Irrational Consumer Behaviors in the Sneaker Market 

Zhenxiang GUAN


This paper discusses the consumer behaviors from conventional theoretical studies to more recent irrational behavior studies. Then, we use a case study, the sneaker market, to illustrate how the consumer behave and what the factors to their behaviors. Then, from the perspective of the brand, this paper discussed the methods that can help the company make more money by studying the young consumers in the market, such as scarcity of sneaker, star effect, social media, and promoting information. At the end, the paper restates all the points made in this paper, and also it mentions the speculators in the market. Also, speculators and fluctuations in prices in the market are discussed form the perspective of the prospect theory.


Irrational consumer behavior; Sneaker market; Marketing

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