THE EFFECTS OF HUNGER MARKETING ON SPECIAL EVENT DINNER

Jim Shih-Chiao Chin, Lily Shui-Lien Chen, Yung-Hsin Lee and Ling-Yi Chen
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Jim Shih-Chiao Chin: Nanya Institute of Technology, Taiwan
Lily Shui-Lien Chen: Tamkang University, Taiwan
Yung-Hsin Lee: CTBC Business School, Taiwan
Ling-Yi Chen: Tamkang University, Taiwan

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: The application of Hunger Marketing strategy for promoting special event dinner is common in today’s restaurant business. Scarcity accelerates decision makers’ perceived perishability of an offer, limiting their freedom to delay the purchase decision and creating a sense of urgency for an immediate action. Xiaomi and Apple, prosperous enterprises, also believe in this effect and thus achieve a great success. With several scholars’ theoretical studies and applications in the society, the marketing strategy of perceived scarcity is the motivation for this study. The main objective of this study is to identify effective variables of hunger marketing strategy to enhance restaurant business promotions at special events. Although suppliers may have good understanding of the consumers’ psychology, persuasion knowledge and perceived scarcity concerning with consumers’ perceived value, attitude and purchase intention need to be investigated. Specifically, the study investigates how perceived scarcity affects consumers’ perceived value and thus influences attitude and purchase intention in the context of Taiwan.

Keywords: HUNGER; MARKETING; EVENT; DINNER (search for similar items in EconPapers)
Date: 2018
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