Hunger marketing

Hunger marketing is type of marketing strategy which uses deep and strong emotions of human beings, desires resulting from lack of something (i.e. food, water), which causes them to act in particular way to satisfy their needs (and to buy products which are offered using this psychological strategy). Hunger marketing disables rational decision making processes which control human behaviour and enables instincts and irrational actions. Some particular techniques used in hunger marketing is limiting available stock of product, limiting time to buy particular product, etc.

Related concepts

Rational decision making

As we know, information is the most important thing in decision making process. When we have whole collection of information, we can make rational decision. At first, we have to do the research, and later judge and calculate the bemefits. Without a bunch of the most important information, we are unable to make rational and good decision.

Emotional decision making

When we don't have enough information, we are trying to make decision based on our first impression. At first is looks like cheaper and faster option, but this decision is not knowledge-based, only emotional.

Techniques

Limited stock

It is one of the most representative and successful method of hunger marketing. Very big amount of companies unsatisfactorily supply shops in their products. Customers think, that the product is really popular and good, because of difficulty of getting it. Company could get higher reputation and artificially stimulates demand.

Time limit

Time limit is one of the most common technique, because of the direct stimuli to consumer. It can manipulate consumer through informations about length of sale, or amount of products. Sometimes companies try to attract people's attention by using special prices or discounts of the day. Because of limiting the time, people feel like there is good time to buy something, they feel like they are catching good offer and they are afraid, that they will not have time to make the purchase so they prefer to do it at once.

Special discounts

Price is one of the most convincing factors to buy an item. When we see sale, even if we don't really need the thing, we are ready to buy it, only because of the price. Influence of discounts on our counsumer behavior is very strong. We can be easily impressed and, what was proved by experience, people, who buy something with a big discount are happier than people buy something in a normal price

Analysis

• A psychological resonance

To be acceptable product need good recognition and reputation. Psychological picture in the eyes of clients is very important. Hunger marketing is fully based on artificially created need, so it is strongly connected to psychology. The most important are product's functionsl benefits, brand personality and image, emotional relationships to meet the regional market psychology.

• Operate according to your capability

Every expansion has to be based on product characteristics, human resources, marketing and channels channels. Companies have to be aware of the "uncertainty" factor. It is important to take this as a top priority.

• Promotion campaign

Motivating customers' is a really important part of ideaof hunger marketing. New listings, hard and soft ads, television advertising, radio, newspapers, magazines, and other media ads, celebrity endorsements, auto shows, authoritative guidance of professional evaluations, unified sales channels and others all have their own advantages. Companies have to choose the pest channel of reaching the market.

• Consider the situation

It's important to chase the market all the time and be aware of every change on the market. We have to remember, that informations are the most important thing, and without it we are unable to using hunger marketing

Examples of Hunger marketing

• Limited-Time Offers: Limited-time offers are a common hunger marketing technique used by companies to create a sense of urgency. Companies will offer a discount or special promotion for a specific period of time, encouraging customers to make a purchase before the offer expires. For example, Amazon frequently offers limited-time deals on popular products, such as $10 off a purchase of $50 or more.
• Flash Sales: Flash sales are similar to limited-time offers, but they typically feature more aggressive discounts and last a shorter amount of time. Companies will often announce a flash sale at the last minute, creating a sense of urgency and excitement among customers. For example, clothing retailer Forever 21 often hosts 24-hour flash sales with discounts of up to 75%.
• Scarcity Tactics: Scarcity tactics are used to create a sense of urgency and increase demand for a product. Companies will limit the quantity of a product or the time during which it is available, creating the impression that it is a rare or limited-edition item. For example, Apple frequently releases limited-edition versions of its products, such as the iPhone XS, which is available in limited quantities.
• Exclusive Deals: Companies will often offer exclusive deals to specific groups of customers, such as VIP members or subscribers to their email list. These deals create a sense of exclusivity, giving customers a feeling of being special and privileged. For example, Sephora offers exclusive discounts to members of its loyalty program, Sephora Insider, encouraging them to make more frequent purchases.

Advantages of Hunger marketing

Hunger marketing is an effective marketing strategy which can be used to capture attention of potential customers and make them act immediately. The following are some of the advantages of hunger marketing:

• It encourages customers to act quickly and impulsively, resulting in increased sales. Because people are driven by their emotions and desires, hunger marketing can be used to tap into these and incite a sense of urgency to purchase a product.
• Hunger marketing can be used to create a sense of exclusivity. By limiting the supply of a product, customers are made to feel as if they are getting something special, and this can lead to increased sales.
• Hunger marketing can also be used to build loyalty. Customers who feel they have access to something special may be more likely to return to purchase more products in the future.
• Hunger marketing can also be used to create a sense of competition. Customers may be encouraged to act quickly in order to secure the product before it runs out, creating a sense of urgency and competition.

Limitations of Hunger marketing

Hunger marketing is an effective marketing strategy, however, it has certain limitations. These include:

• Limited Reach: Hunger marketing is often focused on a very specific segment of the population. This can limit the potential reach of the campaign, as it can be difficult to target people outside of the target group.
• Emotional Manipulation: Hunger marketing can be seen as manipulative, as it often plays on people's emotions and desires. This can be seen as unethical and can lead to negative reactions from potential customers.
• Short-Term Impact: Hunger marketing is often effective in the short-term, but it can be difficult to sustain the impact of the campaign over the long-term. This can lead to a decrease in effectiveness as time passes.
• High Costs: Hunger marketing campaigns can be expensive, as they often require a lot of resources and specialized personnel. This can be a problem for companies with limited resources.

Other approaches related to Hunger marketing

In addition to the Hunger marketing approach, there are other related strategies which can be used to create a sense of urgency and impulse buying. These include:

• Scarcity Marketing: This technique focuses on creating a sense of urgency by making products and services limited in stock or availability. This strategy is used to make customers feel like they must act quickly or risk missing out on a great opportunity.
• Limited Time Offerings: This technique leverages deadlines to create a sense of urgency to purchase a product or service. It may be done by offering discounts for a limited time, or by announcing a special sale that will only be available during a set period.
• Flash Sales: This type of marketing strategy involves the offering of highly discounted products for a brief period of time. This technique is used to create a sense of urgency and encourage impulse purchasing.
• Bundle Offers: This technique involves the offering of multiple products at a discounted rate, giving customers the incentive to purchase more items at once.

In summary, Hunger marketing is a form of marketing which leverages strong emotions and desires to influence customer behaviour. Other related techniques, such as scarcity marketing, limited time offerings, flash sales, and bundle offers, can also be used to create a sense of urgency and impulse buying.

Footnotes

Hunger marketing — recommended articles

Unsought good — Buzz marketing — Relationship selling — Advertising message — Manipulation advertising — In store marketing — Types of advertising — Below the line advertising — Incentive marketing

References

• Chin, S., & Chen, S., & Lin, M. (2017). The Effects of Hunger Marketing In Scarcity Products, IJBAMR Vol 3(3) Sep 2017
• Gupta, S., & Dhillon, I. (2014). Can Xiaomi shake the global smartphone industry with an innovative "services-based business model"?. AIMA Journal of Management & Research, 8(3/4), 2177-97.
• Peng, L., & Liang, S. (2013). The effects of consumer perceived value on purchase intention in e-commerce platform: a time-limited promotion perspective. In Proceedings of The Thirteen International Conference on Electronic Business (p. 56-64).
• Suchen (2017). The world of marketing "Hunger Marketing"

Author: Maja Rogalska