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The Psychological Mechanism and Marketing Strategy Behind "Impulse Consumption": A Case Study of Hey Tea

Year: 2024

Type: article

Abstract: In today's fast-paced living environment, impulse spending has become a common phenomenon. Faced with various products, consumers are often driven emotionally to make irrational purchasing decisions. This consumption behavior not only impacts an individual's financial situation but also profoundly affects marketing strategies. This paper takes Hey Tea as an illustrative example to explore the psychological mechanism of impulse consumption and analyze how to stimulate and guide this consumption behavior through marketing strategies. The results of this study aim to reveal the intrinsic drivers of impulse consumption and provide theoretical support and practical guidance for the development of more effective marketing strategies.

Source: Advances in Economics Management and Political Sciences

DOI: 10.54254/2754-1169/2024.18736

Author: Jiayi Zhu

Institution: Guangzhou University of Chinese Medicine

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4405821145

FWCI:

Cites: 12

Cited by:

Related to: 10