The Influence of “Double 11” by Anchoring Effect

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.

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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  -