Zhu, Tianyu/T
(2014)
The Working Principles of Hunger Marketing in Motivating Consumers.
[Dissertation (University of Nottingham only)]
(Unpublished)
Abstract
Abstract
Purpose
With the development of different marketing skills, hunger marketing as a new-born approach has come into the spotlight. This paper is going to dig out the principles behind hunger marketing.
Design/Methodology/Approach
A model relating dependent variables like restricted supply, envy, unfairness feelings and independent variables like the effectiveness of hunger marketing are created through studying others’ theories and frameworks. In order to test this model and collect numerical data, a questionnaire is designed to quantify the value of each element and verify the hypothesis in literature review.
Findings
It is proposed that restricted supply, degree of envy and unfairness, the performance of hunger marketing are positively influenced to customer behaviour. However, from results of questionnaire, it seems that negative feelings of customer are not as strong as it supposed to be.
Limitation of Research
The model built in this paper could be further explored through real case studies in different industries.
Value of the Paper
This paper draws on theories and existing motivation and expectancy theory in consumer behaviour to develop methods, and a framework to evaluate the principles and prerequisites of hunger marketing. We think this paper is meaningful for the use of management teams of enterprise, marketers, and academic researchers when studying hunger marketing approach theoretically and practically.
Keywords
Motivation, envy, unfairness, restricted supply, hunger marketing, delayed gratification, individual needs, social motives, reference group, social pressures, differentiation, marketing strategy, XIAOMI, APPLE.
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