion in decision-making<\/li>\n<li>more digital interactions before conversion<\/li>\n<\/ul>\n<p>\nThis scenario also requires an evolution in the way companies measure marketing performance.\n<\/p>\n<\/section>\n<blockquote class=\"htt-quote\">\n<p>\n    &#8220;When economic and political uncertainty grows, consumers start looking for small moments of gratification.&#8221;\n  <\/p>\n<footer>\n    <cite>Massimiliano Baldocchi &#8211; HT&amp;T<\/cite><br \/>\n  <\/footer>\n<\/blockquote>\n<section aria-labelledby=\"new-kpi-h2\">\n<h2 id=\"new-kpi-h2\">New KPIs in the era of Treatonomics<\/h2>\n<p>\nWhen purchasing behavior changes, the <a href=\"https:\/\/www.htt.it\/kpi-e-sigle-per-ogni-ruolo-aziendale\/\">relevant KPIs<\/a> change as well.<br \/>\nMany companies still measure performance with metrics such as CPA, <a href=\"https:\/\/www.htt.it\/il-grande-inganno-delle-metriche-roas-ai-e-profitto-reale\/\">ROAS<\/a> or conversion rate, but these alone are no longer sufficient.\n<\/p>\n<p>\nTo truly understand the impact of Treatonomics, new indicators are needed that measure relationship, value and frequency.\n<\/p>\n<h3>1. Customer Lifetime Value (CLV)<\/h3>\n<p>\nIf consumers purchase lower-priced products more frequently but with high emotional value, it becomes essential to measure the overall value a customer generates over time.\n<\/p>\n<p>\n<strong>Customer Lifetime Value<\/strong> allows companies to move beyond the logic of a single transaction and evaluate the long-term relationship. In a scenario dominated by Treatonomics, the real value lies not in the individual purchase but in how often the customer returns to enjoy small moments of gratification connected to the brand.\n<\/p>\n<p>\nMonitoring CLV helps understand how much a customer contributes to company growth throughout the relationship lifecycle, allowing companies to optimize investments in marketing, retention and customer experience.\n<\/p>\n<h3>2. Frequency of Purchase<\/h3>\n<p>\nOne of the most visible signals of Treatonomics is the increase in purchase frequency of low-cost but emotionally valuable products.\n<\/p>\n<p>\nWhen consumers seek small moments of gratification, they tend to buy more frequently items such as cosmetics, premium food, accessories or lifestyle products. In this scenario, <strong>Frequency of Purchase<\/strong> becomes a key indicator for understanding how effectively a brand becomes part of customers\u2019 daily habits.\n<\/p>\n<p>\nMonitoring this KPI makes it possible to understand whether the brand is becoming a recurring choice rather than an occasional one, turning the product into a small consumption ritual.\n<\/p>\n<h3>3. Engagement Rate<\/h3>\n<p>\nIn the digital context, <strong>Engagement Rate<\/strong> is one of the most useful indicators for understanding the level of emotional involvement between audiences and a brand.\n<\/p>\n<p>\nLikes, comments, shares, views and time spent on content are signals that often precede the purchase decision. In a Treatonomics-driven context, the emotional relationship with a brand becomes a decisive factor in the choice to indulge in a small rewarding purchase.\n<\/p>\n<p>\n<a href=\"https:\/\/www.htt.it\/migliorare-il-social-engagement-top-10-kpi-da-monitorare\/\">Monitoring engagement<\/a> helps determine whether content can stimulate interest, desire and identification with the brand.\n<\/p>\n<h3>4. Assisted Conversions<\/h3>\n<p>\nMany purchases linked to Treatonomics do not happen immediately. Before indulging in a small rewarding purchase, consumers often interact with several digital contents: they see a social post, read a review, visit the website or save a product for later.\n<\/p>\n<p>\n<strong>Assisted Conversions<\/strong> make it possible to measure this journey. By analyzing the touchpoints that contribute to the final conversion, companies can understand which channels actually influence purchasing decisions.\n<\/p>\n<h3>5. Emotional Value Score<\/h3>\n<p>\nMore and more brands are trying to measure not only the economic value of a customer but also the emotional value of the relationship with the brand.\n<\/p>\n<p>\nThe <strong>Emotional Value Score<\/strong> can be built by combining qualitative and quantitative indicators such as engagement levels, review sentiment, Net Promoter Score and other customer satisfaction signals.\n<\/p>\n<\/section>\n<section aria-labelledby=\"strategy-h2\">\n<h2 id=\"strategy-h2\">Marketing strategies for Treatonomics<\/h2>\n<p>\nUnderstanding <strong>Treatonomics<\/strong> does not simply mean adjusting price points but rethinking brand positioning.