The Impact of Hunger Marketing on Triggering Consumers' Perception of Scarcity

Hunger marketing has become a widely used marketing strategy in contemporary business by creating artificial scarcity to stimulate consumer demand, but its deeper impact on consumer behaviour and market order still needs to be systematically explored. The essence of hunger marketing is the "scarcity effect" that stimulates the desire for possession and social comparison, which leads consumers to ignore the actual needs and values and fall into irrational competition. This thesis, through literature research and case studies, shows that hunger marketing significantly enhances consumers' perception of scarcity through limited supply and time-limited rushing, which in turn triggers a sense of urgency and impulse to buy, and is especially effective for commodities with strong social attributes. However, excessive use of hunger marketing may trigger psychological resistance among consumers, such as the feeling of being manipulated, which can reduce brand loyalty in the long run. Therefore, it is necessary to balance scarcity and fairness. This study deepens the understanding of the chain relationship between scarcity and consumer behaviour, such as the moderating role of consumer anxiety and social needs. At the practical level, it provides suggestions for companies to optimise their limited-edition strategies, such as transparency control.