Loss aversion could also be influencing the reaction of people to this advert. If you can see that you are going to miss out on a deal, you value it higher, you class the loss of the lower price at a greater value than the savings you are actually making, and feel like this missed opportunity would be a genuine loss to yourself. The gains of buying the product, supported by the theoretical loss of not buying it, are powerful in influencing buying behaviour (Byun & Sternquist, 2012). Even if you don’t want the products on sale, a feeling that you are missing out on getting a discounted price, where if you were to make the purchase in the future at full price would seem a loss, and more risky than making the purchase now.
Aggarwal, P., & Vaidyanathan, R. (2003). Use it or lose it: purchase acceleration effects of time‐limited promotions. Journal of Consumer Behaviour, 2(4), 393-403.
Byun, S. E., & Sternquist, B. (2012). Here today, gone tomorrow: Consumer reactions to perceived limited availability. Journal of Marketing Theory and Practice, 20(2), 223-234.
Inman, J. J., Peter, A. C., & Raghubir, P. (1997). Framing the deal: The role of restrictions in accentuating deal value. Journal of Consumer Research, 24(1), 68-79.
Pratkanis, A. R. (Ed.). (2011). The science of social influence: Advances and future progress. Psychology Press.