饥饿营销情境下产品虚位的积极稀缺效应

Positive Scarcity Effect of Product Phantom under Hunger Marketing

现代社会中，企业常常利用人们物以稀为贵的消费心理来推广新产品和高端产品，饥饿营销策略应运而生。饥饿营销的一个重要效果是很多消费者无法立刻购买到产品却又得到了产品信息，即消费者需要面对产品虚位现象，他们不得不选择等待或者选择放弃。有效的饥饿营销策略在于引发了消费者对产品虚位的积极稀缺效应。本文通过两个实验证实了，启动消费者的竞争性思维模式可以显著提高消费者对暂时不可得的虚位产品评价。在启动竞争性思维模式影响消费者虚位产品评价的过程中，虚位竞争意愿起到了中介作用。此外，消费者决策环境中不存在企业故意制造虚位的消极信息是上述过程的边界条件，当消费者获得有关企业故意制造虚位的消极信息后，启动竞争性思维模式将无法显著提高消费者对虚位产品的评价。

Nowadays enterprises always promote new products and luxuries by making use of consumers＇ idea that ＂it＇s dear if it＇s rare＂, which bring out hunger marketing. The key to efficient hunger marketing is to motivate positive scarcity effect of product phantom. Based on two experiments, this study verifies that priming competitive mindset can increase consumers＇ evaluation of temporarily unavailable product phantom significantly. The competition willingness of phantom serves as intermediary in the process of priming competitive mindset to affect phantom product evaluation. Besides, no negative message about companies＇ making phantoms deliberately is the boundary condition to such process. Once consumers learn that companies made phantoms deliberately, priming competitive mindset will no longer improve phantom product＇s evaluation significantly