Marketing del hambre

La toma de decisiones racional se refiere a las personas que poseen toda la información necesaria para tomar decisiones informadas y no se ven privadas de ella. Generalmente, los consumidores buscan adquirir los artículos más valiosos a precios razonables. Para ello, evalúan y calculan factores como los beneficios y el costo. Si los consumidores abordan este proceso mediante la toma de decisiones racional, pueden conseguir las mejores ofertas a precios asequibles.

La toma de decisiones emocional, en cambio, se produce cuando las personas toman decisiones basadas en la intuición o los sentimientos, a menudo sin una reflexión cuidadosa. ^{[ 4 ]} Debido a la influencia de numerosos estímulos, las personas pueden tomar decisiones impulsivas. Esto puede derivar en desconocimiento de las alternativas, falta de tiempo para investigar o calcular, y un razonamiento irracional. Por consiguiente, muchas empresas buscan fomentar el gasto irracional.

La escasez de existencias representa un ejemplo destacado de "marketing de hambre" y tiene un impacto directo y profundo en los consumidores, siendo uno de los factores causales más importantes. Muchas empresas no han abastecido adecuadamente sus productos, lo que lleva a los consumidores a percibirlos como de alta calidad y populares debido a su escasez. Esta estrategia suele resultar en una mayor reputación. Xiaomi emplea una sólida estrategia de suministro insuficiente para facilitar una gestión eficiente del inventario, controlar los costos de envío y estimular la demanda. ^{[ 5 ]} Al limitar su suministro, las empresas pueden crear rumores de que el artículo que venden es excepcional y aumentar su valor y precio. Las largas filas de espera o el agotamiento rápido de un producto dan la ilusión de que el artículo es extraordinario. Es importante señalar que esta afirmación es subjetiva y carece de evidencia objetiva que la respalde. ^{[ 6 ]}

Time limits are a prevalent technique in hunger marketing, with a significant impact on consumption. It serves as one of the direct stimuli to consumers and is implemented on various home shopping and internet shopping sites. QVC, one of the leading home shopping websites, employs a banner on their first page that reads "Ends in time", which is time-limited with a comment, and 'Today's special value' to attract consumer attention. Additionally, phrases like "Almost sold out!" or "We are about to terminate selling!" are used. "In a minute!" is a common phrase seen on home shopping, flight, and hotel websites, used to pique the interest of customers. Companies also utilize time limitation strategies, such as "Only 10 items left" or "Time limit for this product," in order to attract attention. These strategies are frequently combined with special discount offers, such as "Up to 50% off, today only." In fact, by limiting the availability of their products, they create the impression in consumers that this is a unique purchasing opportunity.

Special discounts are a powerful tool for hunger marketing, and they can significantly influence a person's consumption behavior. Often, people will feel compelled to purchase a product simply because it is being offered at a discount, even if they had not previously planned to do so. This phenomenon is commonly observed in outlet stores or at establishments such as TK Maxx. Special discounts are a powerful tool for hunger marketing, and they can significantly influence a person's consumption behavior. Additionally, individuals may unexpectedly purchase flight and hotel tickets while browsing the web due to the appeal of a special discount. It is well-known that consumers are price-sensitive, and many marketing strategies take advantage of this fact. Various studies have explored how people react to special discounts and to influence consumers' emotions, many companies emphasize their discounted prices. Customers tend to have a strong emotional response to these types of price reductions and are highly influenced by them. An experiment revealed that individuals who received a significant discount reported higher levels of happiness compared to those who only received change during the experiment. Exclude subjective evaluations unless marked as such, avoid biased or ornamental language, and ensure precision in word choice. Ensure a clear and logical flow of information with appropriate causal connections between statements.^[7]

Xiaomi, the third largest smartphone company globally, is known for its hunger marketing approach, which Apple also employs.^[8][9]

An article touted Xiaomi's latest smartphone, the Mi Note 2, as "Sold out in just 50 seconds!" generating more interest in the product.^[10][11] With each new release, Xiaomi consistently sets new sales time records. Their new product is exclusively available for purchase on their official website. By controlling their supply in this way, Xiaomi can regulate product availability. Pre-registered individuals have the opportunity to purchase the product before it is released in any given country. This allows for global reactions to the product's unveiling. Those who purchase the product are encouraged to leave comments online, which are accessible to individuals worldwide. This creates a sense of curiosity surrounding the new item.

Black Friday is a time when consumers feel compelled to purchase items due to the large discounts offered by many stores. This shopping frenzy is often created by businesses instilling a sense of urgency in customers. As Thanksgiving approaches, companies accentuate the occasion with significant discounts and encourage consumption. Moreover, during this time, stores offer additional benefits such as giveaways, free gift-wrapping, and even complimentary shipping services. Due to this evidence, individuals react to stimuli and accumulate wealth by spending their money unexpectedly.