An Analysis of GO & STOP Signals in Chiikawa Consumption: A Behavioral Economics and Marketing Perspective

Abstract

This paper employs an integrated analytical framework combining behavioral economics and marketing models to dissect the consumption drivers and barriers of the Chiikawa character intellectual property (IP). By synthesizing the GO/STOP signal framework, SWOT analysis, and the 4Ps marketing mix, this study moves beyond descriptive analysis to uncover the dynamic interactions between consumer psychology and marketing strategy. The findings indicate that Chiikawa's success is largely driven by potent GO signals—such as the "kawaii" aesthetic, emotional utility, and scarcity—amplified through strategic social media promotion. However, significant STOP signals—stemming from premium pricing, limited product utility, and complex distribution channels—hinder its market potential. Based on this diagnostic analysis, the paper proposes a series of targeted, evidence-based strategies. These include product diversification into high-utility categories, the implementation of a tiered pricing and membership system, and strategic global channel expansion integrated with anti-counterfeit technology. This study concludes that for emotional consumption IPs like Chiikawa, sustainable growth hinges on the systematic amplification of GO signals and mitigation of STOP signals through a coherent, model-informed marketing system. The framework presented offers a replicable paradigm for the economic analysis and management of character-based IPs.