Hunger marketing on smartphone

“Hunger marketing”, a kind of marketing strategy where the commodity provider deliberately restricts the supply of product to achieve the phenomenon of excess demand, has been applied in many promotion campaigns, especially smart phones in recent years. Apple´s marketing strategy on iPhone reduces the quantity supplied has trigger a higher demand to gain a much higher profit. Such successful experience has been imitated by other brands, nevertheless, lead to different consequences. Obviously, the success of hunger marketing depends on many conditions, while there are few academic researches on this subject. This article compared the similarities and differences of hunger marketing strategies that implemented by various firms, and try to find out consumer buying behaviors affected by hunger marketing. And we developed a questionnaire to investigate the influences of life style, brand image, brand experience, perceived value, and promotion campaign on the effect of hunger marketing in Taiwan. The conclusions include the benefits and potential risk of hunger marketing, and how the critical consumer and producer variables work to bring successful hunger marketing.