Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Sunday, December 11, 2016

DFS and Scarcity

The furniture brand DFS often use the scarcity principle (Cialdini, 2009) in their advertisements to persuade people to buy their products. People perceive things that are less available as more valuable. By making their products seem less available, then, DFS make people more eager to get their hands on them. There are two ways in which the scarcity principle can be implemented. Firstly, limit the number of the item available, or at least make it seem as though there is limited availability. A classic example is the ‘Hurry while stock’s last!’ mantra you will often hear in DFS adverts. Second, limit the time available to acquire the item. For example, the narrator says ‘Be quick, early bird savings end soon’ in the following ad. The perceived opportunity cost of not purchasing while they still can is inflated, causing the customer to want the product now.


References

Cialdini, R. B. (2009). Influence: Science and Practice. Boston: Pearson Education. 

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