Flourish - eMag - Feb 25 - Flipbook - Page 23
Scarcity:
Is de昀椀ned as our perception of
products becoming more attractive
when their perceived availability
is limited. So, when you believe
Something is in short supply, you
want It more.
Example: We are likelier to purchase
something if we’re informed that it’s
the very last one or that a special
deal will soon expire that day. So
next time you read: “only 2 tickets
left” or “offer ends tomorrow” you
know the scarcity principle is being
used to sell this product.
Commitment/
Consistency:
Is the idea that human beings
have a deep need to be seen as
consistent within themselves and
in front of others. Speci昀椀cally,
with what we’ve done, said and
what we’ve bought. As such, once
we have publicly committed to
something or someone, then we are
much more likely to go through and
deliver on that commitment…hence
consistency.
From a psychological perspective,
this can be explained by the fact
that people have established that
commitment as being in line with
their self-image.
Example: Free trials on a product
or gym membership to get you to
commit to it after the trial period.
