Abstract

The hunger marketing strategy has been implemented by many manufacturers to stimulate customers purchase intentions. Previous literature has shown that scarcity appeals would influence customer decision making. However, the dark side of the hunger marketing strategy has not been fully explored. As a result, this study focuses on whether the excessive hunger marketing strategy is the cause of customer brand hate. Two comprehensive research models are proposed to explore how the need for uniqueness and Hofstede's (1980, 2001) six cultural dimensions influence the relationship between the hunger marketing strategy and brand hate. Results suggest the need for uniqueness positively influences the effect of hunger marketing strategy on brand hate. The results of the experimentation suggest that cultural values such as power distance, individualism, and masculinity have a moderating effect on the relationship between hunger marketing strategy and brand hate.