教師資料查詢 | 類別: 研究報告 | 教師: 吳雅鈴WU, YA-LING (瀏覽個人網頁)

標題: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
學年109
學期1
出版(發表)日期2020/11/08
作品名稱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
作品名稱(其他語言)Exploring the Effect of Hunger Marketing Strategy on Consumer Buying Decision Process: a Neuropsychological Investigation
著者吳雅鈴
單位
描述
委託單位
摘要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.
關鍵字Hunger Marketing;EEG;ERP;Positive and Negative Emotions;Risk;Frontal Asymmetry;Impulse buying
語言英文(美國)
相關連結
SDGs
  • 尊嚴就業與經濟發展,產業創新與基礎設施
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