\n<\/p>\n<p>\nTo make products perform better in this context, companies can adopt several strategies:\n<\/p>\n<ul>\n<li>create accessible yet aspirational products<\/li>\n<li>build emotional storytelling<\/li>\n<li>enhance the purchasing experience<\/li>\n<li>use social content to strengthen desire<\/li>\n<\/ul>\n<p>\nThe key point is to transform the purchase into a <strong>moment of personal gratification<\/strong>.\n<\/p>\n<\/section>\n<section aria-labelledby=\"future-h2\">\n<h2 id=\"future-h2\">From performance to relationship<\/h2>\n<p>\n<strong>Treatonomics<\/strong> represents one of the most interesting shifts in consumer behavior in recent years. It is not simply a temporary trend but a deeper transformation in the way people relate to consumption.\n<\/p>\n<p>\nFor brands this means shifting attention from a purely transactional logic to a relational one.\n<\/p>\n<p>\nNew KPIs should not only measure immediate sales but also the value of the relationship over time.\n<\/p>\n<p>\nIn an increasingly competitive market, understanding what truly motivates consumer choices becomes the real competitive advantage.\n<\/p>\n<\/section>\n<section class=\"htt-faq\" aria-labelledby=\"faq-treatonomics\">\n<h2 id=\"faq-treatonomics\">Frequently asked questions about Treatonomics and new KPIs<\/h2>\n<details>\n<summary>What is Treatonomics?<\/summary>\n<p>\nTreatonomics is an economic phenomenon describing the tendency of consumers to indulge in small pleasures even during periods of economic uncertainty. Instead of eliminating discretionary spending completely, people tend to reduce larger purchases while maintaining products or experiences that provide immediate gratification.\n<\/p>\n<\/details>\n<details>\n<summary>Why is Treatonomics important for marketing?<\/summary>\n<p>\nTreatonomics changes consumer purchasing behavior. Brands must therefore adapt their positioning and marketing strategies to highlight products that are accessible yet desirable and capable of offering a small moment of gratification.\n<\/p>\n<\/details>\n<details>\n<summary>In which industries is Treatonomics most visible?<\/summary>\n<p>\nThe phenomenon is particularly visible in fashion, beauty, premium food, accessible technology and entertainment. In these categories, products represent small affordable luxuries that consumers continue to buy even during periods of economic caution.\n<\/p>\n<\/details>\n<details>\n<summary>How does consumer behavior change with Treatonomics?<\/summary>\n<p>\nConsumers tend to reduce more demanding expenses and prioritize smaller but rewarding purchases. This often leads to a higher purchase frequency and decisions driven more by emotion than by price alone.\n<\/p>\n<\/details>\n<details>\n<summary>Which KPIs become more important in Treatonomics?<\/summary>\n<p>\nBeyond traditional KPIs such as CPA or ROAS, metrics like Customer Lifetime Value, Frequency of Purchase, Engagement Rate and Assisted Conversions become increasingly important to better understand customer behavior and relationships.\n<\/p>\n<\/details>\n<details>\n<summary>What is Customer Lifetime Value (CLV)?<\/summary>\n<p>\nCustomer Lifetime Value is a metric that measures the total economic value a customer generates throughout the entire relationship with a brand. It helps companies understand the real long-term value of a customer and optimize acquisition and retention strategies.\n<\/p>\n<\/details>\n<details>\n<summary>What does Frequency of Purchase measure?<\/summary>\n<p>\nFrequency of Purchase measures how often a customer buys within a given time period. It helps companies understand whether a brand is becoming part of customers\u2019 everyday consumption habits.\n<\/p>\n<\/details>\n<details>\n<summary>What are Assisted Conversions?<\/summary>\n<p>\nAssisted Conversions represent the touchpoints that contribute to a purchase decision before the final conversion. This KPI helps companies understand the role of different digital channels within the customer journey.\n<\/p>\n<\/details>\n<details>\n<summary>What is the Lipstick Effect and how is it related to Treatonomics?<\/summary>\n<p>\nThe <strong>Lipstick Effect<\/strong> is an economic phenomenon according to which, during periods of crisis or uncertainty, consumers reduce major expenses but continue buying small accessible luxury items such as cosmetics or accessories. <strong>Treatonomics<\/strong> follows a similar logic: even when the economic environment is uncertain, people still seek products or experiences that offer immediate gratification.\n<\/p>\n<\/details>\n<details>\n<summary>What is Net Promoter Score (NPS)?<\/summary>\n<p>\nNet Promoter Score is a metric that measures how likely a customer is to recommend a product or brand to others. It is based on a simple question using a scale from 0 to 10 and categorizes customers as promoters, passives or detractors.