Apple’s Hunger Marketing Strategy and Consumer Psychology Research

DOI

10.2991/978-94-6239-801-6_125How to use a DOI?

Keywords

Apple Inc.; Hunger Marketing; Scarcity; Sense of Ritual

Abstract

With the rapid development of electronic technology, more and more new electronic brands have emerged in the market. However, among these brands, Apple Company has stood out among the numerous competitors through its “hunger marketing” strategy. The main topic of this research aims to explore Apple’s hunger marketing strategy and consumer psychology. Additionally, this study adopted process tracing to track and observe the release cycle of the iPhone 16 series, and described and analyzed the phenomenon. Moreover, this study also combined the scarcity principle with consumers’ “ritual sense” and proposed a three-drive model of “scarcity perception - ritual participation - purchase decision”. It was found that during the sales period of iPhone 16, a large number of consumers were driven to purchase iPhone 16 by the joint drive of scarcity sense and awareness sense, thus reaching the conclusion that scarcity sense and ritual sense can jointly drive consumers to make purchase decisions.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nachuan Chen
PY  - 2026
DA  - 2026/10/23
TI  - Apple’s Hunger Marketing Strategy and Consumer Psychology Research
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1204
EP  - 1210
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_125
DO  - 10.2991/978-94-6239-801-6_125
ID  - Chen2026
ER  -