The Influence of “Double 11” by Anchoring Effect
Authors
Shuaitong Li
Shenzhen Houde academy, Shenzhen, Guangdong
Corresponding author. Email: gaoming@cas-harbour.org
Corresponding Author
Shuaitong Li
Available Online 15 December 2021.
- DOI
- 10.2991/assehr.k.211209.380How to use a DOI?
- Keywords
- Anchoring effect; E-commerce; M-commerce; Festival marketing; Double 11
- Abstract
Under double 11activities, people’s desire to consume becomes very strong, and the turnover of each network platform is much higher than usual. Why can the activity Double 11 be so successful? The author analyzes this topic through literature review. The research data come from other people’s papers. The conclusion is as follows: the Singles Day activities use consumers’ greed psychology and publicity, which makes consumers think that they buy and earn money in the November 11 activities, so they lead to a lot of consumption.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Shuaitong Li PY - 2021 DA - 2021/12/15 TI - The Influence of “Double 11” by Anchoring Effect BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 2327 EP - 2331 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.380 DO - 10.2991/assehr.k.211209.380 ID - Li2021 ER -