Consumer Psychology Mechanisms In Gimmick Marketing: A Systematic Literature Review on Their Impact on Purchase Decisions

Abstract

This study aims to examine consumer psychology mechanisms in gimmick marketing and their impact on purchase decisions through a Systematic Literature Review (SLR) approach. The rapid development of marketing strategies, particularly in digital environments, has led to the increasing use of gimmick marketing techniques such as limited-time offers, promotional incentives, and creative content to attract consumer attention. However, existing studies on this topic remain fragmented, focusing separately on emotional, cognitive, and social aspects of consumer behavior. Therefore, this study seeks to integrate these dimensions into a comprehensive framework based on Stimulus-Organism-Response (SOR) Theory and Consumer Decision-Making Theory. The study systematically analyzes relevant literature from major academic databases published between 2021 and 2025. The findings reveal that consumer responses to gimmick marketing are driven by three main psychological mechanisms. First, emotional factors such as excitement, urgency, and enjoyment stimulate immediate reactions and impulse buying behavior. Second, cognitive factors including perceived value, trust, and quality perception influence rational evaluation and final purchase decisions. Third, social factors such as online reviews, social media interactions, and peer influence reinforce or weaken consumer responses. The study concludes that these mechanisms are interconnected and collectively shape consumer behavior. This research contributes to a more integrated understanding of gimmick marketing effectiveness and provides practical implications for designing persuasive and credible marketing strategies.