KAIROS MARKETING: THEORETICAL SUBSTANTIATION OF THE CONCEPTUAL MODEL OF TEMPORALLY ORIENTED COMMUNICATIVE INFLUENCE

Abstract

STATEMENT OF THE PROBLEM. The modern consumer operates under conditions of critical information overload. This leads to a progressive decline in the effectiveness of traditional communication models. There is an urgent need to move from quantitative reach strategies, based on the logic of Chronos, to strategies of qualitative identification of a favorable moment for establishing contact, based on the logic of Kairos. The theoretical and methodological basis of the work is an interdisciplinary synthesis of ancient Greek philosophy of time, neurocognitive research on the limited resources of conscious information processing by humans, the theory of emotional filters of perception, and the modern management methodology of Kairos management.

PURPOSE OF THE STUDY. The purpose of the work is to theoretically substantiate and develop in detail the authors’ conceptual model of Kairos marketing as temporally oriented communicative influence under conditions of a turbulent environment.

MAIN HYPOTHESIS. The effectiveness of marketing communications increases significantly if, instead of traditionally responding to external user actions, priority is given to the user’s internal psycho-temporal state and individual short-term windows of information perception are identified.

METHODS USED. The methodological basis of the study is an interdisciplinary synthesis of ancient Greek philosophy of time, neurocognitive research on the limited resources of conscious information processing by humans, the theory of emotional filters of perception, and the modern management methodology of Kairos management.

RESULTS. Within the study, four interrelated structural blocks of the model were scientifically substantiated and detailed. The first block – the "consumer temporal map" – makes it possible to reconstruct the temporal rhythms, life cycles, and typical activity patterns of the target audience. The second block – the "perception window" – identifies specific, often short-term intervals when the consumer’s cognitive and emotional barriers are minimal, making the consumer open to external influence. The third block – the "Kairos message" – focuses on creating content whose structure and tone are adapted to the specific state of the subject at the moment of contact. The fourth block – the "temporal feedback loop" – provides a mechanism for the continuous adjustment of communication parameters based on analysis of the success of previous interactions.

SCIENTIFIC NOVELTY. The scientific novelty of the article consists in a clear categorical distinction between Kairos marketing and related approaches such as trigger marketing and contextual targeting. It is proven that, unlike traditional systems that respond to external user actions, Kairos marketing prioritizes the user’s internal psycho-temporal state. The theoretical substantiation of the model expands the understanding of the adaptability of marketing systems and proposes a new analytical framework for studying communicative effectiveness in conditions of high environmental turbulence.

CONCLUSIONS. The proposed concept creates a new analytical framework for studying communicative effectiveness during high market turbulence. It has been established that the key directions for further research are the operationalization of the model through machine learning algorithms, as well as the study of the possibilities for its practical scaling in various sectors of modern business.

KEYWORDS: Kairos marketing; Kairos management; temporal marketing; perception window; emotional filter; marketing communications; communicative influence; bifurcation point; neurocognitive approach; neuromarketing; new marketing technologies.