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

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.