偶然情绪对产品稀缺效应的调节作用研究--兼论饥饿营销在偶然情绪下的失灵现象

ffective Processing Effect indicates that different emotions will change individuals' choices of information processing route. This paper, using the method of Event Relative Potential, explores the neural mechanism of the influence of incidental emotions unrelated to decision-making task on scarcity effect. It improves the existence of scarcity effect and how it happens, what's more, the moderating role of incidental emotions is studied which finds that under negative emotion, consumers have negative attitude to products with scarcity. This finding explains the failure of hunger marketing under different incidental emotions which explores the effect of emotions on scarcity effect in a more objective way.