The Effects of Hunger Marketing Strategy and Customer Emotion on Purchase Behavior
學年 108
學期 1
發表日期 2019-08-15
作品名稱 The Effects of Hunger Marketing Strategy and Customer Emotion on Purchase Behavior
作品名稱（其他語言）
著者 Wu, Ya-Ling; Lai, S.-T.
作品所屬單位
出版者
會議名稱 25th Americas Conference on Information Systems 2019 (AMCIS 2019)
會議地點 Cancún, México
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.
關鍵字 Hunger Marketing;Positive and Negative Emotions;Frontal Asymmetry;Impulse buying
語言 en_US
收錄於
會議性質 國際
校內研討會地點 無
研討會時間 20190815~20190817
通訊作者
國別 MEX
公開徵稿
出版型式
出處
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/120651 )

SDGS 尊嚴就業與經濟發展,產業創新與基礎設施