Unpacking the psychological mechanisms behind hunger marketing on real estate purchase intention

Purpose This study aims to examine the effectiveness and underlying mechanisms of hunger marketing strategies in the Chinese real estate industry, particularly under conditions of economic downturn. This study identifies the key elements of hunger marketing and examines their collective impact on purchase intention (PI). Design/methodology/approach Drawing on the signalling theory framework and prospect theory, this study used a quantitative research design. Data was collected through an online survey of 421 Chinese consumers, and analysed using SPSS and SmartPLS. Findings The results indicate that limited quantity and price discount significantly enhance consumers’ PI. Furthermore, risk aversion strengthens the link between limited quantity and PI, while emotional benefits significantly moderate the effect of price discount on PI. Practical implications As a result of this research, real estate marketers can design more effective hunger marketing strategies by leveraging the tactics of discount pricing and limited quantity, while considering the effect of risk aversion and emotional benefits. The findings arguably provide practical guidance for optimising marketing campaigns under shifting economic conditions. Social implications This study highlights how marketing strategies such as limited quantity and discounts can influence consumer behaviour even in high-stakes decisions like housing purchases. Real estate marketers and policymakers should consider these factors to avoid over-stimulation of demand and to support sustainable housing development. Originality/value This study addresses a gap in the literature by identifying the components of hunger marketing and its effect on consumer PI in the context of high-involvement real estate purchases. This study contributes to the broad application of signalling theory and prospect theory in consumer behaviour research.