\n<\/p>\n<\/details>\n<details>\n<summary>Why is emotional value important in marketing?<\/summary>\n<p>\nIn a Treatonomics context, many purchases are driven by emotional factors. Understanding and measuring the emotional value of the relationship with customers helps brands build loyalty, desirability and long-term relationships.\n<\/p>\n<\/details>\n<\/section>\n<section class=\"htt-bibliography\" aria-labelledby=\"bibliography-title\">\n<h2 id=\"bibliography-title\">Bibliography and sources<\/h2>\n<div class=\"htt-bibliography-grid\">\n<article class=\"htt-bibliography-card\">\n<p class=\"htt-bibliography-source\">Harvard Business Review<\/p>\n<h3>Understanding the \u201cLipstick Effect\u201d in Consumer Behavior<\/h3>\n<p>\nAnalysis of consumer behavior during economic crises and the phenomenon of small rewarding purchases that anticipates the Treatonomics concept.\n<\/p>\n<p><a href=\"https:\/\/hbr.org\" target=\"_blank\" rel=\"noopener\">View source<\/a><br \/>\n<\/article>\n<article class=\"htt-bibliography-card\">\n<p class=\"htt-bibliography-source\">McKinsey &#038; Company<\/p>\n<h3>The New Consumer Behavior in Uncertain Times<\/h3>\n<p>\nResearch on changes in consumer purchasing behavior in unstable economic contexts and on new spending dynamics.\n<\/p>\n<p><a href=\"https:\/\/www.mckinsey.com\" target=\"_blank\" rel=\"noopener\">View source<\/a><br \/>\n<\/article>\n<article class=\"htt-bibliography-card\">\n<p class=\"htt-bibliography-source\">Deloitte Insights<\/p>\n<h3>Global Consumer Trends<\/h3>\n<p>\nAnnual report analyzing the main consumer trends and the transformation of purchasing decisions worldwide.\n<\/p>\n<p><a href=\"https:\/\/www2.deloitte.com\/insights\" target=\"_blank\" rel=\"noopener\">View source<\/a><br \/>\n<\/article>\n<article class=\"htt-bibliography-card\">\n<p class=\"htt-bibliography-source\">Bain &#038; Company<\/p>\n<h3>The Value of Customer Loyalty<\/h3>\n<p>\nResearch on the importance of customer loyalty and the impact of Customer Lifetime Value on marketing strategies.\n<\/p>\n<p><a href=\"https:\/\/www.bain.com\" target=\"_blank\" rel=\"noopener\">View source<\/a><br \/>\n<\/article>\n<article class=\"htt-bibliography-card\">\n<p class=\"htt-bibliography-source\">HubSpot Research<\/p>\n<h3>Customer Engagement and Digital Marketing Metrics<\/h3>\n<p>\nInsights into the main digital marketing KPIs and the role of engagement in the relationship between brand and consumer.\n<\/p>\n<p><a href=\"https:\/\/research.hubspot.com\" target=\"_blank\" rel=\"noopener\">View source<\/a><br \/>\n<\/article>\n<article class=\"htt-bibliography-card\">\n<p class=\"htt-bibliography-source\">Forrester<\/p>\n<h3>Measuring Customer Experience and Loyalty<\/h3>\n<p>\nAnalysis of the metrics used to measure customer experience, including Net Promoter Score and brand relationship indicators.\n<\/p>\n<p><a href=\"https:\/\/www.forrester.com\" target=\"_blank\" rel=\"noopener\">View source<\/a><br \/>\n<\/article>\n<\/div>\n<\/section>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<style>\n\n.htt-bibliography-grid{\ndisplay:grid;\ngrid-template-columns:repeat(2,1fr);\ngap:1.5rem;\nmargin-top:1.5rem;\n}\n\n.htt-bibliography-card{\npadding:1.4rem;\nborder:1px solid #e5e7eb;\nborder-radius:12px;\nbackground:#fff;\nbox-shadow:0 4px 14px rgba(0,0,0,0.04);\n}\n\n.htt-bibliography-source{\nfont-size:0.8rem;\nfont-weight:600;\ntext-transform:uppercase;\nletter-spacing:.04em;\ncolor:#2563eb;\nmargin-bottom:.5rem;\n}\n\n.htt-bibliography-card h3{\nfont-size:1.05rem;\nmargin-bottom:.6rem;\n}\n\n.htt-bibliography-card p{\nfont-size:.95rem;\nline-height:1.6;\nmargin-bottom:.9rem;\n}\n\n.htt-bibliography-card a{\nfont-weight:600;\ntext-decoration:none;\n}\n\n@media (max-width:768px){\n.htt-bibliography-grid{\ngrid-template-columns:1fr;\n}\n}\n.htt-quote {\n  border-left: 4px solid #0a58ca;\n  padding: 1rem 1.2rem;\n  margin: 2rem 0;\n  background: #f7f9fc;\n  border-radius: 6px;\n}\n\n.htt-quote p {\n  font-size: 1.1rem;\n  line-height: 1.6;\n  margin: 0 0 .5rem 0;\n  font-style: italic;\n}\n\n.htt-quote cite {\n  font-style: normal;\n  font-size: .9rem;\n  color: #555;\n}\n<\/style>\n\n<script type=\"application\/ld+json\">\n{\n\"@context\": \"https:\/\/schema.org\",\n\"@type\": \"FAQPage\",\n\"@id\": \"https:\/\/www.htt.it\/treatonomics-consumer-behavior-marketing-kpi\/#faq\",\n\"mainEntity\":[\n\n{\n\"@type\":\"Question\",\n\"name\":\"What is Treatonomics?\",\n\"acceptedAnswer\":{\n\"@type\":\"Answer\",\n\"text\":\"Treatonomics is an economic phenomenon describing the tendency of consumers to indulge in small pleasures even during periods of economic uncertainty. 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