A Case Study of the Consumer Psychology of Hunger Marketing

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Hunger marketing is a very unique marketing means, that cleverly uses the consumer's psychology and effectively promotes the sale of goods. This kind of marketing method in the blind box industry has a remarkable effect. In the Go-Stop framework theory, buying decisions are driven by two types of brain signals - the GO signal and the STOP signal. A GO signal is a thought, feeling, or unconscious response that energizes the consumer to approach and buy the product. While the STOP signal will stop customers to buy. The purpose of this study is to analyze the specific impact of POPMART's hunger marketing strategy on consumer psychology, and to provide solutions for the STOP signals generated by consumers in their purchase decisions. By means of a literature review, case analysis and go-stop framework, this paper analyzes the GO and STOP signals of consumers in the process of purchasing POPMART to explore the effectiveness of their marketing strategies. Through the analysis and research, we can find that the hunger marketing implemented by POPMART has both positive and negative effects on consumer decision-making. Hunger marketing strategy uses consumers' "gambling", "comparison", "conformity" and the pursuit of well-known IP psychology to stimulate consumers to buy blind boxes and enhance consumers' GO signal in the purchase process. But hunger marketing strategy is also accompanied by some negative effects, excessive shortage of inventory will lead to customer loss. Competition for similar products, high second-hand prices, and consumer dissatisfaction with hunger marketing will curb consumers' desire to buy. This strengthens their stop signal during the purchase process.