The Effects of Hunger Marketing Strategy and Customer Emotion on Purchase Behavior

淡江大學機構典藏 > 商管學院 > 資訊管理學系暨研究所 > 會議論文 > Item 987654321/120651

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题名:	The Effects of Hunger Marketing Strategy and Customer Emotion on Purchase Behavior
作者:	Wu, Ya-Ling;Lai, S.-T.
关键词:	Hunger Marketing;Positive and Negative Emotions;Frontal Asymmetry;Impulse buying
日期:	2019-08-17
上传时间:	2021-04-24 12:11:10 (UTC+8)
摘要:	Hunger marketing is one of marketing techniques i.e. commodity suppliers intentionally lower yield to control supply-demand relation, create a false front of short supply, and reach the purpose to arouse consumers’ internal desire. The purpose of this study is to explore what kind of the different effects onto consumers’ emotions is likely triggered by diverse presentations of the hunger-marketing product information, then, further to know whether cognitive and affective fits of the mental processes (i.e. cognitive fit theory) can affect consumers’ impulsive buying behaviors. We further investigate, the impact of the product scarcity information clue (including long/short time limit, high/low limited stock, and high-priced/low-priced products) onto consumers’ impulsive buying intention, as well as mental processing of customers’ cognitive and emotional adaption. The author expects, these research findings could provide a perfect marketing strategy for marketing personnel and ad designers to increase sales profit.
關聯:	25th Americas Conference on Information Systems 2019 (AMCIS 2019)
显示于类别:	[資訊管理學系暨研究所] 會議論文

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