探討飢餓行銷策略對顧客購買決策之影響：從神經心理學分析

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Title:	探討飢餓行銷策略對顧客購買決策之影響：從神經心理學分析
Other Titles:	Exploring the Effect of Hunger Marketing Strategy on Consumer Buying Decision Process: a Neuropsychological Investigation
Authors:	吳雅鈴
Keywords:	Hunger Marketing;EEG;ERP;Positive and Negative Emotions;Risk;Frontal Asymmetry;Impulse buying
Date:	2020-11-08
Issue Date:	2022-01-21 12:15:49 (UTC+8)
Abstract:	Hunger marketing is a kind of marketing strategy that commodity suppliers intentionally reduce production in order to create demand. 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. Moreover, we further examine 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 and high/low limited stock) onto consumers’ impulsive buying intention, as well as mental processing of customers’ cognitive and emotional adaption. The research findings could provide a perfect marketing strategy for marketing personnel and ad designers to increase sales profit.
Relation:	科技部計畫
Appears in Collections:	[Graduate Institute & Department of Information Management] Research Paper

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